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Strategic PR & Comms Consultant, Writer and Communicator
Victoria Yates
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
Highly skilled and agile PR and comms director with extensive global cross-cultural experience across media relations, corporate, internal, reputation and crisis comms. Proactive self-starter and collaborative partner in solving business challenges through strategic comms. Trusted C-suite advisor and experienced people manager. Passionate and skilled writer and communicator.
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Industries
Language
English
Fluently
Available
My experience
2020 - ?
freelance
Communications Consultant
Freelance Consultant.
The Mayor of London's New Year's Eve show
Working closely with the Mayor of London's Office to:
• Create key messaging and write comms materials (press releases, media statements, social posts).
• Create and agree crisis management plan and messaging.
• Review, edit and approve vendor comms.
• Manage media opps and advise senior leadership.
Twixt (support for parents of tweens). PR & comms consultancy to:
• Marcomms review and strategic planning to boost profile
• Concept research and development of social purpose campaign
• Article writing
Emfitness (personal fitness start-up). PR & comms consultancy to:
• Marcomms review and strategic planning to boost profile
• Website copy review and rewrite
Working closely with the Mayor of London's Office to:
• Create key messaging and write comms materials (press releases, media statements, social posts).
• Create and agree crisis management plan and messaging.
• Review, edit and approve vendor comms.
• Manage media opps and advise senior leadership.
Twixt (support for parents of tweens). PR & comms consultancy to:
• Marcomms review and strategic planning to boost profile
• Concept research and development of social purpose campaign
• Article writing
Emfitness (personal fitness start-up). PR & comms consultancy to:
• Marcomms review and strategic planning to boost profile
• Website copy review and rewrite
Research, Strategic Planning, Website copy, Crisis management, Public relations, Copywriting, Digital communication, Content marketing, Media relations, Communications Planning, Communication Consulting
2016 - 2020
job
VP, Global PR Director
Jack Morton Worldwide (Interpublic Group).
led in-house comms team globally - 2016 - August 2020
Reported to Executive Team, leading global comms team and collaborating with clients, senior leadership and specialist practices across 17 offices globally.
• Built global comms team and achieved unprecedented coverage for the agency, including a 65% increase in media coverage which was instrumental in driving a 115% increase in marketing leads generated in 2019 vs 2018. And effected consistent share of voice lead vs market competitors.
• Worked with agency and client senior leadership to identify key messages and audiences, created narrative to articulate differentiation and developed global and regional comms and marketing materials across traditional and digital formats. Researched, wrote, reviewed and edited materials including: speaker presentations and notes, op-eds, Q&As, media statements, talking points, white papers, client newsletters, video scripts and edits, social posts, website copy, blogs, award entries, case studies, value propositions, promotional materials, internal emails and newsletters.
• Collaborated with senior clients within global brands and organisations (across many sectors including government, tech, professional services, financial services, FMCG, hospitality, telecoms, automotive, beverages and pharmaceutical) to translate often complex information into compelling stories in order to achieve positive positioning for both parties through media and speaking opportunities.
Reported to Executive Team, leading global comms team and collaborating with clients, senior leadership and specialist practices across 17 offices globally.
• Built global comms team and achieved unprecedented coverage for the agency, including a 65% increase in media coverage which was instrumental in driving a 115% increase in marketing leads generated in 2019 vs 2018. And effected consistent share of voice lead vs market competitors.
• Worked with agency and client senior leadership to identify key messages and audiences, created narrative to articulate differentiation and developed global and regional comms and marketing materials across traditional and digital formats. Researched, wrote, reviewed and edited materials including: speaker presentations and notes, op-eds, Q&As, media statements, talking points, white papers, client newsletters, video scripts and edits, social posts, website copy, blogs, award entries, case studies, value propositions, promotional materials, internal emails and newsletters.
• Collaborated with senior clients within global brands and organisations (across many sectors including government, tech, professional services, financial services, FMCG, hospitality, telecoms, automotive, beverages and pharmaceutical) to translate often complex information into compelling stories in order to achieve positive positioning for both parties through media and speaking opportunities.
Leadership, Public relations, Communication strategy, Executive coaching, Team coaching, Crisis Communications, Reputation Management, Media relations, Internal communications, Executive communications, Copywriting, Storytelling, Content marketing, Social media strategies, Global communications
2013 - 2016
job
Global PR Director
Jack Morton Worldwide (Interpublic Group).
• Elevated comms impact by creating a joined-up global multi-channel strategy aligned with global and regional business objectives, through effective collaboration with internal stakeholders (including Exec Team, marketing, regional and practice leads).
• Identified and developed external partnership opportunities, including with the School of Communication Arts - leading to an intern and mentorship program. Also with Channel 4's Battlefront program, where the agency mentored a young anti-knife crime campaigner.
• Collaborated to drive the promotion of the agency's innovation, talent and DEI efforts. Won IPG Inclusion Award for employee engagement program.
• Identified and developed external partnership opportunities, including with the School of Communication Arts - leading to an intern and mentorship program. Also with Channel 4's Battlefront program, where the agency mentored a young anti-knife crime campaigner.
• Collaborated to drive the promotion of the agency's innovation, talent and DEI efforts. Won IPG Inclusion Award for employee engagement program.
Employee Engagement, Mentorship, Public relations, Leadership, Communication strategy, Team coaching, Media relations, Reputation Management, Copywriting, Storytelling, Global communications
2007 - 2013
job
Head of PR, EMEA
Jack Morton Worldwide (Interpublic Group).
• Established rigorous PR function for EMEA, through creation of external comms strategy.
• Managed external PR agency.
• Boosted creative thinking of agency through creation of inspirational internal events.
• Managed external PR agency.
• Boosted creative thinking of agency through creation of inspirational internal events.
Public relations, Copywriting, Communication strategy, Reputation Management, Media relations, Storytelling
2004 - 2006
freelance
Freelance Consultant
Bite PR.
Projects included Siebel User Week, Barcelona. Creation and project management of large-scale press program, through effective management of team, budget, suppliers and client relationship.
Project Management, Budget management, Event management, Public relations
2001 - 2003
job
SAM, Editorial Team
Markettiers.
• Developed stories and secured coverage for numerous clients across multiple sectors.
• Led teams managing extensive media programs at major events including the Motor Show, Boat Show and the Monza Grand Prix (for Vodafone). Elevated coverage for all projects, for example secured 1300 items vs the 54 secured for the Boat Show in the previous year.
• Led comms review and change management strategy for a leading rail company.
• Led teams managing extensive media programs at major events including the Motor Show, Boat Show and the Monza Grand Prix (for Vodafone). Elevated coverage for all projects, for example secured 1300 items vs the 54 secured for the Boat Show in the previous year.
• Led comms review and change management strategy for a leading rail company.
Public relations, Media relations, Research and Development, Copywriting, Project Management, Leadership
1993 - 2000
job
Senior Publicist
Sony Music Entertainment.
• Founding member of team breaking up and coming artists across media, live circuit, universities, clubs, alternative lifestyle outlets and retail. Instrumental in breaking acts including Reef, Kula Shaker and Leftfield through innovative marketing/promotional strategies. Awarded Rep of the Year.
• Mentored and supported numerous artists through media interviews.
• Recruited and coached a team of university reps.
• Mentored and supported numerous artists through media interviews.
• Recruited and coached a team of university reps.
Marketing, Project Management, Public relations, Media relations, Lifestyle marketing, Communications, Copywriting, Coaching, Media training
My education
1990
-
1993
Coventry University
BA (Hons), Politics and International Relations
BA (Hons), Politics and International Relations
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