In a wide-ranging interview with Kuren Rai, the host of the Behind the Workflow podcast Elizabeth reflected on her career to date and the steps she has taken to drive gender-equality within the strategic communications industry and in partnership with Atalanta’s clients.
The interview starts with Elizabeth recounting her path from working for the Australian Department of Foreign Affairs and Trade at the beginning of her career and reflecting on how she was then able to apply her experience and skill set in international diplomacy to support a range of clients with strategic communications when she transitioned her career and moved to the UK.
In particular, Elizabeth reflected on the ways in which her diplomatic background has influenced her approach to stakeholder engagement and influence. In her experience, meeting stakeholders where they currently are in their views and engaging them in a two-way dialogue that is receptive to their opinions, as opposed to ‘megaphone diplomacy’, results in nuanced and effective engagement, and leads to lasting, positive outcomes.
Kuren and Elizabeth also discussed how vital it is for organisations to sample the views of their stakeholders so that they can make more informed decisions. Taking the time to understand these perspectives equips an organisation with the insights needed to make a positive shift—and respond to their expectations of the organisation.
In a discussion on the ability of communications to cut through in a crowded news and media environment, Elizabeth challenged Kuren’s assumption that it was harder than ever. In her view, the multiple channels and media options available have made it easier than ever to get the message out, but harder to get people’s attention.
The proliferation of media platforms, channels, and owned forms of communication has made it possible for anyone to communicate. The problem lies when your key audiences aren’t reading or hearing your messages. Elizabeth compared the role that strategic communications can play to the tactics used in political campaigning, where a constant drumbeat and repetition of the same key messages across multiple platforms over a period of time ensures that a message reaches the people who need to hear it.
Working at the nexus of the public, private, and third sectors, Atalanta has been advising clients on their strategic communications for over eight years, helping them to turn their intent into impact. Elizabeth speaks about Atalanta’s work with a range of clients in the episode—from education philanthropies to non-profit start-ups focused on biodiversity—advising them on how to craft compelling narratives, select appropriate channels for communicating with their core audiences, and how to execute global media moments.
And as one of the first UK consultancies specialised in working with organisations looking to influence decision-making at the highest level on complex social and environmental issues, Elizabeth also reflects on the vetting process Atalanta has developed to ensure our clients align with our agency values.
The guiding question of “would we be proud to talk about this client and their work?” remains at the heart of Atalanta’s decision-making on whether to partner with an organisation or not. And despite a tough financial environment and the shifting geopolitical sands, Atalanta is growing—evidenced by a recognition from PRWeek UK earlier this year, which named Atalanta as one of the UK’s top ESG communications consultancies.
Elizabeth’s passion for gender equality and feminist leadership has been a throughline in her career. As a senior woman leader, Elizabeth has experienced what it is like to face structural obstacles and gender bias in the workplace. In the episode, she speaks of these structural obstacles and the solutions that help make organisations more functional, equitable, and impactful when women and men are treated equally within teams.
Atalanta prides itself as an inclusive place to work. As an entirely women-owned and women-led business, Atalanta has prioritised integrating systems, processes, and policies that support its staff and create an equitable workplace.
If you would like to learn more about Atalanta’s work and how we support clients to turn their intent into impact, please click here or get in touch with us through this form.
To listen to the full episode follow this link.
