Deb Caruso studied journalism but has mainly worked as a PR and Marketing consultant for the past 30 years. She loves the variety of working on a wide range of clients across all industries. From award-winning restaurants and hairdressers to national brands and global organisations including launching Brisbane’s International Airport; transitioning Warana Festival to Brisbane Festival; and launching Earth Hour in Queensland. Deb also ran the Community Engagement program for the proposed Traveston Crossing Dam and implemented the Brand Recovery program for Unitywater – clearly, she likes a challenge!

Deb has always worked in reputation, brand and relationships. On the Sunshine Coast, Deb has held the positions of Strategic Marketing Manager for Maroochy Shire Council, Reed Property Group and Community Marketing Manager for Stockland to launch the first land sales in Aura. Deb was in labour with her son Maximus (now aged 12) for four days and often jokes that was easier than delivering some of the projects she’s worked on!

Deb is super passionate about community and love supporting local organisations. Before starting IN Noosa Magazine, she was the Slow Food Noosa PR Manager and Vice President for almost a decade; served on the Social Board and Governance Board for the Noosa Biosphere and ran the weekly Voices of the Biosphere radio program on Noosa Community Radio. Through this Deb met so many amazing locals with fascinating stories – from chefs and producers to artists, eco-warriors and entrepreneurs. Deb was driven by an urge to share their stories and connect the community. Deb also wanted local businesses to have a publication that offered the best return on investment – so IN Noosa Magazine was born to INform, INdulge and INspire!

Deb, you’ve worked in magazines and media for many years now… tell us about the highlights and why you gravitated into this area?

I’ve always been a storyteller (ask my friends!) and also interested in connecting and promoting local businesses and building communities of interest. While I have a journalism degree I decided to use my powers for ‘good not evil’ so worked in Public Relations and strategic marketing helping businesses of all size to tell their stories and connect with their target markets (communities). I’ve worked on all sides of the media from pitching stories to journalists to being a contributing writer and editor of WeekenderNoosa; to buying media and developing sponsorship and media partnerships for clients. Launching IN Noosa Magazine and more recently, Hello Sunshine Magazine, offered me the chance to do all the things that I’ve believed could have been done better – for the reader and also advertisers. Also, I wanted to prove that print isn’t dead; it just needs to be done with passion and purpose over profits– and to be more than a magazine. I strongly believe in the power of print and its unrivalled ability to connect the community through storytelling.

You get the opportunity to share so many stories, why is this important and can this influence a community?

In such a fast-paced world where we are inundated with information 24/7, creating positive emotional connections through stories create magnetic threads that connect us all. Words and images are so powerful and can change lives. We’re not curing cancer, but we can share the stories of the survivors and connect our readers with organisations that are helping people affected by this.

You would spend a lot of time working to deadlines and being on the run or on the fly… what systems or skills do you use to manage this and keep focused and on track?

The struggle is real and there is nothing like a deadline to get sh*t done! I’m old fashioned and still love a hard copy diary so I use both that and electronic calendars. From the start, the business has been run via Dropbox – everything is in the cloud so we can access it from wherever and even if our equipment fails, we can log in from another device. As our business has grown, we’ve introduced a CRM system to help keep track of clients and recently started using Asana to help keep track of tasks, events and who is doing what and when. Oh – and my amazing husband keeps things under control at home and with our boy, Max.

Who are some of the most memorable people you’ve worked with over the years and why?

Benni Tognini, owner TogninisHair and World Master of the Craft. – His creativity, passion and warmth is infectious and amazing, as is his love for family!

Kelvin Spiller, former CEO of Maroochy Shire Council. Kelvin’s resilience, guts, commitment to change management is second-to-none. His recognition and investment in middle management through the “Leading with Integrity” program that he developed at council changed so many lives and created so many great leaders.

Kath Rose, PR consultant– Kath’s enthusiasm, energy and honesty is infectious! I first worked with her in PR when I was still in Uni and thought ‘I want to be like her when I grow up’! Her ability to identify an opportunity and deliver on it in a refreshing way is amazing. We still keep in touch today and she continues to shine bright! Locally, Amber James reminds a bit of Kath with her boundless energy and enthusiasm!

Steve Huff – Steve delivered the “Leading with Integrity” program and his humour and ability to take the best leadership theories in the world and deliver them at a practical level to a mixed bag of managers and take us on a journey we all loved and learnt a lot.

Paul Bird – Paul gave me my first break in PR in the early 90s and we worked together on several major projects including launching Brisbane’s international airport. He has an amazing rigour and discipline and operates with the highest integrity. He is a 20% owner of IN Publishing and there is no one else I would have wanted to begin and evolve this journey with. He has a well-rounded approach to life and business and always good to bounce things off.

And what’s next on the agenda for Deb Caruso?

Sleep! And then beware, because I always come up with crazy ideas once I have recovered from the exhaustion of deadlines. We’re looking to flip the transactional nature of buying ads on its head.

Favourite book and why?

Ten Habits of Highly Effective People, Steven Covey – so many simple lessons.

Favourite movie and why?

Zoolander 1 and 2 – so funny, so clever and full of great one-liners; Bridesmaids always makes me laugh! Can you see a theme? 😊

What do you do in your spare time?

Family, friends, float, fun… for f’s sake!

Who do you look up to and admire?

My team – they inspire me everyday with their passion, commitment and care for both clients and readers. And we have fun!

To find out more about Deb head to:

Website
https://www.linkedin.com/in/deborah-caruso-6233b541/

https://www.innoosamagazine.com.au/

https://hellosunshinemag.com.au/