P4 Group prides itself on having a highly qualified team of Directors comprising our leadership team, with more than 100 years of experience between them. In our Director Deep Dive today, we’re shining the light on Laura Carlin – P4 Group’s Communications Director.
Laura is a seasoned practitioner with skills in strategy, media relations, crisis communications, brand positioning and reputation management honed throughout a career spanning senior agency and in-house appointments.
Laura has extensive experience across consumer, travel, retail, FMCG, tech, NFP, property and corporate services industries. Over the course of a successful career, Laura has worked with a number of established global companies implementing robust national and local campaigns to deliver PR and commercial outcomes for clients.
At P4, Laura leads the Communications division to great success across a comprehensive portfolio of client industries ensuring a strategic approach to communications and integration is at the forefront of all work.
Notable prior experience includes senior leadership positions on national accounts including Bunnings, Aveo Group and Skyscanner, and four years as PR Manager at Flight Centre Travel Group responsible for the strategic direction and execution of communication campaigns across the travel portfolio.
I’ve had some memorable experiences in my time, including escorting a press trip to Egypt (from London) when I was still early in my career and being seconded to Sydney for a stint with my last agency. Each new promotion, including getting my role at P4, has been a highlight at the time, but I truly get the most satisfaction from supporting the accomplishments of those around me which are more meaningful to me than flashy ‘highlights’
While no one moment is a ‘lowlight,’ I do look back on a time earlier in my career where I didn’t feel empowered enough (or empower myself more importantly) to speak up and effectively upward manage my successes. On reflection, it was a necessary lowlight that forced some much-needed personal development.
My advice to myself at 21 is the same thing I would say to myself or anyone even now; use your skills to your advantage but don’t let your weaknesses hold you back. The ‘weaknesses’ I had at 21 are still the same things I struggle with today (ahem, admin), which I think many people can relate to. What’s different now is that I have invested time in honing my strengths but not at the expense of consistently and consciously working on overcoming my shortcomings.
I’ve had the benefit of holding senior positions in-house as well as in agency. In my experience, your colleagues and superiors in-house tend to underestimate the responsibility and influence you hold in a PR role. While it wasn’t a project in the traditional sense, the magnitude of outputs, results and commercial impact from my time in-house was significant.
I think I have a natural affinity for leadership and big picture thinking, which is convenient given the role I’m in. Bringing out the best in others is what gets me in to work each day, and the skills associated with delivering on that are ones I rely on every day.
A friend once told me that she doesn’t see the point in stressing as it doesn’t add anything to the situation. This was said during yet another shared all-nighter prior to an 8am Uni assignment deadline, but it always stuck with me and is something I try my best to subscribe to still.
Our passionate, hardworking, dedicated and highly skilled team. While teams change over time what remains consistent is our high performing culture powered by some exceptional people.
See above. But seriously, I love our team and the fact that I’m lucky enough to work alongside them.