Power Book 2015: iPhone is most popular must-have item for PR top brass

The iPhone is overwhelmingly the must-have item among the UK's top PR practitioners, according to the comms professionals listed in PRWeek's Power Book.

iPhone: A treasured item for today's top comms professionals
iPhone: A treasured item for today's top comms professionals

The gadget was chosen by 44 Power Book entrants. That is about 14 per cent of those who answered the question.

Other phone and computer-related entries dominate the top five. In fact, 41 per cent (132) of all answers linked to their phones or computers, with 32 choosing another or an unspecified phone, 24 going for their iPad and 18 picking their BlackBerry.


READ MORE: click here for the full Power Book list


In contrast, a handful of PR’s top brass remain in the Luddite camp, listing pens, notebooks and (non-digital) notepads among their most valued possessions.

Elsewhere the list is dominated by sports and hobbies – six people went for their football season ticket, while four listed their bike and the same number their guitar – and the treats that help us through our week (coffee, tea and chocolate all had support).

Hair straighteners (two), high heels or other fashionable shoes (three) and mascara (two) also got a look-in.

Perhaps oddly, 13 entrants listed a family member or girlfriend as their favourite ‘item’. Cat lovers were conspicuous by their absence, but four people went for their canine friends.

James Gordon-MacIntosh, managing partner of Hope&Glory PR, perhaps sums up the overall attitude. "My wife. My daughter. My phone," he responded. "My wife would dispute the order."

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