For the latest in our series of editorials focusing on Irish Women in Business, we’re talking to Tracey Ferguson of Tracey Ferguson Public Relations.
Based in Galway, Tracey Ferguson set up her own public relations, social media and communications company in 2007 after returning to her native Ireland from New York.
The company focuses on the arts and entertainment industry and Tracey has worked with clients including Galway Arts Festival, Macnas, Temple Bar TradFest and comedians like Reginald D Hunter, Stewart Lee and Andrew Maxwell.
She is currently involved with the Vodafone Comedy Carnival, which features Tommy Tiernan, David O'Doherty and Rich Hall and runs in Galway from October 16th to 27th. For more information, see www.vodafonecomedycarnival.com.
We caught up with her for a quick chat about her experiences...
How did you originally get into public relations?
I was hired as a junior assistant for Claire O’Connor PR in New York and was promoted to her PA, where I learned the business fast, while on the ground running. Claire represented top clubs and restaurants in New York (Limelight, Club USA, Webster Hall, Chinaclub) and celebrities. Once you’ve pitched to New York media and run red carpet there, you can pretty much work anywhere.
Why did you decide to set up your own company?
It’s great to be your own boss. You’re in control of your day, your projects and your client list.
What were your goals when you set up your business?
I wanted to be in a position to choose my clients, to work with people I admire, who are creating great work and organising special events. Then, hopefully, to do a great job and hope they keep hiring me in the future.
What sets your company apart from its competitors?
I specialise in Arts and Entertainment PR only. There isn’t a lot of competition, as there is a lot more money to be made in corporate PR, but I really enjoy working in the arts and with some amazing festivals and artists. I also tend to work New York hours and most people work 9 to 5, so I can deal with any timeline.
What are the biggest challenges that you have faced?
After 10 years in New York, I moved back to Ireland and knew nobody. I had to start from scratch with no contacts. I cold-called every editor and journalist to start building up contacts again so it all worked out in the end.
What has been the most memorable moment of your career so far?
That’s easy. Having to write a speech for Nelson Mandela in 30 minutes, dressed in my ball gown, in the business centre of the Cape Grace Hotel in South Africa. It was an hour before the event and the speech was missing. Handed it to him in the nick of time as he walked onstage with Oprah. That was pretty cool (later, when I started breathing again).
Do you think that women face additional challenges in business or has this ever been an issue for you?
We’re gaining ground but promotion rates and payscales are still not equal. My working hours, particularly around a festival, are doubled. I don’t have kids to juggle but I have many friends and colleagues who have the challenge of managing full-time work and full-time home schedules.
What is your favourite/least favourite part of your job?
My favourite part of the job is watching a live audience enjoying a particularly wonderful show or performance. Worst part is the ‘come-down’ after a festival, trying to adjust your pace and fit back into a normal working week and sleeping pattern.
What do you hope to achieve with TFPR in the future?
I’d like to be involved with even more festivals and possibly some special events abroad (UK, USA). I’d love to find myself back in Cape Town on another large-scale project.
What piece of advice would you give to someone hoping to follow in a similar career path?
Do your research. Be persistent but not pushy. Only bring an item to an editor or producer if you really think they’ll be interested in it – or they’ll never pick up the phone to you again. A lot of PR people can be relentlessly pushy and it’s not necessarily attractive. That’s why I tell people at parties that I’m a taxidermist.
