Meet Olivia, Account Manager and the glue of the consumer team at IMPACT! Liv is the go-to for all things influencer, content development and media relations. We had a chat to Liv about what drives her both in and out of the office.

So, Liv, how long have you been at IMPACT?

I’ve been at IMPACT for almost two and a half years, starting straight after I graduated. Throughout my time at university, I did six internships across a range of industries and sectors, from marketing to research, and of course, PR.

What made you decide that PR was right for you?

I loved the variety of work that PR provided me with, and that I could work across a range of clients and projects. The idea of getting behind a brand from the beginning and really understanding their mission was something I couldn’t get in other industries. That always excited me.

What drew me to IMPACT was combining that variety of work with something else that was really important to me, which was understanding a company’s purpose and working with them to share their message.

What’s your favourite part of the job?

I’ve become IMPACT’s resident guru for influencer campaigns, and it’s something I’m extremely passionate about. Understanding the client’s brand and ensuring the influencers you work with align with their mission and values is something I’m so proud to be an expert in.

It’s not just about selling products. It’s about forming genuine and meaningful relationships with authentic people who are trying to get their story out there.

I also love writing content and incorporating the messages and core values of our clients into everything I create. It lets me flex my creative muscles!

What’s something about PR you struggle with the most?

When I first started in PR, the thing that I struggled with the most with was earned media. It’s a challenge for most people when they enter the industry as it can be intimidating!

This challenge has reared its head again over the last year, with the media landscape changing so much and at such rapid speeds.

We’re always adapting to the news landscape, and over the last year we have been constantly challenging ourselves to ensure we’re approaching media in the most effective way. Re-learning the best ways to reach media, especially when we’re in a hybrid workplace has been something that the PR industry has worked hard to accomplish.

This tailoring actually aligns with what I’m passionate about and helps me stay on my toes and fresh for every campaign we do.

Outside of work, what are you passionate about?

My passion outside of work is theatre. I am heavily involved in community musical theatre, and I’ve performed in a lot of shows around Sydney. I just finished working on a performance of Wicked!

I love musical theatre because it gives me a creative outlet where I can go after work that’s just for me. I don’t have to think about anything besides creating the best show possible.

I’ve also met some of my best friends through this passion and connecting with people who share the same values as me has been really encouraging. I love going to rehearsals and making a show come to life in a way that’s really exciting and unique.

So that’s Liv, the glue of the consumer team! Who should we chat to next?