Patrick Harrison - Spear's Magazine

Patrick Harrison

Weber Shandwick

Patrick Harrison
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‘PR is a term that is no longer fit for purpose,’ says Patrick Harrison, referring to the ‘information revolution’ phenomenon. Most clients, he says, are looking for a mixed communications response, which includes data analytics, content creation and SEO, as well as traditional media relations methods. The solutions, he adds, require more creativity than ever. ‘It’s a pretty exciting place to be!’ Weber Shandwick’s director of reputation and media relations has been busy preparing his clientele, ranging from ministers to CEOs across the EMEA region, with a ‘twin track’ approach to face the most pressing issues of 2018: data breach and GDPR compliance. The guidance of Harrison, previously Prince Charles’s press secretary, is even more valuable in these areas now that businesses are facing ‘increasing disruption’ from the digital sphere. The PR industry is not exempt from the disruption – the reporting of the Bell Pottinger scandal shows it has ‘extended far beyond the PR industry and into public consciousness’. It’s a rare occurrence nonetheless, Harrison assures us, as Bell Pottinger was only the second practitioner to have been expelled from the PRCA. ‘This was the exception and hopefully the long-term impact is minimal.’