Chloé Nelkin, the founder of Chloé Nelkin Consulting (CNC), is celebrating a remarkable milestone: 15 years of success in the competitive world of theatre PR.
Since its inception in 2010, CNC has grown from a one-woman operation to a thriving agency with a team of 11, making a mark on the arts and entertainment landscape. Known for their distinctive bright pink branding and feisty approach, CNC has become a powerhouse in the industry, representing a diverse range of clients from emerging artists to established productions.
Chloé Nelkin’s path to public relations is as unique as it is inspiring. “I’m a singing art historian,” she reveals, painting a picture of her diverse background. Chloé’s early years were steeped in the arts, with a focus on music. “When I was at school, I was very musical, so I played flute, piano and was a singer.” she reminisces.
Despite her musical talents, Chloé’s academic pursuits led her in a different direction. “I always went to the theatre and to opera and to ballet and loved all of that, but decided to go on to study art history, which was my other love, rather than the performance side,” she explains. This decision brought her to the prestigious Courtauld Institute, where she completed both her undergraduate and master’s degrees, specialising in 18th-century drawings.
It was during her time at the Courtauld that Chloé stumbled upon PR almost by accident. While chairing a student-run exhibition committee, she realised the need for promotion. “I was like, why am I putting my life and soul into this and probably jeopardising my degree and no one’s going to see it?” she recalls. This realisation led her to take matters into her own hands: “I Googled journalists and started emailing them and that’s where I worked out what PR was, and I loved it.”
“A Leap of Faith”
After gaining experience through internships and freelance work, Chloé made the bold decision to start her own company. “It was a big risk then and it was a huge leap of faith in myself,” she admits, acknowledging the different landscape of the industry 15 years ago.
The early days of CNC were challenging, particularly in developing contacts and building confidence. “PR is all about relationships,” Chloé emphasises. “As a new business and as a new brand, you’re suddenly entering an industry where lots of people exist and are established already. And I think it’s having the confidence, you’re doing something a bit different but that you know you’re doing it well.”
For Chloé, the key to success in PR is relationships, both with clients and media contacts. This focus extends to her approach with clients. “We believe in really honest chats with our clients,” Chloé says, highlighting the importance of open communication, especially in an industry where arts coverage has diminished over the years.
The company’s commitment to honesty and relationship-building has led to long-term partnerships with clients. “We have had clients that we’ve probably now worked with for seven or eight years,” Chloé shares. “I think it’s lovely getting to know somebody. You feel fully part of their team.”
“There’s still something utterly electric about The Edinburgh Fringe”
CNC’s involvement with the Edinburgh Fringe Festival is a significant part of the company’s identity. What started as a single show 13 years ago has grown into a major commitment, with CNC maintaining offices in Edinburgh year-round.
Chloé’s passion for the Fringe is palpable: “Even on a bad, horrible Edinburgh day, there’s still something utterly electric about it. And I can’t stay away.” She sees the Fringe as the birthplace of new work, celebrating “the excitement of new artists taking that risk and taking new work and the appetite of audiences.”
Over the past 15 years, CNC has evolved to meet the changing landscape of media and theatre. “When I started, it was all about traditional print media. And now, you know, we still love seeing a piece in print, but it’s about digital first and it’s about social media,” Chloé explains.
The company has also expanded its services, launching a personal PR department and even running an art festival in Edinburgh. “We grow in just ways that feel right at the time,” Chloé says, emphasising her belief in following her instincts.
The CNC Team a “feisty” Brand
Today, CNC boasts a team of 11 people, a far cry from its humble beginnings. The company’s distinctive bright pink branding, which Chloé initially resisted, has become a symbol of their feisty and empowering approach. “It’s feminine, and it’s feisty, and it’s fiery, and it feels empowering,” Chloé says of the brand’s colour.
When asked about her proudest achievement, Chloé doesn’t hesitate. “I think I’m most proud of the team… having a team, who I believe are genuinely excited to come into the office each day, and love working together, and go out socialising, and adore our clients, and work together in a really collaborative way.”
This focus on team culture and collaboration sets CNC apart in the industry. Chloé takes pride in creating an environment where people enjoy their work and each other’s company.
As CNC celebrates its 15th anniversary, it’s clear that Chloé Nelkin’s passion for the arts, commitment to relationships, and ability to adapt have been key to the company’s longevity and success in the ever-changing world of theatre PR. With new ventures on the horizon, CNC continues to evolve and support the arts in innovative ways.
