‘A fear of failure stops leaders from communicating with stakeholders’
Meet Emma Duke, a CIPR member with 20 years’ experience, specialising in thought leadership campaigns, coaching, and crisis management
Job title and company: Chartered PR Fellow and coach
Location: Oxford
Time in PR: 20 years
What does your current role involve?
I like to think of it as a rainbow rather than a portfolio, but here we go: I devise and orchestrate thought leadership campaigns in the education sector, I coach charity leaders and mid-career professionals, I train PR practitioners in crisis management and creating strategic campaigns and I’m vice chair of Connection Support, a charity that provides homelessness, mental health, addiction and refugee resettlement services.
What do you love most about working in public relations?
It’s about trust, differing perspectives and how we’re able to either unify these perspectives or create space for them to exist concurrently and with mutual respect. It’s about humans and recognising the humanity in all of us in order to connect and share ideas.
What's been the highlight of your career so far?
Qualifying as a coach. It sounds odd, but my coaching skills bring so much to my PR practice. The presence. The relationships I develop with leaders, many of whom struggle with confidence issues and fear of failure - to the extent that it prevents them from communicating with stakeholders, listening effectively and leading with authenticity. It’s a different skillset, but it’s given me a powerful new way of working and connecting with people.
How long have you been a member and what made you join?
Most recently: 10 years. But I have a vivid memory of seeing a poster for the-then IPR in Bath Spa Union and quickly joining, fascinated by the concept of PR. I loved my student membership, attended the student conference… and that was how I got into PR!
How does the CIPR support your career?
One of my biggest realisations as an independent practitioner has been how much value I place on exploration: new opportunities, new people, new ideas. The CPD that I do with the CIPR (even just planning and measuring it, when it’s beyond PR itself) has enabled me to explore wider than I ever dreamed possible.
Also, at a time when I was suddenly operating solo, without a regular salary or structure to operate within, volunteering with CIPR International gave me a home and a network.
Best piece of career advice you’ve been given?
When I began thinking about qualifying as a coach I worried that maybe it was just a personal passion. Fortunately, my wonderful mentor Amanda Coleman picked up on this at the time and asked me, “Why do we assume that, because we really enjoy something, it’s not worth investing in professionally? Surely if something brings us joy, we should run towards it?”. Thanks Amanda.
Find out more about the CIPR
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 the CIPR today.