PAUL ALLEN

Managing Director Paul Allen & Associates

‘Youcanovercomeadversityby looking tonewmarketsandnewsectors’

ACTIVITY We went after several sectors, including childcare, food processing, aviation and new product development. It was funny being hired over Zoom, but having a television background with RTÉ, it was easy to play the game.

REMOTE WORKING We were well prepared in advance of the lockdown for remote working. With a constant stream of communication and Zoom calls, we motivated and energised the team and maintained our high standards. We simply used the same strategy and tactics as we would for clients to deal with this crisis – having a steady hand on the wheel when managing a crisis is invaluable.

EVENTS We are planning several virtual events for 2021. Like TV, the same principles apply e.g. pre-recorded packages, good inserts, quality graphics and being wellorganised. Just because it is a virtual event doesn’t mean you should ignore the basic principles. Too many ‘virtual events’ are simply Zoom calls with glitter, which people are bored of.

LOBBYING We have been exceptionally busy with public affairs and lobbying and we have spearheaded several highly successful campaigns, including campaigning to re-open sectors of industry safely. The Oireachtas continues, legislation continues to be published and peoples’ voices need to be heard.

OUTLOOK There is a sense of cautious optimism among clients for the year ahead. The businesses that will thrive are the ones prepared to seek new opportunities.

At the end of the day, it’s all about mindset. If you want to sit at home and watch boxsets on Netflix, go for it. But if you want to go out there and make a real difference, it’s a call for leadership, and the buck stops with the client principal. You can’t change circumstances, but you can overcome adversity by looking to new markets and new sectors.