Cheevers has made PR central to the fast food chain’s marketing mix. A champion of earned media, among his biggest triumphs has been developing the brand’s voice - which was critical to the success of KFC’s 2018 chicken crisis. He led the launch of KFC’s Double Down burger, generating 138 pieces of coverage.
The secret to being a good comms pro in 2019 is... Having a consistent, distinctive and relatable tone of voice across comms has never been so important. It's tricky, because it's incredibly easy to fall into off-putting, corporate cliché - avoiding that is vital and something we work really hard on. Relentless chicken puns have served us well through challenging times!
If I could change anything about the PR industry, it would be... Possibly a fairly predictable one, but it'd be brilliant to solve the challenge around measurement and evaluation. It's really tough. Finding the most effective way to meaningfully report the value of PR internally feels like an age-old puzzle - particularly when output spans across traditional, online and social.
I'm inspired by... I'm really fortunate to have learnt from some bloody incredible PR professionals in my career so far... all of whom I can say I've drawn inspiration from. And within KFC more broadly, there's so many genuinely inspiring people and stories - both around the office and across our restaurant teams.
If I wasn't in PR, I'd be... Suspect I'd be absolutely useless at it, but I actually quite fancy the idea of being in the police... might be because I've watched too much Line of Duty, though.
Judge’s comment: "Creative, engaged and effective"