‘Grow your PR skills to become more rounded in comms’

Name: Christine Richardson
Job title and company: Group communications director at Oxford University Press
Location: Oxford
Time in PR: 16 years

What does your current role involve?
I lead the powerhouse of a team that is group communications. Across the team, we cover PR, brand, internal communications, social media, channel management, corporate reporting, charitable giving and everything in between. Specifically, my role is focused on setting our strategy and ensuring it is supporting our wider organisational objectives – and then working with my brilliant team to help it all come to life.

What do you love most about working in public relations?
It’s cliché, but no two days are the same. Every day brings new developments, new challenges, and new opportunities. Plus, because we get involved in lots of different (sometimes left field) projects, you get to work with people from a variety of backgrounds and disciplines.

I also love how, as an industry, it evolves with its audiences. There are always new channels, media, and approaches to explore. It keeps us on our toes for sure!

What's been the highlight of your career so far?                 
So many to choose from! I have a big soft spot for thought leadership campaigns and have helped to launch some fascinating reports – reviewing UK skills and education policy, understanding skills gaps in the Middle East, exploring how people source and judge information, through to understanding the impact of the pandemic on education. Seeing such campaigns come to life, secure coverage, and spark conversation is always such an adrenaline rush.

And of course, when my team won ‘best in-house team’ at the Corporate Comms Awards 2023. It really highlighted the incredible progress we had made together.

How long have you been a CIPR member and what made you join?   
I've been a member for around 12 years, ever since I completed my PR Diploma which is what made me join in the first place. Over the years, I’ve found ways to deepen my links with the CIPR. I’ve been on the Education & Skills Committee for a long time, including taking on the roles of budget manager, vice-chair, and chair, and last year I finally gained Chartered status.

How does the CIPR support your career?                 
It supports my career by always encouraging me to develop myself. It sounds geeky, but I really enjoy the CPD cycle and thinking about what I can do each year to achieve my 60 points. And I've never found it difficult because of the training and resources on offer.

I also love that it has connected me with so many other brilliant practitioners who feel as passionate about PR and comms as I do!

What’s the best piece of career advice you’ve been given?      
Firstly, grab opportunities, even if they scare you. When I was still pretty junior, I pushed myself to deliver training to colleagues and deliver a career speech to students. I was petrified of public speaking but each time I did it, my confidence grew.

Secondly, broaden your industry experience. I started out in PR but have actively sought opportunities to grow my skills in other aspects of communications to become a more rounded comms professional. It helped my career progression for sure, but also highlighted how we can have greater impact through integrated comms.

And finally, know your strengths and how best to apply them. Far too often we focus on what we need to ‘fix’ so we can ‘be better’ which can be really damaging. Instead, maximise on your strengths, because they’re what’ll help you shine.

FIND OUT MORE ABOUT JOINING THE CIPR   

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