We sit down for a cuppa with Account Manager Caitlin Crump, who spills the tea on the transition from hospitality to PR, finding the human side of technology, and how to create stories with impact.

1. How long have you been in the Mantis team at Ruder Finn and what’s your role?

I’ve been at Mantis for five and half years in total. I’m an Account Manager, looking after day-to-day activity and concentrating on delivering the best results for all of my public sector tech clients. I work in a range of sectors, from local government, to education.

I’ve been able to flourish in my strengths as a writer in this role by creating impactful content that communicates the importance of technology in public services. One day, I will be writing an opinion article telling the story of how a council has modernised its online services with a new portal for residents to manage their council tax payments. The next day, I’ll be drafting a press release to announce a strategic new hire. These stories translate into coverage and exciting new conversations for clients with their peers and prospects, and I love to play a part in it.

2. What do you enjoy most about working at one of the world’s largest independent global communications and creative agencies?

I love working with an interesting array of clients. Particularly companies creating tech that truly improves peoples’ lives, helping them to communicate their successes. People need public services that work, and we are helping clients who provide the technology that does just that.

3. Your strength is in writing content that tells our clients’ stories – what helps you think creatively with every new piece of work?

I try to put myself in the shoes of the people who will be most impacted by the technology I’m talking about – what does it mean for them as an individual? How will this technology have a positive impact on their life?

It’s important to think about every client’s story on a human level. When talking to clients and their customers, it’s vital for us to ask about the specific benefits and impacts there are on the people at the receiving end of their services. If I’m telling the story of a new app designed to make it easier for residents to report a pothole, for example, I need to be thinking about the way that it will change the daily life of that one person reporting a pothole on that one particular day. The story goes from a piece of new technology to a story about people and technology together.

4. You used to manage a coffee shop before you entered the world of PR. What did you bring from that role into this one?

You would be surprised how transferrable hospitality skills are when it comes to PR. People skills are essential in both professions. Having the ability to find common ground and create rapport with any type of person has been a valuable skill to carry over. That, and being immensely organised in a very busy working environment. And you never really forget how to make a decent coffee!

5. Finally… how do you take your tea?

I’m partial to a herbal blend – mixed berries, rosehip, anything floral or fruity. Leaving the teabag in for the entire time you’re drinking the tea helps to strengthen the flavour.