In Conversation with… Max

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 Max Haley, Senior Account Executive at Altitude.

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

Having studied Politics and Sociology at university, I knew I wanted to do something that involved working with people and that helped people directly.

Politics as a profession wasn’t an option for me; it never appealed. So, I began thinking of alternatives and it came down to two: teaching and PR.

I started my career in teaching, working as a SEN Teaching Assistant at a secondary school in Sheffield for 10 months. I loved the day-to-day job, especially working with the students, but the limitations of the education system, the significant challenges faced by the sector and the sacrifices required to succeed in teaching were glaring. I started to explore PR as an option and, two years later, I’m so glad I did.

What does a typical day at Altitude PR look like?

I told myself I wouldn’t say it, but every day really is different!

I love the variety and the different challenges that pop up every day. Due to the nature of our team and the work we do, we all help each other which means we can get stuck into press releases for construction companies, social media launches for groundbreaking charity shops and building hype for retro gaming events – we’re always learning something new.

What part of your job do you enjoy the most?

The people. Whether I’m sharing someone’s story or meeting new faces through networking, every conversation gives me a fresh perspective and an improved understanding of the world.

I also get a real buzz when I see content I’ve created appear in national publications and broadcast media and from working with clients from a wide range of sectors across the country. The icing on the cake is working in an experienced, fun, creative, and friendly team.

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

One article I really enjoyed writing hasn’t yet gone live. Nevertheless, the client is one I love working with and I’m extra proud to be supporting - its mission is one that resonates with me.

Key Fund is a social enterprise which provides critical funding to organisations and businesses with a social mission. One of these businesses is Farm Urban, a vertical farming business based in Liverpool.

Key Fund’s help enabled Farm Urban to navigate some challenging financial hurdles and provided it with the platform to hit turnover of nearly £1 million.

Telling Key Fund’s story through its work with Farm Urban was a challenging but rewarding experience and one that enabled me to learn about the wonders of aquaponic vertical farming too!

Every day’s a school day at Altitude.

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

Rigorous, seamless and passionate.

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

One of the biggest misconceptions about PR is that its impact can be measured like marketing or advertising. People often expect instant results, but PR is about building long-term credibility, trust, and visibility.

The immediate benefits may not be clear, but you will notice a shift in how people perceive your business or organisation – whether potential clients, current customers, investors, or competitors.

When done consistently, PR helps shape a clear, strong, and recognisable brand image. But consistency is key. Without it, the progress you’ve made can fade quickly. PR is a long game, but when it’s played well, the results are lasting and powerful.

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?

There are obvious titles, like The Guardian and The Financial Times but the holy grail is BBC Breakfast, and fortunately, I can say three of our clients were featured in the space of two days earlier this year. 

I was lucky enough to be on site both mornings to accompany our clients and to see how it all worked behind the scenes.

It was a great experience, and a satisfying moment to secure our clients’ incredibly meaningful coverage on such a prestigious programme.

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

If you have an idea, an exciting product or event launch and you want to shout about it, bring your PR team in as early as possible.

We’re experts in making the most of these opportunities and are well versed in delivering them, so use our expertise as early in the process as possible.

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

Chuffed. For three reasons; the way it sounds, the emotion it represents, and because it took me ages to think of a word and when I thought of ‘chuffed’ that’s how I felt.

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

Undoubtedly, it’ll be the integration of AI tools into our everyday processes, like media monitoring, creating media databases and reporting. We’re already starting to see AI used for these tasks, but this will inevitably grow exponentially over the next couple of years.

It’s uncomfortable to imagine that AI will be a constant feature of our lives in PR, but in many ways it’s already the case and has been for a few years already – think Siri – and the potential that AI offers is also incredibly exciting.

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