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.
Stina Pley
If you go back three 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?
Since I had already worked in a PR agency before joining META, there were no major surprises about communications work itself. Everything was simply on a larger scale – the clients, the projects, the opportunities.
One of the very first things I worked on was a major public procurement proposal. It quickly made one thing clear: at META, good teamwork depends on proactivity, determination, asking the right questions, and having the confidence to ask for help when needed. Those values have stayed with me ever since – and they still shape the way I work today.
What has been the biggest highlight or achievement of your career – the one you are most proud of?
I hope my biggest achievements are still ahead of me.But if I look at my career as it stands today, I would say my greatest achievement has been having had – and taken – the opportunity to work across very different areas of communications.
The most rewarding moments usually come when, despite the challenge, the work gets done to a high standard, and I can clearly feel that I have gained new skills or knowledge from the experience.
What is the biggest lesson you’ve learned over the years working at a PR agency?
I think assumptions can create a great deal of confusion – both in client work and in communication with colleagues.
I also try to remind myself that people do not always understand things in the same way. In some situations, that can be a strength – for example, in creative work. But in most cases, it is essential to align on definitions and make sure everyone is working from the same understanding.
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