We’re Not Just Pretty: Christina Krcevinac

We’re happy to welcome back Christina Krcevinac to the fourth floor, this time as a PR professional. Christina shared some of her thoughts and insights about working in PR at Diesel Canada as Communications Manager. 
How long have you been in your current position?
p { margin-bottom: 0.08in; 
I’ve been at Diesel for six years, and no two days have ever been the same. 
How does your company leverage PR?
The Diesel brand has become about more than just apparel; it’s a lifestyle brand. From our new Italian-made wine and olive oils, to our quirky home collection, and even our very own Diesel Fiat, every approach has to be new and unexpected. We have to keep the media on their toes, and excited about every project we pitch to them. We always want to give the media and consumer an unforgettable experience. 
 The sexy new Diesel Fiat.
What qualities are most important to you when hiring a PR team member?
Passion. Passion for the brand is most important. You can have all the right education, but a connection, belief and understanding of a brand is what will keep you getting your hands dirty, thinking out-of-the-box and making sure not even the smallest of details is overlooked. 
Who is your mentor or professional in the industry you admire?
Our president Joey Adler inspires me every day – as a woman in business, as a philanthropist, and her ability to always surprise you, when you finally think you know what she’s going to say. I learn from her every day. 
What are your feelings about how PR has been positioned in the media in more recent years, on popular TV shows?
PR is not all about cocktails and celebrities. You would never see Samantha on Sex and the City sitting on the floor in her couture, putting together gift bags, or missing a party because she’s in the back alley (at minus 40 degrees) waiting for celebrities to come through the secret entrance. There is a lot of gritty behind-the-scenes work before the red carpet or photo finish. 
What’s your biggest piece of advice for PR pros, both junior and senior?
Working in PR means anything can happen. It’s all about jumping over any hurdle that might come your way, and never letting your client see you sweat. 
What do you love most about your job?
That every day is an adventure and a new challenge. 
A little more from the fourth floor:

Website: diesel.com of course! You can shop, listen to Diesel:U:Music, and experience all that the Diesel planet has to offer.
Sophia Kokosalaki, her Wild West-inspired Diesel Black Gold collection shown at New York Fashion week is the perfect mix of boho and rockstar.
DSquared2 in Milan – its like a little piece of Canada on the other side of the world! You can almost hear the national anthem when you walk in.
If You Have to Cry, Go Outside by Kelly Cutrone (Thanks for reco, Deb G!)
Vega bars (I never leave home without one in my purse!)
Summer. Especially in Montreal!
Celebrity Crush:
James Franco
Water – Hydrate! Hydrate! Hydrate!
Motto in two words:
Idea of perfect happiness:
Good friends, good tunes, good food.
Magazines… lots and lots of magazines!!!
Favourite tweeter to follow
: I might be the last person not on Twitter…