Interview Spotlight - Daniela Allen - An Inspiration

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Photo by Martin Agius

Today is mother's day and whilst no woman will ever come close to my mother as being the 'all-powerful person in my life who knows best about EVERYTHING in the universe and fixes ALL my problems :) ', for today, I have decided to focus the spotlight on a wonderful, stylish, chic person I have met over the last year, who has become a good friend - a mother, a career woman, a writer..the list goes on. 

This woman is an inspiration in juggling more than one flourishing career and motherhood and she is also setting new and innovative trends in marketing and fashion in Malta.

When I first met Daniela, I formed two impressions of this person - one was that she seemed really sweet, honest and someone I would really love to be friends with, two that she seemed to delve into a 100 different things and do them all on a professional level and I was still unsure as to what her exact main profession was.

Here is Daniela for you today ...in her own words

Daniela you have a varied set of skills that range from writing to pr to innovative marketing – describe your work to us?

I am a journalist at heart, if there is news, even better if its good news i'm itching to share it - I believe in the art of communication and that ultimately everything boils down to that. We are constantly communicating -  however the 'art' lies in the choice of what you say and how you say it; be it through the media, the arts; a painting, music, fashion, photography, dance or any other means of communication. Re marketing and PR – if I see potential; in a service someone is delivering, in a story they have to tell, in an event being organised or in a product then I know right then it can be successful and I work accordingly. I suddenly start to 'own' the project to really live the experience and share it with others. Similarly, if I don't take to what is being presented to me, I don't go with it. It's a gut feeling I follow.

But with both journalism and PR I search for that message or story that needs to be communicated. It's thinking outside the box and moving away from the obvious. My philosophy is that if I am not convinced then I cannot convince others. I start off by assessing whether or not to go through with a request or story – once I connect to it then there's no turning back.

You are also a very dedicated wife and mother, do you find it hard to juggle your life as a mother and your life as a business woman?

Juggling family and career is a challenging skill - with the proper time management and planning it gets better. Yes it does get tiring at times but that is quickly forgotten as soon as I sit down and enjoy some time with my three girls. 

Having three children in four years while working is quite a task but I would not change anything. They are my life.

You started off as a journalist, how did you career get started? When did you start delving into marketing?

I started my career in journalism with Standard Publications Limited publishers of The Malta Independent newspapers and the Malta Business Weekly newspapers. I spent around ten years there, meanwhile I've also assisted on a number special assignments with the foreign media including BBC radio and BBC World service. In the more recent years I worked in the public sector within a Private Secretariat and in my more recent role as personal assistant to Kate Gonzi, the spouse to the former prime minister. I enjoyed working as a government official mainly because it gave me the opportunity to reach out directly to people. As a citizen I feel it is my duty to see how I can help others.

But I carried on writing on a freelance basis throughout, mainly about health related topics and picked up my PR again last year. Health is an area I am particularly keen on and I was mainly assigned to health matters when I worked as a full time journalist. Health is an area that is not easily communicated because of the technicalities which often surround it. But it is certainly to me one of the most fascinating form of journalism.

I graduated from University with a degree in youth and community studies. I have a soft spot for young people, they give me so much energy and there is so much to learn from them. I am also aware about how delicate adolescence is and how important it is for parents, carers and teachers to be equipped with the tools to know how to handle adolescents. I am very saddened whenever I hear about cases of young people struggling with life. 

Young people are our future, they are are our biggest investment. But yet they need the most attention. 

I am also always so happy to see young people's achievements – youth organisations, youth centers and groups packed with young people doing what they should be doing at that time of their life – enjoying life.

Describe your typical day to us? 

My day... I'm an early bird, I generally work very early in the morning or late at night. The rest of the day is dedicated to my family and their needs. I have a very supportive husband who also has a very busy job as an Editor of a local newspaper but yet we are a great team

Final random question: What's in your handbag?

My everyday handbags are Long Champ in different colours – I love them – the more I have of them the better – they store so much. Besides the usual things I also carry a packet of children's wipes, its a must even if i'm at a meeting. It kind of connects me to them when im away from them – a tube of lip gloss, a nail file, my diary, lots of papers and my sunglasses (these are with me always rain or shine), and needless to say my phone.