The Freelancer Life: Meet Alexandra Thomas
Alex set up her own boutique PR agency, Room PR, five years ago to make the most of her background in journalism and years of lifestyle PR experience.
We talk to her about trusting her gut instincts to set up on her own, transitioning from journalism to PR, learning to say no, and how collaboration is key.
“Trust your gut! Without a team, it can sometimes be hard to make decisions but I found that when you trust your gut, more often than not you arrive at the right decision. ”
Tell us a little bit about yourself, what you do and how long you have been doing it for.
I specialise in interiors and lifestyle PR and have done so for the last 10 years. During which time, I’ve worked for some of the biggest brands in the interiors sector from niche to mass market, high street to luxury and from reclaimed lighting to Christmas baubles. I’m pretty sure if you cut me now, I bleed interiors!
Five years ago, I started my own boutique PR agency, Room PR, with one client from my spare bedroom.
Since having my daughter two years ago , I’ve scaled things back a bit, but I still work on a freelance basis and regularly work with The Doers.
Why did you first become a freelancer?
So many reasons, but the main one was that I got sick of making money for other people!
I got made redundant from the last agency I worked at and took a new job I wasn’t really excited about. Half a day into it I realised it wasn’t right for me so politely explained I wouldn’t be staying and on the way home, decided to start up on my own.
It wasn’t an easy decision because I knew I’d miss being part of a team, and obviously there were huge financial implications, but for once I trusted my gut and went with it.
How did you find the transition from journalism to PR? Do you think it helped or hindered you?
It was actually fairly painless!
There was lots to learn but I got to grips with it fairly quickly and have never looked back.
It’s always helped me because I can see things from both points of view and allows me to stand out somewhat because I have a pretty unique insight into what a journalist wants having been one!
A massive bonus was that lots of the interiors press were friends so the relationships were already there when I moved into PR.
Where’s your favourite place to work from aside from your home?
We’ve got a lovely little cafe in our town and the first ‘We Don’t Do Lonely’ meet up The Doers held at Sophie’s in Soho was brilliant!
Share your struggles - what do you find hardest about working for yourself?
I’ve always been part of a team and I really struggled (and still do sometimes), with not having people around. Although my husband also works from home most of the time so it’s good to bounce ideas around with him.
And I guess everything being on your shoulders. Whilst I was very senior at my last agency - when it’s your own business you have to make all the decisions - good and bad!
Share your perks - what do you enjoy most about working for yourself?
So many! Being able to go on holiday whenever I want, being able to work when I want, having control over the way things are done, independence and probably not having to be told what to do! I’ve never been very good at that!
What are your top tips for anyone thinking about working for themselves?
Be brave - it’s takes balls to go and work for yourself and lose the security of a full time employment but if you fancy a crack at it, go for it.
Learn to say no! When you’re on your own there’s the temptation to take every bit of work that’s comes your way but that’s not always the right decision. I turned down a client very early on despite needing the money but I knew that ultimately it was the right decision.
Trust your gut! Without a team, it can sometimes be hard to make decisions but I found that when you trust your gut, more often than not you arrive at the right decision.
What are your top 3 recommendations - podcasts, books, people to follow, sources of inspiration?
I need to get better at listening to podcasts but I did listen to the Russell Brand Brene Brown one recently which was outstanding.
I read my first book in two years on holiday this year and it didn’t disappoint. The Bee Keeper of Aleppo by Christy Lefteri is as you’d expect not the most cheerful read but it’s brilliantly written and very thought provoking. I will be amazed if it doesn’t get turned into a film.
I love Sali Hughes and her instagram TV is a must for me. She’s just a brilliant journalist and the way she called trolls out recently was both inspiring and empowering. Who on earth are these people who have the time to slag others off?!
Can I have four?! I also love The Modern House and spend way too much time than I should looking at beautiful houses I can’t afford. But hey who knows...
“We give each other advice, help and even share leads. It’s a far better way of working.”
What role does collaboration play for you?
A very important one! I was very much “brought up” in the old ways of PR where your boss would be furious if you even spoke to another person from a rival agency but the new generation is much more relaxed. We give each other advice, help and even share leads. It’s a far better way of working.
What is the best project you’ve worked on since going freelance?
I launched Amazing Space with Dulux which was pretty cool! Organising an event on my own was very hard work but seeing all the journalists enjoying it and a very happy client was worth it.
It was great working with The Doers on the John Lewis of Hungerford x Studio2LG collaboration too.
What were you doing this time last year? What have you learnt or how have you changed since then?
Pretty much what I’m still doing just with a toddler at my side. I’ve learnt that nursery is a must (!), that you really shouldn’t always say yes to everyone and everything, and that I definitely need one of those houses from The Modern House!