In our 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.

In this week's Q&A, we speak to Rachel Friend, executive chair of technology PR and marketing specialist Harvard, which has won 16 emerging tech clients in the past six months. 

What are the greatest challenges and opportunities for the PR and communications industry over the next 12 months?

The impact AI will have on crisis comms remains our greatest challenge and opportunity. Whether it's managing a crisis when AI goes wrong, to ensuring employees are using AI in the right way, it must be a priority as we counsel clients on their comms strategy for AI.

What’s the best PR campaign you’ve seen recently and why?

We’ve just reviewed all the B2B Cannes Lions winners, and I’ve got to say I just loved the ‘Meet Marina Prieto’ Grand Prix winner in B2B Influencer Marketing by JCDecaux. It’s a superb example of how a B2B brand harnessed consumer thinking with outstanding results. Bravo!

What work from your team are you most proud of over the past year?

It’s very tough to choose just one! But I would have to say launching a new streaming service in the UK over the last few weeks has to be a highlight. The team has done an incredible job landing coverage in every national title - despite the election news filling the media. You can’t beat great coverage!

What have you learned about yourself over the past couple of years?

Like everyone, I found Covid very difficult. It’s made me realise I’m at my best when I’m surrounded by people, so I relish the days when we all come together, whether at work or socially. 

How do you switch off and maintain wellness?

Aside from the occasional spin class, where I live I’m surrounded by beautiful countryside, so every weekend you’ll find me walking my dog with my closest girlfriends. I find it resets me with a combination of fresh air, sneakily getting the steps in without noticing, and a dose of free weekly girl-chat therapy. There’s nothing better than true friendship to maintain wellness.

What cultural source (eg book/podcast/movie/TV show/music artist) has provided creative inspiration for you lately?

I’m an avid podcast fan, inspired by listening to extraordinary life stories, and fascinated by the insider peeks into politics, entertainment, economics, and our industry. Recently I immersed myself in the world of Grayson Perry’s ‘The Vanities of Small Differences’ exhibition and documentary – such vision and detail capturing modern day Britain. Totally inspiring.

If I wasn’t working in PR/comms I would be…

Oh that’s so hard! Too many things on my list, but I’d start by being a dressmaker, a musician (just got to learn the guitar) and a Race Across The World contestant!