Montreal’s PR “IT” girl – Ashley Rosenberger
By Alyssa De Rosa –mtltimes.ca
The relationship between a journalist and a public relations rep is a double edged sword. These relationships are either tight knit and functional, or an annoyance. Lucky for Ashley Rosenberger, her charm and her dedication to her clients make working with her a dream. In only one year and a half, she’s built her PR empire ROSE PR and is taking the social scene by storm.
At just 27-years-old, Ashley Rosenberger has worked with top brands and restaurants, gathering media and Montrealers to attend the latest in fashion, food and social events. One of her biggest and first clients was restaurant l’Orignal in the Old Port where she helped in the re-launching of this beloved hot spot. “This was my first big opportunity and since then, everything just snowballed,” Ashley explains. She’s helped organize events like Le Burger Week, La Poutine Week, Grey Goose Canada’s snazziest soirée last summer, along with many others.
How did this young woman hit the PR scene so quickly? She studied Political Science at McGill and during her undergrad she did an internship at New York at 42 West, one of the leading public relations firms in the entertainment industry, where she discovered that PR was what she wanted to do. Following this internship, and after graduating from McGill, she worked as a director’s assistant on a film that was being shot in Montreal with celebrity actors Bradley Cooper and Zoe Zaldana. Immediately after that, she did a graduate diploma in public relations at McGill and then started her journey as an intern at 1 milk 2 sugars in Montreal. “I learned how to deal with media, how to execute events and after that, I figured I knew enough people and had built strong relationships, so I decided to try this on my own,” she says.
It’s not always easy making the decision to branch off on your own, but Ashley knows the recipe to success. “I’ve been really lucky, it’s mostly through previous contacts that I have, that I’m able to work and host great events. If I see something cool, I’ll go ahead and pitch it, but it’s always better to have some sort of prior relationship,” she explains.
She also says that the hardest things to do in public relations is having strong media relationships and being able to establish yourself with the public to get contracts. “Everything is a reflection on me, so that’s why I care so much.”
As someone who also works from home, staying disciplined is essential. Ashley’s days are long and she dedicates countless hours to her craft. At 7:30 a.m. she wakes up and usually works through the day until about 11:00 p.m., 7 days a week. “I need to be very disciplined with my time. I can’t decide to go for lunch with friends during the week just because I work from home,” she says. “My clients come first.”
Right now, Ashley’s looking to hire interns for the amount of work she has going on. With upcoming events and continuous contracts, this boss lady is doing it all. Her main goal: to open up an office, get employees and hopefully move out to Toronto, where the PR world is much bigger. Keep a lookout for the latest events that this social butterfly is planning, and if you’re looking for some work, and are serious enough to be part of a growing brand, maybe you can help Ashley spread the word on her ever growing customer events!