Sabrina Lynch, Vice President Consumer Marketing at Zeno Group, specializes in creative planning, development and management of integrated brand-marketing campaigns spanning America, Europe and Australasia. She contributes to Forbes.com, Huffington Post and PR Week.
Name: Sabrina Lynch
Business: Zeno Group
Title: Vice President
Describe yourself in 3 words: Fearless, Adventurous, Grounded
Education: BA (Hons) Law with French, Diplôme d’études en Langue Français (DELF)
Social Media Links: @SabrinaALynch
What was your first job in public relations/communications/media and what did you take away from the experience? How did you discover your passion for working in the field?
My first job in public relations was working as an intern for Edelman on the Beauty and Fashion team. I was supervised by a great Account Executive and a great Account Manager who were both so calm during the chaos of Men’s Fashion Week while also launching new luxury fragrances. Observing the energy it took to launch countless events and products while handling pressures from the clients with utter grace and poise was inspiring.
How do you prioritize and start your work day?
I start my morning with the BBC News app to receive my daily dose of global news before leaving my home. I then read The Skimm on my way to work and check the news trends on Twitter.
Have you had any challenges in your career? Any specific challenges as a woman in the industry? How did you overcome them?
Challenges faced have mainly been with past clients who don’t believe you can do the job based on your gender. I let my abilities do the talking and never let a condescending comment pass or action pass without taking them to task eye-to-eye.
What is one of the greatest misconceptions about the field of public relations/ communications/ media?
One the biggest misconceptions is that PR is solely about securing editorial coverage. This could not be any further from the truth. PR has evolved from being merely a way to generate publicity in print or broadcast mediums to a bona-fide powerhouse integrated with marketing, communications and social media strategy.
What is your greatest achievement in your career?
Co-leadership and management of two campaigns which have won Gold and Silver at Cannes Lions!
What are your tips for setting yourself apart in the workplace?
Embrace your individuality, a unique opinion is sometimes your best ally. PR cannot afford to be produced from the viewpoint of one specific person.
What advice would you give to your younger self?
It’s OK if you don’t get everything right 100 percent of the time. Your success will come from the learnings you take away from your mistakes and ultimately will make you a better PR professional.
How can a new graduate set themselves apart in the hiring process?
I teach Advanced Communications and Strategy Planning at Manhattan College and tell my students that maturity, demonstrating basic knowledge about PR – such as strategy and insight – mixed with a clear appetite to learn goes a long way.