From her teen years onward, Caro Gibson was interested in all things news, anything in popular culture that showed the buzz of a newsroom and reporters hounding down stories.
She used to write for the school magazine and loved language, art and history and had always thought journalism was where she wanted to end up.
She also recalled a careers evening where Trish Sherson spoke about being a Press Secretary, planting a seed that maybe PR was an avenue to explore too.
Gibson completed a Bachelor's in Communications at AUT and worked briefly in magazines before taking in-house corporate roles at an energy company and a large listed entity. Tourism, then FMCG communications roles followed. She then moved to the agency side, where she has enjoyed working in a tight-knit senior team.
Recently, Boyd PR supported global retail giant IKEA's much-anticipated entry into the New Zealand market, which was a pinch-me moment for Gibson.
“Going home at the end of the day with a win, big or small, is always the aim, fuelled by lots of coffee and a few good laughs along the way,” she said.
Early in her first corporate PR job, Gibson had managers whose level-headedness and grace under fire she still tries to emulate today. She said that PR can be stressful when you are dealing with complex issues, tight media deadlines and sometimes high political stakes.
“It's PR, not ER! is a frequent refrain that I would pass on to anyone starting out. You can care deeply about your clients and your work while still having a bit of perspective,” said Gibson.
“Make sure you are up with popular culture, especially in the age of social media and algorithms and AI, read articles, go to seminars and follow experts on social platforms so you know what is actually happening.”
She added that it was important to remember that the New Zealand media industry is very small, so always tell the truth and keep your word, as reputation matters.
Her advice to others was to seek out a place to work where you will be supported, can learn from great operators and be allowed to carve your own relationships, particularly with journalists.
In terms of going to an agency or in-house, both can offer great experience, but she said that there's nothing like the variety of work you will get in an agency. Gibson now enjoys the pace and challenge of working with multiple clients across a wide range of industries.
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