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On 5 March 1970, in Pisa, Italy.Where do you live?
London.To whom do you report?
The board.To which medium do you turn for breaking news?
Twitter.Which media outlet is the most influential in your world?
The Financial Times.Which politician do you respect most?
John Kerry.Which business/brand (other than your employer) do you most admire?
Vanguard.What is your favourite comms campaign of the past year (not one of your own)?
The rebranding of George Osborne.In what respect has your job changed most in the past five years?
Contacts were key. Now it is about creating the best content and having the most innovative delivery strategy. It’s a much more valuable and enjoyable service.What is the biggest single challenge facing the profession in your market?
Disintermediation: old-school PR, mediating the relationship between the newsmaker and the news outlet, is dying. Creating compelling comms strategies and content for clients will have a great future.What is the best piece of advice you ever received?
Clients buy efficiency or expertise. Decide which you are selling.Who is your favourite fictional PR character (in a movie/TV show/literature)?
Helen Quilley (Gwyneth Paltrow) in Sliding Doors.If you weren’t in PR what would you do for a living?
I would be a rock star (impoverished).