In Conversation with… Rachel

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.

This month, it’s time to hear from Rachel Measures, Account Manager at Altitude.

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

My journey with PR began when I chose Media at GCSE level, deciding one day to cast another subject, which I thought might be in my future, aside for a subject I knew very little about.

To be honest, from that moment the rest was history. I excelled at GSCE, progressed to A-Level and then moved to Sheffield for a degree in the very same subject – only specialising slightly when I finally undertook my masters in PR.

Finishing university, I was sat on the fence between choosing a career in events and a career in PR. As I was already working part-time in the Graduation team at Sheffield Hallam University, it was natural for me to take on a similar, but permanent, role at The University of Sheffield in their graduation team after.

While I loved my time in graduation, the COVID-19 pandemic made working in events trickier and I was eager to find a job which involved much more writing and creativity. That’s when I landed a PR role in another agency, a year before joining Altitude as an Account Manager.

What does a typical day at Altitude PR look like?

Everyone says it, but every day really is different in PR. One morning you can be writing press releases, blogs and social posts or on the phone to a journalist, the next you’re at a networking event, or creating a communications plan for a campaign. Another day and you’re getting a tour around a half-finished building, or sitting in an F4 simulator. It’s always varied.

At Altitude PR, I manage several clients across our range of sectors, but I also specialise in looking after the team’s social value and charity clients. I’ve found this hugely fulfilling – and each campaign is different. Sometimes I’m drafting advocacy-level comms or I’m supporting the launch of a shop, or structuring a social media planner. I’ve even been known to manage influencers too.

What part of your job do you enjoy the most?

It’s hard to pick one area but for me the variety is the fun bit. I’d hate to get bored and there’s never any chance of that – there’s always a different client, campaign, event, or story to get stuck into.

Having said this, one of the things I enjoy the most about my job is the feeling of securing coverage, especially in a client’s hero title or in broadcast. Working with many charities, I find it hugely rewarding to be a small (or sometimes larger) part in them getting the visibility and brand awareness they want or need through media coverage, thought leadership, or strategic communication.

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 across many campaigns and clients, and I’ve had the privilege to write for a local business magazine too, so it’s hard to pick just one. But one of my first campaigns at Altitude PR stands out the most.

In 2022, I worked with Alexandra Rose Charity to launch a pilot ‘Fruit & Veg on Prescription’ programme in two deprived London boroughs. It gathered wide-reaching media coverage in over 50 different outlets locally, nationally and internationally. Coverage was also seen on BBC London, GTFM radio, The Doctor’s Kitchen, Word on Health and, wildly, on Have I Got News For You’s social media.

The campaign achieved so much, including sparking interest from a major brand (in becoming a corporate donor) and the Department of Health and Social Care. It was super rewarding.

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

Strategic. Authentic. Agile.

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

That PR is easy. While the timing of a story or the faces behind it can help a campaign fly, PR takes a huge amount of skill to accomplish real results.

PR requires a deep understanding of audiences, sharp storytelling instincts and the ability to navigate an ever-evolving media landscape. Good PR is very much grounded in strategy – knowing what to say, when to say it and how to say it in a way that builds trust and delivers impact.

Behind every headline and broadcast slot is hours of planning, relationship building, content creation and careful alignment with brand goals. It’s not just about coverage – it’s about meaningful visibility that drives lasting value.

Rachel at her desk.

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

That’s tough as it all depends on the clients, the stories and the audiences – though, landing a story in the nationals is always a huge source of pride. However, I do love getting to tell my family when I’ve been involved in a Look North package or an interview on BBC Radio Sheffield that they might have seen or heard.

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

Recognise your PR team as an extension of your existing team – whether that’s an extension of your comms team or as part of the team at board-level. This will help everyone work together well.

Trust the PR experts – be open and transparent with them and acknowledge their expertise. Providing a strategic function, with years of experience, your PR team will help you meet your business goals.

The earlier you bring in your PR the team the better. By involving them in your planning and decision-making, it allows them to spot opportunities, manage risks and shape messaging that truly reflects your values and objectives.

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

What a hard question! I’m going to say ‘superfluous’ – it’s fun to say and it sounds elegant. It's one of those words that rolls off the tongue and makes you sound clever, even if it just means ‘unnecessary’. Sometimes a little linguistic flourish goes a long way!

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

The power of LinkedIn. With more and more information – or misinformation – filling people’s feeds, and traditional earned editorial becoming increasingly hidden behind paywalls and advertorials, being able to curate your own feed is a win. Especially if you can reach your desired audience there for free, that’s a win win.

Brands are increasingly turning to PR professionals to help them gain trust and visibility on the social media platform – both for company pages and for individuals too. It’s something we’re beginning to offer and recommend, and I can only see this growing over the next few years.

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