At the peak of her career, Tory Archbold was a bona fide PR powerhouse.
Starting her public relations agency Torstar at age 24, Tory went from writing press releases on a hand-me-down computer with no money or media contacts, to working with some of the world's biggest brands.
She won her first contract with David Jones to launch Megan Gale as the face of the department store, and from there she became responsible for launching Zara in Australia, turning Seafolly into a global brand, and bringing Drew Barrymore's beauty label, Flower Beauty, to our shores.
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These days, Tory has left PR behind and is now the CEO and founder of Powerful Steps, where she aims to help other women achieve success through her online masterclasses. She also hosts the podcast Powerful Stories, where she interviews other female entrepreneurs.
We sat down with Tory to hear about the five important lessons she's learnt from her career.
1. Stick to your values.
Tory was first exposed to the world of media when she moved to London on a working holiday visa in her early 20s. She landed a job at the media and entertainment conglomerate Viacom which sparked her passion for the industry.
Upon returning to Australia, she didn't find a job that felt like her. So she created her own.
From the moment Tory started her agency she learned her first and most important business lesson: never negotiate on your values.
"If you anchor your every move to your values, you will attract the right people, the right brands [and] the right opportunities into your life," Tory told Mamamia.
There are three she lives by: passion, integrity and delivery.
"Passion because I [want] to work with people that [are] equally passionate about leading [and] disrupting," she said.
"Integrity because I don't want to work with assholes, and delivery because you're only as good as the last phone call, Zoom call, interview [or] podcast chat."