UK Power Book 2022

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

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Priya Brahmbhatt-Patel

Priya Brahmbhatt-Patel

Director of communications

Ofgem

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Describe your 2021 in no more than five words.

Busy, challenging, energising and hopeful.

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

Marcus Rashford's campaign to support vulnerable children during the pandemic. A young star who used his platform for a purpose close to his heart without intimidation or ego.

What do you think you'll do more of in 2022 than ever before?

Empower teams to be creative and reimagine old ways of communicating. Audiences will need to want to change their behaviours for serious impact to be felt in regards to dealing with climate issues.

What are you determined to do less of, professionally, than you did in 2021?

Fewer meetings for meetings' sake and more creative brainstorming and action. Time to think and reflect is critical for teams to really thrive, and the pandemic, the various unpredictability of the past year has left this lacking.

Which organisation or individual has managed reputation most poorly in the past 12 months?

Meghan and Harry. From a high understanding of purpose to an inconsistent one. Also Burger King with its tweet that was ill-thought-through. It felt more about style than substance and lost in essence what PR professionals should keep in mind upfront – the people you're talking to.

Which organisation or individual has managed reputation most adeptly and proactively in the past 12 months?

NHS. The cause, the challenges and the purpose have never been so well understood, even under pressure on all fronts. When the story was about the NHS, it managed to cut through with its call to action on health and advice information.

What's the most important thing the PR industry can do to support efforts against climate change?

Educate, become partners and advocate the unheard voices that are grassroots and striving to build momentum. Think differently about how audiences need to engage on the subject and not become overwhelmed by the noise.

Which real-life PR professional would you choose to handle your personal PR? (No fictional characters and they must be a comms professional)

Simon Jones – Ant and Dec's authenticity and longevity shows some insightful handling. If I was ever going to be in the limelight, I'd want a career that stays true to the essence of what made me.