Robin Goetz Chwatko is one of those girls that you want to be best friends with. Smart, pretty, witty, creative, quirky, and did I mention smart? Robin has the Midas touch and an amazing repertoire to prove it.
In 2000, Robin set out to start her own PR firm, RGPR. She has since acquired an impressive list of clients, including Style.com, Mixed Greens, Wishing Fish, Fab Dog, and Mappetite, just to name a few. This girl has a way with words and adds an extra dash of panache to everything she pitches. But what I love most about Robin is that she whole-heartedly believes in the products and brands she represents, and it comes out in her sense of enthusiasm and animation.
In addition to her PR firm, this young entrepreneur joined forces with Joanna Lipman in 2005 to launch Femme Sud, a concise collection of handbags resembling books. Femme Sud creates collectible accessories that mix nostalgia and glamour with humor. Most recently, the girls were inspired by an award ribbon to create a totally fresh shape for handbags. And don’t miss their clever coin purses boasting tongue-in-cheek sayings like Bonus, Inheritance, Trust Fund, Allowance, Nest Egg, Lunch Money, Rainy Day Funds, and Mad Money. Their clients include boutiques across the world and celebrities such as Mena Suvari, Oprah, Beyonce Knowles, Amanda Peet, Pheobe Cates Kline, Paris Hilton, and Bette Midler.
Tell us about your public relations company, RGPR.
I started RGPR in 2000, when I realized I could offer PR and branding services that were affordable to small or startup businesses. At that point, the PR firm I worked for charged upwards of $10,000 a month retainer fees. Most importantly, I wanted the opportunity to tell the world about products, people and businesses that I am passionate about!
When you first take on a new brand as a client, what are the first steps you take before formulating a Marketing and PR strategy?
It is important to create a plan that parallels a business’ overall growth strategy. I try to understand the goals of the company, where they see themselves, and what publications are important to them. I research the competition and try to see how they can be branded differently.
What recommendations would you make to young talent with low budgets that are trying to get their product seen?
PR can be overwhelming, and it is certainly a full-time job. The key is to be very targeted, rather than blanket the world with information about your product or business. Pick the 10 publications that are most important to you, or pick an "easier" place to start-- your local paper rather than Oprah!
When should a brand consider contacting a PR firm, and how should they choose between different agencies?
A lot of it should be instinct. Make sure you like and trust the person and they "get" your business completely. You want to trust that they are representing you well, and understand the ins and outs. If you are hiring a firm, make sure you are told ahead of time WHO will be your contact and who will be working on your account. Sometimes it takes a while to get results from PR, so ask what tangibles you can receive on a regular basis; press releases, a press kit, lists, etc...so even if it doesn’t work out you have these items you can use.
Has your approach toward media changed with the emergence of blogs? Is this something you tap into for newer clients where it may be harder to garner editorial press in respected publications such as Vogue, Town & Country, etc?
First of all, I think that blogs ARE respected publications! I have been putting the same effort and weight into getting press in great blogs these days, as I really feel like this is where media is clearly going (if we are not already there!).
How do you successfully cultivate and maintain relationships with the media?
It is funny-- I have never been the "wine and dine" type of publicist...ESPECIALLY since I have been working by myself. I would rather spend my time with my husband, dogs, and friends! I think I have developed strong relationships by sending press relevant, interesting ideas. A lot of it simply comes from keeping up with who is writing what and where!
In addition to media relations/publicity, what other services do you provide your clients?
Gosh, that is different client to client...I do copywriting, logo and web design and writing, branding, special events...anything that comes up, I will consider!
One of the most interesting things about you is how you have experience on both sides of the industry – as an accessory designer as well as a publicist. Which do you find most difficult, designing and producing a collection or launching a brand?
That is a tough call. I think I find the client management part of PR to be the most stressful and difficult...people put their businesses in my hands, and I can lose a lot of sleep over it. With my handbag business, I am the client (and my hardest client!) but at least I have control over my own business.
What inspired your first handbag design?
My business partner, Joanna, and I used to collect vintage handbags and jewelry and started selling to make room for more! We both are enamored with the detail and whimsy in so many of the old bags...and were getting sick of the "it" bags that all look the same. So, we wanted to really create something that would stand out. Also, we are both bookworms....
You have an entrepreneurial spirit that, no doubt, is evident in all you do. You own two successful and very focused companies, Femme Sud and RGPR. Do you have the desire to continue start-ups or are you satisfied with where you are now? Although I cannot say what the future holds, I know for certain I will continue an entrepreneurial path. I wouldn't be surprised if I started something else in the future.
What advice do you have for women who are considering their own ventures?
Starting my own business was the best decision I ever made-- for ME. It is NOT for the faint of heart! I would say just do it-- just jump in and get started, if it is something you are passionate about!
What industry/trade/fashion publications are must-reads for you?
I actually pay more attention to consumer oriented publications: InStyle, Oprah-types...you learn a lot about trends overall. I do, of course, read WWD and many blogs.
How would you describe your own personal style?
Nostalgic-chic...a distinct mix of vintage and modern styles and designers.
Whose artistic and creative works do you covet?
Totally obsessed with John Derian. I love Jonathan Adler and Lulu Guinness, too, for having a sense of humor. I just bought this ceramic tree-stump stool I thought about for a year from DFC...they have the most unusual things! I also currently love the new clothing line, Karta.
What would people be most surprised to learn about you?
I am very messy.
Favorite places in New York to shop/eat/etc? I know you are originally from Houston, any hot spots you love [and miss] here?
My husband and I eat regularly at Le Jardin, a French bistro on the Lower East Side. We are regulars there and they know us when we walk in, I love that! As for shopping, I have never been loyal to one store or another-- I like to go everywhere! I do LOVE Blue Tree -- they carry my bags, but I love every single item in that store. There is a hole-in-the-wall Indian place called Darbar that has a beet dish I dream about.
In Houston, no doubt Lupe Tortilla and Pappasito's are must-haves when I am there. I eat so much queso I feel ill when I leave! And, I know it is weird but I love Cleburne Cafeteria!
Favorite aspect of New York?
The seasons. And the fact that you never know what will happen or what you will find just wandering the streets!
For questions or interest in RGPR or Femme Sud, contact Robin at robin@rg-pr.com or visit www.femmesud.com.
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