Helen Reizer is arguably one of the most recognised faces amongst Melbourne events with her public relations company HRPR focusing on the red carpet, guest list management, marketing, events and launches within the creative industries, hospitality and lifestyle sector.
Helen’s role as a publicist is challenging, exciting and fast-paced as she perfects the best methodology and media strategies for her clients, often engaging with celebrities, influencers, newspapers and radio.
Interview
Please tell me when you began your career in Public Relations in Melbourne? Helen says, “I started off working in Public Relations in London in 1992 at such a young age, I had 3 publicists working for me at the time: one in London UK, one in Dusseldorf, Germany and one in Brussels, Belgium. I fed them all the PR stories, imagery and samples they required for my client Susan Woolf.
As Marketing Manager for British Fashion Designer Susan Woolf, I helped open 28 stores throughout the United Kingdom and Europe between 1992-1995.
I absolutely loved my job and as a PR collective, we received so much editorial each week in every print publication that was available in the 1990s.
I also worked on all our fashion shows and photoshoots where we collaborated with Vogue UK, Harpers & Queen UK and Elle UK, using the magazine’s resources such as models, photographers, stylists and hair and makeup artists. We worked with the best of the best in the industry in London and New York and we even produced shoots all over the UK and Sri Lanka.
by Cross Roads Media
When I arrived back in Melbourne, I worked as Marketing Manager for Fun Accessories and employed AMPR as my Public Relations company. We worked as a great team and I just loved the buzz we received every time AMPR gained some editorial for our many national jewellery & accessory brands”.
What part of the Public Relations Industry do you specialize in? Helen says, “I specialize in events for many industries such as fashion, beauty, lifestyle, hospitality, health and wellbeing, charity and sport. I create bespoke guest lists for my events, and I work on the publicity for mainly the social pages for each of my events. I work with relevant media and journalists for each event and brand.
My favourite job is working on the red carpet or at a media wall (step and repeat) with photographers and videographers, ensuring that each photograph is to perfection for my clients, the media and the guests.
I realized back when I worked at Fun Accessories, back in the late 1990s, that events and specialized promotions and collaborations were where I wanted to spend my time and energy.
I worked on many collaborations for Australian and International brands and produced many workshops, parties and small-scale events which then led to larger events, galas, festivals and seminars”.
Why are events and PR so important to supporting various industries? Helen says, “events and launches are produced to help create awareness for brands, products, people, tv shows, films, theatre productions even festivals, seminars, conferences and expos. What is super important is creating that excitement that everyone would get through watching the event come to life via social media, the social pages, news, hearing about it on the radio and seeing it in print. By creating an event or launch, you are also supporting many industries through that one event; hospitality through the venue and food and beverages, staffing the event, photographers, videographers (if applicable), musicians and entertainers, printing companies, theming companies, AV, light and sound companies, staging, mentioning sponsored brands and products….this list goes on.
Everyone walks away happy from the staff to the guests. Everyone that has attended my events over the years has always remembered those events. I have always managed to give every single guest a take-home memory….I use every sense; whether it was something they tasted, smelt, felt, saw, heard or actually physically took home is a gift to remember the event”.
What are some of your favourite events in Melbourne? Helen says, “I have so many favourite events….where do I start?….Johnnie Walker Grand Prix; I have been doing this event for 8 years, Together Events such as St Kilda Festival & Portsea Polo, Red Ball Melbourne & many other Galas and Balls over the years, Taste of Melbourne, VAMFF Independent Runway shows and book launches.
I love all my charity events, restaurant launches (I love food), special projects such as TV shows, magazine launches, small theatre productions, photographic exhibitions with Gerard & Marc, the list is endless…!
Other special events that I run are my ‘Women in Business’ lunches, which I have held for many years. It’s my way of giving back to women who have touched my heart. I bring working women together from all walks of life over lunch a couple of times a year. I would love to continue to do these lunches in the future”.
How has the recent Corona Virus shutdown affected your clients and how will you provide a service to them on this journey? Helen says, “this virus has effected everybody across all industries. I have gone back to putting on my marketing and problem-solving hat for now, which is what I did for 20 years, to help my clients get through this tough journey. I am helping them get set up for the future, even though rules & regulations are changing daily. We have been busy brain storming on online ideas and concepts, take away food ideas, selling left over warehouse stock, etc.
I guess I am also a calming voice on the other end of the phone, on facetime or on Zoom; I seem to be the voice of reason. Thank goodness that we have the technology these days to get us through these challenging times.
I look forward to working with all my beautiful clients again once this is over and it is safe to work on events, but in the meantime, I will be working on marketing, branding and problem solving where required”.
by APL Photography
Do you believe things will ever go back to the way they were and why? Helen says, “things will go back to a new kind of normal and most of us will be ok through this, but I feel that everything will be done differently. Our lives will never be the same, however, we must take in what we have learnt from this extraordinary & unchartered experience.
I had an inspiring chat today with my wonderful friend, chiropractor and healer, Ash Constance. Ash asked me a few questions that stood out…!
Ash asks, “What are the lessons that I have so far learnt from this experience? How are you going to manage events in the future? What needs to change?”
Helen says, “I started off by saying that we probably will have to have smaller gatherings to start with; there may not be many huge hugs and kisses and not much human contact as people enter venues. I then said to Ash that I may need to add a clause in my invitations to say that ‘if you are unwell, please do not attend this event’. I can’t speak for ticketed events or large festivals, seminars expos and conferences, but hopefully, our government will look at assisting event companies and airports, etc with fever screening stations or small handheld machines to help facilitate infrared temperature detection”.
by Fiona Hamilton
by Mike Tarr
“This is a time where those who are multi-skilled or multi-talented can use their creativity to get through this pandemic. We have all learnt that we need to save money for ‘rainy days. We are all convinced as to how important & precious human contact is and how much our devices have now become our necessities. Hopefully, we will all be more kind, compassionate and empathetic human beings who are less cruel, selfish and unkind to our fellow humans and animals”.
Helen talks about her charity work and says, “My greatest passion has been doing charity work. Since I was in my early 20’s I have been involved in a hands-on experience such as volunteering, whether it was running fund raising or charity events, visiting the elderly, stuffing envelopes, selling tickets for charity movie nights or working at a charity or fund raising call centre. Many state the main reason they volunteer is that it makes them feel good and that is true….I also always felt such an urge to give hope and inspiration to those in need; and to tell these people that there are others who care about them; that there can be something good that comes out of an unfortunate situation.
I have worked on so many charities and campaigns from children’s charities, animal welfare, cancer charities and assorted welfare charities.
Volunteering and charity work has given me so much in return over the years such as learning new problem-solving skills, building on my self-confidence and giving me credibility as a working professional. It has helped perfect my networking skills and it has given me sheer joy by being able to work with other talented professionals on caring for others less fortunate.
Whilst it is all about the pleasure of making a difference to those in need, I was experiencing and learning new things which I never thought that I would have ever been able to. I worked with so many like-minded professionals where we had the opportunity to meet the most incredible people from so many different charities and we helped make decisions to create an impact on people’s lives. Many of the people that I have had the pleasure of working on charities with are exceptionally talented people who have ended up being some of my best friends and work colleagues”.
Helen continues to inspire us all through her continuous and relentless support as she blurs the lines in this time of uncertainty amongst the creative and events industries making sure her clients are mentored through these challenging times.
Helen’s leadership qualities and crisis response management skills will see her continue to be successful as we see industries change the way in which they operate in the short term with new media relations strategies implemented now and into the future as we resume business.
By Melinda Sullivan
