SALAD Spotlight: Becky White
Welcome to the first instalment of our brand new interview series, SALAD Spotlight! Here we’ll be shining a light on and getting to know our industry friends, clients and collaborators. And we’re kicking things off with our resident disco queen and SALAD Founder, Becky White.
Who has been the most influential person in your professional journey?
My boss at my first PR role at Schuh and dear friend, Lucy West. Lucy passed away in 2021, a loss that I still feel everyday. Lucy taught me everything I know about PR. I was so incredibly lucky to have her as my first boss and most important mentor. But, also as an incredible friend and big sister figure over the 15 years that followed.
Lucy gave me the best start in this industry and continued to impart so much knowledge and wisdom throughout my career. She was always SO generous with her time and network. Connecting and bringing people together was her speciality. She was kind, patient and gave me so much confidence to push myself. As I know she did with so many others that were fortunate enough to be taken under her wing. She loved to see people thrive.
She was absolutely hilarious. God, she made me laugh. That humour carried us both through some crazy work situations and taught me to not take things too seriously. An important life skill - especially in this industry, which can sometimes feel pressurised and intense.
Basically she spoiled me for life. No boss could have ever come close, so I had no choice but to just work for myself instead! Classic Lucy - she always knew what was best for me. Thanks, doll. Miss you.
If you could go back and give your younger self one piece of advice, what would it be?
See your peers as potential collaborators, not competition.
I came of age in the industry at the height of the 2008 recession. In the era of the ‘Girl Boss’ and toxic hustle culture. The rhetoric was very much to smash the competition and the threat of scarcity was always in the air. And I’m ashamed to say that I bought into all of it.
And this negative narrative, along with my young and fragile ego, ended up influencing some of my early career moves. Viewing my peers, as the competition. Rather than seeing the incredible and supportive potential for collaboration. I thought that working together equaled failure on my part. That I wasn’t capable or good enough. Which is of course absolute nonsense.
I’m so pleased that I look at things differently now and that collaboration is both encouraged and celebrated in the industry. It is one of the things I love most about my job.
How do you handle creative blocks or moments when ideas don’t come easily?
Whenever I feel stuck or a bit stagnant, it’s usually a sign that I need to take a break. A lesson that I’ve had to learn the hard way. It’s so important to take time out. You can’t fill from an empty cup.
Which current trend in the industry do you think has staying power?
Community. It feels a bit weird and jargony to call this a trend, but it’s definitely a buzz word that’s being thrown around a lot more at the moment. And I couldn’t be happier about it. This has always been important and is the backbone of all authentic and successful brands. The fact that it’s trending right now hopefully means that more brands will make it a priority. Unlocking masses of opportunity to meaningfully connect and engage with their customers. And also attract new audiences who align with their values.
What’s one thing you’d like to see change or evolve in your industry?
Brand Vs Performance. It doesn’t have to be one or the other and should be a collaborative approach. Investment into strong brand strategy and out-puts will make performance marketing budgets work even harder. It’s important to view the two as part of the same team.
In your opinion, what makes a brand or campaign truly stand out?
Authenticity. Everytime. It’s the foundation you need to build everything else from.
And finally, what’s one piece of advice you’d offer to someone looking to break into your industry?
Be bold. Put yourself out there and be open to opportunity. This can feel uncomfortable, vulnerable and even scary, but you’ll never grow and reach your goals from playing small. Message someone you admire in the industry on Linkedin and tell them. Go to the event. Send that email. Show off the work you’re proud of. This can open up your network and career opportunities exponentially. Don’t let your inner critic or fear of what others might think get in your way. Easier said than done, I know.
You can connect with Becky on Linkedin and keep up to date with all things SALAD over on instagram at @saladcomms.
