Maja Pawinska Sims 06 Apr 2023 // 8:00AM GMT
In our new Headliners series of conversations, we get under the skin of PR and communications leaders around the world who have made PRovoke Media headlines recently, uncovering what they see as the greatest challenges and opportunities for the industry, where they find inspiration (and how they switch off), what they’ve learned about themselves, as well as the creative campaigns they love and the work they are most proud of.
This week, in the second Q&A in the series, we chat to Frankie Cory, co-CEO of W Communications, which was recently named as PRovoke Media's UK consultancy of the year at the EMEA SABRE Awards in Frankfurt.
What are the greatest challenges and opportunities for the PR and communications industry over the next 12 months?
As talent will always be at the heart of our industry, recruitment and retention tends to remain the greatest challenge. We take this as an opportunity, however, as we focus on nurturing a culture that people want to join and be a part of, and continue to invest heavily in career development, entrepreneurialism, and social mobility.
What’s the best PR campaign you’ve seen recently and why?
I think Bumble’s #digitalflashingisflashing by Hope&Glory and Broadcast Revolution [named as the best campaign of the year at the recent PRovoke Media SABRE awards] was a triumph. A really serious issue tackled with sensitivity, which engaged the right media and stakeholders to drive important government policy change.
What work from your team are you most proud of over the past year?
There is so much work to be proud of – and it’s only April. What matters most to me right now is that we have a really thriving culture, which has contributed enormously to being named PRovoke’s UK Agency of the Year and one of the Best UK Consultancies To Work For. Both achievements acknowledge the combined efforts and collective spirit of our amazing team and of course huge kudo to our clients for giving us the opportunity to deliver great work and an extension of our team and our culture.
What have you learned about yourself over the past couple of years?
I thrive best when I am working with people, I love the interaction of working together in teams rather than on teams. My exec MBA kick started my continuous learning journey and I am committed to my own personal development as much as I am to that of my teams. Nothing is more important than family and the last two years have been a constant reminder, that I couldn’t do what I do as a mum, wife, daughter and CEO without the support of the people around me.
How do you switch off and maintain wellness?
Life blend balance has always been important to me. I love spinning and boxing, although – so far – never at the same time. But I equally like to relax with a good cup of tea and just hang out with my family.
What cultural source has provided creative inspiration for you lately?
There are endless trend sources, business insight reports and podcasts that cover every vertical – I have a full inbox and a ‘must read later’ folder, but the biggest creative inspiration I get is physically getting out seeing and experiencing new things, and speaking to people across industries in unrelated roles and really listening to things that matter to them.
If I wasn’t working in PR/comms I would be…
Managing the Lionesses (if they’d have me). I find it hard to think about doing something else, but the way I operate and the things I love will always lend itself to managing a team. I have always measured my personal success by the career development of my team, collectively and individually.