PRWeek UK 30 Under 30 2019: Anna McCrory, XYZ Communications

PRWeek UK's 30 Under 30 list for 2019 features Anna McCrory, director at XYZ Communications (27).

Described as a trusted voice among clients and journalists alike, McCrory leapt from junior account executive at Babel PR to co-founding her own agency in just three years, delivering international campaigns for clients spanning Europe, the US, and Australia. The tech, media and telecoms PR specialist helped XYZ reach a six-figure turnover in its first 12 months – including ‘on-boarding’ five clients in the first three months alone.

Take me back to the full 30 Under 30 2019 list

The secret to being a good comms pro in 2019 is... Being an all-rounder. It takes so many different skills to be good at comms, you have to combine creativity with precision, be able to plan strategic campaigns and then make them a reality. With the trend for micro-agencies, freelancing and the gig economy, it's being a master of all trades.

If I could change anything about the PR industry, it would be... That time and value are often seen to be intrinsically linked. The end result is what ultimately matters, so ditching time-tracked approaches not only encourages efficiency but emphasises the value that PR can add.

I'm inspired by... Working in B2B tech and telecoms, I get to see a secret world that is literally powering everything. With 5G, IoT and AI on the cusp of shaking up every industry, not just tech, it's pretty awe-inspiring to be dealing with the people that are making it a reality.

If I wasn't in PR, I'd be... I've been performing comedy poetry since I was a teenager, so that would be my dream job. I'm lucky that working for myself I still get to dabble every now and then!

Judge’s comment: "Anna is simply an inspiration"

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