London-based in-house communicator Kim Regisford Chart.PR, MCIPR has been a CIPR member since 2013. In our latest member Q&A, she shares her thoughts on strategic PR and the challenges facing modern practice, including Brexit.
Name: Kim Regisford
Position: Head of Public Relations
Qualifications/Accreditation: LLB, BSc, MA, Chart.PR
What does public relations mean to you? What do you see as the most important part of your role?
I identify public relations with the effective management of an organisation’s reputation through responsive, credible and robust communications frameworks. The most important aspect of my role is staying on top of a wide range of external factors influencing the business environment and creating opportunities that are impactful and capable of supporting the company’s objectives.
Have you worked on a campaign that you’re particularly proud of?
I recently worked on a dialogue based campaign that looked at the future of transport considering technological advancement. Today is a rather exciting time for the sector with new developments in mobility solutions such as driverless cars, and this campaign presented a unique opportunity to engage key stakeholders in these discussions. I am particularly proud of the fact that we were able to deliver a successful integrated (offline and digital) campaign utilising innovative thinking to reach new audiences which then allowed the business to develop new relationships in this area.
How do you see the impact of Brexit on Atkins? Has the organisation done anything to prepare for change?
Brexit poses numerous challenges but we are most focused on working closely with industry and government to inform a responsible exit from the EU that enables businesses to remain competitive and our industry, sustainable. Fundamentally, the challenges we are experiencing are not unique to us, therefore, it is important we remain solutions-focused with a clear outline of what needs to be done to drive forward long-term wins for the UK.
What’s been the biggest challenge you’ve faced in your role?
Navigating the rapid sectoral and political changes over the last year. For example, the landscape for the public affairs agenda has shifted gears significantly which has created new demands in terms of influencing the debate.
Where do you see yourself in 5 years’ time?
I would like to elevate my leadership and also play a more active role in upskilling PR practitioners – an area I am deeply passionate about.
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