Karine Laparé is the Public Relations Supervisor for RW&CO., based in Montreal, Quebec. Read our Q&A below to find out more about how she found herself transitioning from marketing to PR and even meeting Hayden Christensen!
Karine with Hayden Christensen and Claude Laframboise of LOULOU
1. Where did you go to school and what did you study?
I always knew that I wanted to work in fashion so I went to Cegep (College) Marie-Victorin in Fashion Marketing. I also knew that if I wanted to make it in the fashion industry I had to learn English so I went to JMSB (Concordia) to do a Bachelor of Communications with a major in Marketing and a minor in International Business. Later on, I discovered the world of PR and decided to do a degree/specialization in Public Relations at Université de Montréal.
2. How did you decide to pursue a career in Public Relations?
When I started working for Reitmans as a marketing coordinator, I met the PR Supervisor and immediately knew that this is what I wanted to do. It was my calling. Of course, at the beginning I only got see the jet-set part of her work…
3. Where was your first job and how did you get it? How did it lead you to your current position?
After graduating from Concordia I worked at Guerlain for a year as a sales coordinator. It was a fantastic experience! I learned so much while working with the sales team on connecting with your customers and the value of developing a relationship based on trust. They taught me that when working with the public, your name and reputation are extremely important. You have to nourish every relationship as you never know where this relationship can take you!
4. How long have you been with RW&CO.? Where did you start in the company and how did your career progress?
I have been at RW&CO. for a year and a half. I started at Reitmans as a marketing coordinator. It was a great change as I went from a small company like Guerlain to the biggest Canadian fashion retailer. The marketing coordinator position is such a great entry level when you start in the fashion industry because you are involved in so many projects. I got to work with creative, production, web, communication and merchandising teams and learn about what it takes to make a marketing campaign successful.
After a year and a half, I applied for a PR coordinator position at Reitmans and got it. I worked for four years under an amazing boss, Nathalie Lesage, and was surrounded by great PR mentors, such as John MacKay, who taught me everything I know in PR. After these four years, RW&CO. opened a PR Supervisor position to work on the Hayden Christensen by RW&CO. project. I fought hard for this position, but it is worth it!
5. What is one piece of advice you would give to individuals aspiring to work in PR?
Never give up and learn as much as you can in as many fields as you can. As a representative of your brand you need to know everything that is going on in your company. Get involved!
6. What are the top three things every PR girl should have on her desk?
A mirror because you never know who will show up at your office (stylists, celebrities for fittings…), your phone (or 2!) and your laptop. I really wonder how people worked before e-mails…
7. What is the most exciting project you’ve ever worked on?
I worked on a lot of amazing projects; all of the collaborations I worked on were exciting. However, I must say that our collaboration with ELLE is the project that I am most proud of. I am a huge fan of Denis Desro and getting to see him work on the collection and directing our campaign shoot was very impressive. It is always inspiring to work with artists who have strong vision.
8. What are the top three restaurants in Montreal?
Can I have four? I have two favourite restaurants that are owned by the same team: Tapéo and Meson. They serve great Spanish food that reminds me of Barcelona. I also love Taverne Dominion. The restaurant has a British vibe and the decor is really nice. Go on Friday and order the Fish and Chips–you won’t be disappointed! And the last one is Olive and Gourmando in the Old Port. They have the best cookies in town!
9. What is your must have RW&CO. Holiday statement piece?
The Holiday season is all about parties and the must have statement piece is one of the ELLE by RW&CO. dresses… which one? Way too hard to pick!
