Shine Bright Like A Diamond: How To Be Your Own PR, with Antonia Mariconda

I stepped down the stairs at the Soho Hotel to the now familiar sound of heels clacking, cameras clicking and new connections being made. This was the third of Antonia Mariconda’s workshops that I’ve been to, and as usual, she didn’t disappoint.

Antonia is an award winning media professional and safety in beauty campaigner, who began her interest in beauty after significant reconstructive surgery following a car accident. She took this tragedy and turned it into a wildly successful career.

Basically, this is a woman who knows how to grab life by the balls.

And this workshop was all about how we can learn to do that too. How to find our inner sparkle and make it shine bright enough that everyone else can see.

antonia mariconda cosmedic coach workshopWe settled in with the usual gorgeous breakfast spread and exciting goody bags…just what I need at ten on a Saturday morning!

antonia mariconda cosmedic coach workshop

Armed with my notepad, a cup of tea and a whole lot of ambition, I couldn’t wait for Antonia to get started. On seeing Antonia for the first time, I couldn’t help expecting a certain personality to follow. I expected her to be fluffy. To be ditzy. To be shallow. I literally could not have been more wrong if I tried. You don’t get where this woman is without having some serious steel in there. She is determined, she’s smart and she point blank refuses to take any nonsense from anyone. Her criticisms and anecdotes are blunt and sometimes brutal, but cushioned in the genuine warmth of someone who truly wants to see you succeed. She’s a woman who lifts others up, who wants to share her knowledge and help others achieve what she has. She’s also brilliantly relatable, quipping throughout the presentation about the beads dropping off her skirt, and handling an impromptu Rihanna outburst with typical grace and aplomb.

antonia mariconda cosmedic coach workshop

Seriously, why this room is called the Indigo Room, I will never understand.

The presentation lasted for three hours, so I’m not going to go into too much detail here. If you want to know all the secrets, get yourself booked onto her next workshop. But since I love you all very much, I’ll share just a few of the gems (see what I did there?):

1. You have to know who you are.

Sounds obvious, I know. And yet, when Antonia picked on workshop attendees and asked them to pitch themselves in one sentence, most struggled. And when she asked for the two words that they’d write under our names on TV shows, we struggled even more. When I worked in marketing, I had product pitches that described our service in 250 words, 100 words, 140 characters, one sentence and a tagline. I prepared pitches from lengthy investor presentations to 60 second elevator pitches. I knew it inside out. So why should it be any different when you’re marketing yourself?

2. You have to know who you’re talking to.

Again, seems obvious. But it’s so important to know your audience. It affects everything from the visuals you use, to your tone, to how you choose to communicate.

3. You have to know what you want to say.

Everything that you do in the public domain is PR. Every tweet, every comment, every picture is PR, and it all comes together to create people’s image of you. So make sure that you know what you want that image to be. Make sure you know what message you want to put out there.

4. You have to believe that you are awesome.

Let’s be honest, if you don’t believe you’re awesome, why should anyone else? You have to be your own absolute number one cheerleader, and not be ashamed to shout your achievements from the rooftops. I’m Fiona. I’ve been published in a number of online and print media sources. I single handedly ran a marketing department for a year, at the age of 22. I’m a pretty talented writer. I once starred in a national media campaign with Cancer Research UK. Let’s have a brag off! Leave your best brags in the comments, or tweet me. Be your own champion. Back yourself.

5. You have to put yourself out there.

This is an old cliche, if you don’t ask, you don’t get. But like so many, it’s a cliche for a reason. Pitch a story to the Huffington Post. Ring up ITV and ask if they need an expert to go on This Morning. Don’t keep yourself small because it feels more comfortable. You’d be surprised how much you can blag with a bit of confidence. Believe that you’re important, take the risk of putting yourself out there, and you bet that people will believe right along with you. Fake it til you make it, and you will. Okay, that’s enough cliches for one bullet point.

The advice that Antonia gives is like gold dust, and I always leave her workshops feeling ready to take on the world. But actually, I haven’t touched on the most amazing element of the workshops, for me at least.

antonia mariconda cosmedic coach workshop antonia mariconda cosmedic coach workshop antonia mariconda cosmedic coach workshopSix months ago, none of these women knew each other. And on the surface of it, we don’t really have much in common. In this group, we have mums, bloggers, scientists, business owners, make up artists, aestheticians and more. We are scattered from all over the country. And each of us are at a different stage in our stories and our careers. But Antonia’s workshops seem to attract a certain type of woman. Strong, ambitious, warm, going to Antonia’s workshops and connecting with these women on Twitter and in real life, I have surrounded myself with a network of women who want to see each other succeed. All of us have different areas of expertise, and we use them to build each other up. They inspire me every single day, and I feel very lucky to have a support group like this in my life. Not to mention that they’re mean craic over a bottle of wine.

Despite my insistence on Twitter, Antonia isn’t a fairy godmother. She doesn’t wave her magic wand and make your life better. She does something much more important. She shows you that you are the one holding the power, the magic is inside you, and it’s been there the whole time just waiting to be unleashed. Go forth and sparkle, fellow fairies. Yes, even you guys.