Multi-hyphenates. Noun: a person, especially a celebrity, with several professions or skills.
It’s a term that previously wouldn’t apply to many – maybe an actress-model-activist or actor-director, but now most of our roles can’t be defined simply anymore.
You may be a PR, but you are also probably a brand strategist, marketeer, and advisor. And, depending on your client, you might well be a therapist, marriage counsellor and hand holder.
As a journalist I know my career has changed massively over recent years. For a decade I was a straightforward beauty editor, then I started writing about lifestyle and relationships. Now I write about beauty/spas/wellness/relationships/gardens/fashion. Pretty much anything.
So why does this matter to you?
Well, when you are thinking about which journalists to approach with a new launch, it might be worth widening your search beyond someone that sits squarely in that ‘area.’ For instance, I am bombarded with beauty newness, because it’s what I’m primarily known for, but less fashion and wellness. This means when someone sends me information on fashion or wellness it stands out more to me.
In a similar vein, I was asked to choose ten contacts to send out a new beauty kit I have created with a brand. Although I have lots of beauty influencer/journalist friends, I am going to send them to others in my sphere – think make-up artists, tv presenters, authors – because I think they will be more excited about it, and therefore more likely to support it socially.
Sometimes it pays to think outside the box.