In a new series of features Northern Insight talks to leading figures in the region's media industry. This month we meet Sarah Waddington, Managing Director of management, PR and marketing agency Astute.Work
Did you always envisage a career in the media industry?
Absolutely. While I hedged my bets by reading a joint honours degree in French and Media at the University of Leeds, the decision was made when I completed two public relations internships during the four year course. I loved the work and knew I’d found my chosen career.
What has been your career path so far?
My second work placement was at Tyne Tees Television and I was fortunate to be offered a role there in the Regional Affairs team once I graduated. I then moved to a PR consultancy before taking up increasingly senior roles at a variety of full-service marketing agencies. The best bit has been setting up my own business 12 years ago and developing the offer every year. Today Astute.Work specialises in helping management teams rationalise their offer, simplify positioning, manage change, build capacity and demonstrate accountable leadership to build reputation and trust. It’s very fulfilling and the Coronavirus pandemic has only increased demand for our services.
What have been the biggest challenges you have faced so far?
Probably not the biggest but the most regularly trying are poor briefs, lousy budgets, overblown expectations and a lack of understanding of public relations generally. If an organisation wants to build reputation and social capital alongside its bottom line, it’s not an overnight affair. It takes a leadership mindset adjustment, investment and time. Who do you most respect in your industry?
Anyone who creates content and builds communities. Right now, I’m in awe of Elizabeth Bananuka who launched BME PR Pros, a community for black, Asian, mixed race and ethnic minority PR practitioners. She’s since launched The Blueprint, a diversity mark that helps organisations attract, retain and nurture diverse talent, while helping talented BAME comms pros to find employers committed to supporting them to achieve their career dreams. Amazing, right?
Which fictional media character can you most relate to?
I love Bradley Jackson in The Morning Show, played by Reese Witherspoon. She can’t bear inequality and is passionate about fighting for social justice. I totally relate.
How have you adapted your business during the coronavirus crisis and supported clients?
Astute.Work was unique when it launched over a decade ago as it is based on a virtual business model. This may be more common now, but it meant it was business as usual for us when COVID-19 hit. We were able to advise clients on the transition to homeworking, communication models and tools and maintaining organisational culture, among other things. Outside of that, Astute.Work has its own podcast, My Friends In The North, and we quickly used this as a basis for sharing public information at the start of the crisis, interviewing many of the region’s leaders who shared what interventions were taking place and where people could go for help.
What is your greatest strength?
Fortitude. My background and family have helped me develop an ability to get up and go again, even when it’s tough. Sometimes you’ve just got to put one foot in front of the other until the situation changes, which it always does.
What is your biggest weakness?
I’ve three. Number one is impatience, number two is expecting too much of myself and number three is an apparent inability to build in enough downtime!
What has been your proudest achievement?
Outside of my two boys, it’s creating a series of books and community called #FuturePRoof. This is aimed at reasserting public relations as a strategic management function and it reaches PR and business people alike. The content is all available free of charge via www.futureproofingcomms.co.uk, something that matters to me as I’m all for social mobility.
What are your remaining career aspirations?
On the subject of social mobility, I am keen to launch a Community Interest Company called Socially Mobile that helps public relations practitioners from disadvantaged backgrounds secure the skills they need to become strategic professionals and improve their employment opportunities. It’s been in the works sometime now but I’m hoping to make it a reality this year so watch this space.
How do you see your industry evolving in the next 10 years?
I believe that the COVID-19 pandemic and exit from the European Union is a great opportunity for management and PR practitioners to demonstrate their value to business. We can help with horizon scanning, data gathering, risk management and strategic planning, as well as with the decision-making that helps organisations manage turbulence and prepare for sustainability and growth. I really hope businesses recognise what strategic practitioners can bring to the role and procure accordingly.
