Trailblazers and leaders: Catherine Ann Smiles
Catherine Ann Smiles | Warner Music Group | Vice President, UK Communications
How did you get into marketing/comms?
Well, that is quite the story. Many moons ago, I was pursuing music as a career. But as a creative and, weirdly, also an academic, I wanted to understand the music business to help benefit me as an artist. So, I contacted people I knew to help me get work experience in the music industry. A lady (who is my guardian angel to this day) by the name of Taponeswa Mavunga) asked me to come into her office for work experience. She worked as a music publicist at a record label. I also managed to get work experience in a recording studio and a management office separately. Still, the PR/Publicity placement was my favourite, and it always stayed with me because even as a teenager, I was good at it.
I nurtured my academic side shortly after when I went to university to study an integrated master's degree in Chemistry. I loved my degree and graduated with excellent grades and merit! However, I always considered whether I should pursue music PR over entering a corporate role as a scientist. Shortly after I graduated, I spoke with my guardian angel, and not only did she help get me some short-term work experience with JHPR, run by Jessica Huie, but she also advised me to join the recruitment agency Handle Recruitment to help me seek permanent employment. It was via Handle that only three months after graduating as a scientist, I (ironically) landed my first job as a PR assistant at the music PR agency Stoked PR, and it all went from there!
What is something that you do every day without fail?
Go to the gym. I am one of those annoying people that wakes up at 5 to go to the gym. The focus it helps to give me to tackle my day is unmatched.
What is the best piece of advice that you’ve received? And who gave it to you?
"Not everything has to be perfect." I am a consummate overachiever who tries to live and breathe excellence. I am burdened with the weight of perfectionism. But honestly, sometimes good is good enough! You can hit the ground running with good and adjust it over time to make it perfect! Everyone who knows me has told me this at least once in my life!
What is a tool/hack that you would recommend to anyone starting out in PR/Comms/Marketing?
Relationships should still matter! I am a student of the old ways of publicity; therefore, I am an old-school PR. I don't want to sound like one of those PR professionals, but back in my day, your black book was your livelihood as a PR. You had to know the writers, editors, reporters and what made them tick like the back of your hand.
As a result, we were always getting to know them, staying close to who was moving to which publication, who were the freelancers that wrote for these magazines regularly, etc. Intel on media was part of the gig. Now, there tools like is Gorkana and Kantar, etc., which (don't get me wrong) are great additions to what we do but a PR can just grab a list from a database and send them an email and that's the end of it. Crafting a story with a specific journo in mind and conversing about angles and routes to a story with another journalist has disappeared as an art form. Even pitching over the phone has vanished. It might be old school, but solid relationships with journalists are still essential!
What’s your greatest achievement to date?
Remember that record label where I did my first PR work experience? Well, that was at Warner Music Group 22 years ago. So, honestly, making my way back through those doors as Head of UK Comms is amazing. Definitely a mammoth achievement for me!
Is there a particular comms campaign that you’ve seen in your career that you didn’t work on but wish you had?
From a talent side, I would say the live performance from Belgian artist Stromae on the news was nothing short of clever! I wish I'd thought of that for my artist! https://www.youtube.com/watch?v=YAG6nj7Sff8&t=1s
From a brand PR campaign side, I think anything that ALDI's PR agency does is brilliant.
What’s the key skill you think a successful PR/comms/marketing pro requires?
Work ethic - If you are not willing to put in the graft, this is not the career for you.
In three words, describe your approach to your role/work?
Excellence, Excellence, Excellence
What’s a question every PR/marketing pro should ask themselves?
Would my idea inspire another me (i.e., Comms professional)?
