UK Power Book 2015

The definitive guide to the brightest and most influential PR professionals in Britain.

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Caroline Almeida

Caroline Almeida

Senior director of comms, EMEA

Johnson & Johnson

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Where do you live?

West London.

To whom do you report?

The vice-president of global comms and public affairs.

To which medium do you turn for breaking news?

The key nationals and online media.

Which media outlet is the most influential in your world?

The Times, The Guardian and the BBC.

Which business/brand (other than your employer) do you most admire?

Apple.

In what respect has your job changed most in the past five years?

The ability to work flexibly due to technology, and that your office is wherever in the world you happen to be on a given day.

What is the biggest single challenge facing the profession in your market?

Long-term thinking and strategic planning vs short-term wins and demand management.

What is the best piece of advice you ever received?

Before reacting without thinking, S.T.O.P.: Stop, Take a breath, Observe, Proceed. Your reaction will be adult as opposed to childlike.

If you weren’t in PR what would you do for a living?

Work as a fashion designer.