PRWeek UK 30 Under 30 2019: Tobi Ruth Adebekun, Snap

PRWeek UK's 30 Under 30 list for 2019 features Tobi Ruth Adebekun, communications associate, international, Snap (27).

A "linchpin" for different functions across multiple markets at the Snapchat owner, Adebekun plays a key role in daily media relations, crisis and policy comms and agency management in five countries. Formerly a star at agency Six Degrees, highlights of her Snap tenure have included leading the launch of new content format Shows in seven countries, which generated more than 90 pieces of positive coverage.

Take me back to the full 30 Under 30 2019 list

The secret to being a good comms pro in 2019 is... Empathy. Theodore Roosevelt once said: "No one cares how much you know, until they know how much you care." For me, the best creative ideas I've had, processes I've created or even crisis statements I've scripted, have happened when I've consciously stepped out of my shoes and into someone else's.

If I could change anything about the PR industry, it would be... The pressure. The potential for burnout is so real and this industry is bombarded by mental health issues - I've experienced it myself. Work is a part of life and I truly believe rest needs - and deserves - equal attention and investment.

I'm inspired by... Nature - I love it. I grew up by the sea and there's nothing like it. From my flat I have the most epic view of the sun rising and setting. The best (and hardest) hike I've been on was the incredible Piton de Neiges on Reunion Island.

If I wasn't in PR, I'd be... In any job where I get to talk to people, have fun, be creative, explore the world and make a difference.

Judge’s comment: "Tobi shows a great drive to succeed and a real growth mindset by continually pushing herself to adapt and progress"

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