Lysbeth Fox is the Managing Director of luxury travel, wellness and gourmet agency Fox PR, whose portfolio of clients includes some of the most prestigious in the world.
Prior to founding Fox PR, Lysbeth previously set up and ran PR companies and built specific travel & lifestyle divisions for some of the major players in the industry. During this time she provided high quality and strategic media campaigns to some of the best-known brands across the globe.
Starting from a consumer PR grounding, Lysbeth has worked across travel, health, food and FMCG within the luxury sector. Past clients have included Richard Branson’s Virgin Limited Edition, which encompassed the prestigious Necker Island as well as the launch of Kasbah Tamadot. In 2008 she was responsible for the repositioning of The Ritz-Carlton Hotel Company in the UK and across Europe. Working closely with the team in the US, she implemented strategic campaigns that resulted in high impact awareness for the brand across Europe.
Her background covers launching and repositioning new and existing companies and brands including her role as communications director at Jet Republic, a start up private aviation company, where she was responsible for press and publicity in Europe across 21 countries, overseeing a team of 13 international agencies.
During her time at Weber Shandwick, Lysbeth was responsible for launching one of the firm’s largest healthcare brands, after Weber Lysbeth was MD at Talk Luxury which meant a temporary relocation to Los Angeles.
With over 20 years in the industry, Lysbeth is passionate about public relations –and not a day goes by that she doesn’t find something she loves about her work. Whether it’s meeting a new client, discovering a new destination or trend to finding a newsworthy angle that engages the press – she is tenacious, insightful, creative and an ardent proponent of the power of good PR.
Tell us a bit about yourself, background and your current role
I am the owner and founder of luxury communications agency Fox PR, we specialise in gourmet, travel and wellbeing. I have been in PR for over 20 years, and have created innovative media campaigns for some of the best-known companies in the world. My work has allowed me fly off to far flung destinations, and offered experiences that are truly ‘pinch me’ moments. I also have my feet very much on the ground, juggling being a mother and business owner simultaneously.
Did you ever sit down and plan your career?
Gosh no, when I left university I had no idea what I wanted to do as a career. There were so many jobs out there, I didn’t know which one would suit me, let alone which one I would like to apply for. That’s why I tell people who are thinking about a career in PR, to experience an internship at a few different PR companies, and to try out consumer, public affairs, travel or beauty. PR can be so different in their various fields, it’s the same principle but the work and office environments can vary widely.
I live by the old adage by Confucius “Choose a job you love, and you will never have to work a day in your life”. I think if you excel in one area in particular then it’s easy to follow a certain career path, but when you are a good ‘all-rounder’ such as myself, it’s harder to work out what to do for your life career. I am a good strategist, I can write, I am creative and I am a good networker, so a career in PR works to my strengths. I am blessed that I adore what I do. But that is because I have managed to hone my skills into areas of PR that spark my interest, such as food, travel and wellbeing. I think if you can do a job that plays on your skills and ignites your interest you will flourish in any career you chose.
Have you faced any challenges along the way and if so, how did you deal with them?
Of course! Who hasn’t, I am no different from the rest. In fact, I’d probably say I have faced more challenges than a number of people because I’ve taken risks in my life; some have paid off and some haven’t. You don’t become an entrepreneur without taking risks, without creating some disruption, ruffling a few feathers. If it’s job safety you are after, an entrepreneurial career isn’t for you. The life lesson here is to try to enjoy the bumps in the road, see them as a learning experience and do it differently next time. I think that’s how we grow and learn.
If you could change one thing for women in the workplace, what would it be?
Pay equality, when I read about Claire Foy getting less pay than her co-actor Matt Smith, I was truly shocked. She’s in the lead role for goodness sake, how an earth could she get paid less? It’s an atrocity and one that needs to be rectified immediately. I am truly shocked that women in certain careers get paid less for their role than their male counterparts because of their sex, not their capability. We don’t pay our employees on their gender at Fox PR, we pay them on their capability and experiences, it’s an anathema to me that anyone can even begin to think differently about that.
What has been your biggest achievement to date?
Mother of a beautiful and empathetic daughter and improving my employees’ quality of life by building an inspiring, caring and ambitious PR agency.
What is your next challenge and what are you hoping to achieve in the future?
We are in the midst of opening an office in New York, so at the moment much of my focus is on the US – however we are UK based and our headquarters are in London. I very much see our affluent target audience as global jetsetters and an office in both London and New York makes good sense for us. It’s going to be an exciting journey and I am sure there will be much that I will learn from the challenge, but it’s one I am very much looking forward to – I’m ready.