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 Zach Atkins, Communications Associate.
What drew you to PR and communications?
I have always enjoyed storytelling and collaborative environments, a passion shaped by my academic studies and team sports. During university, I completed a PR internship in London where I quickly discovered my enthusiasm for the industry, especially the buzz of pitching and landing stories with journalists. This part of the role gave me a strong sense of excitement and suited my way of working. The experience allowed me to combine creative thinking with teamwork. It reinforced my interest in PR and communications and confirmed it as the right career path for me.
Talk us through a piece of coverage you’re particularly proud of and why?
In my third week at Element Communications, I set my sights on US broadcast networks for one of my clients and secured an interview opportunity between Fox Business and the CEO. Given how early I was in my role, this was a significant achievement that showed my ability to quickly understand the media landscape, identify relevant angles and execute effectively.
This experience was rewarding because it delivered a tangible early win for my client and the team, and generated strong internal feedback. Contributing directly to a high-impact media placement strengthened my confidence in pitching and deepened my enthusiasm for media relations.
What’s the biggest thing you’ve learned so far in your career?
A key lesson from my experience is the importance of effort and self-belief. In my first month at Element, Simon Moss, Element’s co-founder, shared some advice that has stayed with me: “The more you put in, the more you get out.” I’ve found this true in practice. Seeing tangible results from your efforts, whether media coverage, client feedback or team recognition, reinforces your confidence and motivation. This creates a positive cycle where hard work leads to visible impact and drives you to push further.
This mindset has boosted my confidence and encouraged me to take initiative, embrace challenges and commit fully to every opportunity. It has also reinforced a principle I apply daily: the effort you invest directly shapes the results you achieve, both in delivering meaningful outcomes for clients and supporting my professional growth.
What’s something people often misunderstand about PR?
People often view PR solely as a means of generating coverage, but the value it delivers extends far and wide for clients, especially against the backdrop of AI tools like ChatGPT. The content companies produce now directly influences how they are represented in traditional and AI-driven search results.
This means PR plays a key role in boosting a company’s discoverability from an SEO perspective to what is now called “generative engine optimisation” (GEO). These LLMs favour clear, practical content like organic media coverage. Being discoverable is no longer just about visibility but about ensuring accurate, credible narratives that are consistently reflected across all platforms.
What does authentic communications mean to you?
Authentic communication aligns creative storytelling with a brand’s core messaging, tone and audience. It requires clear intention behind every word to ensure consistency and credibility. It genuinely reflects the brand’s identity and values so messaging resonates with its audience.
Consistency plays a key role in building a strong and recognisable presence. Regular, high-quality thought leadership content will establish the business as an industry leader, creating opportunities for senior team members to contribute to critical conversations. This helps position them as trusted voices and strengthens the brand’s authority.
Ultimately, a consistent and authentic presence builds credibility and trust, signalling to important stakeholders – like potential investors – that the business is active, engaged and in a strong position for growth.
What advice would you give to someone starting a career in PR?
Start by being proactive, curious and resilient. PR is a fast-paced, relationship-driven industry. Learn how journalists think, stay on top of the news and pitch ideas early. Not every pitch will land, but each is a chance to improve. Most importantly, back yourself. Confidence and consistency go a long way, and the more effort you put in, the more you’ll get out.
What are you known for in the team?
I’d say my ambition. I’m motivated to improve and make a meaningful contribution, and I bring that to my work every day. I stay proactive, open to feedback and don’t get discouraged by knockbacks, seeing them as part of the process. I’m always looking for ways to develop my approach and support the team in achieving results. Some people call me the coverage machine.
Connect with Zach on LinkedIn here
