In Conversation with… Amy
At Altitude PR, we specialise in delivering strategic and impactful PR across sectors that drive progress – construction, manufacturing, technology, renewable energy, education, charity, professional services, to name a few.
To shed light on our approach and expertise, each month, we sit down with a different member of our team to discuss their journey, standout campaigns, perspectives on the evolving PR landscape, and more.
First up, it’s Amy Allard, Senior Account Manager at Altitude.
Tell us a little about your background and journey into PR.
My route into the industry has been a little unconventional, as my university background is in modern foreign languages – Spanish and German.
With a passion for language and writing, I took my first steps into the PR and Marketing world in 2015, when I completed an internship in Seville. I then came back to the UK and worked in content and PR roles both in-house and in an agency.
Prior to joining Altitude, I spent five years at a B2B PR and communications agency working with clients in the waste, recycling, and technology sectors, and I now lead on some of Altitude’s tech, renewables, and construction clients.
What does a typical day at Altitude PR look like?
It sounds cliché but no one day is the same – apart from the morning cup of coffee.
One day can include client meetings and drafting press releases and blogs, another can be focused on PR strategy, coordinating interviews, or writing and submitting award entries. We also have team brainstorms and attend events, too, so there’s always lots going on.
What part of your job do you enjoy the most?
I really enjoy working with clients to understand their business objectives and how our PR activity can align and complement these. But I also have a soft spot for editorial and thought-leadership pitching – from publication research through to pitching an idea in. The satisfying feeling you get from an editor accepting your pitch will never get old.
Crafting compelling narratives is central to PR. Do you have a piece of writing or a campaign you're particularly proud of and why?
I’ve worked on many campaigns and projects, but a recent one that sticks out in my mind is the thought-leadership piece we secured for a client in the manufacturing technology sector. It was in New Food and explored the role of AI in boosting productivity in food and drink manufacturing.
This not only gave our client visibility in media read by their target audience, but it also provided useful content that could be shared across other key marketing channels such as LinkedIn and the client’s customer newsletter.
How would you sum up Altitude’s approach to PR in three words?
Strategic, creative storytellers.
What is a common misconception about the PR industry you’d like to debunk?
One of the biggest misconceptions I hear is that ‘any PR is good PR’ – this simply isn’t true, and it’s a dangerous attitude for a brand to adopt.
Not all PR efforts are beneficial, and some can actually harm a brand's reputation. While gaining visibility is important, it should be within a context that aligns with the brand’s values and wider business goals.
Therefore, effective and impactful PR helps to increase your brand visibility and share of voice on topics relevant to your company and its spokespeople. It is strategic, considered, and targeted – enhancing reputation and credibility, as a result.
If you had the opportunity to feature a client's story on the front page of any publication, which would you choose and why?
For me it’s about where a client’s voice is going to have the greatest reach and impact with its target audience. While national coverage is great, I personally love a niche trade title.
What advice would you offer to businesses aiming to enhance their PR strategies?
No matter whether a business is taking its first or 50th step in its PR journey, my advice would be the same; always be open with your PR team. Share your business objectives and future plans, as this will help them to get under the skin of your brand and identify the most relevant opportunities.
In PR, you write hundreds of words every day, what’s your favourite word?
I don’t get to use it much day-to-day, however, it has to be ‘apricity’ – the warmth of the sun on a cold day.
Finally, what’s one B2B PR trend you think we’ll see more of over the next few years?
With audiences becoming more discerning, I think there will continue to be a strong shift toward authenticity. B2B PR will play a crucial role in helping brands build credibility through genuine, high-quality, and insightful content – whether that’s through insightful articles, participating in podcasts and webinars, or conducting and sharing data-driven research.
