By Tom Webb, CEO
In our ‘get to know’ blog series, I’m posing a few questions to the Element team. Next up, we have our Communications Associate, Harry Cross.
What drew you to PR and communications?
A combination of my passions and personality traits neatly crossed over to introduce me to the world of PR.
I’ve always enjoyed staying close to the world around me. Whether it’s the latest technological advancement or cultural trend, I always want to be a part of it. At university, I centred my dissertation around the ways brands have successfully influenced public perception by finding creative ways to communicate their image, whether that’s through the written word, verbal communication or visual content. I learnt that PR is what makes that possible.
I’ve always been empathetic and understanding, and it’s been really rewarding to find a career where these attributes are incredibly valuable. Through them, I’ve been able to develop a stronger understanding of each of my clients’ needs and the best ways to approach them.
Talk us through a piece of coverage you’re particularly proud of and why?
The first time I executed a news hijacking opportunity was a significant milestone in my PR career.
During my regular monitoring of the news, I spotted a story covering an issue closely related to one of my clients. Acting quickly, I identified a small handful of relevant journalists and offered direct comments from the CEO.
As it happened, a journalist from the Financial Times was writing an article on the exact topic I had pitched the CEO for. But this was only one step in the journey.
The news agenda can change within hours, so keeping an opportunity timely can mean providing comments within a very narrow window. I worked closely with my client and the wider Element team to deliver the comments on time, and within hours, they were published.
The experience was incredibly rewarding for both myself and the client. From start to finish, it taught me the importance of timing, relevance and communication. Executing these three factors is the difference between landing an opportunity and waiting for the next.
What’s the biggest thing you’ve learned so far in your career?
Care and understanding. I remember having a chat with our Associate Director, Simon, who told me that the value of always being there for your client is just as important as securing an exciting media opportunity.
During my first couple of weeks at Element, I admired the personal and professional relationships that senior members of the team had built with our clients. This came from a process of honest and open communication, alongside a genuine understanding of our clients’ needs. This approach has helped us go above and beyond for our clients, whether it’s executing a well thought out campaign or providing support when they need it. I look forward to building stronger relationships with each of my clients and delivering exciting new opportunities.
What’s something people often misunderstand about PR?
The opportunities in PR are endless if we stretch the boundaries of our imagination. It’s often assumed that in the world of AI, everything people are capable of can be completed by a machine. But PR doesn’t operate that way. It’s built on human emotion and connection. The combination of original ideas, built to address a real issue or create an exciting opportunity, is only possible through genuine relationships, understanding the world around us and knowing what people need. As long as the world needs new ideas, the world will need PR.
What does authentic communications mean to you?
The intention behind every conversation should be built on honesty and transparency. That’s what authentic communication means to me. Occasionally, difficult conversations need to be had, but whether they go well or not depends on how open you are to addressing the point of concern.
This approach allows for a meaningful conversation to develop and open doors to a more collaborative approach to solving a challenging situation. In the long run, this is far more valuable than allowing a tough situation to worsen.
What normally comes from this is a greater level of trust and respect, whether it’s between a client or a team member. The relationships built on this are the ones that will last and lead to more exciting opportunities.
What advice would you give to someone starting a career in PR?
Ask questions! Although this applies in every workplace, in PR it’s especially important. If there is something you’re unsure about and choose to keep it to yourself, it will firstly slow you down, but it could also lead to you making a mistake that could have been avoided.
PR is built on this, and some of my greatest successes so far have come from simply asking whether a new idea will work.
What are you known for in the team?
The honest answer to this is… sandwiches. I’m known in the team for putting extra care into my lunches and expanding the possibilities of what to put between two slices of bread. It’s also a great conversation starter.
In all seriousness though, I would say my ability to act on feedback. I always want to know which areas of my work I can improve, and seeing the results of my hard work leaves me with a smile on my face. I always want to learn more, whether it’s about one of my clients or what you’ve had for lunch.
Connect with Harry on LinkedIn here
