I believe in a proactive approach towards communications. We need to stay up to date on all the news happening in the world, find the context for them, and present the opportunities to tell the stories most effectively. I have had the chance in the last 10 years to do that both for own and for customers’ campaigns.In the past, the belief was that public relations and marketing were totally different communications disciplines. Now there is a whole change in mindset and philosophy, as the lines blur further. You need to be able to deliver a 360-degree campaign with a holistic approach that incorporates anything from traditional media relations, through to digital marketing communications, content marketing, and in person and virtual events. All campaigns need to be seen in the context of the bigger picture and work as part of an overarching communications strategy. This is where I can strategically advise industrial technology companies on the best approach to take. During my time in both corporate communications and consultant roles, I’ve seen a vast evolution taking place within the industry. Particularly the digital revolution means that there is a constant need to remain completely up to date. But this is a challenge that I continuously step up to. I love the fact that I’m still learning new skills each day I have the opportunity to plan with international opportunities in the future.