In Her Shoes: Valerie Roe of Valerie Roe PR

I don’t usually eat breakfast until the early afternoon, as I follow the 16:8 intermittent fasting routine whenever I can. If I’m on the Human Being Diet, I’ll switch things up and eat earlier as breakfast is an important part of it. But in general, my mornings tend to run on coffee and whatever the day throws at me.

My sister is always urging me to sit outside with my coffee first thing, no matter the weather, to help reset my circadian rhythm. It sounds wonderfully wholesome in theory… but in practice, I get pulled straight into work, and before I know it, it’s lunchtime and the morning’s disappeared.

There really is no such thing as a “typical” day in this industry. I don’t really have an off switch or a set finish time; I can be working or in touch with clients at all hours and because no two days are the same, I tend to dive straight into whatever is most time-sensitive or urgent first.

If it’s an office day, I start by meeting with my two senior team members first thing to run through clients and priorities. After that, I’m usually glued to my phone – calls, WhatsApp and emails. We handle every moving part, from production and guest lists to talent, styling and on-the-day logistics, across everything from intimate gatherings of 30 guests right through to large-scale launches for 400, so there are always plenty of plates to keep spinning.

On creative days, I shape new campaigns from the ground up. That means working closely with client teams, liaising with model agencies on castings, sourcing props and production teams, and pulling together hair, make-up artists, stylists and photographers. It’s fast-paced and detailed, but the creative buzz is exactly what keeps me going.

I try to fit in weight training at lunchtime three times a week. I’m not a cardio person at all – I hate it – but strength training and pilates is really important to me to maintain flexibility and bone density. My personal trainer, Sandra McCormack, has kept me in check for the past 20 years – so she knows every excuse in the book!

When there’s an event on, my work day can run well into the early hours. And then there are those whirlwind weeks like last week… I started with a 5.30am alarm and a trip to the airport for a meeting in the UK, back to Dublin that night, up to Mayo for an overnight stay ahead of an event the next morning – and straight on to Galway for a launch after that. It’s intense, chaotic and unpredictable at times… but I wouldn’t have it any other way.

Pushing past limitations

I work with so many incredible female entrepreneurs, and watching their brands grow and succeed is honestly one of the most satisfying parts of my job.

I also thrive on problem-solving and on pushing past limitations – especially when someone says something can’t be done. I love to prove them wrong!

Creative tasks win for me every time. I love getting my teeth into the full PR process, from that first spark of an idea right through to how it’s brought to life. Seeing something go from a blank page to a campaign people actually engage with is what really drives me – and when the product starts flying off the shelves, that’s the best feeling of all.

I find travel the most draining. All that sitting in traffic – it drives me mad. The N7 is like a car park at the moment. I live in Naas, and I could easily spend two hours just trying to get into Dublin, and the same again on the way home. All I can really do is make calls when I’m stuck like that, so it’s a major time thief.

I won’t pretend I’ve mastered my energy levels during really busy weeks – far from it. When I’m tired, I go straight into convenience mode and comfort food. I’ve a weakness for O’Donnell’s crisps, cakes, pastries and scones… basically anything delicious that promises a fast hit of energy, usually washed down with far too much coffee. It’s very much survival mode.

On quieter weeks, though, I’m much kinder to myself. I eat properly, slow things down in the evenings and use the breathing space to reset. I’ve learned to accept that my energy comes in waves, depending on the pace of my work – it’s not always perfectly balanced, but I’m getting better at spotting when I need to pull back and recharge.

There’s nothing quite like that final moment after an event or shoot when you step back and see the client genuinely delighted. That quiet rush of relief knowing it all worked and the pressure paid off is my favourite feeling. But you’re only ever as good as your last gig, so it’s always up and on to the next!

Then I’ll plonk myself on the sofa with the dogs piled in beside me and stick on whatever I’m hooked on – The Traitors and I’m a Celebrity are recent favourites.

In terms of my beauty routine, at night I start by cleansing with Melt The Day Away from Ella & Jo, followed by their Superfood Oil and Clarins Double Serum. In the morning, I use Obagi’s Gentle Cleanser and Toner, Sun Shield and their Hydrate Facial Moisturiser.
Make-up wise, I use Bellamianta’s Glow Base primer with Kash Beauty’s Aura Foundation and Blush Duo day to day. If I’m keeping things light, I’ll use Skin Luxe from Lisa & Co Cosmetics just to add some subtle colour. For lips, I love MRS Glam lipsticks and lip pencils, and for mascara, I switch between Charlotte Tilbury and Dior.

Hair care is a big part of my routine because I wear hair extensions, which I have done by Ceira Lambert using Gold Fever hair three times a year. I try to keep them in the best condition possible by using extension-friendly products, especially a little Voduz Pure Silk Oil through the ends each day. I also keep their mini Prep Talk Spray in my handbag for a quick pick-me-up whenever my hair needs it.

When it comes to tan, I’ve never found anything that beats Liquid Gold Ultra Dark from Bellamianta – it’s my holy grail. More recently, I’ve discovered their Tan Oil too, which is just as good.

My most important self-care ritual is my monthly back-to-back massage and reflexology session. It’s my proper switch-off and something I really look forward to. I’ve also been seeing a pranic healer, which I’ve found really beneficial.

My ideal day off starts with a slow morning in bed, watching TV and being magically served all my meals, eating whatever I fancy without lifting a finger. In my perfect fantasy, someone would arrive to do my hair and make-up before I’m whisked off to a beautiful restaurant and bar for the evening.

When my partner and I get time off together, though, we’re all about taking our feet off the gas and doing as little as possible. I’m a big foodie, so a great meal is always part of the plan. At weekends, I usually stay local – Neighbourhood Restaurant is my current favourite spot.

The only thing that really recharges me is a proper holiday – I usually manage one a year for around three weeks if I’m lucky. That’s my ultimate reset. I’m absolutely useless at switching off at the start, but I do a reasonably good job of it by the end. Either way, I’d far rather be taking calls in paradise than crawling along the N7!

Trust your gut

In terms of advice for other women in business, I would say trust your gut instinct – going against it is usually a big mistake. I make a lot of decisions day to day, and any time I ignore that inner voice, I almost always end up regretting it.

Other than that, my biggest tip is not to get caught up comparing your routine to anyone else’s. There’s so much noise out there about what you should be doing, but everyone runs their life and business so differently. Some people are flying it up at 6am for a run, some shut the laptop at 5pm sharp, others get their best work done late at night once the house is quiet. There really is no perfect routine. It’s just about finding what works for you and giving yourself permission to do it your way. No guilt or pressure and no chasing some mythical ‘ideal’ day that probably doesn’t exist anyway.

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