This month we spoke to Chris Bradley, PR Manager at The Accountancy Partnership!

Give an overview of the duties, functions and responsibilities of your job.

I manage TAP’s communications with the public and other stakeholders and I’m responsible for crafting a positive public image for the company. This is done through distributing news from within the company to local, national or trade press and working with journalists to secure placements for press releases or comments in breaking news stories.

The external comms is effectively a media-friendly version of TAP’s business objectives and I create and push key messages that align with the company’s brand.

Sometimes I work on events, like promotional events for the company, to make our public relations activity more newsworthy. I also work with content and social media teams on topical issues relating to tax and accounting to align the three disciplines and ensure TAP’s brand messaging is direct.

Finally, I conduct market research to understand our customers and trends to create PR campaigns.

What is a typical working day like for you?

First is to read the news and provide a media briefing to my colleagues, who often choose a story to engage our followers on our social media channels.

Then I will identify any news opportunities that day for us to react to, send a comment to our news contacts or respond to any media enquiries. Most of my day is spent devising news from business objectives and thinking laterally about the news agenda to see how we can create news content that will be published in local, regional national and trade press.

I work on multiple stories at once – due to waiting for third parties or colleagues to provide input – and then devise press lists to send the content too. Then I pitch the stories to the press and monitor coverage.

What challenges do you regularly encounter?

It’s often difficult to get timely information from my colleagues because they’re so busy working with clients.

What are some of the biggest challenges you face in your work?

I would say the biggest challenge for any PR is finding news that will stick and get the attention of journalists.

How are you able to use your skills to solve problems?

When you’re working as a journalist, you develop a news sense. It’s a strange thing: you begin to automatically turn information into headlines and feel a story. Not everyone has it and I’ve worked with some PR’s who have no journalism experience but get on by being good sales people. I’ve been working in PR, journalism, events and social media for 13 years now so it’s almost become second nature to me and this means I can work quickly and implement PR campaigns that will be successful.

What is your favourite part of the job?

I love a good story, so seeing a press release I’ve written and TAP’s name on websites like Mail Online is what it’s all about for me.

What do you like most about working for The Accountancy Partnership?

My colleagues are lovely people and contrary to every other news room I’ve worked in, it’s very relaxed here which is great.

What skills do you find most useful to do your job?

Good communication skills.

Where’s your favourite place to visit on days off?

I’m an avid swimmer so I love going to the pool when I’m off work.

Tell us your proudest achievement?

My self-employed PR contracts came to an end in 2022 and I started working at a SEND school while I looked for a full-time role. The teachers were amazed I had no teaching experience and asked me to stay for the entire year after two weeks working there.

I’m very proud that I was able to make a difference in the lives of the kids who go there and their families. It was a moving experience and I saw life from a completely different perspective. The kids taught me more about life than most people I’ve met.

How would your colleagues describe you?

The Snack King.

What are you reading/binge watching at the moment?

I’m not reading or watching anything because I spend all my spare time making lo-fi music if I’m not swimming.

Who do you admire and why?

My friend Fast from a band called Fun Lovin’ Criminals. They have been my favourite band since I was 12 and I’ve worked with them on press and events since 2016, so we have become good friends.

In fact, as I’m writing this, their seminal debut album Come Find Yourself is celebrating its 28th birthday and I’ve arranged an interview for Fast with The Guardian. He’s a genuine person, plays seven instruments and is currently playing sold out shows in Australia on tour. We’ve had loads of good times and work together well, too.

What question would you really like to answer, and what’s the answer?!

What’s the difference between a crocodile and an alligator? One will see you in a while, the other will see you later.

 
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