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 the risks they have taken in their career, the people, brands and work they admire, their advice for industry newbies, and their guilty pleasures.

In this week's Q&A, we speak to former Weber Shandwick and FleishmanHillard leader Steph Bailey, who has joined Woodrow as its first global chief client officer. 

What’s the biggest career risk you’ve ever taken? How did it work out?

I see what you’ve done here, hit your readers with the interesting question at the start. Most people know that every time I share my opinions there is always a risk to my career… Joking aside, every new role is a risk, especially when you go from a big agency to a smaller one. As I’ve got older I’ve realised that you absolutely have to take yourself out of your comfort zone even when to do makes no apparent sense because otherwise you risk becoming stale. Some of my choices have been disastrous but the less said about that the better.

What’s the biggest creative risk you’ve ever taken?

I had this brilliant pharma client who was leading on a very tricky crisis which called into question some of their approaches to female pain management. The team worked together on a creative solution that allowed them to take this issue and confront some of that criticism with a campaign that would redress the way they dealt with everything from clinical research to the education of HCPs (using the inspiration of Caroline Criado-Perez's seminal book 'Invisible Women'). We got very close to sign off but right at the end, they backed off. Still think it could have been a game changer for them.

What do you think are the most important character traits for a great PR person?

  • Smarts: being academic helps but some of the best people I've worked with have instinctively understood how people think, act and feel. A mix of IQ and EQ is essential.
  • Work ethic: someone who can roll their sleeves up and get involved as often you just need to do what it takes to get projects over the line. It's all about the right attitude.
  • Curiosity: asking the right questions and caring about the answers. A desire to see beyond the brief and finding out what's really driving the question.
  • Self-improvement: I am keenly aware how much I still need to learn so surrounding yourself with people who can teach you and stretch you is essential.
  • An ability to laugh: it can be a very intense and stressful job. The best people can laugh even at themselves and just enjoy things when they are good.


Which company or organization do you most admire in terms of PR, branding or reputation management?

I've been impressed by the M&S response to the cyber breach. Their customer comms has struck the right balance of frequency, information and tone of voice.

Which individual, in any field, do you think exemplifies outstanding leadership or communication skills?

This might raise a few eyebrows but I am a big fan of Queen Camilla. She is a brilliant example of someone who has managed to turn vitriol and toxic attacks to becoming a bit of a national treasure. She could have said so much but instead has been incredibly careful with how she has communicated. The sad thing is that Meghan could learn a lot from her and it would certainly beat her current approach.

What’s the best campaign you’ve seen recently?

I really enjoyed the Peppa Pig pregnancy announcement. Great example of completely understanding your brand and your audience and then absolutely dominating the news agenda.

Is there an industry trend or discussion you think is over-rated or exaggerated or just plain stupid?

I kinda wish that AI was an exaggerated topic/discussion but actually I think that many agencies haven't properly appreciated the seismic impact it will have. Clients though have quickly seen how it can fast track some of the services that they had typically given to their agencies.

What’s one piece of advice you’d give to someone entering the PR industry today?

Build your network, as whether it's media, stakeholders or fellow PRs, that is what will save us from the bots.

What’s your guilty pleasure when you need to unwind from the high pressure of PR?

I love a dirty boozer.