"Rosie doesn't just work at Instinct," says her employer. "She IS Instinct." Taylor's achievements include being responsible for 60 per cent of turnover in 2019; line-managing three people (all promoted within 12 months); and helping to win and deliver work for major clients including Pernod Ricard UK and M&S Food.
Judge's comment: "I was struck by Rosie's impression on her clients and subequently what that's meant for her agency. The retention rate of staff and the fact that she's responsible for so much turnover speaks for itself."
How does working in PR differ from your expectations?
I’ll be honest, as an art history graduate I had zero expectations to join the PR world and intended to sit in the dusty corners of a museum cataloguing and researching paintings for all of my days. How wrong I was! I think the perception of this industry is that it can be a ‘fluffy’ career and there are definite stereotypes to being a ‘blonde PR girl’. I very much enjoy surpassing peoples’ expectations on that front. If there’s one thing I’ve learned it’s that to really survive and achieve success for your clients, a PR needs to be incredibly smart and strategic.
Describe your experience of working in PR during the COVID-19 crisis.
It’s been a roller coaster. The uncertainty of the first weeks was especially tough, but the team has really supported each other through every step and adapted unbelievably well. Everyone (clients, the team, suppliers) has good days and bad days and as a PR it is more important than ever to be intuitive and perceptive with your communication. We’re all just trying to get through and a little kindness and patience go a long way. Clients are looking to their PRs for insight into how they should behave and what they should plan for in the future. It’s been critical to be able to share our expertise and help guide their businesses through this time.
How (if at all) will the COVID-19 crisis change the PR industry?
A lot of what we have seen is an acceleration of trends that have been bubbling for some time. The digitalisation of media has been expedited and the future of print is very uncertain. However, online subscriptions to newspapers have skyrocketed – it’s clear people are desperate for trusted news sources. The other big trend is that brands need to offer something more to consumers than just a product. Whether it’s Instagram Live classes or charitable partnerships, people will continue to connect with brands that offer added value to their lives.
What one thing above all would you change about the PR industry?
Our eco-credentials! This isn’t specific to PR by any means, but it’s [in] this sphere [that] I have the power to affect change. I started an ‘eco-warriors’ team at work and champion ‘green-minded’ thinking in the workplace.
What is your 'side hustle'?
I’m writing a book. At this rate it will be published by the time I’m 40, but I’m enjoying the process. Lockdown has certainly given me ample time to put pen to paper.
Where do you see yourself in five years?
I would love to continue to progress in the world of PR and develop further into a strategy role. For me, this job has always been about the people, and I hope to continue to collaborate with some of the best brains in the business.
How do you switch off from work?
I’m a gym bunny. Whether it’s ballet, running or spin class, it’s the best way for me to clear my head. Healthy body, healthy mind and all that! Failing that, a pint in the pub is always a sure bet.