Trailblazers and leaders: Richard Etienne| Director, Global Internal Communications, Elsevier
Richard Etienne | Director, Global Internal Communications | Elsevier
How did you get into marketing/comms?
Social media was my first venture into marketing and comms. I was a blogger for MySpace UK & Ireland (remember them!) for their Black music blog called ‘The Hook Up. It gave me exposure to all sorts of celebrities and influencers of the time and gave me the itch to keep orchestrating global conversation.
That same ‘itch’ took me to becoming a digital media producer for The Economist, content officer for the Cabinet Office, head of video production for 10 Downing Street, and deputy head of internal comms for the Department for International Trade. I’ve been director of internal comms for Elsevier, a leader in data and analytics for the health and research sector, since 2021.
I believe diverse experience makes you a well-rounded communicator. Everyone has a story to tell, and the more varied my exposure to different industries, the more I understand what lands, where people get their information from, and how to measure it.
What is something that you do every day without fail?
Workwise: I keep an eye on the news every day. It's important for me to stay up-to-date on current events and trends so that I can be informed about what's happening in the world and how it could impact my comms. Over the weekend I read The Week magazine to capture a balanced review of the week that was.
Wellbeing: I exercise for at least 30 minutes before I start work. COVID lockdowns saw us lose a lot of daily exercise by no longer commuting to the office. I’m home-based now so need some movement to get my mind alert and ready for the day. Entertaining my son on the weekend is exercise enough!
What is the best piece of advice that you’ve received? Who gave it to you?
The best piece of advice that I've received was from a teacher who said "Listen twice as much as you talk." Looking back, the person was essentially explaining why we have two ears, however, it has always struck me that we’re never learning when we’re talking.
What is a tool/hack that you would recommend to anyone starting out in PR/Comms/Marketing?
The best tool/hack that I would recommend to anyone starting out in PR/Comms/Marketing is to build relationships with journalists. This is essential for getting your stories published in the media. You can do this by following them on social media, attending industry events, and reaching out to them directly.
What’s your greatest achievement to date?
My greatest achievement to date is winning the 2019 Civil Service Skilled Peoples Award winner for my innovative videos for then British Prime Minister Theresa May as her official videographer. I created the first 360 video by any world leader shared on social media, which was the switching on of the Downing Street Christmas lights.
Is there a particular comms campaign that you’ve seen in your career that you didn’t work on but wish you had?
Yes, the ‘Shot on iPhone 6’ campaign. As a filmmaker, I was very impressed with the creative way they used the product’s features to generate excitement and interest in the new product.
What’s the key skill you think a successful PR/comms/marketing pro requires?
The key skill that a successful PR/comms/marketing pro requires is the ability to write well. You need to be able to write clear, concise, and engaging content that will capture the attention of your audience.
In three words, describe your approach to your role/work?
Strategic, creative, and collaborative.
What’s a question every PR/marketing pro should ask themselves?
Am I doing the right thing for my audience?
