In Conversation with… Lucy

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 illuminate 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.

This month, it’s time to hear from Lucy Wilcox, Account Executive at Altitude.

Tell us a little about your background and journey into PR.

From a very young age, I always had a fascination for the media - studying it at school and college before embarking on my degree at university, where I studied Journalism.

I always had a real interest for people’s stories, unearthing their issues, achievements or exciting plans. I wanted to help shape public perceptions and societal narratives through storytelling.

During my studies, I did various work placements spanning across different sectors of the media including television, magazine, podcasting and my personal favourite, radio.

Gaining experience in various newsrooms taught me so much about the inner workings of the media, what journalists are looking for and how to grab their attention.

Upon graduating from University of Sheffield , I knew I wanted to be involved with the media in some way, whether it was creatively or strategically. I began to explore my options which is when I came across the wonderful world of PR and the opportunity to undertake a 12 week paid internship at Counter Context and its PR brand Altitude.

Although I’ve only been at Counter Context and Altitude for around 10 months, I’ve learnt so much about the B2B industry, applying my journalistic-lens, helping to shape campaigns and making an impact within the media.

What does a typical day at Altitude PR look like?

There’s not a simple way to answer this because every day is so different. Similar to the media landscape, it’s fast-paced and ever-changing depending on the client.

One day could include drafting a social campaign, carrying out strategic research for an upcoming press release, and another could be writing a feature or organising a media day with various journalists – it’s part of the appeal for it to be so varied.

What part of your job do you enjoy the most?

The feeling of securing opportunities for clients is unbeatable. When you’ve strategically researched, identified the perfect hook and pitched to a journalist successfully, it’s so satisfying.

I also thoroughly enjoy delving into a client’s background, messaging and finding gems of information that can be transformed into engaging stories and content.

Crafting compelling narratives is central to PR. Do you have a piece of writing or a campaign you're particularly proud of and why?

Although my PR career has only just begun, my recent work with Manchester’s iconic music venue, Band on the Wall’s charity outreach programme, has already been a rewarding and insightful experience.

It’s been a brilliant opportunity to shine a light on their ‘World of Song’ programme which celebrates the power of music to unite people, especially those who are newer to the UK.

Our work has gained strong momentum in various media outlets, helping to raise public awareness and foster community engagement. We’re excited to see this impact grow and continue to support the venue charity’s vital work.

How would you sum up Altitude’s approach to PR in three words?

Passionate, holistic and evocative.

What is a common misconception about the PR industry you’d like to debunk?

PR delivers instant results. It doesn’t. When we start working with a client, they often expect quick hits in the media similar to the rapid nature of the news cycle.

This rarely happens because relationships with the media often take time especially if a client is new to PR – and to the journalist.

At Altitude, part of the strategy we deliver for clients is to nurture and craft those relationships to help build your reputation and credibility over time.

It is so important to provide journalists with consistent, authentic storytelling which is enriched with compelling quotes, imagery and stats to make a long-lasting impact rather than one splash in a national newspaper, for example.

PR is like gardening. Planting seeds today won’t yield fruit tomorrow. But with patience and care, it will create a strong, fruitful brand reputation that sustains growth long-term.

Max at his desk in New Era, Sheffield.

If you had the opportunity to feature a client's story on the front page of any publication, which would you choose and why?

As a child and teenager, I always asked for magazine subscriptions at Christmas or for birthdays. These included publications like First News, a children’s newspaper, or Glamour magazine and Vogue which I still collect today.

Although we predominantly work in the B2B sector and it may sound a bit cliché, but seeing a client’s story land in a glossy women’s magazine on the shelf of Tesco, would be a big moment. 

What advice would you offer to businesses aiming to enhance their PR strategies?

Timing is everything in PR. Launching a story after an event has already happened often means missing the opportunity to capture attention when it matters most.

By building a buzz ahead of time, you ensure the right journalists are aware, interested, and in the room to cover it firsthand.

Get ahead of the game by aligning your PR team with your planning from the outset.

This ensures that your message lands and your media moment is seized, maximising coverage and turning your idea into an impactful story.

In PR, you write hundreds of words every day, what’s your favourite word?

Plethora. For a word so elegant and dainty, its meaning ‘a large or excessive amount of something’ doesn’t quite add up in my head. I also enjoy how it feels to say – there is also a word for that - euphonious.

Finally, what’s one B2B PR trend you think we’ll see more of over the next few years?

Goodbye SEO, hello AI!

Traditional SEO is focused on keywords, backlinks, and ranking but now with AI-driven tools taking the driving seat, these metrics are becoming less relevant.

In this evolving landscape, earned media coverage in reputable outlets –  whether that’s a niche trade title or your local paper – is more valuable than ever.

AI platforms tend to prioritise editorial mentions when assessing brand authority, which means authentic PR is key to appearing in ChatGPT, Gemini or Perplexity results.

As AI-generated search becomes the norm, ensuring your business is positioned within these results is essential for visibility and reputation.

To find out more about how we can elevate your brand's presence and tell your unique story, get in touch.