6 minutes
CEO of PRLab
I started my PR journey as a trainee for the founder of Prime Weber Shandwick. It was very "devil wears Prada" and super intense - but I learned a lot! Thereafter I started specialising in crisis communications and grew a particular interest in tech; what part does trust and reputation play for scale up and growth? So in April 2020 I joined Klarna and now combine my two main interests - corporate reputation and tech!
The continuous change in customer expectation means that we DO have to reinvent the wheel constantly. Companies need to be ahead of the curve to stay relevant, and offer products and services customers not yet realise that they want. That's hard - but exciting. And it makes for a very interesting environment to practice comms in.
Super clichéd, but it really is that it's constantly changing. The Klarna of today is nothing like the Klarna I joined less than two years ago. I also love working globally, adapting PR and comms to different markets and cultures.
I think we all need to step out of the PR/comms bubble more. Find inspiration in the "real world". Comms is nothing without being properly anchored in what's going on and what people are talking about.
Remember that the "cool" projects are often the easiest ones and you don't learn as much. Try making comms about a paper towel or a dishwasher engaging and there you really get a chance to develop!
