It’s no secret the property sector is advancing at a fast pace — not least in relation to the now integral role of infrastructure development, technological advancements, and investment opportunities. As we navigate the ever-changing real estate landscape, we believe in celebrating the diverse collaborations and expertise that shape our shared success.

So, to champion some of the industry’s finest talent, and gain insight into the minds of individuals from across the property space, we’re inviting friends and partners of the business to take part in our quickfire Q&A. First up for 2024,  it’s Alice Kelly, international communications manager at Towngate’s bolt-on PR agency, Scriba PR…

1. Tell us about your role at Scriba and the part you play

 As an international communications manager at Scriba PR, I am responsible for overseeing and implementing strategic communication strategies for our varied client base — a selection of whom are headquartered overseas. Specialising in complex B2B firms, at Scriba, we relish challenging briefs that come from technical sectors including construction, technology, engineering, recycling, and manufacturing, to name just a few.

I ensure these organisations’ stories are effectively told across numerous channels — including traditional media, digital platforms, and social media — developing and executing impactful PR campaigns that elevate our clients’ visibility and reputation in their industry on a regional, national, or even global, scale.

Having worked with Towngate since I started at Scriba — almost four years ago — I help to communicate and showcase its burgeoning commercial property portfolio and successful tenancies across the North of England.

2. What’s been a key highlight for your organisation, to get to where you are now?

 A pivotal moment for our organisation was its acquisition by The Bigger Boat in June 2023. This strategic move not only marked a significant milestone — and a testament to Scriba’s success to date — but also opened up new opportunities for growth and cross-agency collaboration. Joining forces with seasoned marketing experts from the Mirfield-based firm has further enhanced our capabilities — enabling us to provide comprehensive and integrated solutions to meet the evolving needs of our clients.

3. And what’s next for your business?

 As we gear up for a successful 2024, teaming up with The Bigger Boat has us set for stronger growth and a wealth of combined expertise. We’re excited to explore the full potential of this partnership. So, if your 2024 goal is to bolster your communications, PR, and marketing strategies, give us a call. We’re ready to offer more than ever — bringing fresh, impactful ideas to the table.

4. Share one word you would use to describe your industry:

Spirited.

5. Finish the sentence: The biggest misconception faced by the PR sector is…

 …that it’s all parties and prosecco!

6. What advice would you give to someone starting a career in PR?

Communication is key. Focus on building strong written and verbal skills. Immerse yourself in clients’ industries, stay updated on current trends, be proactive in exploring new learning opportunities, and always chase a good story.

7. And the best piece of professional advice you were ever given?

 You can’t do everything for everyone. Recognise your strengths and weaknesses — instead of trying to do it all, appreciate the power of collaboration and ask for help.

 8. Which do you think will be the biggest trend within your business over the next 12 months?

 The continued emphasis on data-driven approaches. As we see a shift towards analytics tools, companies are recognising the need for more detailed processes to help make productive use of such information. This evolution will empower PR professionals to offer clients deeper insights into their target audience’s behaviours, enabling the personalisation of messaging for a more relevant, impactful and lasting brand impression.

 9. If you are out of the house for an hour, what would be the first activity you opt for, to pass the time?

 Grab a takeaway coffee with a friend and head out on a scenic walk — there are plenty of routes to pick from in Yorkshire.

10. And finally, for a bit of fun, if you could play a part in any movie or TV show, what would it be and why?

For me, Rosamund Pike’s portrayal of Elspeth Catton in Saltburn was out of this world. I think to have been involved in such a grand production with an outrageous plot and incredible setting would’ve been a lot of fun.