Ilaria Luca

Global PR & Communications Manager - eToro

What is your proudest professional achievement? 

My proudest professional achievement was endorsing a talented individual for a job and later hearing about their success and enjoyment in the role, industry, and with their new team. It brings me immense satisfaction to see the power of support and guidance in helping others navigate their career paths. This experience reinforces the value of mentorship in fostering the next generation of PR professionals and underscores the broader impact we can have on individual careers and the industry as a whole. 

How are you using AI in your role at present? 

At eToro, leveraging technology is in our DNA, so I have always been encouraged to explore AI tools. AI has now become pivotal to my day-to-day tasks as it significantly enhances efficiency and creativity. By eliminating the daunting task of starting from a blank canvas, AI accelerates ideation and provides a structured foundation that can be adjusted and refined. This technological integration streamlines brainstorming sessions and helps organize thoughts, leading to more effective communication strategies. The result is a boost in productivity and, coupled with human input, supports the delivery of high-quality outputs, essential for meeting the fast-evolving demands of the PR industry. 

Which social media platform do you use more than others, and why? 

LinkedIn is my platform of choice. I use LinkedIn to connect with industry leaders, share insights, and stay updated on the latest trends. The platform's features, such as articles, posts, and groups, provide versatile tools for thought leadership and meaningful engagement. LinkedIn also enhances my ability to meet people in person during business trips by arranging meetings and events with professionals in advance. It helps me stay in touch with my network, fostering ongoing relationships and collaborations essential for personal and professional growth. 

What's the secret to good client/agency relationships? 

The secret to maintaining strong client/agency relationships is rooted in effective expectations management. Clear and consistent communication, coupled with the setting of realistic expectations from the beginning, is crucial. This approach builds trust and ensures that both parties are aligned in their goals and deliverables. This foundation of trust and clarity is essential for sustaining long-term, productive relationships. 

If you could change any one thing about the comms industry, what would it be? 

If I could change one thing about the communications industry, it would be to enhance understanding and appreciation of PR's diverse opportunities and impacts. We must better showcase how effective PR campaigns and strategic communication significantly contribute to business success. Highlighting the tangible results of PR efforts can elevate the industry's value and attract passionate, talented individuals eager to make a meaningful impact. By doing so, we reinforce the critical role of effective communications in business strategy and leverage creativity and interpersonal skills for greater success. 

What is the motto you live by? 

Feel the fear and do it anyway. This mindset reminds me that growth and innovation often come from stepping outside our comfort zones and facing challenges head-on.