Chloé Nelkin is the founder and director of Chloé Nelkin Consulting – an arts PR agency that she founded in 2010. With offices in London and Edinburgh, CNC works across the UK with campaigns spanning the fields of visual arts, theatre, the Edinburgh Fringe, circus, opera, classical music and heritage.
Can you tell us a little about your background and your company?
I started CNC in 2010, towards the tail end of my Masters degree at The Courtauld Institute of Art – where I’d also studied for my undergraduate degree in History of Art. I have been passionate about the arts from a young age and have always loved exploring a gallery or seeing a stage show. I’m actually a trained singer but treading the boards was never something that appealed to me. I stumbled into PR, almost by chance, while working on the East Wing Collection exhibition at The Courtauld. So much hard work was going into the exhibition that I decided I wanted more people to see this and so I started emailing journalists. I knew a career in the arts was for me but when I started on PR that it ticked all the boxes – communicating with people about the incredible projects in the arts but not being in the spotlight myself.
What inspired you to start your business?
Upon graduating I had two choices – the first was what I thought was my dream, an offer from an agency I truly admired and respected. The other offer came from a gallery who wanted PR for an exhibition. I can’t deny that I’m a control freak and a lot appealed about setting up my own agency and being able to do things my own way and it was this that made me take the plunge. That was 15 years ago and I don’t have any regrets; it was the absolute right decision for me. I’ve been able to form and mould an agency that stays true to my own values while indulging an overwhelming passion in the arts.
How did you create awareness for your brand?
CNC is represented by a strong pink colour that embodies who we are – it’s bold, feisty, playful and energising. When I first started out, I didn’t promote the brand, I just strove to do a great job for everyone we worked with (an ethos we follow to this day) and business started to be generated by word of mouth. PR is all about relationships and, from day one, networking has always been an important tool.
What have been your biggest successes so far?
Being where we are today – this is not an easy climate and the arts isn’t an easy industry. The last 15 years have certainly not always looked as one might have predicted. But, although it is tough out there, our clients are still doing amazing things. Productions, exhibitions and arts projects can transport you to other places and times. And as PRs we stay behind the scenes, beavering away to let people know about the wonders the industry creates. I’m incredibly proud of my amazing team and the amazing clients we work with. The arts have the power to create change and it’s a thrill to be a part of that.
What challenges have you faced, and how did you overcome them?
It’s certainly not been an easy ride – since I set up CNC we’ve been hit by a global pandemic, Brexit, a cost of living crisis, a funding crisis to the arts and so much more. Many will think this is corny but I genuinely believe challenges make us stronger. At times, it’s been really tough and I question how to keep things going but trying times force us to pause and look at what we do well and how we can reinvent ourselves and that is how we are where we are today.
What are your plans for the future?
I have never had a strategy whereby we have to grow over a set period of time or have to work with a certain type of client. We work with clients we love in an industry we adore and continuing that ethos and keeping that passion alive is what excites me. In the past few years, we’ve founded an art festival in Edinburgh called NT Art Month, launched The Pink Podcast and, to coincide with our 15th anniversary, we have started CNC Books to publish the amazing plays that we are promoting. Whatever next! We are currently an eleven-strong team who work across the UK and I am incredibly excited by the clients we work with and the messages we share. The arts may undergone catastrophic shifts in recent years but it is a phenomenally resilient industry with the most incredible creative visionaries and I can’t wait to see what is next and to be part of that.
What advice would you give to aspiring female entrepreneurs?
Always have confidence in yourself and trust your gut. It isn’t always easy but as a business owner you have to have belief in yourself and your ideas – others can only be guided by you if you trust your own judgement and truly believe in the decisions you are making.
What are your top three tips for entrepreneurial success?
Make connections, build genuine relationships and follow up with people as and when appropriate.
Be polite, even when it’s through gritted teeth – it’s important not to burn bridges and to present yourself well.
Tell the truth – every industry has horrors within it, be they people or situations. Just remember that the truth always burns through so continue being honest and don’t put yourself in situations that make you feel uncomfortable.
What are your favourite inspirational or motivational quotes?
Ooh where to begin. Our HR software gives you an inspirational quote every time you open the app which I think is fantastic – some of them do make me cringe but some of them bring a smile to my face and make you keep going on a difficult day. I think my top three are:
‘You’re braver than you believe, stronger than you seem, and smarter than you think.’ A.A. Milne
‘Nothing is impossible. The word itself says ‘I’m possible!’’ Audrey Hepburn
‘A person who never made a mistake never tried anything new.’ – Albert Einstein
Where can our readers connect with you?
Instagram: https://www.instagram.com/chloenelkinconsulting/
LinkedIn: https://uk.linkedin.com/company/chloe-nelkin-consulting-limited
Website: https://www.chloenelkinconsulting.com/
Photo credit: Danny Kaan
