Coverdale Barclay’s consumer and B2B teams were further bolstered this year with the arrival of Associate Director Kelly Kerruish and Senior Account Executive Elizabeth Lorraine, respectively.
As 2021 draws to an end, Kelly and Elizabeth share the lessons they’ve learnt from 2021, and their predictions on 2022’s biggest trends and priorities in placemaking and PR.
1. What has been your career highlight so far?
Kelly: In 2019 I ran three consecutive show gardens at the RHS Chelsea Flower Show for three different brands. It was as exhausting as it sounds, but a career highlight as it brought together so many different skills and disciplines – from messaging and storytelling through to content creation, media sell-in and effective partner collaboration. The gardens all achieved blanket national coverage, and featured across the show’s broadcast schedule, delivering great visibility for the clients.
It was also fantastic to see how one cultural platform has the power to tell so many different stories and really deliver for its sponsors and supporters.
Elizabeth: There are many moments and achievements from my career that I’m proud of. In particular, convincing a senior person at a significant ferry operating company to let a film crew onboard their vessel for an interview. It took two months to organise, and then took place at 5am on a bank holiday Monday in the midst of the pandemic, but it resulted in fantastic thought leadership for my client.
But, joining Coverdale Barclay is my career highlight. Within less than two months, I have overcome the things that previously held me back, which has enabled me to move forwards in my career and development.
2. What do you think is the biggest lesson from the pandemic, particularly for the PR industry?
Kelly: That every plan needs a contingency plan, and every contingency plan needs a contingency plan! The ability to pivot at a moment’s notice is one that had to be learned quickly in 2020 and then deployed often in 2021, and still now. Businesses and brands will move into next year not only more resilient, but also much more creative.
I also learnt the importance of our rich cultural landscape and what it contributes to our communities and to our wellbeing. I’ve been taking in as much culture as I possibly can, more aware than ever of its fragility.
Elizabeth: We learnt we could adapt, pivot and creatively thrive in times of adversity. For PR, this has meant embracing and fast-tracking the utilisation of the digital space with more efficacy, such as webinars and online interviews.
More than ever, the last 18 months has taught us the importance of getting the basics right. A clear, concise communications strategy that allows for flexibility and the opportunity to react and respond, but without moving away from the ultimate objectives is fundamental.
3. Elizabeth, What role do you think social media has to play in B2B communications – is the property industry doing as much as it could in this space?
PR is all about building reputation, and there isn’t a ‘one-size-fits-all’ approach. The best campaigns are not those that are approached with thinking ‘traditional media vs. social media’, but instead are approached asking ‘where is our audience and how do we communicate with them most effectively?’
Social media sites such as Twitter and LinkedIn, provide the means to build credibility amongst B2B audiences. It is well-researched that B2B decision-makers are spending time consuming thought leadership content, so, when done well, it can significantly influence perception and behaviours.
4. Kelly, you have a lot of experience in delivering strategic brand partnerships and collaborations – what can the right collaboration or partnership do for a destination or brand?
When a brand looks to collaborate, it is usually looking to leverage its partner’s audience to build awareness amongst its target consumers. However, great collaborations can do so much more than that, establishing or amplifying the values of the business, enhancing brand reputation, and creating emotional connections that deliver lasting loyalty.
Where collaborations fail is when they look like a badging exercise or where the values of the brand and the partner don’t align. Finding the right partner and then building a layered collaboration that delivers for both parties on multiple levels – marketing, social media, direct to consumer engagement, PR and content creation – are fundamental to the success of any partnership.
I specialise in strategic collaborations between brands, such as destination brands, and culture – spanning art, music, theatre, horticulture and film. Some of the most successful collaborations are in this space, as they allow brands to reach their audiences through their passion points and thereby engage with them in a memorable and meaningful way.
5. As we look ahead to 2022, what do you think will be the biggest trends and priorities for next year?
Kelly: One of the main impacts of the multiple lockdowns and the shift to hybrid working, is that many people appreciate and care about where they live much more. This has led to an increase in consumers shopping locally at independent businesses such as butchers, bakers and greengrocers, supporting local artisans, craftspeople and community initiatives, and has put a renewed focus on enhancing and protecting green spaces. it’s vital that people have access to vibrant, thriving, culturally interesting communities.
I expect to see these trends and priorities continue as we move into 2022, particularly in light of the global focus on sustainability and reducing carbon emissions post-Cop26. I expect to see consumers inspired further to shop locally as they value the provenance of their purchases, and to give more thought to how their time and money can be used to support and enhance their community.
6. And Elizabeth, what are you most excited about?
Can I say eventually going on a proper holiday?
I’m excited about my career. I’m eager for all the great things I will learn about the built environment, PR, marketing, brand, and stakeholder engagement during this unprecedented time. Whilst the last couple of years has been difficult for many placemakers, we are fortunate to work with leaders in their field, and I’m excited to be a part of their journeys as we emerge from the pandemic (eventually).
