INCLUSION COUNCIL ‘SPOTLIGHT SERIES’ WITH MATTHEW O'BROIN

Describe your role in five words or less

Something new every day.

In a sentence, tell us about your career to date

I began my career in analytics, initially in a client-facing role, where I quickly realised my passion for creativity and storytelling. I’ve always been drawn to helping global brands craft narratives that resonate on a large scale. My first role, however, unexpectedly equipped me for my transition into PR by honing my attention to detail, a skill that often distinguishes good work from exceptional work. Today, I’m fortunate to collaborate with a team of individuals I truly admire, from whom I continuously learn and draw inspiration.

What energises you most about your role at Ketchum?

I always keep in mind that at Ketchum, we act as an extension of some of the world’s leading brands. The opportunity to see the real-world impact of my work on a global scale is something I truly value. This experience inspires me to think bigger, push for innovative ideas, and find new ways to help our clients engage others in their journey.

What’s the best piece of advice you’ve received?

Control the controllables.

What are your top tips for people thinking of a career in comms?

The industry is far from one-size-fits-all, attracting individuals from diverse backgrounds with a wide range of skills and previous careers. Embrace the eclectic nature of the work by learning from those around you and immersing yourself in as many opportunities as possible. While you may have a clear idea of what you want to specialise in, developing expertise in other areas will not only broaden your perspective but also enhance your ability to approach challenges creatively and offer innovative, out-of-the-box solutions when faced with the unexpected.

Three reasons to consider a career in comms

• Sky’s the limit
• The chance to learn faster than you thought possible
• The people, from clients to journalists to colleagues

What can the sector do to encourage diversity?

I believe it’s essential to approach diversity from both the ground up and the top down, ensuring it’s ingrained at every level of the organisation. Creating platforms for open dialogue and feedback is key, as it allows employees to voice their perspectives and feel truly heard. At the same time, leadership plays a vital role in modelling inclusive behaviours that inspire and guide the entire organisation. At Ketchum, we’re fortunate to have a dynamic and engaged Inclusion Council that advocates for individuals at every level of the organisation.

What is your favourite work perk?

I was lucky enough to host a group of influencers at a Craig David concert a few weeks ago (although he has no business having two first names). And I don’t even know if you could call that work. More like subsidised fun.

When I’m not at my desk, you’ll find me…

Making music or playing football. I may have moved to London hoping to get scouted by Arsenal, but it will just be a side hustle.

What are you most looking forward to in the future for our sector?

The increasing focus on purpose-driven communication. Consumers are becoming more socially conscious, and they expect brands to take stances on important societal issues. As a result, PR professionals are playing a key role in helping brands align their messaging with their values and engage in meaningful, authentic conversations. This shift towards purpose-driven storytelling not only builds stronger connections with audiences but also offers brands the chance to lead with impact and create positive change in the world. I’ve had the opportunity to write several editions of the Purpose Post, a bimonthly roundup of key topics and insights for communications professionals that we share with our clients. This experience has given me a firsthand view of the growing trend toward purpose-driven communication, and it’s clear that this movement is gaining momentum and continuing to grow…

What do you know now that you wish you knew before starting your role in Ketchum?

I think I was quite hard on myself in the beginning and always expected perfection. I realised that what matters is caring enough to be better than you were the day before.

If you were to give a TED Talk, what would it be about?

We’ve only just begun to tap into the potential of storytelling by merging the worlds of sports, music, and fashion. These three realms are among the most powerful unifiers globally, and while we’ve explored them individually, there is immense opportunity to create deeper connections by focusing on where they intersect.

What’s a hobby or passion you have outside of work that you’re enthusiastic about, and what does it teach you?

I’ve always had a deep love for music, whether it’s discovering new sounds or creating my own. However, I came to it later in life. My parents must have suggested piano lessons countless times, but I always declined in favour of playing video games with friends. What I learned from this is that passion can’t be forced; it has to arise naturally, and when it does, it’s crucial to pursue it with everything you’ve got.