This month's Talent Talk features Melissa Cullen, MD of Res Publica. We asked questions about life at Res Publica, and what she thinks will be the big PR trends for 2015.
Name: Melissa Cullen Role: Managing Director Company: Res Publica Website: www.respublica.com.au Established: 12 years Number of staff: 15 Key clients: Lion, Unilever, Priceline, AANA
What sets your company apart from the crowd? We take into account all issues and stakeholders when developing communication programs. That’s our point of difference - our consumer, corporate and government teams sit alongside each other, helping formulate the best outcome for our clients. At Res Publica, we have a determination to make a real, measurable difference for our clients. We dive in head-first, immersing ourselves in understanding everything we can about them, identify the problem and then create a strategy to solve it. How would you define the culture at Res Publica? We’re straight to the point and we value teamwork, integrity and fresh-thinking. What do you look for in great talent? Great communicators who are smart, focused, creative and can think strategically. They also need to be able to have a laugh and muck in when it counts. What do you see as some key emerging trends in the communications industry in 2015 and beyond? A continued focus on growing PR’s footprint in the social, digital and content space. I believe we are best placed to lead the conversation on so many fronts and this is being reflected in PR agencies being given the opportunity to drive communications marketing strategies for brands (or at least have seat at the table). This means our people need to diversify their skills and have the ability to direct and execute communications marketing campaigns on a variety of fronts – earned, owned and paid.