On the Record with... continues with Natalie Homer, Global PR Director at HiBob. Natalie shares her love of Cher, the importance of cultural sensitivity and why we should all embrace the "what’s new, what’s next?" mindset.

What have been the biggest shifts or disruptions you've seen impacting the PR/communications industry over your career?

The shifts in media formats and delivery methods are obvious, so I won't dwell on those. What strikes me most are the deeper changes. First, globalisation and cultural sensitivity have become paramount. Understanding local contexts isn't just important—it's essential. Crafting messages that resonate across diverse communities requires a cognisant approach that goes far beyond simple translation.

Then there's the rise of content marketing and brand journalism. Gone are the days when brands relied solely on traditional media to tell their stories. Today, companies are their own publishers, creating blogs, videos, and podcasts to directly engage consumers. This shift has given brands unprecedented control over their narratives, allowing them to speak directly to their audiences on their own terms.

Finally, the days of vague PR value are long over—now, data analytics are indispensable. We rely on precise, attributable data to measure the effectiveness of campaigns, tracking everything from coverage trends and engagement to the impact on brand awareness and search behavior. This data-driven approach has brought a new level of accountability to the industry.

What advice would you give a graduate starting out now in a career in comms? 

The key is adaptability and staying open to learning. Sharpen your writing; it’s the foundation of all good communication and don’t underestimate the power of networking. Also, data is your friend—learn to use it. Above all, be resilient and open to feedback. The industry is fast paced, so stay curious and you’ll thrive.

Which current communications leaders/innovators do you most admire and why?

Okay, I’m either going to show my age, or my politics here, but here goes: I have always loved Cher. She is innovative branding personified and has reinvented herself countless times over the decades which has kept her relevant to multiple generations. Her use of social media is unfiltered and candid, helping to keep a strong connection with her fans. Beyond entertainment she has used her platform to speak up for the causes that matter to her. Her outspoken nature and willingness to address controversial subjects have set her apart from others in her position.

On the flip side, we have Elon Musk. Now, I’m not suggesting you need to buy into all his viewpoints, but his unconventional and controversial social media antics definitely grab headlines. Love him or loathe him, Musk’s tweets pack a punch and can really shake up public perception.

How do you stay current on new platforms, trends and best practices in the ever-changing world of marketing/communications?

There’s no smoke and mirrors here—you have to test out new platforms and tools. There is no better way to learn than through experimentation and hands-on experience. When it comes to staying on top of best practices, make time to attend events, join webinars, read the industry papers, and talk to your peers.

Looking ahead 5-10 years, how do you think the comms industry will change?

Artificial Intelligence (AI) will take centre stage, automating routine tasks, generating content, and providing deep data analysis. AI-powered tools will streamline processes, tailor messaging with precision, and anticipate trends with impressive accuracy. It will become your best friend and most loyal assistant - just don’t let it take away your creativity or connection to humanity!

Expect even more profound insights with real-time data and predictive analytics. They will enable more targeted, adaptive strategies, making your communication efforts sharper and more effective, and will transform how you report PR value back to the business.

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

It would be to set a standard for the relationship between clients and agencies. Specifically, I’d focus on cementing mutual respect and understanding where clients truly appreciate and value the expertise of their agencies, treating them as the skilled consultants they are, and trusting their professional insights and recommendations.

This means moving away from the outdated dynamics where clients act like pampered nobles at the court of Versailles.

Agencies too must also recognise the pressures clients face to demonstrate the value of PR to leadership that more often than not doesn’t really understand how PR works. This means moving beyond mere reporting of numbers to providing deeper interpretations of results.

If I could choose two things, the second would be W-L-B (Work Life Balance). It’s PR not ER.

With regards to HiBob, how do you approach PR challenges related to different work cultures and HR practices across various countries?

I touched on this earlier and it’s worth repeating; understanding local contexts has evolved from what was considered harmless stereotyping to crafting messages that truly resonate across diverse communities.

This means appreciating and deliberately reflecting values, traditions, and expectations in every message. Such an approach ensures genuine connections are made and most importantly avoids harmful misunderstandings or the marginalising effect of exclusivity.

In a globalised world where you might be addressing hundreds of different cultures in one city, it requires a sophisticated blend of empathy, cultural awareness, and strategic insight. At HiBob we put the time in to know our audiences.

Topics such as workplace culture, employee engagement and remote work have come to the fore over the past few years. How do you ensure that PR strategy remains ahead of the curve when then world of work is moving so fast?

For me, it’s all about embracing a "what’s new, what’s next?" mindset and running it through the "so what?" filter. This means striking a balance between analysing real-time data and envisioning the future possibilities that data suggests. It’s not just about staying informed; it’s about harnessing your creativity to turn insights into compelling narratives that captivate and inspire.

In the words of Cher: "Remember that grass can grow through cement." Even in the toughest conditions, there’s always potential for growth and innovation. So, take what you have, think boldly, and let your ideas flourish.