At Origin Communications, all of our PR team are senior director-level, each with over ten years’ experience in the industry. Our talented and dedicated PR team work tirelessly to deliver the best services possible for our clients. We wanted to put our amazing PR team front and centre, and find out what they love about their roles at Origin Comms, so we asked them some questions…
First up, we spoke to Vanessa Champion. With PR experience in the financial and insurance industry, Vanessa has directed advertising and marketing campaigns, working across brand licensing for national broadcasters, manufacturing, security and others. Vanessa is also a professional photographer, and one of her many roles at Origin Communications is as our resident roving reporter.
Q: Tell us about a recent client project you worked on for Origin Comms, and what you enjoyed most about it.
A: There are so many! I think for me, it is difficult to pinpoint one specific client project, so instead I will say that I have really enjoyed working alongside such professional PR directors. Not only do they have a wealth of experience and have contacts in the media that are second-to-none but they are also brilliant people too.
Q: What do you enjoy about events PR? What has been your favourite event to work on, or attend, and why?
A: I’ve loved working on both Infosec and Big Data LDN? Why? Because it’s a privilege in my function as “roving reporter” for the team, I get to interview the thought-leaders who are the innovators and at the cutting edge of their industry. I always learn a lot, which also feeds back into the insights and cohesive message that our PR agency is so strong at delivering.
Q: How do you think the PR industry has changed in the last 5 years?
A: I think there is greater understanding from companies as they realise that not only is PR a different function from marketing but that business really flourishes when the PR can support the lifeblood of the company’s vision.
Q: What are your thoughts on the development of AI and how it might impact the PR world?
A: While it has a place to help generate content for some smaller businesses, one fundamental aspect of PR is the human side. AI cannot replace true and trusted human relationships, nor can it replace the unique voice of a company.
Social media is an important tactic in the PR toolbox, and we work with our clients to ensure their online presence is supporting our PR efforts. With this in mind, our amazing colleague Sarah Bark answered some questions for us. With over 20 years’ experience in tech journalism, working on titles in telecoms and TV, Sarah understands what media professionals are looking for, and what makes a goof story. Here is what she had to say.
Q: What is your go-to social platform for clients, and why?
A: Increasingly LinkedIn, because it’s so industry focused in terms of forums and there are more press using it to put out requests for input. But it doesn’t have the instant reaction you get on X which helps you spot breaking opportunities or discern the collective reaction to a story. It’ll be interesting to see if any others emerge over the next few years as every generation seems to have its own preferred platform.
Q: How do you find translating some of the often heavy jargon used in the cybersecurity and tech industry into easily digestible content that will grab the reader’s attention?
A: For me, this is one of the most fun aspects of the job. Doing the digging, finding the angle that will make it a good story, and backing it up with factual research. Dry subjects like GRC are a great example of this, but explaining the regulations, how they’ve changed and why that’s an issue all add a human element, and then providing the reader with some concrete advice to take away – it can be hugely satisfying.
Q: How do you think the PR industry has changed in the last 5 years?
A: Collaborating has become much easier due to software tools and the ability to share things in the cloud. That makes a huge difference for those of us that work remotely. Being able to share ideas, jump on a team video call, or use tools to record and transcribe interviews has made life much easier but essentially it’s still a people-focused industry. Tech has just made it easier to connect.
With a desire to deliver great coverage for clients, Amanda Hassall brings a wealth of experience working with some of the very best companies, as well as some of the most innovative and exciting technologies out there. Mandy gave us some insight into her role in the Origin Comms PR team, and her thoughts on the status of the industry.
Q: Tell us about a recent client project you worked on for Origin Comms, and what you enjoyed most about it.
A: I started working with OpenADR Alliance at the end of last year and found it hard to get my head around some of the issues. But by being less ‘down in the weeds’ and focusing on bigger topics like electric vehicle charging and opportunities for EVs to become power sources in their own right was where the story was at. Now these topics are the gifts that keep on giving!
Q: How do you think the PR industry has changed in the last 5 years?
A: Much more expectation to deliver results quickly. Top quality content and PR thinking will always win out and deliver for clients – maybe not tomorrow but it will deliver more value in the long run. Sometimes slow and steady wins the race.
Q: What are your thoughts on the development of AI and how it might impact the PR world?
A: I am writing about this a lot across all areas, from cybersecurity to retail. In many ways we use AI tools already but we’re not always aware of it. Used with caution and with a full understanding about what AI tools can (and can’t) deliver is key.
We think we have a pretty great PR team, and their extensive, wealthy experience and knowledge means they deliver industry-leading services for our clients. If you want to find out more about working with us, get in touch!