UK Power Book 2016

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

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Sean Spicer

Sean Spicer

Chief strategist and comms director

Republican National Committee

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On a scale of one to five, how optimistic are you that 2016 will be a significantly better year for your business than 2015 (five = very optimistic, one = not at all)?

Five.

On a scale of one to five, how optimistic are you that 2016 will be a significantly better year for the PR industry than 2015 (five = very optimistic, one = not at all)?

Five.

What is your favourite comms campaign of the past year (not one of your own)?

Cleveland's host committee did a great job of highlighting its city and earning the GOP convention.

What is the single most important factor for a successful comms campaign?

Thinking strategically, not tactically. What is the end goal and how does each tactic further that goal?

Do you think print newspapers have a future?

All media entities need to evolve to where their consumers are consuming them. It’s not just newspapers.

Which company or organisation has had the worst 12 months in terms of reputation damage, and why?

Hillary Clinton's campaign. With negatives that high and an FBI investigation, she has a real problem with voters, no matter their political affiliation.

Who should be the next American president?

The Republican nominee, of course.

Which TV programme or newspaper is most influential in your life?

We are teaching our kids to share, so it’s My Little Pony and Transformers: Rescue Bots.

What is the most useful social media platform?

It depends on what you are trying to achieve and who you are trying to reach.

What is your favourite sports team?

It's a tie between the New England Patriots and the Boston Red Sox.

Which charities do you support?

PurpleStride (pancreatic cancer), National Council for Adoption, Yellow Ribbon Fund, and Reserve Officers Association.

Which actor would play you in a film of your life?

Michael J. Fox.