INDUSTRY PROFILES

Angela Ceberano - PR

Angela Ceberano - PR
Q. Describe your journey in a nutshell:
I started interning in PR the moment I turned 15. I absolutely loved being in an office environment and soaking up the atmosphere. I was painfully shy so I didn’t talk a lot back then, but I listened to every word.

While I was at university doing my communications degree, I worked for BMG, a wonderful record company. The business then merged with Sony Music. I was fortunate to keep my job and work my way up over the years from PR Assistant to National Publicity Manager. I really grew up and learnt so much from my days at Sony. I owe them a lot actually and will be forever grateful for that time in my life.

Once I got married, I decided it was time to venture out on my own. That’s when I started Flourish. I was 26 at the time. I was young but really, I had been working in and around PR for more than 10 years, so I felt really ready. We started off working in Entertainment/Arts PR but over the years we have grown and expanded into other industries and sectors including health, lifestyle, technology, not for profit, property and hospitality.
Q. What do you think your business and your team excel at?
We excel at practising what we preach. We excel in the follow up and getting things done. We think long term and strategically but are also really great at working as a team to implement the right tactics to achieve the bigger picture goal. We excel at telling stories in real and authentic ways. I personally like to test and trial new media formats with my own personal brand and line of products before we claim to be ‘experts’ with new media platforms. 
Q. What brands are you currently working with?
Jayco Australia, Austin Health, Monash University, ClickClack, Colliers International, Guy Sebastian, Olivia Newton-John, Gumbuya World, Irabina Autism Services, Kuna, Human Nature, Palliative Care, Meaningful Ageing and Elf on the Shelf to name a few.
Q. What’s a recent campaign you are super proud of because you either came up with a big creative idea, worked with a minimal budget, or exceeded expectations?
We are really proud of our work with Jayco and launching the world’s first voice activated caravan. We had to get quite strategic and be creative with this one. We held an event at Federation Square which generated a huge amount of national and metro coverage. The team at Jayco are wonderful to work with. We love to be an extension of our client’s marketing team and with Jayco, we really are. It’s a partnership that we are really proud to have - working with great clients who trust your strategy and advice is paramount to a campaign’s success.
Q. What are the greatest challenges the industry is currently facing?
The industry is changing so much. We love this because we are a small and agile team. I think the old school ways of creating content are very limited and the old school approach of media relations is also dated. These days, we are content creators and storytellers. We have the ability to work with traditional media outlets and the various new platforms that are available to us. The exciting part for clients is that they all have the ability to be a media outlet – all businesses do. The challenging part is educating clients on how to creating meaningful and interesting content on a daily basis. Moving people away from ‘ad based’ content to storytelling and BTS content is the game changer.
Q. What do you love about the industry and your business?
I love how creative we get to be! I LOVE talking to clients and understanding who they are, what they do, why they do it, their unique proposition and truly understanding what is important to them and their business. We are paid to be interested in people. How cool is that?
Q. What do you tear your hair out about?!
ADMIN. CASH FLOW. PAYING TAX. All that fun stuff that makes us a small business.
Q. What’s your greatest career achievement to date?
I’d have to say working really closely with The Olivia Newton John Cancer and Wellness Centre. We have looked after the PR for their fundraising efforts for six years and to see the centre grow and raise funds for wellness programs and cancer research is a privilege. Knowing our work has helped make a difference to so many lives is the best thing we could ever do. Working with Olivia and seeing first-hand what a wonderful human she is has been a career highlight. She is an incredible woman who I’m deeply inspired by.
Q. And your worst disaster!
No disasters. There are only learnings, and we have had A LOT of learnings over the last 10 years! The most painful ‘learning’ was hiring the wrong accountant in the very first year and being lumped with a tax debt which took me a year to pay off. Needless to say, we don’t and will never have that issue again... a painful, but wonderful learning!
Q. What’s next for you & the business?
The next phase for us is really exciting.  We will invest in research to look for gaps within the market. We will become a mini incubator that comes up with product concepts and ideas to take to market.  My ultimate dream is to become our own client and push our products through the ‘Flourish machine’.  A comms agency is a wonderful tool to have in your back pocket for ANY business.

We have just launched our first product which is the world’s first luxury equestrian inspired candle line which was inspired by my horse Marco.  We saw an opportunity in the market to combine two very successful industries, the candle industry and the equestrian industry to create a very special product. We look forward to rolling out more products in the future which will be powered by Flourish. 
Q. Your Socials: