This is a presentation of a PR Practitioner Interview with Eve Eden from Red Light PR in Los Angeles, California.

1. Red Light PR:
Eve Eden
By: Tal Saltzberg PRL1180 October 20, 2015

3. Hi, I’m Eve Eden

5. What is your job title?
 Senior Account Executive
 Lead on the accounts of eight different brands
 Have an assistant

6. What does your job entail?
 Pitch Online Outlets
 Pitch Editorial Outlets
 Online Placements
 Editorial Placements
 Celebrity Gifting
 Celebrity Seating
 Blogger Seating
 Event Planning
 Social Media
 Find Stylist & Showrooms for Celebrities

7. Press Preview…

8. Where do you fit in the
organizational structure?
 CEO
 Two people above me who are on the same
level
 LA – Fashion Director – In charge of clients
 NY – Showroom Manager
 There is a showroom in LA and NY
 My position – Senior Account Executive
 I report to the CEO as well
 Assistants

9. How long have you been in
your current position?
 A month
 Just recently promoted
 Produced results, and was good at previous job

10. What is your educational
background?
 B.A. from California State University Northridge
 Majored in Apparel Design and Merchandising
 Minored in Marketing

11. How did your education
prepare you for you for your
current job?
 Interned for Red Light PR
 last semester of college
 Offered a full time position immediately after

12. What does your “typical
day” look like?
 First , emails…emails…emails
 Over 100 emails
 Work with a lot of international clients and NY
 NY alone is three hours ahead of LA
 They have gotten a lot done, before I even begin
 Respond to most urgent emails
 Search online and social media outlets to see if
we got press
 (clients, bloggers, style showroom)
 If yes, report to clients about press

13. Continued…
 Pitch to online, editorial, stylist
 Blogger gifting
 Reach out to about 30 bloggers and offer gifting
 Bi-monthly Reports
 Send out every two weeks
 Updates on work that has been/is being done

14. Press Preview…

15. What are your favorite
aspects of work?
 Love when editorial press is featured in a
magazine
 It makes me feel like I have accomplished my goal,
and it is a great and rewarding feeling
 Being interactive with stylists
 What they like, don’t like
 Parties
 Events

16. What are your least favorite
parts of your job?
 Don’t love pitching…
 It is hard and stressful
 When you don’t hear back, clients get frustrated
 This makes me frustrated

17. Do you consider yourself to
be a PR professional?
 Yes, I do
 I am building relationships, just in a different way
 We do not write too many press releases
 Red Light PR focuses on fashion brands, lifestyle,
beauty, and more
 I strictly focus on apparel

18. What are some of the most
significant issues/trends
affecting your work today?
 Editorial Publications
 Everyone and everything is going digital, not as
much print
 Having to pay to be featured is difficult
 Clients do not want to pay, that is why they hire PR
professionals

19. How are you responding to
the issues/trends?
 I have to be strategic  provide gifts in order to
be featured
 Make them want to feature my brands
 This is why I have to pitch ideas

20. What is something you wish
you had known before you
became a PR professional?
 I feel I was pretty well prepared
 Financially, it is not the best “first” job
 Not going to make six figures right off the bat
 In this industry, you really have to work your way up
the ladder
 I wish I was better at writing press releases
 Writing, writing, writing