UK Power Book 2021

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

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Ruth Allchurch

Ruth Allchurch


WE Communications

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Describe your 2020. (In one sentence or no more than 5 words.)

A tale of two halves.

How will COVID-19 change the comms industry in 2021?

It has focused the comms industry on more meaningful and purposeful messages, as well as new formats of communication. Agility sits at the heart of the industry and will continue to play a critical role in business transformation.

Has 2020 changed your media consumption? If so, how?

Through disillusionment with mainstream and populist media, I have sought out alternative, informed and credible voices.

Which newspaper, website, TV or social media channel is now most important to you professionally?

Twitter and Byline Times.

What's been your favourite creative PR campaign of the past 12 months?

Burger King encouraging people to eat at McDonald's in an attempt to support the hospitality sector. Bringing industries together has been one positive from this pandemic.

What do you think you'll do more of in 2021 than ever before?

Seeing people I haven't seen for ages.

What are you determined to do less of, professionally, than you did in 2020?

Attending Zoom meetings.

Which destination are you most determined to visit in 2021, and why are you excited to go there?

The Lycian Coast in Turkey – it is my favourite place on Earth and I have dreamed of those turquoise waters this past year.