Ross Content Writing & Consulting was formed in 2016 to provide marketing and communications professionals with a superior content writing capability to support corporate, executive leadership, product/technology and internal communications programmes.With over two decades’ experience at leading global public relations consultancies, Peter offers his clients proven writing skills and a background in journalism along with an understanding of the world of agency and in-house professionals. These professionals want a writer who will get the job done right the first time, but also one who gets their world. And one with the seniority and diplomacy skills to work seamlessly with their internal teams, senior executives and subject matter experts.Peter partners with clients to better communicate their topics — no matter how technical or complex — translating them into language that target audiences can easily understand, in a style that is engaging from beginning to end.Peter has led campaigns for global brands on six continents. He is sensitive to cultural nuances and an expert at customising language and tone for specific geographies while staying true to an organisation’s messaging and unique values. Peter works with his clients to boost the quality and professionalism of their output in markets such as Asia or the Middle East where English may not be the first language or where writing resources are scarce, and he also ensures content will resonate in specific countries or regions.With nearly 30 years of marketing communications experience, Peter is familiar with the broader context and realities that come with each writing assignment: the pressures, politics and challenging timelines. Because of this, he is flexible and adaptable in his approach. Additionally, Peter understands the perspective of different stakeholders, including client leaders and P&L owners. It’s this rich tapestry of experience that sets Peter apart as a professional writer.

Peter spent over 20 years at Weber Shandwick — part of NYSE-listed Interpublic Group — on both sides of the Atlantic, joining the firm’s Silicon Valley office (then Miller Communications) as a part-time intern and progressing over two decades to run the firm’s Technology PR business in Europe, Middle East and Africa (EMEA).Peter joined the agency to gain more writing experience. His early years were spent in the Silicon Valley office, and because of his interest in international PR, Peter was transferred to London in 1996 for a year-long assignment to help grow the firm’s Technology PR offering in Europe. In 1999 he returned as a permanent UK employee. Later that year he was asked by the MD to help run the agency’s European Technology Practice. [The Technology Practice role was pioneering in that it was the first Weber Shandwick practice to adopt a regional leadership and coordination model]. In 2001 Peter was elevated to co-director of the European Technology Practice and joined Weber Shandwick’s European practice leadership board — the youngest person at the time to hold this position. Simultaneously he was promoted to associate director in the UK Practice and took responsibility for a client portfolio.After nine years with the firm, Peter left Weber Shandwick in 2003 to join Hotwire PR to experience life in a start-up. Two years later he returned to Weber Shandwick Technology as a director spearheading key client relationships, and was promoted five years later, in 2010, to deputy managing director. In 2012, Peter was made managing director, reporting to the EMEA CEO. In the next two years he and his team grew the UK Technology business by 30%, breaking through the £5m barrier for the first time in 2014. In 2015 Peter was promoted to managing director and executive vice president of the EMEA Technology Practice while remaining UK practice lead. In these capacities he sat on Weber Shandwick’s EMEA and UK management boards.

Peter joined Hotwire PR after nine years at Weber Shandwick to experience life at a start-up agency. At Hotwire Peter ran the company’s Enterprise & Electronics Practice and led key accounts including Flextronics, Duracell, Pantone and Brocade. As a senior partner and practice head he was responsible for a P&L and a team of sector specialists. A member of Hotwire’s global management board, he contributed to decisions about business strategy and global expansion. Peter also managed Hotwire’s global partnerships and extended the firm’s service capabilities in markets where it did not have a presence. He grew Hotwire’s partner footprint in the United States, Continental Europe, Middle East, India and Asia Pacific, identifying and recruiting reputable affiliates such as OutCast Communications in Silicon Valley and 20:20 Media in New Delhi.

After graduating from college, Peter decided to become a professional writer and gain as much experience as he could. He secured a number of assignments ranging from Syntex Corporation (now Roche), where he wrote about new drugs and pharmaceutical innovations for prn, the company’s worldwide sales magazine; the Walter Johnson Foundation, for which he drafted an annual report; Community Education Support Network, where he wrote a newsletter spotlighting the non-profit’s support of schools in low-income communities; and Maydwell & Hartzell, an industrial reseller for which he produced an employee handbook.