This month, account manager Richard Kay goes under the Admiral spotlight…
What do you do to relax?
All sorts of things! The easiest, by far, is watching Alan Partridge (or anything written/conceived by Armando Iannucci). That, and dining out.
What is the best piece of advice anyone has ever given you?
Not sure about the best, but the worst is this dismal quote by Steve Jobs: “Don’t settle.” Just the other day I went for breakfast and found the restaurant didn’t serve Croque Monsieur, so I settled for Croque Madam. It was perfectly enjoyable and satisfying.
What has been your biggest challenge to date?
Playing rugby at an international level when I was very young.
Who are your heroes, both in and out of business?
The likes of Sir Richard Branson, Steve Jobs and Bill Gates spring to mind. Stringer Bell, of The Wire, is the closest thing to a business hero I can think of. My inspiration comes from peers and family. Oliver Chesher, director of the North West office is a good example.
And Martin Johnson, the former England rugby team manager, is a saint.
What made you want to work in the PR industry?
After reading English at university I was torn between public relations and journalism. I was taking steps in both directions until I read about Edward Bernays, said to be the ‘founding father’ of PR.
His first client was his uncle Sigmund Freud, whose theories were unknown before his nephew brought them into American ad campaigns. He managed to persuade the public that their fears could be cured by an application of Classical Greek myth to their private parts. I’ve never looked back.
What has been the proudest moment of your career so far?
Being welcomed by the Admiral team.
What is your key tool in any PR campaign?
Google. It’s like a PR’s Swiss-Army knife.
What is the best thing about social media?
It’s so big now, everyone has a voice, and it’s so easy to get lost in there. People can actually live and breathe social media. News outlets can’t reach those deep levels of immersion.
There are some great iPhone apps too, like Evernote.
What is your favourite aspect of your job?
I love to read the news.
“We are what we repeatedly do. Excellence, therefore, is not an act but a habit.” – Aristotle