Roi Feder

Describe your 2021 in no more than five words.

Let's not do that again.

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

Weetabix/Beans – straight off the bat. Inventive and successful when it made no sense. The reaction from other brands was a delight!

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

Fill in passenger locator forms.

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

Be in front of the screen all day. I learned that I can be more effective if I limit my own screen time.

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

I think it's fair to say many have had their challenges, but the UK Government seems to be going through a tough time.

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

No doubt… the Three Lions. Bring it home!

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

I am a strong believer that technology and human ingenuity can help to overcome any challenge. As an industry, our role is to shine a light on the best projects, products and people bringing about real change to this crisis.

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

An unknown talent at this stage, and I have a bias, but: my five-year-old daughter. She is the consummate comms professional, lobbying for every issue important to her – including nail polish in school, wanting increased TV time and an iPad.