At META Advisory, we work every day to ensure our clients receive the best possible advice and support – and behind that is always our people. Over the coming months, we’ll introduce our consultants more closely: what they do, what they’ve done, and how they think.
ANETT VESKE
If you go back four years, when you had just joined META – what surprised you most about agency communications work, and what did it teach you? How has that shaped the way you work at META today?
What surprised me most was how much you learn from your colleagues. META brings together people with a wide range of backgrounds and experiences. Working alongside them daily has unquestionably played a major role in advancing my professional development.
What is the biggest achievement of your career – the one you are most proud of?
Success is seeing that the work you do creates value and delivers the results you set out to achieve.
Awards of any kind are nice, but the best feeling is always when something is done really well and everyone is satisfied and happy.
What is the biggest lesson you’ve learned over the years working at a PR agency?
Everything has to be double-checked a hundred times, and you can’t assume anything!
How do you think the work of PR agencies will change in the context of social media in the future? Which platforms do you think are likely to dominate?
Oh, my favorite topic! I’ve been saying for years that traditional media is certainly important, but it’s increasingly being challenged by social media platforms. More and more brands and individuals are moving there every year, which means these platforms will have more influence than ever before.
The media landscape has become fragmented, and attention is now competed for not only by traditional media but also by content creators, experts, communities, podcasts, and different social media channels. As a result, PR agencies will need to focus increasingly on strategic management.
I don’t believe that any single platform will dominate in the future. Instead, I see influence concentrated in places with trustworthy communities and strong content creators. Platforms may change, but trust will always remain the most valuable currency. Building and maintaining that trust is where I see the most important role of PR agencies in the future as well.
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