'From crafting copy to analysing data-led campaigns... a PR career has it all'

Name: Eduvie Martin

Job title and company: Group internal communications manager, BAT

Location: London

Time in PR: 16 years

What does your current role involve?

Global internal communications for a fast-paced, highly regulated FTSE 100, developing and implementing internal communications strategies for management board members and their functions, using insights led audience analysis to inform comms approach, measuring comms outcomes and coaching senior leaders in times of rapid change.

What do you love most about working in public relations?

Crafting copy with words that evoke the intended emotions to a target audience is something I’ve always loved to do right from an early age. I also love to analyse campaign outcomes. You’ll often find me implementing campaigns that are data led and outcome driven or questioning one that isn’t. 

What's been the highlight of your career so far?

Two moments stand out. First, when I created an employee radio show for a bank to solve poor email read rates and then, when I was promoted and moved over to our London office. These two moments solidified my belief in my skills, people, processes and the power of working for global organisations that are performance driven.

How long have you been a member and what made you join?

I was selected for The Xec leadership scheme for UK-based Black, Asian, Mixed Race and Ethnic Minority (BME) PR and comms pros designed to create the next generation of leaders and to increase boardroom diversity. This came with free one-year membership to the CIPR. Two years on, I’m still here.

How does the CIPR support your career?

My CIPR membership gave me the opportunity to apply for my chartership and shortly after, in the same year, I was given the highest membership grade – Fellow – for my contribution to the CIPR and PR industry. This has equipped me with so many learnings and a community that I continue to cherish.

Best piece of career advice you’ve been given?

Maya Angelou didn’t speak to me herself but one quote I love from her that pretty much shapes everything I do is: “If you don't like something, change it. If you can't change it, change your attitude.”

Take the next step in your PR career and become a member. The CIPR is a supportive and inclusive community where everyone has the opportunity to connect, thrive and grow. Join today.