Roxy Jacenko: I'm not the Devil Wears Prada of PR

Alicia Vrajlal
Entertainment Editor
Australian PR queen Roxy Jacenko has her own show, I Am Roxy. Photo: Channel Ten

She’s a businesswoman, mother and successful social media personality, but one thing Roxy Jacenko’s not is a nightmare boss.

This week the 39-year-old’s personal and professional life is set to be showcased on Channel Ten’s Pilot Week show, I Am Roxy, and contrary to speculation, Roxy says she’s no Miranda Priestly to her Sweaty Betty PR employees.

“No, because I don’t have anyone running to get my dry cleaning,” she tells Yahoo Lifestyle when The Devil Wears Prada’s ‘boss from hell’ Priestly is suggested for comparison.

“I don’t have anyone bowing down to me or giving me a look in a certain fashion each day.”

Roxy, who says she ‘let go’ of three staff members at the end of last year, is known for her firm approach and work ethic in what can be a very cut-throat industry.

Roxy founded Sweaty Betty PR 15 years ago. Photo: Instagram/roxyjacenko
Roxy denies being a nightmare boss like The Devil Wears Prada's Miranda Priestly. Photo: Fox

She says there’s a reason behind her management style, and it completely makes sense to her.

“What I am is a person who wants people to strive to be the best at what they do,” she explains.

“They are here with me and have come out of internships to learn. You can’t learn if someone doesn’t guide you.

“Not only am I guiding you as a publicist in your early career, but I’m also looking after my clients’ interests in terms of putting their product in a place and environment that fits who and what they are, and what they’re trying to achieve.”

Her reality show will reveal a behind-the-scenes look at life in the Sweaty Betty PR office, where her husband Oliver Curtis is also employed. Photo: Channel Ten
Roxy with one of her newer employees, Marlii Carroll, who will feature in the pilot episode. Photo: Instagram/roxyjacenko

She says her stern feedback to employees is not “being mean or tyrant-like”, but rather “being realistic” to achieve a better outcome for everyone involved.

Earlier this year Roxy celebrated her public relations firm Sweaty Betty’s 15th birthday.

Over the years the turnover of staff has been reported in the media, with some former employees learning the ropes from Roxy before setting up their own businesses.

“I think the reality of it is running a business is a tough gig,” Roxy explains.

“People don’t realise how hard it is and when everything tumbles, I’m the only person who is accountable to it, and that isn’t a person who works for me – they pick up and leave and then move to the next.

“So yeah, you have to be tough, but I think I’m also reasonable. I try and guide.”

Fans will see more behind-the-scenes actions from Roxy’s offices – both Sweaty Betty HQ and her home where she admits she continues to be glued to her emails – when I Am Roxy airs on Wednesday at 8:40pm on Channel Ten.

Roxy's latest announcement has been that she's now a John Frieda . Ambassador for Australia. Photo: Supplied

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