As part of the Morning Lazziness series about empowering women who encourage and do incredible things with their ideas in society, I had the pleasure of interviewing Rachel Verne.
With over 14 years of experience in public relations, Rachel Verne specializes in transforming emerging brands into household names across the US, EU, and APAC markets. Her expertise lies in crafting innovative strategies, building impactful campaigns, and delivering exceptional results for clients ranging from Fortune 500 companies to visionary startups. Her approach is defined by creative problem-solving, a strong network of media relationships, and the ability to connect clients with opportunities that drive measurable success. Whether launching new concepts, securing high-profile media placements, or navigating the ever-evolving media landscape, Rachel is passionate about helping brands thrive in competitive markets.
What inspired you to start your own PR agency, and how did you get your first client?
I’ve had the opportunity to open two agencies. Both times were during a time in my life where the only question stopping me was “why not?” The first was in my early 20s when my boss at the time offered me the chance to buy the firm I was at, and the second time was in my 30s after the birth of my second daughter. Some of those clients that I inherited the first time around, came back when I opened my second agency. While that seems like it would make things easy to get started, it actually feels harder because there is already an expectation. No ramp up periods. Just hitting the ground running and pitching.
What unique challenges have you faced as a woman entrepreneur in the PR world, and how did you overcome them?
As women entrepreneurs, we can be our own worst enemies. We feel this need to claw our way to the top and prove these unrealistic expectations that honestly we set for ourselves. Over the years I’ve built what I’ll call my personal “advisory board.” Women in my life who I can ask for a solid gut check. They aren’t all in my industry, but they keep me grounded and I’m a better business person because of them.
How do you stay ahead of trends in an industry that’s constantly evolving with media and technology?
You can’t rely on one source and you can’t let others opinion shut you off. Even if you don’t like an idea or you think it sounds “totally crazy,” listen anyway. I’ve done PR for businesses that span from accessories to venture capital, and the world isn’t as big as we make it. What might be old news in one space could be ground breaking in another.
What’s your go-to strategy for building strong, lasting relationships with clients and the press?
Be kind and listen. People remember how you make them feel and that can be hard to rebound if you’ve done something wrong. You also never know where someone will end up. It is amazing to me the people who have come in and out of my professional life. Never write anyone off.
Can you share a campaign or media moment you’re especially proud of—and why it stands out?
During my first agency there was a client I worked with for a number of years. They never paid for ads or placements. Everything was organic and we worked our way up. One day I got a call from a prestigious and influential international men’s publication. They had seen what we’d been up to and wanted to do a five page spread about the brand. While it took the long road to get a placement like that, it was worth it, and more than I ever could have asked for.
Which platforms or tactics have been most effective for growing your own brand visibility?
LinkedIn, Instagram, and right now different industry slack channels. I’m always looking to expand my network.
What role has mentorship played in your journey, and how do you pay it forward to others in the industry?
I am so appreciative to the mentors I’ve had and the role they played in my life. While we might not talk every week, or even every year, I think about them daily. Their influence shaped who I am today and I am so thankful for them and their guidance. My door is always open and I love mentoring people. My philosophy is I just want people to be good publicists. Whether they work for me or someone else. A rising tide lifts all boats.
How do you handle high-pressure situations or crises, whether for a client or your own business?
Take a deep breath, get through it, and have a piece of chocolate ready. The only way to deal with it is to get through it. Stay calm and collected. You can freak out off the clock.
What’s one piece of advice you’d give to women entering the PR or communications industry today?
Do the work. It is amazing to me how many people come in and act entitled. You have to work your way up. Obviously within reason, don’t do anything outside of your job description, but raise your hand, stay late, and learn all aspects of the job. Nice people don’t actually finish last, that is a lie.
What are the 5 things you believe are essential to overcome self-doubt and build confidence in this field?
- Fake it till you make it: seriously, it works. Dress for the job you want and the clients and opportunities will come.
- Take the seat: If you want the seat at the table, take it. Don’t let your own insecurities stop you from being in the room.
- Apologies are unnecessary openers. Ask for what you want: As women we feel the need to dance around the ask. Please and thank you always. Get to the point. People don’t have time to try to decipher what you are asking for.
- Speak about what you want, don’t silently wish: It can feel silly to manifest or vision board, but you have to put out into the universe what you want. Sometimes a morning mantra or quick dance party is just what you need to get the confidence to nail that big client.
- Find your tribe: no one ever does it alone. Don’t be afraid to ask for help around you or befriend someone you admire. They might become a long time friend.
Is there a quote, mantra, or philosophy that guides your decision-making and leadership as a fashion entrepreneur?
Great things can happen in moments of uncertainty and embracing the discomfort that comes with it.
Ok, we are nearly done. You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.
Don’t shut others out because you disagree with them. We can do more good together than apart.
How can our readers further follow your work online?
On Instagram
