In this blog post, included in our “Getting to know” section, Carrie Frais, International PR Manager at luxury real estate agent Lucas Fox, shares with us her experience in the communication world.
Getting to know Carrie Frais, International PR Manager at luxury real estate agent, Lucas Fox
- What has been your greatest achievement in communication?
I joined Lucas Fox as a freelance marketing consultant in 2014, having worked for 15 years as a journalist in the UK. Up until that point the company had very little press coverage so it was relatively easy to make an impact straight away. I decided that the most impactful story would be promote internationally the change in the Residency Law, which allows non-EU nationals to obtain Spanish Residency if they invest 500 thousand Euros or more in property. The story had worldwide appeal given the unrest in some of the countries that the law targets (the Middle East for example) and the Chinese were also very interested in the story given the desire by many Chinese nationals to to gain a foothold in a stable Western European country. The story was covered in the New York Times, South China Daily, Gulf News, The Daily Telegraph, Al Jazeera and CNN, among other media.
- As a client, which are the things that annoy you the most from an agency?
If an agency is in the communication business then communication has to be the priority with the client also, so if there is not clear and efficient communication from the outset that would annoy us! On top of that I would say not being flexible and not being able to come up with good ideas of their own.
- What advice would you give to your 25 year old self?
Trust your own instincts but always appreciate advice from those with more experience that you. Put money aside every month to give you freedom in case you want to change career direction and try to keep evenings and weekends for friends and family, not work!
- Which is your frustrated profession?
A Radio presenter. I used to work as a reporter and producer in radio but never had my own show. I’d love it. It is the best medium for communication and you can turn up and look a mess!
- What social network do you think in 2020 will be still popular?
There’ll probably be a spin-off of YouTube by 2020 which will be even more compelling and addictive. The use of video and animated infographics has become one of the most effective forms of communicating even the most complex of stories.
- What are the challenges facing the communication sector in the coming years?
There are so many ways to communicate now that some of the really important information that needs to come across may get lost in this age of information overload. It is sometimes difficult to work out fact from fiction. I think people need to be made aware of the most reliable and trustworthy news sources and this is the real challenge.
- What is your motto?
If you want something done quickly, always ask a busy person.