Interviews, Marketing & Comms

Balancing the Grind With Daniella Sorace, Account Director at Kate & Co Publicity and Events

September 4, 2019

Daniella Sorace is an Account Director at Kate & Co Publicity and Events, an independent public relations agency with offices based in Melbourne and Sydney.

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1. To kick things off, could you tell us a little about your career background and current role?

I’ve been very blessed in my career to date – I’ve worked in the PR industry for over 12 years and have had the privilege of working with some of Australia’s most respected brands including the Victoria Racing Club, Myer, David Jones, Melbourne Fashion Festival and the Australian Turf Club.

I am fortunate to have been exposed to varying degrees of corporate and professional backgrounds; having managed an array of VIP international and local talent, corporate CEOs and business entities. My background specialises across retail, fashion, racing and events and this forms a very big part of my role with the Kate & Co. business.

In my current role (Account Director) I manage the retail and consumer division across both Melbourne and Sydney developing and tailoring integrated strategies to deliver compelling PR campaigns for our clientele.

2. What does a typical day in the life look like for you? Can you take us through a recent workday?

I wake up at 5am every morning to make my personal training session, as I adore starting my day off with a cardio or conditioning session ahead of the busy and diverse day that awaits. I have an hour commute into the office, this is where I listen to podcasts The Squiz, Shameless or a good e-book.

I’m usually in the office early and my routine includes a nutritious breakfast, green tea whilst reading all the papers and scanning online to stay across trending topics or breaking news. Every day is different for me, I am usually in meetings, on a plane to Sydney, networking, pitching, hosting visits to our fashion showroom or managing photoshoots and the team.

I am very dedicated to my clients and my workload, and rarely take a lunch break (I’m highly skilled at multi-tasking, all while sipping a green tea and staying hydrated throughout the day!) to ensure we are on track as a business with our strategy, KPIs or key deliverables for our clients.

3. Does your current role allow for flexible or remote working? If so, how does that fit into your life and routine?

Kate Keane is our Managing Director and is the ultimate power player. Kate has an infectious and inspiring methodology with a modern twist when it comes to flexible and remote working. Within my current role, I travel every fortnight to Sydney and can sometimes be catching late night flights or working from the air.

Kate’s modern day approach embraces flexibility in the workplace, which really motivates me as we have such a great working relationship and have built a level of trust between one another.

My routines can sometimes be quite the balancing act and Kate is very supportive of my workload. Kate & Co. have some terrific initiatives in place offering flexible working hours, yoga, copious amounts of herbal teas and fruit supplies, team training, mentoring, birthday and personal day leave dates, which are all key contributors to a healthy and positive work environment.

4. Do you have any tips, tricks or shortcuts to help you manage your workload and schedule?

Organisation is vital and the key to my success. I live by my diary which includes appointments, meetings, flights, reminders and my personal schedule. I also co share my diary with friends and my husband to stay on top of my personal life and social events and occasions.

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5. What does work life balance mean to you and how do you work to achieve that goal?

Maintaining a healthy balance keeps me happy amongst a positive work environment. I am fortunate to work in a business that keeps work-life balance front of mind. The team are very supportive and respectful of my passions, including my dedicated and regular personal training or boxing sessions; essentially this is what helps keep me in check.

Over the years, I have learnt how to get better at the balance and prioritise. Despite working in an evolving and fast paced industry, I’ve taught myself how to apply routine to the sometimes disorderly and chaotic days.

In addition, it is really important for me to set a daily intention and apply an element of mindfulness throughout the day.

Lastly, my family, husband and friends all play a very important role in my life and continue to keep me grounded; essentially providing endless support and many laughs along the way.

A nightly ritual on my way home from a busy day, is to call all my besties and my parents, which I have done for the past decade, so much so, they now anticipate my phone calls and set the agendas. We always share in a laugh, reflect on our days and plan our next social occasion or upcoming travel together!

6. What do you think are some of the best habits you’ve developed over the years to help you strive for success and balance?

I think this is a blend; finding your tribe and support network, exuding confidence in your profession, regular liaison with an industry mentor, aligning with people who believe in your talents and values and most importantly learning how to manage stressful situations, pre -emptying certain situations and being solution focused.

From a very young age, I recall having a certain inner determination and vision in mind of where I wanted to be both professionally and personally. By surrounding myself with inspiring talent and trail blazers, I think this has helped me strive for success, certifying each move tying back to my overarching goal.

Combining all my experience over the past decade, helps me to pivot in my role and further nurture the incredible stable of talent we currently have in our team. My aim is to continue to develop and inspire the millennials and next generation coming through the ranks in PR.

7. Are there any books that have helped you improve over the years?

I really enjoy reading before bed to assist in settling my over active mind and getting lost in either a good read or magazine. Some of my favourite reads include Michelle Obama’s Becoming, Shoe Dog and Year of Yes.

8. What is the number one thing you do to make sure you get the most out of your day?

Waking up at 5am daily, to ensure I am maximising my day ahead, usually starting it off with personal training and keeping hydrated all day long.

9. Do you have any last thoughts on work, life or balance that you’d like to share with our readers?

It is very important to find a work-life balance to suit your lifestyle. My mantra is to ‘live my best life’ ensuring my passion and credentials gleam in all areas spanning across both personal and professional – being the perfectionist I am. I am a Virgo after all!

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