Annie Austerlitz is the Global Public Relations Supervisor for Forever 21, based in Los Angeles, California. To discover her journey to such a coveted position, we took some time during our weekly conference calls to find out more about her PR path.
1. Where did you go to school and what did you study?
I went to Brandeis University and studied economics and international business (a far cry from PR!).
2. How did you decide to pursue a career in public relations?
My first job out of college was working for Hachette Filipacchi Media on Premiere magazine; through peripheral contact with PR, I developed a strong love for it. Flash forward a year – and I took a job with Edelman Public Relations working on the Starbucks account.
3. What led you to your current position and how long have you been with Forever 21?
Throughout my nearly seven years at Edelman, I would always ask to work on any fashion related clients and I learned that I love working on brands that are in my day-to-day life. So how did I get to Forever 21? One of my friends sent me an email that said you MUST apply to this job. And I did. I’ve now been with Forever 21 for almost two years.
4. How has your career progressed with Forever 21?
Since starting with Forever 21, we have increased PR support, added new markets and opened nearly 50 new stores internationally including Canada, China, Europe, Hong Kong, India, Israel, Japan, Korea, Latin America, Mexico, Philippines and United Kingdom.
5. What is one piece of advice you would give to individuals aspiring to work in PR?
Always do a quick Google search before moving forward – just to see what’s already out there.
6. What are the top three things every PR girl should have on her desk?
Headphones, calculator and hand sanitizer. This way you can tune out the noise, double-check the budget and avoid getting sick – all at the same time!
7. What is the most exciting project you’ve ever worked on?
This year we opened our first store in Macau and I traveled to Asia for the grand opening. I also had a chance to visit our other stores in Hong Kong helping to strategizing future events and activities. A jam-packed four days, but time well spent! We’re also working on launching the first Forever 21 newsroom, which I’m very excited about.
8. Where are the top three places to eat in LA?
Izakaya for the best spicy tuna on crispy rice, Doughboys for their vegetarian chili and Eveleigh for their weekend brunch and A-list people watching.
9. What is your must have F21 Fall statement piece?
A wedge boot and camel duster can do no wrong!
Image: Forever 21 Fall 2014 Campaign Starring Anja Rubik
