Please refer to our Privacy Policy for important information on the use of cookies. By continuing to use this website, you agree to this.

Latest Longreads Focus Rankings & Data Events & Awards Agency Playbook A-Z News

Latest

News

The latest PR news from PRovoke Media, previously known as the Holmes Report.

Opinion

Opinion and commentary from PRovoke Media, previously known as the Holmes Report.

Podcasts

Catch the latest PR news & updates with PRovoke Media's PR Podcasts. Lifting the lid on key industry stories & trends, join our listeners of PR podcasts today.

Videos

Latest video interviews and campaigns from PRovoke Media, previously known as the Holmes Report.

Longreads

Premium Content

Long-form journalism that analyzes the issues, challenges and opportunities facing the business and practice of PR.

Analysis

Industry-leading analysis of the PR stories that matter.

Profiles & Interviews

Explore PR profiles and interviews with leaders from the marketing and PR worlds.

Research & Trends

Keeping up with the latest thinking on PR industry expansion.

Focus

Burson

Coverage and analysis of BCW's merger with Hill & Knowlton to create Burson.

Davos

All of PRovoke Media's coverage and events from the World Economic Forum in Davos.

Cannes

Coverage of the Cannes Lions from PRovoke Media in association with ICCO.

Crisis Review

PR Crisis & Business Crisis review. PRovoke Media's annual analysis of the top reputation crises to rock the corporate sector. Read on here.

Coronavirus

PRovoke Media's coverage of the Covid-19 crisis, focusing on corporate communication, public affairs & PR industry fallout.

Trend Forecasts

PRovoke Media's PR Trends round up. PRovoke Media's annual forecast of PR trends and news that will impact the PR world in the year ahead...

Diversity & Inclusion

Diversity & inclusion trends, views and analysis from Provoke Media.

Creativity

Creative work, trends and views from the global public relations industry.

Social & Digital

Dedicated to exploring the new frontiers of PR as it dives deeper into social media, content and analytics.

Technology

Our coverage of key technology PR trends and challenges from around the world of digital communications.

Consumer

From brand marketing to conscious consumerism, coverage of key marketing and PR trends worldwide.

Employee Engagement

PRovoke Media's coverage, analysis and news around the rapidly-shifting area of employee engagement and internal communications.

Sports Marketing

Sports PR news, diversity & inclusion trends, views and analysis from PRovoke Media. Subscribe today for the very latest in the world of sports communications.

Rankings & Data

Global PR Agency Rankings

PRovoke Media's definitive global benchmark of global PR agency size and growth.

2024 Agency Research: Enter Now

Enter PRovoke Media's 2024 Global 250 Agency Ranking and/or our Agencies of the Year competitions now.

Agencies of the Year

PRovoke Media's annual selections for PR Agencies of the Year, across all of the world's major markets.

Influence 100

The 100 most influential CCOs & CMOs of leading brands around the world.

Innovator 25

PRovoke Media profiles marcomms innovators from across North America, EMEA and Asia-Pac.

Global Creative Index

The most creatively awarded PR campaigns and agencies in the world.

Creativity in PR

In-depth annual research into the PR industry's efforts to raise creative standards.

Asia-Pacific Communication Index

APACD/Ruder Finn annual study of Asia-Pacific in-house communications professionals.

Events & Awards

SABRE Awards

The world's biggest PR awards programme, dedicated to benchmarking the best PR work from across the globe.

PRovokeSummit Global

The biggest PR conference of the year, a high-level forum designed to address the critical issues that matter most.

PRovoke Media Regional Series

A global network of conferences that explore the innovation and disruption that is redefining public relations.

Agencies of the Year

Unrivalled insight into the world's best PR agencies, across specialist and geographic categories.

Roundtables

Our Roundtables bring together in-house comms leaders with PR firms to examine the future of communications.

Cannes Condensed

PRovoke Media elevates the PR industry at Cannes, in conjunction with ICCO.

PRovoke Media — Davos

PRovoke Media's coverage & events from the World Economic Forum in Davos.

Agency Playbook

The PR industry’s most comprehensive listing of firms from every region and specialty

All Jobs

Find the latest global PR and communications jobs from PRovoke Media. From internships to account executives or directors. See all our PR jobs here.

Rosa Gonzalez

Head of PR & Communications

Byhours
Spain

“The most underrated trait in a PR person? Their flair for new trends and cool-hunting”

Rosa Gonzalez joined tech start-up Byhours in 2016 to lead on communications for the first “microstay” hotel booking site, which allows rooms to be booked for three, six or 12 hours rather by the night. After working in various PR and translation roles in Spain, Germany and Austria, the young travel enthusiast has latterly been leading on communications and brand strategy, media relations across the economic, entrepreneur, startup, travel and tourism, hotels, financial and lifestyle industries, B2B partnerships and marketing collaborations, as well as event management and building a community of Byhours fans on social media. In a tough and crowded market, she’s helped to make Byhours famous.

In what way(s) does PR/communications need to innovate the most?
Analysis, new creative ideas and channels.

How would you describe the communications/PR industry's level of innovation compared to other marketing disciplines?
More innovative than other marketing disciplines.

Where is the PR industry's greatest opportunity for taking the lead on innovation?
Creative ideas.

How do you define innovation?
Everything that has never been thought about, or implemented before.

What is the most innovative comms/marketing initiative you've seen in the last 12 months?
The launching of an innovative service in a new market which at first sight could take the service or product as challenging and revolutionary.

In your opinion, what brands and/or agencies are most innovative around PR and marketing?
Startups and small corporations. Big ones: keep an eye on them.

Describe a moment in your career that you would consider innovative.
Wearing many hats: creative, PR, comms, trends, research, branding, social, copywriting...

Most underrated trait in a PR person?
The flair for new trends and cool-hunting.

How do you get out of a creativity rut?
I start a hobby or come back to an old one.

What advice would you give to the PR industry around embracing innovation?
We are already coming late…

What are you thinking about most these days?
Starting a project on my own.

What one movie, book, TV show or podcast do you recommend to rent, read or stream tonight?
A book: “Sidhharta” by Herman Hesse