We are delighted to welcome new Account Director Robbie Platt to our team. Robbie joins with more than a decade of experience in PR in both the UK and overseas, where he has specialised in the built environment and corporate B2B sectors. We asked Robbie about his views on how the industry has changed over the years and what he is most excited about as we progress towards 2022.
What has been your career highlight so far?
I’ve had the pleasure of representing organisations of many sizes and sectors across the built environment, and for a variety of briefs and objectives. This has meant working with major international clients as far away as Hong Kong and Malaysia as well as new, independent start-ups much closer to home. I’ve most enjoyed working closely with clients as they have expanded, identifying new PR and marketing opportunities to help accelerate their success. In one of my most recent campaigns, I helped a developer client land regular slots on the BBC and ITV as an expert commentator on issues pertaining to Brexit and trade. The thought leadership this generated helped the client’s profile in the right circles, leading directly to several new business wins and securing plans for their expansion.
You’ve worked in communications for the built environment for a number of years, what do you think are the greatest lessons from the last 18 months for the built environment?
The past 18 months have shown the world how much the built environment affects our health and wellbeing. So many of us have had to isolate from our friends, family and communities. Spending so much time indoors made us rethink the role of our buildings and how they can impact us. It is great to see so many ideas come about as a result of that, from how we plan our town centres to having more open space in our communities, taking back our streets to encourage different ways of connecting and interacting, and upgrading office space to suit different mental and physical health needs. More than ever health and wellbeing is becoming a top consideration for any project to remain relevant in our changing world.
What change would you most like to see in the PR industry over the next 5 years?
I believe that AI and Big Data are going to drive much more change across PR. We will have access to new types of data and audiences that will result in new opportunities for agencies and their clients. There will be new tools that will allow us to measure performance more accurately, which in turn will allow us to be responsive in adjusting campaigns. I believe the industry overall will become more agile and multi-pronged, becoming an even more integral part of the businesses they support. This is certainly an exciting time to be a part of the PR industry.
What are you most excited about, as we look forward to 2022?
Returning confidence from businesses as a greater sense of normalcy returns. It’s been great to witness so much of the working world returning to how it was pre-pandemic. More businesses are embracing a more forward-looking and creative approach as they plan for the upcoming year, which will no doubt translate into more opportunities right across the market. I’m optimistic and I believe that view is shared by many – and it’s exciting to be in a position where we can provide support.
