We caught up with our Director of Science and Engineering, Andrew Bartlett again to get his latest thoughts on the STEM industry and advice for anyone looking to get into STEM PR.
Can you tell us a bit about your background and what led you to a career in STEM PR?
“Yes. I did a degree in Metallurgy & Material Science. I started my career in the car industry with Rover, spending 10 years in research. My work focused on metal fatigue and during that period, I also trained people and presented at conferences.
“Then the part of Rover that I worked for went from an internal research facility, into one that had to sell its services. I got very interested in the idea of promoting technology. We hired a PR consultancy, and I saw what they were doing and I thought I could do it better.
“So that’s really how I got into STEM PR. It wasn’t easy changing careers after reaching a senior position. I took a big pay cut to start as a junior account executive at a consultancy.”
What part of STEM PR do you find most exciting?
“Well, I think one of the most exciting things is working with experts at the top of their game. Like with ABB, where we work with people who are the absolute best in their field.
“It also gives you the opportunity to be in at ground level with new developments that really are going to make a difference in the world of engineering.”
What makes a good STEM PR?
“You must be persistent. Stickability is one of the most vital characteristics you can have, because there will be a lot of knockbacks and wrong turns. You need to keep going to get things over the line.”
“And of course you need an inquisitive mind and an interest in all aspects of science and engineering.
Can you share a few career highlights?
“One was becoming a chartered PR practitioner. I’m not unique, but there aren’t many people who are both a chartered engineer and chartered PR practitioner. And then, a couple of years ago, I became a fellow with the CIPR as well, which was a particular highlight.
“Another big highlight of my career was that I started out at a very general PR consultancy that did all sorts, from promoting sausage rolls to switch gear. But 25 years ago, I made a transition to Roger Staton Associates, which was one of the four companies that eventually became Definition, and that’s when I really started working in what you might call proper STEM PR.
“And what I like to say is my claim to fame is that while working at a consultancy in Birmingham in the early ‘90s, I was very interested in the developing internet. I made the company the first in the city to have an e-mail address.”
What’s your favourite project you’ve worked on?
“One project I’m particularly proud of is our long-term work with ABB Power Grids. We helped establish and produce their customer newsletter, Fast Forward. Newsletters tend to fizzle out, but we kept it going for 15 years, producing around 70 issues and ABB said it set the benchmark for what customer newsletters should be.
“I’ve been working with ABB for nearly 25 years now. And that’s not unusual for us. Take Saft, the battery company – we’ve also been working with them for 25 years. We’re really proud of having such long-term relationships with our clients.
“And then there are the projects that can really change the way we live and work. Like working with a cable company to launch the concept of superconductors, which eventually will help transform the transmission of electricity.”
How do you stay up to date with the STEM landscape and the latest PR trends?
“When it comes to PR trends, it’s very useful to remember the Charted Institute of Public Relations, the CIPR. It offers a lot of training, information, and a regular newsletter.
“I regularly read media like New Scientist, The Engineer and E&T. These are all very good magazines, which give you a good general overview of what’s happening in the STEM world.”
What resources would you recommend to aspiring STEM PRs?
“BBC click is a fantastic resource. I also enjoy Practical Engineering, a YouTube channel which covers all sorts of aspects of engineering in a lighthearted, but very informative way.
“There are some great books too. One I found really interesting is called Periodic Tales, the Curious Lives of the Elements. It was a Sunday Times bestseller, and I think for anybody interested in STEM, the story of the elements is fascinating.
“Another resource I recommend is BBC Radio 4’s, The Life Scientific with Jim Al-Khalili. It gives really great background into lots of different scientists and their work and how they came to be in the position they’re in.”
Is there any particular thought leader that you think people should follow
“Certainly Jim Al-Khalili for a start.
“Being a material scientist, I also recommend Mark Miodownik. He’s fascinating and talks a lot about the importance of science, not just being seen on its own, but also as part of general culture.”
If you could work with any STEM company, past or present, which one and why?
“Going back to the Victorian era, I’d really love to work for Henry Bessemer. He developed the Bessemer converter, which transformed steel production and effectively fast forwarded the industrial revolution.
“Bessemer was a great self-promoter, so maybe he wouldn’t have needed that much help, but it would have been a great company to work with.”
What advice would you give to companies looking to enhance their visibility and reputation in the STEM sector?
“I think the most important thing is to understand their publics. And this is where I think a number of companies go wrong. Many companies jump into PR without considering who they want to reach. They aim for Tier 1 media and talking to the ordinary person on the street, but those people are never going to buy their products. They need to think, “Who is it I want to get this message to? And what do I want them to do?”
“And that’s why in many cases, companies need to look at the trade and technical media more than they do. These outlets can really influence the people that are going to buy their products.
“Another important thing that can make a tremendous difference is imagery. I’m a writer and naturally inclined to think words are important. But the crucial thing is the images.
“I always say, a great story with a poor image will always be beaten by a poor story with a great image. Images tend to come as a bit of an afterthought, when they should really be the starting point of any PR exercise.
“Lastly, there are lots of PR agencies out there and most of them will do a competent job. But if you really want to take your PR to the next level, you need to work with an agency that really gets you and your business.”
Need a PR expert who speaks fluent STEM? Drop Andy and the team a line