In this feature, Context director and cybersecurity PR expert Craig Coward shares his journey in PR, what developments in tech he is most excited about, and gives us an insight into some of his favourite things.
How did you get into PR?
I was working at a major electronics company as a technical writer, and an opportunity came to compile and edit the company’s customer newsletter. That gradually led to helping out with the company’s press material, and little by little I started doing PR and found I had a real knack as a wordsmith, turning technical jargon into newsworthy content.
And how did you join Context?
I had come across our MD Frank Smith in the early stages of my career, and when I heard he had started Context, I tracked him down and got in touch to see if he was looking for any help. I suppose, 26 years down the line, the rest is history! My top tip to anyone looking for a break in the PR industry is that persistence works!
What excites you most about tech PR?
It’s never a dull day in tech (despite what some might tell you). Creating a good story that gets journalists’ attention, and gets the clients’ message across clearly, is what draws me to the office every day. It’s always interesting and continues to be a challenge even now.
And what do you think will be the industry’s biggest challenge in the future?
Making sure that your clients’ voices are heard has always been the biggest challenge. It’s getting increasingly harder to find opportunities due to the decline in specialist media outlets and an increasing amount of competition. However, we dedicate lots of time to finding new and upcoming titles that are crying out for new material, while maintaining our relationships with established journalists to ensure we’re on the radar for breaking stories.
Who would be your dream client?
I am a not-so-secret motorcycle enthusiast, so if Suzuki’s motorcycle division is looking for new representation I am available.
What would be your last ever meal?
The problem is, you never know which one will be your last. But given the choice, kung po chicken from my local takeaway.
This week I think it would have to be the classic road film, ‘Two Lane Blacktop’
What are you currently binge watching?
At the moment it’s Knowing Me, Knowing You and I’m Alan Partridge.
All-time favourite song?
As the office music man I find it difficult to pick just one, but if I had to it would be You Can’t Put Your Arms Around a Memory – Johnny Thunders