Sara Gourlay, COO, IPAN H+K Strategies

Sara Gourlay, COO, IPAN H+K Strategies “The whole PR industry is on a digital bandwagon at the moment and while I don’t deny for a second that digital is one of many important channels to reach the end user.For me the most important factor affecting the PR industry is the lack of talent.  We need to be encouraging creative and curious minds into the industry and then once in consistently challenging them to push themselves to innovate for their clients.Every client has a right fit agency and that fit will be made up of a number of different attributes.  Some agencies are great for scale and number of people but might not deliver on the insight and intellectual side.  Some agencies are sector specialist, it will all depend what the client’s needs are at any given point in its development and the environment they operate in.”