Confidence, Culture Shocks and Comms Life Abroad – with Harriet Dawson: PR in the Real World

Picture the scene: you’ve just graduated from an International Business with Communications course at University and your lifelong dream of moving to Australia is about to become reality.

Then, disaster hits.

Doctors find a hole in your heart and the move is off, so you stay in your job as a part-time lifeguard, and it’s back to the diving board.

Can’t relate?

Well, that was the reality for our latest guest on PR in the Real World, Harriet Dawson. 

And what felt like the end at the time was actually just the beginning of Harriet’s journey, who started at Viva in March 2020. Yes, that March. The COVID-19 one.

Harriet is now living out her Australian dream in Melbourne, working as a Digital PR Specialist for Jaywing.

While luck might not have been on her side initially, Harriet’s early career challenges have given her quite the story to tell – and we love a story at Viva.

We caught up with the former Viva intern to learn about PR on the other side of the world and what it was like to swap Rawtenstall for Ramsay Street.

Here is some of the key insights from the episode…

Start before you’re ready – and back yourself

 Harriet’s entry into PR didn’t start with a polished grad scheme. It started with a cold email, a willingness to learn and a personal story that made people care.

“I sent you an email that essentially just said, ‘Hey, do you fancy giving me a three-month internship by any chance?’”

The industry needs to be more open to potential over polish. Viva’s philosophy is to invest in people who show initiative, not just a flawless CV.

For young talent, this is permission to act before you feel ‘ready’. For agencies, it’s a reminder: openness creates opportunity.

Local experience builds global confidence

Harriet credits her early experiences with regional clients for helping her understand the real mechanics of PR: relationships, relevance and impact on the ground.

“It was nice to start with those more relationship-esque, local publications before chasing the big wins.”

Working with regional clients forces you to be creative, strategic and personal. It’s about value over volume.

That aligns perfectly with Viva’s mission to serve the communities it lives and works in, from healthcare to education.

Adaptability is a core skill

Harriet has bounced between traditional and digital PR, across continents and campaign types. She’s had to rethink how she works and what ‘good’ looks like.

“It’s important to be adaptable to what tasks need you for that day.”

Because media, tools and client needs evolve at such a rapid rate, PR professionals must flex – fast. Viva trains its team to be multidisciplinary because agility isn’t a nice-to-have. It’s a must.

Relationships are your best strategy

 Despite working in data-driven digital PR, Harriet insists that real relationships – with colleagues, clients and journalists – still make or break campaigns.

“If you can have a nice time together, it’s so much easier for someone to help you when you’re having a bad time.”

In a world increasingly driven by metrics and automation, personal connection is still the secret sauce. At Viva, we believe long-term impact is built through trust, not transactions.

Don’t niche too early

Her advice to anyone starting out? Try everything first.

Not every task will click right away – but that doesn’t mean it’s not worth learning.

“I would advise them not to niche too soon and make sure that you experience all parts of the process in the chain to see which bits you actually do and don’t like.”

What this means for you

Whether you’re a student eyeing your first internship, a junior exec trying to find your footing, or a PR leader shaping the next generation. Harriet’s experience offers a reminder of what truly matters:

• Trust people before they tick every box.
• Invest in culture, not just clients.
• Never underestimate the power of a well-timed email.

At Viva, we believe great PR starts with grounded people and real-world opportunities.

That’s why we give juniors a seat at the table, treat community work as career-defining and back bold thinking – regardless of how long you’ve been in the job.

Harriet may now be half a world away, but the lessons she carries from her time at Viva remain global: lead with kindness, adapt with confidence and remember that PR is always about people.

So, whether you’re starting out or starting over – what’s your ‘don’t ask, don’t get’ moment going to be?

While you’re thinking, be sure to hear Harriet’s full thoughts on Spotify, Apple or YouTube.

Listen to Harriet’s episode on Spotify, Apple Podcasts or YouTube

Connect with Harriet: https://www.linkedin.com/in/harriet-dawson/