Interview: Phoebe Vela-Hitchcox

Phoebe Vela-Hitchcox started her career in conference and events planning for the Financial Times, followed by FTSE100 events business Informa. In 2003, she crossed into public relations, joining Press Holdings Media Group (owners of The Daily Telegraph and The Spectator) as junior comms executive, leaving nine years later as head of corporate affairs and events. She was then recruited by public relations guru Lord Tim Bell to join his Bell Pottinger agency, where she spent four years as group director of marketing and communications.

In the last three years, Vela-Hitchcox has been events and comms director for The Lakes by Yoo, an 850-acre estate of private properties and holiday homes in the Cotswolds set up by her husband, the property tycoon John Hitchcox. Now MD she balances running the sustainable resort with board positions at the National Academy for Social Prescribing (NASP) charity and the Chickenshed theatre company. 

Andrew Neil [the veteran broadcaster and ex-newspaper editor] is my best friend and mentor. I owe my entire career to him. He even gave me away at my wedding. I began working with him as his right-hand person at [financial newspaper] Sunday Business in 2003. He’s always two steps ahead: he’s got an encyclopaedic brain, is a workaholic and hardly sleeps. I have a huge affection for him. Talking about him makes me well up. 

Whether you’re writing an email or sending a text, always write the message as if it’s worthy to be published. This is one of the first lessons I learned from Andrew. 

Always have the facts before you write because you could be quoted on it later. This is very true of working in PR today. Your word is always your bond. It’s an important part of being professional. 

The constant thread in my life has been connecting people. I’ve always been a social person and a networker; always the one that would get other people together. 

These skills came to the fore when I worked in events for Press Holdings. At the time, publications/newspapers were finding it difficult to make revenue from print, so I encouraged them to set up an events division with speakers, using our content for interactive debate… Being able to foster connections also helped me at Bell Pottinger, where I worked with everybody from FTSE 100 leaders to David Cameron and senior cabinet ministers. 

My current role at Lakes by Yoo is all about connection too. Aside from the private properties and rental residences, I’ve developed a corporate events business with a 70-room hotel and three events buildings. We host corporate team-building retreats which have become increasingly popular since Covid. 

Today’s corporate events aren’t about bonding and wine, they are much more about strategy, intellectual connection and having a mission where businesses try to fix problems or build a product. 

I don’t have imposter syndrome; I find it easy to be down-to-earth and natural, which I think helps relax others too and eventually say ‘yes’.

It sounds clichéd but the easiest way to win others over is to be yourself. I’ve had to pinch myself sometimes thinking ‘How am I in this room with all these extraordinary people?’ 

Gone are the days when PR was about taking journalists out and getting them p*****d. Today, it’s about strategic thinking and executive or brand profiling. 

Social connection is crucial in helping solve mental health issues. I’m one of the founding trustees at National Academy of Social Prescribing [NASP], a charity which helps tackle loneliness and isolation through ‘social prescribing’. It connects people to join befriending groups or classes, or services that help manage debt/claiming benefits. 

Social media and our smartphones aren’t connecting us as much as we think… For young people/children, they’re creating cyberbullying, body dysmorphia, anxiety and a lack of communication skills. Many of the mental health issues children are currently having is because they aren’t doing what kids should be doing: going out in nature, being creative and learning. It’s really sad. 

Today, kids as young as eight-years-old are being prescribed a mild version of Prozac, which can be addictive. At NASP we work with government departments to help re-educate GPs to encourage social connection as a means of happiness rather than just pharmaceutical-based solutions. 

One of my most fulfilling jobs is working with Chickenshed. It’s a theatre which gives opportunities to children from disadvantaged backgrounds or with disabilities, who have a passion for the performing arts. It’s just lovely seeing kids being on stage and realising their dreams. 

I’ve worked with many successful leaders from David Cameron to Theresa May and they share one common trait: they lead by example. They have a belief or message and stick to this vision, which makes others believe in them too. 

My advice to younger PRs entering the industry? Get to know your brand, believe in your client’s product/service and do your homework before giving advice. It’ll help you shape your campaign. Also, don’t be afraid of building relationships with junior media professionals. That young correspondent today could be an editor tomorrow. 

And always ask questions. It’s the best way to learn.

Discover more about Lakes by Yoo.