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James Rowe - Consumer PR

James Rowe is Press Officer for Firebox.com, the online retailer particularly known for being first to sell a whole range of fun new products, from baby toys to high-tech playthings. James began his professional PR career with the company two years ago, and quickly found it combined two of his favourite things, communications and gadgets.

We spoke to James about what a PR role for an online retailer like Firebox.com involves, and to get his tips for others embarking on a PR career, and for those interested in this particular part of the industry.

If you’re starting out on your own PR career and James’ work interests you, then how about some work experience in the Firebox press team? Firebox are offering internships for bright and enthusiastic university students and graduates. These are unpaid internships, though Firebox would cover travel expenses and the experience should be invaluable. The length of a placement depends upon the individual. To apply click here and email Claire Wood with a covering letter and CV.

By Unicorn Jobs

Why did you choose a career in PR?

Growing up with two hard of hearing siblings, effective communication was often difficult. Accordingly, becoming a good communicator was something that came naturally to me – it had to. That, coupled with a driven passion for the written word led me to pursue a degree in English.

I guess opting for a career in PR was a natural progression for me, and my choice of which specific discipline within the industry to aim for was too. Ever since I can remember I’ve always been an early-adopter, interested in the latest gadgets and gizmos – from game consoles to minidisk players. With that in mind consumer PR was to be my avenue, and technology and lifestyle PR my forte.

What was your first role?

My first role was and is working in-house for quirky and innovative online e-tailer, Firebox.com. This initially involved penning press releases, assisting with ring-rounds, helping organise the loaning out of preview products, compiling monthly coverage reports, and putting together round ups of key product campaigns for our buying team to show current and prospective suppliers.

How has the role changed?

Since joining around two years ago my role and responsibilities have changed quite considerably. I’m now also organising press tours, assisting in event planning and even speaking on national radio when we’ve got something really special to bark about – our latest was the ‘Shuellas’ – a sort of umbrella for your shoe!

How did you get your job at Firebox.com?

As PR is a competitive career choice, after university I was proactive in getting myself various work experience placements. After doing a placement at Tiger White PR, a consumer PR and marketing agency that specialises in health, wellbeing and lifestyle, someone suggested I join the ‘PR & Communications Network’ group on Facebook because PR job opportunities were published there. I did just that, and on just my second application sent out using the group I received a reply which led to my job at Firebox.

Tell us about Firebox.com

University friends Michael Smith and Tom Boardman set up Firebox.com in 1998 with the dream of retailing, marketing and manufacturing a select range of new and unusual products from around the world. The company survived the dotcom boom and bust and has developed into a successful multi-channel retail operation including an award-winning website and a mail-order catalogue.

Originally building a reputation for having the latest gadgets, games and boys toys for men, Firebox now services a broader market, identifying the latest trends in consumer products to bring quirky and unusual designer homewares, innovative gadgets and amusing gift ideas to their customers ahead of mainstream retailers.

Give us an idea of your typical day at work.

My typical day at work begins with reading all of the national newspapers, looking for potential coverage opportunities and generally familiarising myself with all on-going features. This is also so I can pick up on consumer trends and competitor news, which is valuable information we utilise ourselves, and which we also pass on to our expert buying team.

Afterwards, I’ll update myself with what new products are coming up on Firebox, write any press releases or copy required, and start selling stories in through phone calls and e-mails. That usually takes up the majority of my day, but in between and as and when, I’ll send out and call back reviewed products and help organise any product launches or events that might be occurring.

At the beginning and middle of each week I’ll also attend meetings with our marketing and buying departments to keep up-to-speed on any developments within the rest of the company.

What’s the best thing about your job?

There are literally loads of fantastic things about working for Firebox, but for me the best thing has to be its diverse, exciting and constantly changing product line, from the ‘Flip Mino HD’, the world’s smallest HD camcorder, to ‘Pleo’, a completely autonomous, all-seeing, all-doing robotic dinosaur that develops its own personality according to the way it’s nurtured. Being able to see the very latest innovative, exciting and groundbreaking gadgets before anyone else has even heard about them – high street including – is amazing.

What’s the worst thing about your job?

I think I speak for all PR’s when I say this, but the most annoying thing for me is when confirmed coverage – which no doubt, I’ve got rather excited about – is suddenly subbed out at the last second or credited to another retailer or supplier. That can be hard.

Some people might think that working for a fun company like Firebox consists mainly of larking about. Does it?

Not at all. I think the only real difference working here is the products we work with. Regardless of what you’re selling in as a PR it’s your job to understand – inside and out – the product(s) that you’re dealing with, so when you do get that odd query from a journalist you can deal with it quickly, effectively and efficiently.

Just because I enjoy working with Firebox’s product range doesn’t make my day to day job any different from any other consumer PR’s job – for instance, someone working on a campaign to promote an organic turnip has to utilise the same set of skills that I do. There’s always going to be a professional methodology behind your work, and that never changes.

What’s your best piece of advice for an aspiring PR person?

The old proverb, ‘don’t try to run before you can walk’. PR encapsulates a great many skills, all of which take time to learn, develop and make your own. When I started out I used to get frustrated that all of these differing practices didn’t immediately come to me. There’s no harm in being keen but don’t kick yourself if things take a little time to ‘click’ – it’ll be all that much more sweeter when they do.

You mention the various different ‘practices’ in PR. Which communication techniques do you think work best, and which do you personally prefer?

Communication comes in many forms: e-mails, phone calls, face-to-face meetings and through social media sites such as Twitter too. What’s important is to know where best to apply these and in what situations too.

Personally my preferred method is always face-to-face but as this is evidently not always practical or indeed possible, a phone call comes a close second. You can detect and communicate so much more effectively in face-to-face meetings or over the phone. Without even realising it you can detect through the intonation of someone’s voice how they’re feeling and alter your pitch accordingly – more so in a meeting.

For instance, if the journalist in question is on deadline you can arrange to call back at a later date, whereas if you had e-mailed them they may have just discarded your information altogether and you’d be none-the-wiser. Understanding what specific mode of communication is best to use will help you get the most out of the information you’re trying to put across.

Do you think social media has a place in PR?

Almost definitely. With so many people – journalists included – using, interacting and sharing their opinions through social media sites such as Twitter and Facebook, they’re an information rich tool for both PR’s and marketers to tap into. We’ve had quite a few great bits of coverage that have come about through the use of such sites, and for marketers especially its cost effective and insightful nature has rendered it indispensable. Ignore at your peril.

Tell us something interesting about yourself that we couldn’t find on the internet

I have recently sold my soul to the ‘FX’ channel on Sky.

Firebox Internships

If you’re starting out on your own PR career and James’ work interests you, then how about some work experience in the Firebox press team? Firebox are offering internships for bright and enthusiastic university students and graduates. These are unpaid internships, though Firebox would cover travel expenses and the experience should be invaluable. The length of a placement depends upon the individual. To apply click here and email Claire Wood with a covering letter and CV.