RACHEL IRVINE

Rachel Irvine is the CEO of PR agency Irvine Partners.

What did you want to be when you grew up?

I always wanted to be a journalist. Growing up, I loved telling stories.

What would you be doing if it wasn’t for PR?

I would likely have stuck with journalism. But I’ve particularly immersed myself in financial services and commercial real estate on the capital markets side, so I could see myself playing in that world.

How did you discover PR?

Having worked for high-profile news organisations in both South Africa and the UK, I got to see first-hand how ill-prepared some company spokespeople were when it came to telling their organisation’s stories. I’ve spent the past 20 years using the skills I picked up as a journalist to help businesses create narratives to showcase and position their brand effectively.

Who are your role models?

Protea Hotels’ founder Arthur Gillis showed me the value of nurturing a business from the ground up and valuing your people. SweepSouth founders Aisha Pandor and Allen Ribić are my relationship goals’ pin-up couple. And Hayley van der Woude, our managing director at Irvine Partners, has taught this A-type bullin-a-china-shop personality the value of being gentle.

Any life-changing epiphanies?

My first PR agency was in Russia and during the global financial crisis of 2008/9, my business was targeted to pay protection money. In my youthful arrogance, I refused to pay. In the end I paid so much more than money. At 34, I had to move home to South Africa practically penniless and start again. The realisation that life does go on and that you can rebuild if you have the right mindset was enormously liberating.

Song that should be the soundtrack of your life?

The Verve’s Bittersweet Symphony.

I inevitably hear this song play right before or at the point that something epic happens in my life and it is always a sign that I’m doing the right thing.

Favourite artist?

High on my list is Neo Muyanga. From his early work with Blk Sonshine to his operetta The Flower of Shembe, I’ve long been in awe of how fluid and accomplished his creativity is.

Lessons Covid-19 taught you professionally?

There were a couple of lessons. The first was not to take anything for granted. When the world went into lockdown, we lost nine clients in as many days. The other lesson is to trust your people. There is nothing more valuable than good people in business.

Your professional superpower?

When it all goes to hell in a handbasket, I’m your girl. I will put the fire out and find a way to move forward.

Biggest weakness?

My strengths lie in building relationships and generating new business rather than the day-to-day operations of running a business. Fortunately, I’ve found and built an outstanding team around me who all excel at that.

What keeps you up at night?

Absolutely nothing. Whatever happens I’ll either fix it, accept it, or find a new place to hide the body.

What brings you joy?

Waking up next to the love of my life every day and sharing my life with him.

Guilty pleasures?

Carbs. Offer me a slice of lemon meringue pie and I’ll give you my PIN numbers.