Jane Baerselman
Essence News: Meet the Team

What attracted you to pursuing a career in PR?

I’ve had a passion for story-telling from an early age and, as I got older, discovered the joy of the media. I thought my ideal job would be to be a journalist but my interest in business directed me towards the communications industry. I’m a firm believer that communications build reputations and brands, and that the story, which gives every brand its unique positioning, is key to consumer engagement.

What is your greatest strength?

Clarity of thought and distilling the issues into a clear ambition. I’ve worked with a number of brands to galvanise thoughts about the positioning and audiences to ensure that the key messages are clear, the communications plan delivers and the results are palpable

Tell us about some of the clients you’ve worked with

I’ve been lucky enough to work with so many clients, on brands and generic campaigns, that it’s difficult to pick out the ones I’ve enjoyed the most. My expertise is in food and drink and I love the fact that the products are created from the land or sea. I’ve spent time in wheat and potato fields, vineyards, Bodegas and on fishing boats getting to grips with sourcing and provenance.

When we’re in the supermarket doing our weekly shop, it’s easy to forget that our Weetabix, McVities biscuits, McCain oven chips, Thorntons chocolates and Bramley apple pies are grown and reared by farmers supplying the nations’ mealtimes.

When you’re not in the office, where can you be found?

Dining out; cooking in the kitchen; walking in the countryside (with a pub lunch afterwards) or in a cheese shop. Can you see a common theme here?

If you could learn to do anything, what would it be?

I would love to paint. I was useless at art at school but always wanted to be creative with a paint brush. I guess I’ve translated that creativity into writing instead

Which is your favourite social media platform and why?

Linked In is such a useful tool when you’re in business. It allows me to keep track of my contacts, watch their movements and meet new contacts in the same line of business. Oh, and Facebook for keeping in touch with friends and family that are now scattered all over the world.

Which restaurant would you love to visit if money was no object?

One of my favourite restaurants is the Chèvre D’Or in Eze in the south of France and I would go there time and time again. The food is spectacular, the views are amazing and the staff are so friendly.

What’s your favourite tipple?

Oh heavens, that’s a tricky one. But I have a rather wonderful case of Chateau Teyssier 2009 at home, which was a birthday present. I still have 5 left waiting for a special occasion!!

What is your must-have beauty essential?

I have a few. Christophe Robin Volumizing Shampoo and Conditioner with Rose Extracts is so kind to my hair and gives me a real lift every morning. Jo Malone Lime Basil & Mandarin Bath Oil is my perfect way to relax on a Sunday morning, and skinChemists Wrinkle Killer and Anti-Ageing Serum is a wonderful antidote to the London air I battle through every day.