GENEVIEVE PHELAN

Writer and publicist

Gen was on our radar in the early days and when it came time to launch Roomie, we couldn’t think of anyone we trusted more. Over some drinks in Surry Hills, we witnessed her passion for storytelling and collaboration and hit it off. Gen says she is surrounded by a close-knit circle of friends who uplift and inspire and envisions PR as a catalyst for meaningful conversations and societal shifts.

What’s in your bedside table? They're inconveniently draw-less right now, just two travertine slabs I found on marketplace in the best interiors score of my life. I keep emotional support unread books there (ha) and some occasionally half-read ones. Currently, I'm reading The Modern by Melb author Anna Kate Blair and am loving. There's also usually a Ficifolia Fragrance sitting pretty, a graveyard of contact lenses and Bed Intentions (IYKYK).

What kind of Roomie are you?  I'm a part-time put-together, part-time hot mess (in an endearing way) Roomie with an aversion to napping but a love of early weeknights, weekend duvet debriefs and the occasional brekky in bed.

What’s the story behind your journey into the world of PR? Was it a lightbulb moment or more of a gradual realisation?

Ahhh, it was not a linear one. I had all intentions to become a full-time writer and worked in food, wine, and fashion editorial for a decent stint during (and after) uni. I realised my strategic brain was more geared towards a mix of brand-side copywriting and a sprinkling of editorial on the side (more so as my passion, not my largest source of income). I was lucky enough to fall into PR through a local hospitality agency and then had a brilliant mentor and Director in Lib from Project Hutton. This is my third year out on my own balancing a trio of service offerings (in publicity, editorial and copy). I'd say traditional press, events and brand awareness are the bulk of my work, and I do a lot of copywriting for fun local brands (usually BTS). I've written for Fashion Journal, Vogue, Harper's, etc, and used to run Harrolds' editorial platform, The Journal. I adore my work and the people I get to hang out with and call it a job. I'm such a restless person, so figuring out my niche has taken a while and is still a work in progress.

Can you tell us about a campaign you’ve worked on that made you feel like you were truly making a difference for women?

Definitely assisting Emma Rutherford-Ward, founder of Vee Underwear. I do monthly copywriting and campaign ideation support with the Vee team, and have watched her grow a brand that fundamentally exists to diminish the stigmatisation shrouding women's health problems — anything from everyday bouts of thrush to the crippling effects of Endo. Em is an inspiration.

Creativity is your middle name, how do you keep those ideas flowing?

Funnily enough, I have NO middle name and find it so boring. But to answer your flattering q, I'd have to say it's through still attending (not just hosting) events in the industry, travelling interstate and afar, and consistently consuming print media, as well as learning from the creatives I work with in a quasi-sharehouse of a coworking office space. Clever people, displacement and observations made while out and about are the best ways to soak up fresh perspectives.

We’re all about community here. How does your inner circle support and uplift each other?

My friends are akin to family and always have been — they're the ones I lean on when I'm stressed or all burnt out after a long week. Between my office mates tangibly close by and my long lost besties who've moved to London, I'm always counting on the girlies for wit, wisdom and a reason to work harder. Oh, and a good dance floor makes all one's worries dissipate, too. My friends are really great at that last bit!

Let’s talk big picture—how can PR shake things up and really make waves for women’s rights?

Publicity's purpose is to tell stories, acting as a conduit through which important and newsworthy info can be dispersed to the masses (or to a niche and targeted audience). Whether it's advocating for accessibility to affordable health services or discussions of the intersection between disability and pleasure, a message in a bottle is sometimes only received through a publicist getting the word out there. In the realm of events, I look back to a Moxie morning celebrating a new league of maternity pads that didn't evoke sheer terror in new mums, but instead considered how a postpartum woman needs to be supported and what aspect of that post-birth care experience needed a big upgrade. That's another example of getting the right people in the right place to upskill their knowledge around an otherwise underrepresented category of postpartum support, via PR/events.