Laura’s Work Approach

Our world has become more complex and is constantly changing.

Social movements; climate, political and health challenges require we look at the world differently.

They call for change in the way we do business, run our organisations, and engage with our employees and audiences.

1. Holistic Approach
   Organisations and individuals don’t operate in silos but within a socio-economic and political context. Whether I’m working on a communication strategy; co-design safe spaces for reflection and collaboration or helping organisations to act on their purpose, I make sure they are aligned to the entire context in which they happen.
   

2. Purpose and acting on it
   Consumers and employees expect more from brands. They believe brands can be a powerful force for change. And they expect brands to represent them and solve societal problems. More than ever brands address to a belief-driven buyer who chose, switch, avoid or boycott a brand based on its stand on societal issues (Edelman Earned Brand Report 2018). Together with consumers and employees, brands also have the opportunity and responsibility to be part of the social, economic and political change. I’m here to help you take positive action.
   

3. Change and Adaptation
   Marketing, media, and public relations saw massive changes in the last decade due to digitalisation and the rise of the social media. As with any major change, adapting means surviving. Big challenges are also great opportunities for organisations and communication professionals to reimagine the way they communicate internally and externally.
   
   

4. Great content comes with depth and responsibility
   You need to pay attention to what is going on around you and in the world. Understand people, their cultural contexts, what they need and what is important to them. In other words, you need to care. Every word you craft, every message you put out in the world matters. Act responsibly for the content you create and the impact it produces.
   
   

5. Plan. Execute. Measure. Report. Improve. Repeat.
   A valuable communication programme starts with planning not tactics. The planning should relate back to the business goals and outcomes of the organisation. Place data and analytics at the heart of it. I guide my work by and am an official supporter of The Barcelona Principles, a series of guidelines measurement that focus on outcomes and business results.
   
   

6. Communications DEI compliant
   My communications strategies and content reflect the principles of diversity, equity, and inclusion. This means that they represent people in an inclusive and ethical way across external communications and branded content.
   
   

7. Inclusive Leadership
   My leadership style enables the creation of psychological safety structures. I listen without judgment and seek with empathy to understand those around. I empower others, I seek for representation, diversity of thinking, and focus on team cohesion.
   
   

8. Creating together
   Creating space and time for your employees, team members, communities and audiences to reflect, strategise, decide and implement together the action that is most needed brings growth. I can help you create value through authentic collaboration.
   
   

9. Continuous professional improvement
   As the marketing and communication industries are evolving at a fast pace, I make sure to keep up with the latest trends and boost my professional know-how with relevant education.