PR Week Power Book 2017

Borkowski, Mark

Founder, Borkowski Ltd

Why? Borkowski is legendary for his sharp mind and astute analysis of industry trends. Through his agency Borkowski, which he set up in 1987, he has worked with Michael Jackson, Prince and Led Zeppelin, and helped launch the percussion group Stomp. He has written columns for The Guardian and is a published author.

Favourite campaign of the past year? Jose Mourinho’s PR campaign to become the manager of Manchester United.

The industry’s biggest challenge for 2017 is… Relating to a post-truth and -trust world.

And the biggest opportunity… Being a relevant force in earned communication as the fractured world of old media slowly dissolves.

In five years, the biggest difference in the PR industry will be… Online influencer power will be exposed.

Which organisation or individual has managed reputation most poorly in the past 12 months? The Remain campaign.

And which most adeptly? Craig David.

What should the industry do to improve employee well-being? Give folk time and space, to allow talent to grow by investing in development skills.

How do you switch off from work? I leave my desk and go for a long walk.

I regret… Nothing.

Which four guests would you invite to a dinner party? Oscar Wilde, Peter Ustinov, Dorothy Parker and Ken Campbell.

My one ‘desert island disc’ would be… Ralph Vaughan Williams ‘The Lark Ascending.