‘PR deserves a seat at the table – despite what sceptics say’
This CIPR member, who has reached director level, has worked in both public and private sector PR. She is passionate about the industry and champions continuing professional development.
Name: Holly McLennan
Job title and company: Director of communications and external affairs, Quality Meat Scotland
Location: Edinburgh, Scotland
Time in PR: 13 years
What does your current role involve?
I oversee the communications and external affairs arm of Quality Meat Scotland, a public organisation supporting the red meat supply chain in Scotland.
I make sure our small but mighty team is taking a strategic and impactful approach to telling the positive red meat story across our health, environment and society to key audiences.
A broad array of specialisms are represented in the team including internal and external communications, community engagement (outreach), public affairs, stakeholder engagement and insight.
What do you love most about working in public relations?
Being able to support problem solving through communications strategies.
Whether it’s mitigating external threats or navigating through sensitive internal changes, PR is a powerful protector and ally to any organisation.
What's been the highlight of your career so far?
I’ve had the joy of doing some pretty cool and quirky things in my various private and public sector roles – from a publicity stunt to make ice cream in the fastest time on record, to representing the civil service at the late Queen’s Scottish funeral.
However, getting a call to say I’d successfully secured my first director position (my current role) in an industry I’m passionate about was a great moment!
How long have you been a member and what made you join?
I’ve been a CIPR accredited practitioner for several years. When I cut my teeth as a PR graduate in agency, it was a three-line whip to do your annual CPD and I’ve never looked back!
I’ve been in roles where sadly the value of our industry isn’t entirely recognised, so having an international body is important to ‘PR’ and show sceptics that we are a professional discipline and deserve our seat at the table.
How does the CIPR support your career?
I had a real shift in my confidence and appreciation for PR’s strategic purpose after I did the CIPR’s Professional PR Diploma during lockdown.
It helped me approach my practice in a more meaningful way, backed by theory and logic from some of the greatest minds in the field.
This thinking is well ingrained by this point in my career, but there’s always something to learn in our fast-paced industry and I turn to the resources to enhance communications plans or understand newer areas such as AI.
Best piece of career advice you’ve been given?
Respond don’t react.
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