'PR is not about spinning facts but illuminating truth'

Name: Iain Patton
Job title and company: Founder, Ethical Team PR
Location: Harrogate and London
Time in PR: 21 years

What does your current role involve?
I support standards and certification bodies – especially ISEAL Alliance members – by building their credibility and influence through earned media, thought leadership communications, and speaker placement in top-tier global media outlets. My work also spans crisis communications and strategic counsel, helping these organisations manage reputational challenges and shape global conversations on sustainability. Additionally, I help conservation charities craft sponsorship strategies, develop sponsorship products, and generate leads to secure high-level corporate partnerships.

What do you love most about working in public relations?
I love achieving tangible results through earned media and working with journalists focused on critical issues regarding sustainable and responsible business. Building relationships and facilitating conversations about accountability, transparency, traceability, and ethical business is gratifying. I also love helping NGOs and non-profits who don't have a paid media budget gain the visibility they deserve and supporting impactful storytelling that drives positive change for all humanity, including the natural world.

What's been the highlight of your career so far?
Highlights include producing gala dinners at iconic venues like the Natural History Museum and Battersea Power Station and honouring sustainability leaders such as King Charles, Sir David Attenborough, and Gisele Bündchen. I’ve also received several PR industry awards recently, including recognition as an Independent Impact 50 PR Practitioner, Most Innovative PR Consultancy and the Yorkshire Prestige Award. Meeting inspiring figures like Joanna Lumley and the late Vivienne Westwood has also been a privilege.

How long have you been a CIPR member and what made you join?    
I joined in October 2003 (yes, 22 years ago!) drawn by the chance to connect with professionals committed to responsible business and sustainability. Membership has helped me stay current, contribute to meaningful initiatives, and make a difference for organisations and society.

How does the CIPR support your career?    
The CIPR connects me with a global network of PR professionals, offering networking, mentorship, and learning opportunities. Access to events, business advice, and regional committees keeps me updated and engaged, while CIPR’s focus on ethics and standards ensures I remain at the forefront of best practice.

Best piece of career advice you’ve been given?
This is advice I'd like to give. Public relations is not about spinning facts but illuminating truth. Be yourself and work on things that you feel passionate about! Stay curious and informed, pitch bold ideas, and maintain authenticity and integrity. Be results-driven but patient. Use your communication skills to amplify important issues and support responsible businesses – every story you tell can help shape a better future. We each have a choice about how we use our skills, so always fight for the underdog and champion social causes where possible, instead of companies destroying the planet!

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.

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