Written by Marcela Balart

Stepping into the professional world fresh out of university can be daunting at the best of times. For Alex Robins and Iris Guo, the experience has been a lesson in rising to the challenge.  

Their efforts were recently recognised having both been promoted to Senior Account Executives.   

The IMPACT Agency’s founder and CEO, Nicole Webb, said: “The IMPACT Agency is founded in the belief in investing in the future of the PR and communications industry. We strive for excellence in our people, while also fostering a hunger for growth and innovation.” 

“We are proud of Alex and Iris’s achievements over the past year and look forward to their continued growth as trusted advisors in their new roles,” she said.  

Meet Alex – Cutting teeth in consumer PR 

Joining IMPACT in March of 2023, Alex Robins is part of the agency’s Consumer team, working on clients, such Nestlé, Merlin, and Chamberlain.  

Her highlights over the past 18 months include her ‘firsts’ in addition to the opportunity to build and use a variety of skills.   

“From getting my first media clip, to presenting my first campaign evaluation, and organising my first ever TV news interview, each of these milestones have not only built my confidence but also allowed me to see tangible results from the work we do here,” Alex said. 

“Every campaign brings something new, and I also enjoy working on social media strategies. As someone who spends much of my free time on social platforms, it’s great to be able to use those skills professionally,” she added. 

For graduates looking to kickstart their career in PR and comms, Alex has learned success comes down to much more than writing a media release. 

“PR can be a very fast-paced field, so being adaptable and open to learning will be most helpful. While strong writing skills are crucial, as they are the foundation of most PR work, there is an opportunity for graduates to use their youth to their advantage. A unique perspective and instinct for emerging platforms and trends can bring valuable insights to the table and set you apart,” she said.  

Meet Iris – The heart of the Corporate team 

Joining IMPACT mid-2023, Iris Guo is part of the agency’s Corporate team, working on accounts, including Rheem, Gartner, and NDS.  

Having previously undertaken internships prior to starting with IMPACT, Iris was determined to ensure her first fulltime role would be one that fulfilled her aspirations in PR.  

“While interning at other organisations, I found little to no opportunity to express creativity or provide innovative solutions. For my next role I was wanted to learn how to cultivate relationships with journalists and contribute ideas to the strategies, which are vital to a successful campaign,” she said.  

As a recent graduate, Iris mentions her work on the Rheem Apprentice Plumber Grants program among her achievements.  

“Working on the Rheem Apprentice Plumber Grants from start to finish has definitely been a highlight for me. It is such a great program that gives back to apprentices and helps them kickstart their career. It also holds a special place in my heart as I secured my first piece of coverage for 7News for this campaign,” she said.  

Internships provide benefits for graduates 

Iris’s internship experiences solidified her belief that they are an integral way to learn more about and get a foot in the door of the industry. 

“Internships are, without a doubt, the best way to gain experience in the industry. They give you the ability to explore what kind of work and sectors you are drawn to. It’s also a great way to make connections and network,” she concluded.  

IMPACT’s ‘Emerging Talent Program’ is about investing in the future of the PR communications industry and developing a pool of work-ready graduates. We give students a practical understanding of agency life. 

To find out more about IMPACT’s internship program or to apply, contact: impact@impactagency.com.au.