Name: Yvette Noel-Schure
Years in the Industry: 28 years. 21 as a publicist the rest as music journalist
Q: At what point in life did you realize that you "made it?"
Have I? I feel that there is so much more to know in this ever-evolving world of ours. But I guess I really felt accomplished when I completed a successful publicity campaign for Mariah Carey for “Music Box.” But in the world of publicity that feeling does not last long. You have to figure out what the next thing will be really quickly.
Q: We have seen a shift in PR in the last couple of years with the use of social media. In your opinion how has public relations changed and what tips can you provide on keeping your clients current?
Public relations has changed tremendously but not because of social media. It has changed because of the Internet. Print has suffered quite a bit and while it still is credible to have a feature in the New York Times and Time Magazine, the need for immediate, truncated information is much more prevalent. A monthly publication cannot compete in terms of immediacy with a blog. Even a weekly publication’s content seems old Monday to Monday because you have read it all in small dosages online. I still believe in mystery and not spreading yourself and your story too thin. The choices should still be quality over quantity and what has the bigger reach. Clients have to think global not national. I also believe in the world of online media there is a definite line drawn and the ones above the line create great content and the ones below the line, just repeat it, and often change and destroy the content. A publicist really has to know where the line is drawn. Know your outlets.
Q: It's no secret that you are Beyoncé's publicist, but yet you are so humble and sincere with your relationships. What has helped you to maintain this level of professionalism over the years?
Well, thank you for that. I challenge myself everyday to be kind and treat people the way I want to be treated. I take no pleasure in hurting someone’s feelings. Publicists have a reputation for being harsh and trust me if you push me hard enough with nonsense, I can go there, but in the end it never makes me feel good. I just strive to be me what is that exactly? It’s simply that I am a proud Caribbean girl who believes in working hard, completing a task and getting to the corner office without being mean. It’s a privilege to represent an artist. I don’t take that for granted.
Q: You've found the key in balancing a family and your career. Please share your advice on how you made that work.
I give so much credit to my husband because we truly are a solid partnership when it comes to parenting and family chores. There are no clear cut, defined roles in our home based on gender. If there is something to be done for our family, you get there first; you do it. Everything from the enormous to the mundane is shared. He has been the soccer dad and was the first to arrive at the ballet recitals with flowers in hand for his daughters. For me balance came because I have always had a partner who shared the responsibility for our home and our children.
Q: Are there any new up & coming projects on your plate?
I am most excited that my company signed the world’s first Black female professional polo player. Her name is Neku and she is a force from Nigeria who is changing the face and image of the sport. It’s such a departure for us as music has been at the core of what we do. It’s nice to go out on a limb and just take a chance on something so different.
Q: You left Sony and started your own company. What obstacles did you face?
The biggest obstacle for me was one I wasn’t prepared for. It was self-doubt. How do I re-define myself? I was a label publicist for 17 years ad there is a stability that comes with that and a bit of inherent comfort. It was scary being out there with no net. You miss the feeling of coming up with an idea that someone else is paying for. I did not want to limit my movements, my creativity based on finances. There is a sadness that creeps in when your routine is broken. It took me three tries the first time I took the train after I left Sony to get off at the right stop. I kept getting off at the Sony stop. After one year I got it together and looked in the mirror and said, ‘Look, make those folks in Grenada proud. Get it together.’ And I prayed and cried, but I had to train myself to say, ‘Hi, this is Yvette Noel-Schure from Schure Media Group.’ Feels good now.
Q: What are your fashion must haves?
I am ashamed to say my closet is the size of a normal NYC apartment and is filled with about 90% black clothing. I must have black dresses, every shape, every length, every fabric. Black pumps, black boots and black bags. I mix expensive and affordable all the time and I dress for my body. I will wear a dress from Marshalls with a Gucci belt in a second. I don’t care who makes it. If it fits and makes me feel good, it’s for me. I am proud that I have maintained my size, fluctuating between a 4 and 6, for years now and I am not afraid to show my knees.
Q: If you were left on an island and could only bring three items, what would they be and why?
Well, that island has to be Grenada because I am the happiest when I am at home. They three items I must have: a good book because I still believe in the power of words, a photo of my family, including my grandparents who shaped everything I am and my rosary, because nothing is as powerful as prayers.