Eight Years in the Making: Celine Kaltoum’s Vision for CSK Public RelationsCSK Public Relations didn’t happen overnight. The boutique agency is the product of eight years spent immersed in the fashion, beauty, and lifestyle industries, where its founder, Celine Kaltoum, didn’t just build experience—she built perspective. By 2023, the leap felt inevitable, but it wasn’t without intent. “My genuine love for PR and passion for storytelling inspired me to start my own agency”, she says. “I was driven to make a meaningful impact within the industry, helping businesses grow and gain the recognition they truly deserve”.
From the outset, CSK Public Relations positioned itself differently. They aren’t about pushing press releases into the void; they’re about cutting through the noise with a story worth listening to. “I understand the power of storytelling in capturing the attention of audiences amidst the noise of the media landscape. I identify the unique stories behind each client, to effectively communicate them to the right audiences through strategic PR campaigns,” says Celine.
Her approach—equal parts intuition and precision—has already set her apart. Wedded Week, the world’s largest online wedding expo, stands as a defining moment. “It was the most rewarding and challenging project that I have worked on”, Celine explains. “It was unlike anything I had done before, going beyond the traditional scope of PR and giving me the opportunity to step into a business development role.” Celine found great reward in watching the project come together and secure media coverage across Mamamia, The Australian Business Journal, and more.
Celine is quick to credit her adaptability for moments like these. PR is restless by nature—a field that shifts as fast as its platforms. “Whether it's adopting innovative communication tools or leveraging new media platforms, I am always seeking ways to enhance our service offering and deliver greater value to clients,” she says.
But where CSK Public Relations truly shines is in its relationships—a word Celine doesn’t take lightly. “For me, building strong relationships is all about authenticity, communication, and trust,” she explains. “I take the time to truly understand my client’s brand, goals, and unique story. It’s about creating a partnership where they feel heard and valued, and where our work together feels collaborative rather than transactional.”
At the heart of it, Celine believes that fostering genuine connections is about being human. “Whether it’s with clients or the media, I believe in showing gratitude, being reliable, and building relationships that go beyond work. It’s these connections that drive meaningful results and make PR so rewarding,” she says.
Running an agency, of course, is its own balancing act. “Balancing the creative demands of PR with the strategic and operational aspects of running an agency comes down to prioritising, staying organised, and surrounding myself with the right people and tools,” says Celine. “I carve out time for creativity—brainstorming and strategy—while relying on systems to manage budgets, growth, and day-to-day tasks.”
Celine’s vision for the future is clear. Growth—in both team and reach—is on the horizon, alongside a dedicated office space. But for her, staying ahead matters just as much as scaling up. “With the media landscape constantly changing, I’m focused on embracing trends and opportunities to deliver even greater results,” says Celine.
CSK Public Relations doesn’t feel like a newcomer— completely standing out in an industry that often blurs together. If its first year is any sign of what’s to come, consider this just the beginning.