We have very exciting news from PR, PR, PR, dar-ling. Paula Lucarelli and Anthony McCarthy have recently been promoted to joint National Talent and Publicity Managers, overseeing the entire Publicity team across all markets. Paula and Anthony will report into VP Publicity and Communication, Catherine Donovan and work alongside the Corporate Comms and Trade Marketing teams.
As you may well know, the Publicity team are always behind the scenes but today, we’re shining the spotlight on Paula and Anthony!
Anthony
Yourself and Paula are now joint National Publicity and Talent Managers. What does that role entail?
Paula and I manage a team of very talented, creative and hardworking publicists. We check in with the team on a daily basis to make sure everyone is progressing well with their dedicated projects and that their workload is manageable and sustainable. The success of any team starts at the top with Cat Donovan’s positive, engaging can-do attitude and the belief that anything is possible. We are in the communications business and while this might sound basic, we work hard to maintain wonderful relationships with our media partners. At the end of the day, each and every one of us are ambassadors for the company. The industry knows that Paramount Publicity is the best in the business, something we should all be proud of.
What are the biggest challenges the Publicity department face?
Sometimes there are not enough hours in the day to achieve everything you want to. The traditional role of a publicist has changed dramatically over the past 10 years. We are so much more than that now. Social media is fast becoming a big part of our business and having to manage countless reality talent social media accounts is a full-time job in itself. Podcasters and influencers also play a significant part of our publicity strategy. We manage events such as the Melbourne Cup Carnival to the F1 Grand Prix which are very time consuming but rewarding at the same time.
What skillset or personality traits are critical for those wanting to work in PR?
Firstly, you’ve got to like people and be social to survive in this business. To be open to ideas and not be afraid to share your own ideas, how crazy you might think your ideas might be. A positive can-do attitude, being calm under pressure. I learn something new every day, usually from someone much younger than me! And with the years of experience under my belt, I don’t hide the fact that I don’t know all the answers, but if you create a work environment which is inclusive, collaborative and welcoming, those answers will come quick enough.
What’s been your most surreal moment working in Publicity?
There are sooo many surreal moments. Paramount has opened the door to so many wonderful opportunities and experiences. Speaking of doors, when I was working in South Africa on I’m A Celebrity, one morning on my way to work at 3.30am, I opened the front door to find a zebra lying in the entrance. Trying to get the zebra to move on wasn’t easy!
What do you love most about working at Paramount?
I have been with Paramount for 13 years now. I don’t know where the time has gone but I LOVE it. No two days are the same. Paramount has always been more than just a place of work, I have found there’s a genuine sense of family at Paramount. I’m in awe of the many people who I work with day in, day out across various departments who inspire me to give 100%.
Paula
Yourself and Anthony have both worked at Paramount for over a decade. How has the media landscape evolved over that time and how has the department had to adapt?
The media landscape is constantly evolving and there has been a big shift towards new media in recent years. In addition to securing coverage with traditional media outlets such as magazines, newspapers and radio, we’re also heavily engaging with podcasters, bloggers and digital publishers, and also leaning into the social sphere by working with content creators and influencers to share our stories with new audiences in different ways.
What excites you most about PR?
There’s a lot to love! No two days are ever the same, it’s fast paced, we collaborate with a wide group of vibrant people, it’s relationship driven with lots of team work, and at Paramount, there is always a variety of different shows and talent to showcase.
How is PR different to Marketing?
In essence, the fundamental role of PR is to secure positive media coverage that cannot be purchased, while Marketing involves branding and implementing paid media campaigns.
What are your Top three highlights from your 20+ years at Paramount?
- The People. I’ve made so many amazing, lifelong friends throughout my time at Paramount.
- The Experiences. From working on events like the Logies, Melbourne Cup Carnival and AGP, to media tours with talent like the cast of Modern Family, or working on shows like Neighbours which I watched growing up, my time at Paramount has been filled with lots of interesting and memorable moments.
- My Family. I actually met my husband through my Publicity role at Paramount and we’re now a family of four with two young daughters, so thank you Paramount for bringing us together!
What do you love most about working at Paramount?
I never would have imagined I would be working for the same company for over 20 years, but there is something truly special about Paramount. It really is like a family, and I feel incredibly lucky to be working alongside such a diverse group of super creative, incredibly talented people, it’s great fun!
