‘Understand your audience and deliver messages that resonate’
We head to Leeds for this edition of our CIPR member spotlight series, where we hear from an agency founder whose PR-career advice might surprise you… at first.
Name: Rachel Barker
Job title and company: Founder and managing director, Twisted Logic Consultancy
Location: Leeds
Time in PR: Full time since 2007
What does your current role involve?
As the founder and managing director of Twisted Logic Consultancy, the role is constantly evolving.
I handle all client relationship management and with a focus on stakeholder engagement, community relations and property PR, I oversee the communications requirements of our projects, from the planning consultations for new infrastructure projects to community engagement events in schools.
Most of my focus is on ensuring the brand’s reputation is enhanced through effective two-way communication and that, often technical information, is provided in an understandable and informative way.
What do you love most about working in public relations?
Meeting people and working within different communities.
Throughout my career I’ve worked in many sectors with a range of organisations and while methods have changed and developed, the essence of communication remains the same – it’s about understanding your audience and delivering your messages in a way that resonates.
This is particularly key in the property sector, which I’ve specialised over the last decade. Understanding the communities impacted by development leads to impactful communications strategies that achieves objectives both for the developer and their stakeholders. I've met some incredibly inspiring and interesting characters along the way!
What's been the highlight of your career so far?
Being part of Cicada Communications’ CIPR PRide Outstanding Public Relations Consultancy team in 2009 was magical – a moment I’ll never forget.
How long have you been a CIPR member and what made you join?
I recently rejoined after launching Twisted Logic Consultancy in April 2025. Having been a member for several years at the start of my career, I knew that the CIPR would provide the advice, support and network I needed while setting up my own agency.
How does the CIPR support your career?
The training programmes are detailed and extensive, providing the back up to every day practical experience required. The hotline and other support offerings, as a well as chance to network and meet other industry professionals is paramount.
Best piece of career advice you’ve been given?
For career advice it’s: “Do something you love and you’ll never work a day in your life.”
But to be more PR–specific: “People always say to me PR is just one big con. It’s not, it’s two – who to contact and what to convince them of.”
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.
Read more advice from CIPR members
The best PR career advice: 'Be a sponge and soak up everything'
‘Public relations is a way of life’
‘A PR career provides the opportunity to develop your problem-solving skills’