Samantha Livingstone, Chart.PR, MCIPR, Managing Director of Rumour Mill PR, Belfast

Who are you and what's your day job?

Samantha LivingstoneI am an award-winning public relations professional with over 13 years' experience in both agency and in-house with a strong background in consumer public relations. My job is to make a small team deliver big results for clients. We operate as a hybrid agency, blending our PR skills and knowledge to deliver PR with social media, advertising, design and brand, to create a 360 approach to a client's brief. It is my job to manage the full spectrum of day to day operations as well as strategically grow the business year on year.

What's the greatest opportunity for the public relations profession?

To ensure that public relations makes its mark in the boardroom and on the balance sheet. A company's brand is its more valuable asset – therefore it needs to be entrusted to a professional and accredited PR professional. We as a profession need to profile ourselves more as 'professionals' and educate other leaders, business people and fellow peers about the importance of accreditation, best practice and continuous professional development.

Why did you apply for Chartered PR Practitioner status?

I am a firm believer in continued professional development. Every day is a school day. In order for me to push boundaries and lead by example, I wanted to challenge myself and encourage others to follow suit. Being Chartered is also a great way to give validation to my ethical and strategic approach plus my leadership skills.

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