My Fuzion highlights by Alison O’Brien

November 26, 2020

Fresh out of college in October 2006, having just graduated with my Masters in Public Relations from Dublin Institute of Technology, I moved home to Cork with the ambition of bagging myself my dream job in PR. After doing my research and seeing who was who in Cork, I was delighted when Dee and Greg said they would meet me for a coffee.

I had my first “official interview”, which thankfully was more like having a chat with old friends, in The White Horse in Ballincollig, which incidentally became one of my very first clients!

I liked the sound of Fuzion, and they liked the sound of me, and so my PR career was borne!

On January 7th, 2007, I joined Dee and Greg in Fuzion as their first employee, working from their home. Dee and I shared an office, and I learned the ropes from one of the best in the business. I was thrown straight into the midst of consumer PR working on Danish fashion brands b.young and ICHI.

Days were filled with drafting press releases, coordinating advertising campaigns, and creating press packs, which at that time involved hours of burning product images onto CDs, and packing up lovely goodies to send to fashion journalists in Ireland’s top titles. The reward was when I would get big envelopes in the post in the weeks that followed, these envelopes contained press coverage!

Yes actual press clippings; there was no such thing as receiving a daily email with your clippings automatically uploaded onto a server for you – you had to scan each one carefully and save every column inch of coverage for the client – but I loved it. There was the work I was doing, featured in national titles!

Early in 2007, we had our first team planning meeting to discuss how we were going to put Fuzion on the map, and get ourselves noticed. This meeting also happened to be the first ever Fuzion Friday! Ideas flowed, and so did the wine.. and the rest is history!!

Fuzion Friday became a regular fixture on the Fuzion weekly calendar, and to this day is an opportunity for the Fuzion team to sit back, share time together and relax after putting in a hard week’s work. On the odd occasion Fuzion Friday lunches turned into Fuzion Friday after work drinks – but as the saying goes, “work hard, play hard”!

In my early years with Fuzion, I would say that my car could have driven on autopilot to Killarney, as I was up and down the road so often, working on a variety of clients in The Kingdom, from the Killarney Outlet Centre to Killarney Golf and Fishing Club to Christmas in Killarney. All these projects gave me great experience, and I worked with lots of people who were passionate about doing great work in their community.

The summer of 2007 saw Fuzion work on Tour de Munster for the very first time, which today remains Fuzion’s longest standing client!

It has been an honour to work on this charity cycle, which has raised phenomenal funds for various beneficiaries over the years. Today the main beneficiaries are the Munster branches of Down Syndrome Ireland; but the beneficiary in 2007 was the Cystic Fibrosis Association of Ireland (CFAI), and our work with them through Tour de Munster led to us working with the association on an ongoing basis for a number of years.

Working on charity campaigns has been a highlight of my time with Fuzion, but none more so than when we worked with CFAI on what was, literally, a life changing campaign for so many in 2009.

After years of empty and broken promises, the CFAI had lost total and utter confidence in the Department of Health, the HSE and Minister Harney; and decided to take action into their own hands. They challenged the HSE/ Department of Health to honour the commitment given publicly in 2008 to fulfil the promise of having the dedicated CF Unit operational in St Vincent’s by 2010.

We worked with CFAI on a very high profile and evocative campaign, fronted by CF Campaigner Orla Tinsley, entitled ‘Irish War Crimes’. I was at home one evening when I got a call from Dee to say that the government agreed to honour the commitment to deliver on the vital, dedicated CF unit – this was the proudest moment of my PR career to date and I cried with joy – what we were doing was making a real difference. Our work on this campaign was acknowledged with an Award For Excellence in PR in 2010 for “Best Public Affairs Campaign”.

Mid 2010 saw me take a sabbatical, when I worked with The Hope Foundation for one year as PR/ Media Coordinator, putting into practice everything I had learned on working on charity campaigns to that point. But I missed the variety of working with an agency on a broad range of clients; and so I was fortunate to be able to rejoin Fuzion in 2011 with a refreshed mindset!

Since then I’ve been lucky to work on great clients in an industry that’s changing constantly. There’s so much more to the job than pure PR nowadays, and managing successful campaigns includes everything from strategic planning and implementation to event conceptualisation and management; media relations to sponsorship negotiation; crisis management to social media management, implementing national advertising campaigns to graphic design liaison; so much more, and everything in between.

Over the last few years I’ve been particularly inspired by young entrepreneurs I’ve worked with through UCC’s IGNITE programme and the Local Enterprise Offices’ ‘Ireland’s Best Young Entrepreneur’ competition – these startups are Ireland’s future, and it’s been an honour to help them and advise them on their journeys.

One of the highlights of my time in Fuzion has to be the great colleagues I’ve worked with, many of whom have become what I know will be lifelong friends.

Doreen O’Mahony deserves a special mention as she was my first “Fuzion friend”. She started a few months after me, and was my partner in crime for the first few years. Together, we “held down the fort” when Dee and Greg took a well earned break for their honeymoon in December 2007. We still talk about how we were having nightly dreams about work, so concerned that we would do everything right so that Dee and Greg could return home knowing their baby was in safe hands!

Today, as Fuzion celebrates 20 years in business, it still is in safe hands, with a passionate, dedicated, and much larger team behind Dee and Greg, helping to “drive the bus”!

Alison O’Brien