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 Lucie Sim, Communications Associate.
What’s your background?
I’m originally from London but spent a significant part of my life in Florida, US. As much as I loved being just a stone’s throw from the beach, living in shorts and flip-flops year-round, I felt London calling me home. Once back, I pursued a BA in Critical Practice in Fashion Media at UAL’s London College of Fashion. Those three years were not only creatively fulfilling but also gave me the foundation and confidence to explore the wider world of fashion communications.
During my degree, I gained hands-on experience working at a Fashion PR agency, which is where I discovered my admiration for the PR industry. I was drawn to its fast-paced nature, the people-focused environment, and the daily variety that constantly kept me on my toes. That experience cemented my desire to pursue a career where I could continue building relationships and be challenged in new ways every day.
After graduating, I took a few months to travel Indonesia and Australia – because isn’t that almost a rite of passage after Uni? On my return, I was fortunate to land an incredible opportunity with Element Communications. I knew stepping outside of the fashion world would push me out of my comfort zone, but I was ready. I saw it as a chance to grow both personally and professionally, and I’ve embraced every bit of the challenge and excitement that’s come with it.
How would you describe your job?
PR is fast paced and definitely keeps you on your toes, but that’s what I love about it. It’s a role that challenges you to think creatively, adapt quickly and communicate clearly, all while building meaningful relationships with clients and colleagues.
As a Communications Associate, the day revolves around media relations, driving media coverage and supporting campaign execution. I get to work across different accounts, which means no two days are ever the same – and that variety keeps me consistently learning and striving for the next best thing.
It’s not always easy, but it’s incredibly rewarding when you see the impact of your work come to life. Something I’ve always been told, and something that really applies to PR, is you get out exactly what you put into it – and I’ve found that to be completely true.
Tell us about a memorable career moment.
I would say a memorable career moment for me was being a part of the idea and execution behind our Founder’s Playbook content series. It has been an amazing experience, being able to speak with industry professionals about their personal stories and career advice is something I will never forget. That’s the thing I value most in my career and my time at Element, the opportunities to engage with inspiring people along the way.
What does ‘Authentic Communications’ mean to you?
Authentic communications means providing a service that is original and driven by our expertise. At Element, we pride ourselves on being a small but dynamic team made up of people from all walks of life, each bringing their own experiences and perspectives to the table. That diversity is our strength. By combining our insights and backgrounds, we’re able to create ideas that are not only unique but truly authentic to each campaign.
What would you say to people pursuing a career in PR?
I would say to put yourself out there. Never feel like what you have to say isn’t valuable; it absolutely is. PR is also all about teamwork. The second communication breaks down, so does the unit, and in this industry, you need that team structure to excel. Say yes to opportunities that challenge you, even if they feel a bit outside your comfort zone. That’s where the real learning happens, and every small experience adds up. Show up, stay curious and back yourself!
What are you known for in your team?
I’m known for bringing ideas to the table (literally). I proudly take on the role as the Element go-to person for London restaurant and bar recommendations. Over the past three years, I’ve curated a personal list (currently sitting at three pages and growing) of the best spots across the city. From hidden wine bars to the best small plates restaurant, I’ve got a recommendation for every occasion. It’s not uncommon to hear, “Lucie, I’m going to Waterloo on Thursday – where should I go for dinner?” and honestly, I live for that question. I take the responsibility very seriously – probably more seriously than I should.
Connect with Lucie on LinkedIn here
