A day in the life of… Rocket Dog (or dawg as I would say, due to being hip and rad)

Another day in the life of! This time it’s from the wonderful Jon Lawton who works in fashion PR for the shoe company Rocket Dog.

Take it away Jon…

Hello you.

My name is Jon Lawton and I’ve been asked to write ‘A Day In The Life’ piece about what’s it like to work in PR in the fashion industry. You see I work for the women’s shoe company Rocket Dog (www.rocketdog.co.uk) and I work on the team that does their PR & Marketing. Now I know it seems odd to start with an apology, but I must as I’m very lucky in that no two days are ever the same in what I do – I know, annoying isn’t it. But rather than give you ‘A week in my life’, I thought it best to give you a couple of days from this week just to give you a flavour.

DAY 1.

I’m usually in the London Rocket Dog office by about 9:30am. I must say it’s a really modern big open plan office as well where all departments are in the same space. Oh, and shoes. LOTS of shoes. Your browser may not support display of this image.

I start the day with Facebook. Sounds odd doesn’t it, like I’m admitting some guilty secret. But I genuinely did as I’m in charge of Rocket Dog’s Facebook page. Then I got stuck into my emails, some interesting stuff in there as well like one from Sugar Magazine wanting to confirm a price of a pair of Rocket Dog’s that they are putting in a forthcoming feature. There were some other emails from journalists who were looking to call shoes in so couriers had to then be organised.

Jumped on the phone for a bit and one of the calls I made was to my contacts Natasha and Clare at Cosmopolitan Magazine. I got Natasha today as Clare was out the country on a shoot. Got to say I love these ladies, they are an absolute riot. I never spoken to either of them and not laughed – they’re professional fashion journalists who know what they’re doing and know what they want, but they have fun doing it!

Had lunch on the go as I had an offsite meeting with a guy in a factory about ‘melting/bending plastic’ for an in-store project I’m working on. All a bit hush-hush, but if all goes to plan you’ll see my idea next summer in all our stockists up and down the UK like Schuh and Office etc.

Back in the office I worked on a new design and layout I’ve got for Rocket Dog’s online store www.rocketdog.co.uk.

Your browser may not support display of this image.We’ve had some new images shot so wanted to run my possible colour scheme ideas past the Managing Director of the company. Whilst I’ve got him for five minutes to talk about one thing, I take the opportunity to discuss four or five. The great thing about his office is the relaxed nature of it. Oh, and the signed picture of Girls Aloud thanking him for the shoes! One of the things we talk about is which trade shows we want attend in 2010 as my team is responsible for organising our presence at the show. He wants me to go to a show in Berlin next January, so I spent the next few minutes booking a flight and making various other travel arrangements.

I then went to the Camden offices of one of our creative agencies called ROAR. We signed off the final design of the latest in a series of in-store dogs they have been making for us for a while now.

Your browser may not support display of this image.They have a great team there and with the working day being over, it’s not long before we’re in a local pub having a few early evening drinks talking…….about work. Well, that and Rafa Benitez’s insistence on still using two holding midfielders at home games as there is more than one Liverpool fan around the table!

Home early evening, with enough time to get stuck into a bowl of pasta and a Bond film!


I know I said no two days are the same, but if I can, I’ll always try and make them start the same way by going through newspapers/magazines/websites etc checking for the latest coverage, then getting stuck into my emails and planning the day ahead.

I spent most of the morning organising a few interviews for a couple of Rocket Dogs brand ambassadors (like World In-Line Skating Champion Jenna Downing) in various magazine and websites like Women’s Fitness.

Look, I know a lot of people think that PR is just running around London with your Starbucks coffee whilst talking way too loudly into your Blackberry on your way to a plush lunch in some fancy Covent Garden eatery, but it’s NOT you know!

OK, so it was that day. But I promise, it’s not every day.

Today was with Emily, a journalist from women’s magazine Scarlet. We talked about recent issues, forthcoming features and what shoes she wants from Rocket Dog for her fashion pages. After the work talk it’s nice to have a chat with the person – it’s very easy to actually become friends with the journalists I speak too. Emily and I for example talked about London as she’s not long moved here. A daunting task for anyone, but as someone who has done it and highly recommends it, I’m never backwards in coming forwards about my love for London. I genuinely do feel lucky that I’m from Liverpool and was wary about all those people who banged on about London being the best place on earth etc … but I honestly do think that London is the best city in the world. I always try to walk around London if I get the chance. I’m never not impressed by the architecture. Yes it’s full of people with their heads down rushing around, but if you ever bump into a chap who’s looking up then I’m sorry. Probably your fault anyway, you really should look where you’re going!

Went back to the Tube strategically. By that I mean I took a slight detour so I could stick my nose in a few shoe shops to do a bit of “shopping”. Or in other words check how all the Rocket Dog shoes are arranged in-store and to see that our POS merchandise is being used correctly.

Back at the office was a meeting about an opportunity that had come our way to see if we wanted to link in with one of Megan Fox’s new movies.

Rocket Dog has some very strong links with the global head office in California and due to the time difference late afternoon UK time is just about when they are starting their day, so it’s not uncommon for most of the UK office to be on various conference calls with their counterparts in the US and that afternoon was no exception. We had a call with the US marketing team where many things were discussed like forthcoming photoshoots, website marketing strategy, new design influences for the Autumn/Winter 2010 collection etc.


So there you have it. There are other things I’ll do throughout a working week/month/year that didn’t happen in those two days. Exciting things like press trips, conferences, fashion shows etc, but there are also very regular tasks like website activity reports and of course emptying the staff dishwasher, but hey, on those two days it wasn’t my turn!

But on the whole, two very typical days in the life of me and the adventures I have along the way working in women’s shoes.

No wait, not actually wearing women’s shoes, that didn’t come out right…..you know what I mean don’t you…………


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