PR Pros: Katharina Plath Of Head & Hand PR On The 5 Things You Need To Create A Highly Successful Career As A Public Relations Pro
An Interview With Kristen Shea
LEARN — never think you know it all — always keep up with NFTs, the Metaverse, and other trending concepts as they become a quicker reality than we think.
Have you seen the show Flack? Ever think of pursuing a real-life career in PR? What does it take to succeed in PR? What are the different forms of Public Relations? Do you have to have a college degree in PR? How can you create a highly lucrative career in PR? In this interview series, called “5 Things You Need To Create A Highly Successful Career As A Public Relations Pro” we are talking to successful publicists and Public Relations pros, who can share stories and insights from their experiences.
As a part of this series, I had the distinct pleasure of interviewing Katharina Plath.
Katharina Plath got her start spearheading the expansion of Donghia’s sales as their Senior Vice President of Sales & Marketing in Europe. With an MBA in Economics and Interior Design as well as a master’s degree from the Royal Academy of Arts in London Katharina has lived and worked in Hamburg, London, Milan, and Paris. Katharina founded Head & Hand PR with the purpose of combining business with pleasure to connect people in the art and design field on an international level. Over the course of 13 years, has successfully managed and launched world class luxury home brands and interior designers into the American market.
Thank you so much for your time! I know that you are a very busy person. Can you tell us a story about what brought you to this specific career path?
Throughout my career I was always better at selling others than myself — and so I made it my business to promote brands and people even without receiving a degree in PR or Marketing (I studied Economics & Interior Design and I have a Masters in Fine Arts). Creations Metaphores/ Textile Holding of Hermes was my first client — and that name attracted other clients quickly.
Can you share the most interesting story that happened to you since you began at your company?
From gathering the top ten architects and designers France had at the time at Edith Wharton’s The Mount in 2009 (when I first started my business) to placing an Azimut Yacht onto Times Square in 2019, there have been many highs over the years! Every day offers a rich variety of exciting stories and connections.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
After my divorce, I started to date my first client- the most handsome bachelor in the industry. I did not make this known, as I wanted to keep business and love separate, but had to quickly come out strong as he was heavily pursued by editors or publishers that I introduced to him… Haha, I am so lucky now to be married to him!
What are some of the most interesting or exciting projects you are working on now?
Raising awareness around Nathan Myhrvold’s incredible photography talent; Harnessing exposure of a worldwide gallery into the best news outlets; helping a London-based female sculptor get into a top auction house sale; promoting a new Parisian-inspired luxury condominium building in Gramercy Park, NYC… and so much more!
You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
I live for others. I did not call my company by my name but instead “Head & Hand” — In our Pool of Talent today, we have 11 dedicated employees who each lend both their heads and hands to building the agency’s success.
I love people — and good times together. Every day is an opportunity to celebrate life and good relationships- this is what I embrace each day and, therefore, model within my company. I am blessed and grateful that I found the right team members who support this vision.
I love to do good. Here at HHPR, we represent up-and-coming talent — we supported, for the longest time, Holiday House NYC to help raise Breast Cancer awareness and funds, and we have helped to grow the business of minorities in our industry significantly over the years.
Ok super. Thank you for all that. Let’s now shift to the main focus of our interview. For the benefit of our readers, can you help articulate what the different forms of PR are?
Media Relations — what I like to call “awareness PR” — highlights a message, mission, cause, personality, product, or project amongst a targeted audience and gives credibility to the subject.
Strategic Communications — what I like to call “selling PR” — works in lockstep with a company’s priorities and helps achieve strategic business objectives. Internal and online/social media communications support this type of PR.
Where should a young person considering a career in PR start their education? Should they get a degree in communications? A degree in journalism? Can you explain what you mean?
Practice their skills through an internship. My daughter did one at HEARST, and it inspired her to major in English and the intent to become a music journalist. We at HHPR are always open to mentoring young talent!
Yes, to both Communications and Journalism — but also Marketing! At the end of the day, PR is here to help sell and raise awareness. With marketing, you learn how to analyze data in order to understand your audience better and ultimately how to reach and convert them!
You are known as a master networker. Can you share some tips on great networking?
LISTEN to your counterpart! And on the receiving end, maintain an open mind for creative connections and opportunities.
Invite those around you to help translate what your client is looking for — if you graze the room, you will always find someone interesting to connect with at an event.
Lead generation is one of the most important aspects of any business. Can you share some of the strategies you use to generate good, qualified leads?
We disseminate quarterly agency newsletters, maintain a good healthy presence on social media, update our website as much as possible and keep up on SEO. But word-of-mouth and in-person networking remain the most successful source of building our prestigious Pool of Clients.
Ok super. Here is the main question of our interview. Based on your opinion and experience, what are your “5 Things You Need To Create A Highly Successful Career As A Public Relations Pro” and why.
LOVE — without love, you can’t do a good job — live by “DO what you love and love what you do!”
LISTEN — to your client’s needs and goals and propose a creative solution that meets these and makes their lives easier!
LEARN — never think you know it all — always keep up with NFTs, the Metaverse, and other trending concepts as they become a quicker reality than we think.
LEGITIMIZE — your clients. Help them embrace the change they need to be successful. They hired you for a reason. Have the hard conversations.
LURE — anyone you can into your realm and invite dialogue. The gold is lying on the street — you just need to bend down to pick it up — abundance is all around.
Because of the role you play, you are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
CONNECT WITH NATURE.
RESPECT & LOVE THE EARTH.
BE KIND.
This was really meaningful! Thank you so much for your time.
