Her successful career in the private, public and corporate PR and communication sectors along with her energy to burn and passion for what she does has seen Amber James develop a strong fan base over the past two decades. And rightly so!

After running her own consultancy for six years, Amber joined Fresh PR & Marketing as their senior communications consultant almost ten years ago. She is a graduate of the Australian Institute of Company Directors (GAICD) with an excellent track record in developing and implementing successful public relations campaigns and developing international, award-winning community engagement programs.

Her giving and generous spirit sees Amber provide pro-bono communication advice to a number of community organisations and charities across the Sunshine Coast, including (but not limited to) SunnyKids, The Buderim Foundation, Sunshine Coast Oriana Choir, Buderim Men’s Shed, Immanuel Lutheran College to name a few.

You’ve worked in PR and marketing for a number of years – what made you decide to pursue this career?

It would be nice to say I followed my bliss and chose public relations (PR), however the reality is that I fell into PR during my gap year after high school.

I was working overseas in the UK as an outdoor adventure instructor at a YMCA camp for kids and my Mum enrolled me into three University degrees (I think she was worried I’d extend my gap year indefinitely J). Turns out I was accepted into three degrees – teaching, nursing and arts (thanks Mum!). A Bachelor of Arts was the winner with a triple major in communications, PR and Asian studies because I had a passion for communicating with people of all ages, helping people to bring the best out in themselves, speaking Japanese, thinking creatively, and coordinating parties (little did I know!) … and an ability to be organised.

Tell us about some of the highs and challenges you have faced in different areas…

After growing up on a sheep and cattle property in western Queensland, no PR challenge has ever quite compared to the hardship and sorrow I witnessed and endured than that of surviving drought, fires, plagues and floods with my family on the land.

Contrastingly, the highs that also came with living in the bush were incredibly rewarding … the most memorable for me were when our neighbours all rallied to help each other in times of great need.

Whether it was emotionally welcoming an unexpected delivery of hay during a severe drought; doing a rain dance when the skies eventually opened; helping clean up after a flood; skinny dipping in a cool creek after a hot day of mustering; or being there for someone when the chips were down; the community spirit and strong connections we had within our family and with our fellow “bushies” made the journey so much more enriching.

Career wise and life wise, I think the most challenging moments are when I have come up against what appears to be a difficult personality. Relationships are the key to success and make the world a better place and yet they can provide the biggest obstacles. Over the years, I have had to learn not to take it personally. The growth comes when you can depersonalise the behaviour, show empathy, not allow the self-doubt to cripple you and believe in yourself enough to have the confidence to pick your battles and forget the insults entirely.

Voluntarily carrying around hateful words or behaviour from others will only make your existence heavier. In the words of Frozen’s Queen Elsa, ‘let it go’ (can you tell I have an eight-year-old daughter?).

What traits and qualities do you admire in a leader?

Public relations is all about building and managing the relationships between your business and your community and a good leader understands and respects the value of relationships.

Concisely, a good leader to me… is:

• Empathetic and intuitive, yet not a push over;
• Intelligent, yet humble;
• Visionary, yet mindful;
• Fit and healthy, yet enjoys balance;
• Positive with a growth mindset, yet has the ability challenge and forgive others;
• Focussed on achievements, yet acknowledges everyone on the journey;
• Inspirational in their actions, yet they keep it real (we all make mistakes);
• Strategic, yet present in the moment where true power and vitality reside;
• Successful, yet they put people before profits; and
• Stands for something, combining their passion with their ability.

We have many incredible leaders here within our Sunshine Coast business community… too many to mention for fear of leaving someone out!

Can you share a couple of tips as to how you would approach PR/marketing in the current uncertain climate but businesses that are hibernating or not working at full capacity?

These Covid times certainly provide added challenges for businesses, whether you are busy or not. No matter what your current situation in business is, here are five tips to help keep you focussed in business:

Start your day off right – your health is your biggest wealth. PR starts with the relationship you have with yourself as your number one most important stakeholder. Wake up early and set aside an hour for personal development activities that make you feel peaceful, optimistic and empowered. Remember that TODAY is going to be the best day of your life.

Confirm your goals – achieving goal after goal is meaningless if you are not enjoying the process. Confirming your short-term (and long-term) goals can inspire us and give our lives direction. Let your goals motivate and guide you, while remembering to appreciate the journey.

Be known for kindness and empathy – listen to your own people (your team) as if there is no one you would rather be listening to. Go out of your way to show your team members that you care. They will be your number one raving fans and your most successful marketing and PR tool.

Look after the clients you have – find ways to add HUGE value to the clients you already have. Give them 90% of your focus and energy. If they continue to feel the love from you, they will love you for life, especially during these uncertain times. Help them to feel safe and genuinely know that you have their back.

Ask for help – the sooner you realise you cannot do it all (or maybe you can, however you will reach burn out!), the better. Yes, letting go of everything can be hugely daunting for us control freaks, however once you hand over some things to others, you will feel liberated and empowered… not to mention how much more efficient you will be!

P.S. If you need some fresh ideas, do not be afraid to check us out at www.freshprm.com.au

And what’s next on the agenda for Amber James?

I enjoy what I do. I especially love the team of people I work with at Fresh PR & Marketing, and I really value and respect the clients I work with. My family, my team and our clients keep me motivated. The arrangement I have affords me the flexibility to be there for my daughter while she needs me. The balance between working from our office and working from home works really well. I have so much to be grateful for. Therefore, it is more of the same for me!

Most interesting person that you have met?

My daughter Madeline. From the day we first met, she was not only the cutest little girl I’d ever seen, she was and continues to be a complete bundle of joy who is interested in the world around her and interesting because she teaches me so much about life… the good, the bad and the ugly.

Where is the best place that you have travelled to and why?

I’ve travelled through New Zealand, UK, Europe, India, Japan, Fiji and Tonga, and whilst I love the thrill and adventure of travelling overseas, I truly think the places I’ve travelled to in Australia are my most favourite.
Australia is a country of vast contrasts. From the rugged mountains of Tasmania, to the spectacular Queensland coastlines, native forests, sweeping bays, picturesque beaches, sparkling lakes … we have it all. However if I had to pick one place, I think sailing in the Whitsundays is arguably one of the most spectacular experiences I’ve ever had in one of the most naturally beautiful places in the world.

Favourite book and why?

Gosh, tough one. I enjoy reading and have so many favourites.

‘Riding the Rough Road’ by my late uncle Heyward Robertson would be my pick. Uncle Heyward was diagnosed with Multiple Sclerosis – a debilitating and incurable disease of the nervous system – at the age of 21. He went on to live an adventurous and challenging life and in his mid-60’s, he decided to write a book of exciting and amusing short stories. He had to use his voice-activated computer to write because he no longer had the use of his legs, arms or hands.

Assisted by his sister Melissa (my Mum), Heyward was able to complete, publish and launch his book. A remarkable feat in itself. His desire to live life to the full is an inspiration to me.

To find out more about Amber head to:

Website
https://freshprm.com.au/team/amber-james/

Facebook
@freshprandmarketing