Shelley Cukier

Senior Account Manager - Broadcast Revolution

What is your proudest professional achievement?

Beyond being named one of PR Week's 30 Under 30, my proudest professional achievement came when I received a BBC News notification announcing the first-ever criminal conviction for Cyberflashing (sending nude images without consent) in England or Wales. Having worked on Bumble's Cyberflashing campaign from almost Day 1, it was a profound moment of realisation that our efforts had truly influenced a change in the law. At Broadcast Revolution, 'impact' is a core value we strive to embody in every campaign, and this accomplishment epitomized that mission. 

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

I have been fortunate in my career to have had a clear career path and opportunities to explore various arms of the business. I believe this is crucial retaining talent. Variety, challenge and continued learning boosts motivation. Employers should also prioritise internal promotions and help guide their employees to become well-rounded professionals beyond the day-to-day of PR. In turn employee motivation will follow. Not everyone feels comfortable asking for more opportunity and heavily structured hierarchies take away opportunities for individuals to explore aspects of business where they could find their niche and flourish. Listening is also key. Working in comms‚ we are surrounded by people who love to talk but there are times where we all struggle to listen. Ensuring team members have access to team members of all levels (not just line managers) for advice and a sympathetic ear creates an environment where people feel heard. This transforms a workplace into a space where talent can truly thrive. 

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

A good client/agency relationship relies on honesty‚ Clients need to be clearer on their expectations and agencies should be clearer on what realistically can be achieved Clear objectives- Coverage is not an objective. A team who can identify and all be aware of what success really looks like the stakeholders is a team singing from the same hymn sheet. Trust- Clients should remember why they hired an agency and trust their expertise. Mutual trust allows everyone's strengths to be fully utilised. Be good people- Good people work harder for good people. Hold people accountable but do so with respect and fairness. 

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

I am a mix of X and Instagram. Turns out I have a few secret fans who enjoy my commuting tragedies and attempted football commentary.

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

If I could change one thing about this industry, I would beg PRs to stop doing a stunt for the sake of a stunt. If your stunt doesn't tell a story, it's not worth doing. AND rid blame culture. Manage client's expectations better and push the need to take learnings and evaluate rather than find someone to blame.

What is the motto you live by? 

My life motto is keep pushing to reach your personal best potential. Shout your goals from the rooftop. Tell your boss you are striving to own a department, or reach director, or even run the company one day and do it as early as possible. If you tell people around you what you want, the good ones will help you make it happen!