Peter Finnegan & Filiz Ozakinci, courtesy of Icon Photo Media
Peter Finnegan and Filiz Ozakinci are the Chartered Institute of PR’s student reps at Leeds Metropolitan University. They attended a guest lecture on ‘PR in the Boardroom’ given by Northern Lights PR’s chief executive Victoria Tomlinson as part of an autumn lecture series celebrating 20 years of the PR degree at the university
Northern Lights chief executive Victoria Tomlinson delivered a powerful lecture on PR in the boardroom.
After a brief but informative introduction into what a boardroom is, Victoria then went on to demonstrate where she believes PR fits in.
It can be argued that it sits
On the board
With the Director of Marketing/Communications
With communication and marketing as a whole
However Victoria then went on to explain how to ensure PR is successful it must sit with all three – and with the business as a whole.
Victoria then gave some insightful information on a recent campaign that Northern Lights undertook for The Directorbank Group. This focused upon What makes an Outstanding Finance Director? based on primary research.
The campaign itself is something Victoria refers to as a challenge, however is proud of its relative success in such a short period of time. From this campaign she was able to explain what matters in a good director.
Understanding the business and wealth creation
Being able to challenge in private, but support in public
Be forward looking
Victoria then went on to use her life experiences within PR to explain what she thought helped her build ‘boardroom’ skills.
Being involved in a charity
Curiosity – ask questions
Be seen, be seen in senior places
Take on projects outside your day to day work
Say yes and take chances
Have discretion both professionally and personally.
Therefore remain involved with people but as Victoria said ‘In PR understand what drives the money’.