Rosa Gonzalez | The Innovator 25 EMEA 2019
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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