Spotlight On… Amy Boyce, Founder of ABC PR
Interview

Spotlight On… Amy Boyce, Founder of ABC PR

Welcome to the Telum Spotlight, a quick insight into some of the interesting people in the PR and Communications space, as well as freelancers and those launching their own boutique agencies. Today we shine the Spotlight on Amy Boyce in Sydney. Building up her experience at agencies Hill+Knowlton Strategies, Madden and Assoc., and Sefiani Communications Group, Amy launched Amy Boyce Communications & PR (ABC PR) in February this year.

By way of introduction:
My name is Amy Boyce, I am a communications and PR professional who, emboldened by the last few years, started their own business in 2022.

ABC PR was born out of the pandemic as I sought a new challenge (apparently the pandemic wasn’t enough) and to do things differently. I want to share the stories of the changemakers and innovators that will help progress us all towards a better future. If not now, then when?

First job:
Age 14. Barista (if you could call it that) at Gloria Jeans Coffees in Tamworth, New South Wales. I still remember the ingredients for the drinks.

One thing you would change about the communications industry:
This is a very agency response, but I would find a reliable standardised system to automate reporting for clients. It’s so crucial to demonstrate value to clients, but such a manual and subjective process. So many juniors get inundated with reporting when they are starting out, which chews up so much valuable time and restricts them from actually learning the craft of PR.

If we found a system that removed the manual elements of reporting, the inventor would be hailed a hero.

Most admired person in comms:
Tough. There are so many incredible leaders in comms. However, I would have to say Katrina Brangwin - she gave me my start at H&K when the job market was really tough to break into, and I will forever be grateful for her taking a chance on me.

Most admired journalist:
Vice Journalist, Isobel Yeung. She specialises in long form documentary style reports. I first came across her when she conducted a broadcast report on the women in Afghanistan living under the Taliban regime, and it was truly masterful. I’ve been watching her reporting on the war in Ukraine and her empathy is extremely powerful.

Advice to anyone starting out in comms:
Do not be afraid to listen. As an industry we have a habit of forgetting this, and I wish I listened more when I started out. I’m learning that contribution for contribution’s sake is actually just noise and of no value, so I’m really trying to become a better listener to clients, journos and peers.

Essential daily reading:
The Australian Financial Review and Guardian Australia. Business Insider stories before the bell is also really helpful if I’m in a rush.

Favourite book:
Bridge to Terabithia - I cry every time.

Favourite film:
Beaches - I cry every time.

Dream holiday:
I am desperate to do a cycling tour of Italy and Portugal once I have the courage to travel internationally again, with a bike, no less.

Clickbait fact about you:
Gunnedah Eisteddfod undefeated champ of impromptu reading - four years in a row!

Quotable you:
“How do you eat an elephant? One bite at a time”. I feel like I’m saying that more and more these days!

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