PR Girls We Love: Karine Idrissi, Stop and Stare PR & Influence + All Management

Karine Idrissi worked client-side for many years in the beauty and fashion industries, notably at L'Oreal, Mackage & Lise Watier. As Founder of both Stop and Stare PR and Influence + All Management, an influencer management agency, Karine is at the forefront digital promotion, amplifying brand stories through traditional and online media in both English and French.

Name: Karine Idrissi
Title: President & Owner
Location: Montreal, Canada
Education: BA English Literature at Concordia University
Company: Stop and Stare PR, Influence + All Management
Instagram:
@stopandstarepr, @iaminfluenceall
Facebook:
@stopandstarepr

How did you get the job you have now?

I was working in PR at a well-known company but felt like I wasn't building genuine relationships with media and could not activate ideas outside of the corporate box. I started by taking a few one off projects and it quickly grew into a full-grown business. I have a passion for digital PR and working with influencers so I launched Influence + All management; our influencer management division. This is due in part to Julia Mateian, a top content creator who trusted in me enough to manage her career. From there we hired our first employee, Jasmine Machate, who has been instrumental in the growth of both divisions.

What are your primary responsibilities?

Ahh I wear so many hats but primarily: business development, communication strategist on all account and client relations.

How is your department/agency structured?

We're still relatively new (2 years) so we have myself (team lead), an account manager, coordinator and 2 interns at all times.

What is the mood like in the office? What are you working on right now?

I feel like the vibe is very positive. Having worked corporate most of my career, I really wanted the team to feel like their entrepreneurs withing this company; we can only be successful if work as a team. We work with an amazing vegan brand called I love Tyler Madison, we're working on uplifting their presence in the US. As for Influence + All, we are grpwing so quickly; constantly adding new talent to our roster.

What is a recent job success story that makes you especially proud?

We recently secured an influencer campaign with Lise Watier Cosmetics; we will be managing the influencer portion of their latest launch: Rouge Intense Supreme.

Most memorable/meaningful moment in your career thus far?

Hiring my first employee; that meant we were growing!

Most glamorous moment in your career thus far?

Traveling. As we are expanding both our PR and Influencer services through out North American and soon Europe; it means a lot of traveling!

Least glamorous moment in your career?

Accounting! I absolutely dread it since there are so many moving parts and you can't make any mistakes. I didn't get into PR because I was good at math!

 

PR can be stressful and full of rejection - how do you deal?

There's definetely some high highs and low lows but we deal with it as a team and lean on one another for support when we receive a rejection.

What are three current favorite tools, apps, or products that you love?

Instagram, ScannerforMe, Google Drive and VSCO.

What do you wish more people understood about your job (or PR/Marketing in general?)

That we don't drive sales necessarily. There's a big misconception that if you hire a PR person, your sales will automatically increase. We're the cherry on the sundae, I always say. Everything else needs to be put in place before we come in and push the message out to media and influencers.

 

What are you excited about right now in terms of industry trends?

The influencer trend. It's so fascinating because I do think we're all in the middle of an industry shift and figuring out where "organic content" and "pay to play" will end up.

What's the biggest challenge facing fashion/lifestyle communicators right now?

That so many traditional media outlets are shutting down and re-shifting.

PR can be stressful and full of rejection - how do you deal?

There's definetely some high highs and low lows but we deal with it as a team and lean on one another for support when we receive a rejection.

 

I do think we're all in the middle of an industry shift and figuring out where "organic content" and "pay to play" will end up

What are three current favorite tools, apps, or products that you love?

Instagram, ScannerforMe, Google Drive and VSCO.

What do you wish more people understood about your job (or PR/Marketing in general?)

That we don't drive sales necessarily. There's a big misconception that if you hire a PR person, your sales will automatically increase. We're the cherry on the sundae, I always say. Everything else needs to be put in place before we come in and push the message out to media and influencers.

What are you excited about right now in terms of industry trends?

The influencer trend. It's so fascinating because I do think we're all in the middle of an industry shift and figuring out where "organic content" and "pay to play" will end up.

What's the biggest challenge facing fashion/lifestyle communicators right now?

That so many traditional media outlets are shutting down and re-shifting.

What advice do you have for your younger self?

Don't take things so personally, it's business.

Anything else we should know?

We are always on the hunt for new interns! If you're located in Montreal or Toronto, please send resume to team@stopandstarepr.com

Thanks, Karine!

About This Author

Riley Joachims is a spunky and creative communication specialist. Whether it is putting together a strong social media campaign, securing press for your next event, or marketing your company to your intended audience, she's got you covered! She is currently living in sunny San Diego and just graduated from San Diego State University with a major in journalism with an emphasis in public relations and a minor in marketing. Riley is a fitness fanatic who enjoys dancing, cooking her favorite Trader Joes items, trying out new coffee shops and traveling and photographing new places. She is always looking for her next big adventure and has just started her career in fashion & lifestyle PR!