Liza Bychkov, Vice President, Shadow PR WHO ARE YOUR CLIENTS?I manage the Fashion and Beauty Division at Shadow PR, with a client roster than spans American Eagle, aerie, 77kids, Armani Exchange, Gap, Superdry, Linea Pelle, Sir Alistair Rai, Isaay.com, DavidBartonGym, Dior Beauty, black 15in1, Refresh Body and others. I work with an incredible team of publicists to conceptualize and execute client strategies, which include media pitches, special events, celebrity activations, buzz-building initiatives and more. WHEN DID YOU JOIN YOUR COMPANY? I’ve worked with Shadow PR Principal, Brad Zeifman since 2003. So when he and his partner, Lisette Sand-Freedman, opened Shadow PR in 2007, there was no question my career would continue with them.HOW DO YOU COPE WITH THE STRESS OF BEING ‘ON-CALL’ 24-7? I don’t look at being on-call 24-7 as a stress, just simply a way of life. It’s about being available. It’s a lifestyle choice. WHY DO YOU STILL DO IT? Simply, I seriously love what I do. I consider PR an art form, and I’m never without inspiration or passion for what I do. Every day is an opportunity to finally get a “yes” after endless “no’s,” change a business, influence a decision, make a new contact with an incredible media outlet, learn how to finally wear red lipstick or style a belt over a dress after listening in on an interview, and so on. Being in PR allows you to experience a confluence of so many different industries and personalities – it never gets dull. And… I work with my best friends every day. WHAT MAKES THIS JOB REWARDING? It’s not about the “thanks,” as PR can be a thankless job. Our clients are our partners in every way. We immerse ourselves in their business, from wearing their clothes and makeup, to working out at their gyms and using their hair products. We hear and see things first, before consumers or the press. So a win for them always feels like a win for us. WHAT’S THE BEST WORK-RELATED GIFT YOU’VE EVER RECEIVED? Hmm, how do I choose? It’s definitely a tie between the following treats: drawers full of Dior Beauty makeup, denim, a facial at La Prairie at the Ritz Carlton and La Perla loungewear (my first gift in PR). BIGGEST/MOST-IMPORTANT GOAL SET FOR 2012 – PERSONAL OR WORK-RELATED? I just got engaged, so I would be lying if I didn’t admit that I dedicate a portion of my weekly conference call with David Barton to my bridal bootcamp. A slimmer self is of course a goal. But beyond that… a few cover stories never hurt.
Liza Bychkov, Vice President, Shadow PR WHO ARE YOUR CLIENTS?I manage the Fashion and Beauty Division at Shadow PR, with a client roster than spans American Eagle, aerie, 77kids, Armani Exchange, Gap, Superdry, Linea Pelle, Sir Alistair Rai, Isaay.com, DavidBartonGym, Dior Beauty, black 15in1, Refresh Body and others. I work with an incredible team of publicists to conceptualize and execute client strategies, which include media pitches, special events, celebrity activations, buzz-building initiatives and more. WHEN DID YOU JOIN YOUR COMPANY? I’ve worked with Shadow PR Principal, Brad Zeifman since 2003. So when he and his partner, Lisette Sand-Freedman, opened Shadow PR in 2007, there was no question my career would continue with them.HOW DO YOU COPE WITH THE STRESS OF BEING ‘ON-CALL’ 24-7? I don’t look at being on-call 24-7 as a stress, just simply a way of life. It’s about being available. It’s a lifestyle choice. WHY DO YOU STILL DO IT? Simply, I seriously love what I do. I consider PR an art form, and I’m never without inspiration or passion for what I do. Every day is an opportunity to finally get a “yes” after endless “no’s,” change a business, influence a decision, make a new contact with an incredible media outlet, learn how to finally wear red lipstick or style a belt over a dress after listening in on an interview, and so on. Being in PR allows you to experience a confluence of so many different industries and personalities – it never gets dull. And… I work with my best friends every day. WHAT MAKES THIS JOB REWARDING? It’s not about the “thanks,” as PR can be a thankless job. Our clients are our partners in every way. We immerse ourselves in their business, from wearing their clothes and makeup, to working out at their gyms and using their hair products. We hear and see things first, before consumers or the press. So a win for them always feels like a win for us. WHAT’S THE BEST WORK-RELATED GIFT YOU’VE EVER RECEIVED? Hmm, how do I choose? It’s definitely a tie between the following treats: drawers full of Dior Beauty makeup, denim, a facial at La Prairie at the Ritz Carlton and La Perla loungewear (my first gift in PR). BIGGEST/MOST-IMPORTANT GOAL SET FOR 2012 – PERSONAL OR WORK-RELATED? I just got engaged, so I would be lying if I didn’t admit that I dedicate a portion of my weekly conference call with David Barton to my bridal bootcamp. A slimmer self is of course a goal. But beyond that… a few cover stories never hurt.
