Natalie Allen

Account Director - Battenhall

What is your proudest professional achievement?

Being named in the PRWeek 30 Under 30 is definitely right up there! But what brings me the greatest feeling of pride and accomplishment is supporting other team members and watching them progress in their careers. Managing people and having the opportunity to award promotions and give positive feedback is a feeling like no other! 

In your view, how can PR employers better retain talent? 

Perks like a big Christmas party are no longer enough. Employers should prioritise fostering a supportive and inclusive workplace environment, providing opportunities for mentorship and clear career development, and offering regular rewards and recognition. It's essential that every employee feels valued and a crucial part of a wider team. 

How are you using AI in your role at present? 

We're constantly innovating at Battenhall, and that includes finding new and useful ways to integrate AI into our day-to-day work. We're exploring ways to streamline workflows, such as newsjacking and media monitoring, and are already seeing benefits such as creating more time for people-led PR strategies and client relations. I was very apprehensive about the role of AI in PR at first, but the breadth of its capabilities are genuinely exciting and transformative. There's going to be plenty of scope for exploration in the coming months and years. 

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

TikTok, without a doubt! It's my go-to platform for feel-good content. My FYP is currently filled with Eras Tour content, travel inspiration and dogs. I love a midday scroll to see what trends we can recommend to our clients to jump on. 

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

Total transparency. It's so important for us to be honest with our clients about what's working and what's not, so that we can work together to adapt, adjust and react. Sugar coating helps no one! 

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

More open conversation around the gender pay gap and pay scales in general. Knowing your market worth is so important, and until the industry is willing to open up that conversation, there will still be grey areas. 

What is the motto you live by? 

I genuinely take each day as it comes. The comms industry is so unpredictable that you really do just have to take anything that's thrown at you in your stride and roll with it.