Home' In The City : In The City - Winter 2011 Contents IN THE CITY MAGAZINE
The Canberra Times | In The City Magazine | WINTER
he cheerful and charismatic face of Claudia Vannithone is
a familiar sight in Canberra as the 25-year-old takes on
the city with her passion for people and communicating.
Starting off enrolled in environmental science, her
studies were cut short after her lecturer advised her she would be
better off in communication.
Taking his advice, Claudia hasn’t looked back since switching to
public relations and political science at the University of Canberra.
After walking into the offices of Content Group in Civic straight
after graduating from university, in a few short years Claudia has
shown she is one of the hardest working public relations consultants
“I said to my boss David Pembroke the day I got the job ‘You will
not regret this’ and I have worked so hard to
make sure that hasn’t happened,” she says.
“I really wanted to prove myself to him and to
Not one to shy away from work, the bubbly
city worker, whose past and present clients
include Diabetes Australia, sass & bide, the Heart
Foundation ACT, ACT Treasury and Canberra
CBD Ltd, says her daily job entails “everything
“It can be completely structured where I get
everything crossed off my to-do list or it can be a
day like today where my boss is like ‘We are doing
a launch, drop everything’,” she says.
“But that’s one thing I love about what I do, it’s
never boring, there is never a moment to sit back
and file your nails, ever.”
Admitting she is not “your typical PR person” Claudia is known
in Canberra for her friendly and lively personality, her stunning
looks and her active involvement with her work and numerous
“I live to work,” she says.
“I tell everyone I’m available 24/7, because I never want to miss
can make fun.”
The 2010 Miss World Australia ACT winner has made a
huge contribution to the Canberra community through her
involvement with St Vincent de Paul as an ambassador, her role
as an ambassador for not-for-profit humanitarian development
organisation Abundant Water and her dedication to spending her
spare time working.
One of her biggest success stories was the Frocktober campaign,
which she worked on during her lunch breaks. The committee set
out to raise $10,000 and in the end raised just under $42,000 for
the Ovarian Cancer Research Foundation.
Claudia thanks her hard working attitude to her parents who
came from humble beginnings; her father as an immigrant from
Laos and her mother as the first born Australian from a European
“They really tried to instil in me that I can do whatever I want as
long as I work hard and really go for it,” she says.
“I have always believed that and Canberra is such a city of
opportunity, there is so much happening here that I thought ‘why
not go for it?’.”
The self-confessed workaholic says she is known for always being
on the go and says she is very fortunate to have supportive friends
“I am forever having to replace my heels
because I am always running from one end of the
city the other,” she says light heartedly.
“My partner is my grounding force. I get so
swept up with everything so he really makes sure
I take time out and says ‘sit down, you are going
to watch the game and be normal’.”
Currently working with social media, Claudia
couldn’t be any more excited about her future
prospects in PR and her life in Canberra.
“To be able to incorporate social media into my
work and help companies understand the value
it can add to their business is a challenging but
exciting time for me and I hope to become an
expert in the field,” she says.
“Canberra in my eyes is perfect because it has
the best of both worlds; it has everything you need from a big city
and all the community bonuses of a small town.
“That’s what I love about doing business in Canberra, we all
know each other and we are all friends but at the same time, it’s big
enough that the opportunities are endless.”
While her profession is sometimes scrutinised, Claudia is proud of
the fact that the happy and bright person people see is exactly who
“A lot of media members have said to me, now that I have been
around for two years, ‘when you first started calling me I thought it
was an act’ but now they realise that’s just who I am,” she says.
“PR consultants do have a bad rep but we are not all like that,
there are so many of us out there who are hard working and have
“True to myself in my dealings; I’m not going to pretend to be a
stale corporate type when I’m not.
Smart, beautiful and kind, the forever-smiling Claudia Vannithone is proving to Canberra she
is a PR consultant who knows exactly what she is capable of. BY MELANIE CLARK
I am forever
I am always
one end of the
city the other
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