Five Things We Learned from Roxy Jacenko’s CUB Talk

Australia’s PR queen sheds some light on what it takes to be at the top of your game.

By Terry Christodoulou 13/09/2019

The self-proclaimed PR media queen of Australia come reality-TV star, Roxy Jacenko, was the guest of honour at Sydney’s Club of United Business (CUB) in late August. Jacenko spoke to the crowd of entrepreneurs and business savvy minds about the importance of media and the tenacity needed to ensure the success of your own business, here are five things that Robb Report took away from the earnest conversation.

  1. Take every opportunity.

The question can be asked of Jacenko’s career, how did she become the most recognisable face of Australia’s public relations industry? Explained quite frankly, Jacenko tells the crowd the value of having a goal and taking every opportunity to achieve it.



“I never said no to an opportunity, and the reason for that was that I wanted to be the only person that you thought of when you thought of PR or Media, so that immediately if you had an idea and you needed support in that field you thought of me.”

  1. Be selective of the company you keep

Despite being an advocate for seizing every available opportunity, Jacenko warns against the pitfalls of taking on clients who don’t offer any value to your end goal – and advocates a common-sense approach to managing your time and resources. The key takeaway is that you have to have something to offer them and if you don’t see a mutual benefit then your time and energy could be better placed.



“Don’t take clients on for the sake of it, there’s no point taking on someone or something that is going to eat up your time, that isn’t a fit for what you offer or someone who you don’t think will get any benefit from your business.”

  1. Be an Early Adopter

Gauging the landscape and making the right moves is one of the most integral and equally one of the most difficult parts of being a business owner. Jacenko spoke to the crowd at CUB of the value in not shying away from new concepts and technologies, stating:



“I broke my business into portions, I have Sweaty Betty for PR, Ministry of Talent for model and influencer management, and 18Communications for Chinese media management, because I could see where things were going and I didn’t want to be left behind and miss that opportunity.

  1. Pick up the phone

With the modern workplace a flood of e-mails, Roxy shows her more personal approach of picking up the phone and getting things achieved over a phone call – especially when working to tight deadlines.



“Pick up the f*cking phone (sic), there are so many things that get lost in e-mails and you can save so much time by just ringing someone up and getting an answer.”

  1. Content is important but quality content is best

It’s a phrase that has become something of a mantra in entrepreneurial circles, content is king. However, Roxy warns about saturating your channels with a message that isn’t refined. Messaging needs to be specific and of a certain quality in order for it to adequately represent your service, product or personal brand.



“Brand’s come to me and they want to know the strategy, we have to go back and fine-tune the messaging and create content that is super high quality and worth posting out to all the relevant channels first, then we can build on that but it’s not always worth having content for the sake of it..”

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