Lisa Persaud is the founder and CEO of LPR, a boutique promotional, event management & public relations firm focusing on creating experiences & valuable connections that translate into achievements while adhering to core values, brand and company image.
The Global Biz is so happy to have a word with Lisa who is making her dream into a reality.
Interview with Lisa Persaud
1.What gets you out of bed in the morning i.e., What is your source of motivation?
My motivation is my brand, basically myself because I am my brand. Knowing everything I do reflects on myself and my team instills a natural drive in you. It’s different when you HAVE to get up and go work for someone else oppose to when you WANT to get up and create, build and accomplish things you are truly passionate about. Especially knowing others depend on your results.
2.What made you realize you would want to do this ?
I’ve always been a creator and leader, also coming from a family that’s in entertainment and fashion – I stem from it. From creating my first event flyer at 14, organizing an event and being the go to person – I knew it was the industry for me. It was all a natural progression from events, to music, journalism to media relations. I evolved with my passion.
3,Why should people choose you / your product / service ?
As much credentials one may have, I am a strong believer that people should just choose whom they’re comfortable with. I have over 10 years experience in the music industry, journalism and recently luxury and venue branding so my network is very extensive and valuable – which is my #1 asset in my company. I have the luxury of being selective with my clientele. I urge them to work with whom they connect with, because a relationship between a Publicist or Project Coordinator and their client can be an emotional one. I mean that in a way we deal with the best and the worst. This is someone on the ride with you, to confide in, build your brand\project\experience with and trust.
4.What comes first for you, money or emotions?
Know whats crazy? Its natural to instinctively say money but I think for me now, its emotions. I turn down opportunities If I just don’t feel like its something I can work with or to be honest just feel like it’s going to disrupt my peace. I only allow myself to engage in a few projects a month so I’m not overwhelmed or underachieved. I could be making a TON of money a month, but sometimes its not worth jeopardizing your sanity and health over. Quality over quantity.
5.Tell me about an accomplishment you are most proud of.
I think my favorite past accomplishment is Industry Magazine.
A publication I created when I was 23 years old in my home city of Toronto. I knew my end goal was to end up in public relations, and of course the most valuable asset to that is your network. Knowing this and combining my passion for journalism, music and PR – I knew Industry Mag would serve many purposes. Connecting me with people in the industry and also be a platform for talent on and behind the screen – especially for Toronto which at the time lacked major international exposure for the hip hop culture. I am proud of this project, the relationships it created, and the many doors it opened for me, my staff and many of the features. Instead of waiting on a publication to hire me I said F it, and created my own and made it a staple platform in Canadian urban culture.
But currently I am proud that I’ve expanded my services globally. All I ever wanted to do was work for myself and travel the world.
I’ve expanded and managed contracts in Canada, United States, Bermuda, United Kingdom and United Arab Emirates.
6.How do you handle the pressure?
Lord only knows. Lol, I think I work better under pressure. With experience comes lessons, I’ve learned how to manage myself better, allocating tasks to others, scheduling etc… I am probably the most organized person in the world so writing everything down, visual boards, schedules (ensuring I include some meditation time) helps me. Also having a great assistant and junior publicist like Nia helps.
7.What advice would you give to someone starting out ?
Network your ass off.
Do it for passion not money. The money will come. Trust the process.
Volunteer! Volunteer! Volunteer!
If you can’t get that job, intern there or a similar company, then build your network and experience. We all started there, don’t let anyone tell you otherwise.
And to the young women, there can be a stigma that comes with us in this business and people love to make assumptions.
Just remember you are a boss woman in the making. People will only hate on what they are intimidated by.
Be confident, stay focused, work with integrity and don’t let anyone dim your light. And most important to remember
“You don't get what you deserve. You get what you negotiate.” - Chester Karrass
8.How do you balance a social\love life and work?
It’s hard. Being an entrepreneur comes with many sacrifices including your time, money and relationships. I’ve missed a lot of big life moments with my friends and loved ones but that comes with the territory of being your own boss. That’s why its so important to do what you love because your business becomes your whole world.