As we asked the top one per cent of the UK PR and comms sector to answer some tricky questions, I guess I should try to do the same:
Describe the past year, and make predictions for 2019
The past 12 months has been pretty depressing from a UK political news and current affairs viewpoint, with our politicians deadlocked, sometimes seemingly paralysed, on Brexit. The uncertainty does seem to have played into the hands of PR professionals, though, with an industry that still feels buoyant, particularly on the corporate and public-affairs side. This looks set to continue in 2019; however, the brand comms side looks a bit more exposed to a tentative economy. We must have faith that brand-owners continue to see earned and shared media as a real alternative to expensive bought media.
Your biggest professional challenge?
We live in an age of growing professionalism and specialisation and yet quality journalism, much like good comms, also requires big-picture thinking and intelligent context. How does one become a truly effective multi-specialist without increasing resources and without burning out? I would hazard it’s a challenge many of you share.
What is PR’s biggest challenge to develop as a profession?
The ability to hire the best talent and attract the right investment to meet the challenge outlined immediately above.
What key practical step can your organisation take to
improve staff mental health?
It’s a cultural thing. We all have to make time to listen to people and to look after them (while also hitting our tough targets and deadlines!)
I unwind from work by…
Playing tennis, running and watching vast amounts of sport and movies.
What would you like as your epitaph?
"He really loved. He really cared. He really tried."
Danny Rogers, editor-in-chief
More from the 2019 Power Book: