‘In PR I love turning complex, technical ideas into stories that land’

CIPR member Liva Emmatty is a senior account director at Clarity. Based in London, she’s worked in PR for 16 years.

What does your current role involve?

I serve as a trusted senior advisor to clients, strengthening relationships through strategic counsel, sector expertise and commercial understanding.

I lead high-impact B2B technology communications programmes including press office, thought leadership and integrated campaigns across complex and emerging sectors.

I contribute to agency profitability by overseeing resourcing, forecasting and servicing levels, while identifying and delivering opportunities for organic growth and cross-selling.

I support new business development through industry networking and securing new business leads

I mentor and develop teams, fostering a high-performance, inclusive culture with a strong focus on wellbeing, learning and career progression.

I lead the agency's profile-building initiatives in the UK through thought leadership and industry engagement.

What do you love most about working in public relations?

The chance to turn complex, often technical ideas into stories that actually land with real people. As a B2B tech comms professional, I’m genuinely energised by working with innovators who are trying to change how we live and work.

A lot of what they do is intricate, technical or highly specialised, and I love the challenge of taking that complexity and translating it into simple, clear and relatable narratives that still feel true to the technology behind them. That combination of strategic thinking, storytelling and real‑world impact is why I love this work.

What's been the highlight of your career so far?

Moving to the UK from India at the age of 35 and rebuilding my tech comms career while pursuing my passion for making a difference in the lives of people living with diabetes.

It’s been a significant achievement for me to unlearn what I knew for more than a decade and learn new things, continuously upskill, find new ways to add value to my organisation, attend events on my own and pitch for new business, build connections in a new country, and ultimately thrive in the B2B tech space – all while volunteering with Diabetes UK as co‑chair of the Diabetes Lived Experience Advisory Committee and with Breakthrough T1D.

How long have you been a CIPR member and what made you join?

Five months. Since moving to the UK in 2022, I have consistently worked to upskill myself through LinkedIn certification courses, techUK webinars, agency academy training sessions, attending industry events, meeting subject matter experts and experienced PR leaders.

With guidance from my mentor, I realised that CIPR offers an opportunity to deepen my learning and development through training, expand my network via events, and be part of the CIPR Stem group, a sector I’m particularly passionate about.

How does the CIPR support your career?

CIPR helps me learn, stay updated on the latest developments and build more connections in the industry.

What’s the best piece of career advice you’ve been given?

My former manager once suggested I read the Serenity Prayer whenever I felt overwhelmed, as a reminder that some things are simply beyond my control.

"God, grant me the serenity to accept the things I cannot change,

Courage to change the things I can,

And wisdom to know the difference."

It has stayed with me as a simple, grounding way to stay calm, focus on what I can change, and let go of what I can’t.

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.