She is the Roxy Jacenko of Canberra PR! This girl not only knows how to create the events of your dreams but how to get the publicity to match. Rosalie is one of a kind and does not seem to know the words “No, we can’t do that!” We were very excited when we got to sit down and hear about how her love for PR and Good Day started.
Tell us a little bit about yourself and how you got into the industry
My name is Rosalie and I’m the Founder of Good Day PR – a Canberra-based boutique public relations, events and social media consultancy.
Getting into the industry was kind of a ‘right place, right time’ scenario. Going into uni, I always thought I wanted to study law. At the time, I was working at a dance school and doing some promotional work with their agency. My manager (who also turns out to be one of my closest friends) told me that I had a certain knack for communicating, so if I was going to study law, she recommended I double it with some kind of comms degree. So, I did! I decided to double it with a Bachelors Degree in Public Relations.
And thank heavens I did because, while I did finish the law degree, I had absolutely no interest in pursuing a career as a lawyer (much to the dismay of my Nonna who just couldn’t understand why I would do the degree if I wasn’t going into the industry. But to be honest, I think she was just disappointed she couldn’t tell her friends that one of her granddaughters was a doctor – my older sister – and the other was a lawyer).
Towards the end of my third year, I sought out an internship with an international independent events and celebrations magazine, now known as HOORAY! Eventually, I went full-time at the magazine and became their Online Editor and then Deputy Editor. It was during my time at HOORAY! that I learnt an incredible amount about comms and marketing, writing, social media, the growth of digital, the importance of visual aesthetic and how to think outside the box. Honestly, this was the job that really shaped how I work today.
After that, I did a short stint in the Public Service before getting a job as a public relations manager with a local PR firm. This was another role that taught me so much, especially regarding communications in Canberra (we’re a different kettle of fish in Canberra, let me tell you!). I tried another short stint in the Public Service before understanding it really wasn’t for me and then decided to try my hand at my own business!
Can you walk us through the background of where the concept for this business started?
I was sitting on the idea of starting my own business for a while, but of course, fear stopped me from doing it. I didn’t think it was something I could achieve (if you ever wanted to learn Imposter Syndrome 101 – I was the perfect case study). But I spoke to a couple of old bosses and some other people in the industry who I admired, and they all encourage me to give it a go.
“What’s the worst that could happen – you have to go back and get a regular job again? Big deal!” This is what almost all of them said to me, and they were right!
I guess the reason I wanted to do it in the first place was because I never felt settled. My dad is a business owner and it was instilled in me from a young age that I wanted to be my own boss. I wanted control over the clients I took on, the work that I did and the way that I did it. Those who know me know I’m a pretty stubborn person at the best of times, so it was no surprise that this was a goal of mine.
I also saw that there was a shift in the PR industry, which opened up a chance to do this job very differently to others, and I wanted to jump at that opportunity. To this day, I still get waves of Imposter Syndrome rolling over me, but I’m surrounded by an incredible support network of friends, family and business owners in similar positions and they help get me through.
The name came from my old boss/first client. I didn’t have a business when she enlisted my help to launch one of her may successful businesses. She had a particular flair for names, so I asked for her help. We sat on it for a while and then she randomly called me:
“Good Day,” she said. “Because running a business is hard, but that’s what happens when I work with you – I have a good day.” I was absolutely chuffed, and the name stuck!
What was the most challenging aspect you’ve faced in business so far?
Apart from dealing with severe spells of Imposter Syndrome as mentioned above, I think the most challenging thing was taking the business to a full-time gig. I’ve always been a hard worker, but that period was something else.
I gave myself a 6-month time limit to make this happen. Every morning I woke up extra early to get on top of client work. I went to my APS job and spent countless lunches having phone or face-to-face meetings. I’d get home, cook dinner and then continue working until late at night. Weekends I spend catching up on work. It was all I could think about and I had little time for anything else.
It wasn’t a pretty period. I was burning the candle at both ends, not taking care of myself and probably just a couple of weeks away from having a mental breakdown – but I got through and I achieved my goal. And I’m pretty darn proud of myself.
However, in saying all of this, with a global pandemic well underway I think I might be about to face my biggest challenge yet, so stay tuned.
And what’s been the most amazing experience?
This might just be the first time I’ve been asked this question and it’s really stumped me. I never really get a chance to look back at what I’ve done and now that I am, I can’t pinpoint one particular experience. It’s more so all of the positive things I’ve been able to achieve for every single one of my clients – every piece of press, every successful event. It doesn’t matter who the client is, it always feels the same and it still makes me smile from ear to ear.
Some absolute stand outs include developing and implementing the the PR and event strategy for Brodburger’s 10th birthday, the PR and event strategy for the launch of Canberra Outlet’s new Premium Mall, the PR strategy for the launch of The Social Club and the PR strategy for The Lab’s launch of The Skin.
Running Good Day has also allowed me to develop relationships with some pretty incredible people and for that, I am SUPER grateful.
What’s the biggest piece of advice you have for someone transitioning from side hustle to a full-time business?
Number 1: Feel the fear and do it anyway. The longer you sit on it and allow yourself to overthink it, the more time you have to convince yourself that you can’t do it.
Yeah, I took a little while to actually start this thing, but once I did, I knew it had to make it full-time ASAP or I’d chicken out. Outline what your worst-case scenario is. Have a plan in place in case that does happen, and then put that plan aside and make it your mission to just keep on moving forward.
Try not to do what I did and work yourself to the verge of tears every day. But understand that if you’re serious about this, it’s going to take a TON of sweat, blood and hard work.
Number 2: When Imposter Syndrome takes over (and I can guarantee you, at some point, it will), make sure you have a really strong, supportive network to lean on to help get you through. I certainly wouldn’t be running Good Day today if I didn’t have a bunch of absolute champions rooting for me and lifting me up when I wanted to throw in the towel.
Coffee in the morning, tea at night.
What’s on your bedside table:
A lamp, book, two crystals and a little bowl for my rings
Book you are currently reading:
Swing Time by Zadie Smith
5 items you can’t leave home without:
A hair tie, phone, Macpac jacket (Winter in Canberra will get you), key card and hand sanitizer (that’s a new one).
Coco Mademoiselle by Chanel