Lucas Farrimond
Lucas Farrimond is a Group Communications Executive & Research Lead at the Theo Paphitis Retail Group.
He works in a unique and fast paced role communications role that allows him to realise his passion for current affairs, politics and media.
- Tell us a little bit about your role…
I am a Group Communications Executive & Research Lead at the Theo Paphitis Retail Group. The group umbrella is formed of Ryman, Robert Dyas, Boux Avenue, and the London Graphic Centre.
I am incredibly fortunate to work in a varied and fast-paced role where no two days are the same. The role involves everything from corporate communications for the brands, internal comms, stakeholder management and handling interview requests to charity work.
Additionally, I play a leading role in supporting Theo’s small business network #SBS Small Business Sunday – an incredible small business network filled to the brim with the best and brightest of UK small businesses.
- How did you get into the industry?
I am and always have been, a self-professed news junky – if it’s written somewhere, I want to know about it. That, in combination with a passion for current affairs and politics, led me to do a Politics and International Relations Degree at Queen Mary University of London.
Upon finishing my degree in 2021, I enjoyed a brief stint in Operations at a promotional marketing agency but ultimately knew I wanted to follow my passion and work in a role immersed in current affairs and media.
One day, after much scrolling on Total Jobs, this opportunity arose, and I had to take it. A few interviews later, and the rest is history!
- What are the biggest opportunities and challenges in your industry?
Similar to many other industries, the PR & Communications industry is in a state of flux. One of the biggest opportunities, yet simultaneously one of the biggest challenges, is the increasing adoption, development and integration of AI.
Used correctly, AI can be brilliant. You can craft a press release, hone a statement or even jog that creative spark in a matter of moments. It’s the biggest thing since the internet and is without doubt going to revolutionise the sector.
That being said, the increasing use and integration of AI could lead to more people being tempted to cut corners.
Ultimately, it’s up to us as an industry to use AI to support and enhance our roles rather than replace them.
- How would you describe your leadership style?
In my experiences to date, I’ve had the pleasure of being in mentorship positions. It’s incredibly important to find out what someone is good at and enjoys doing so you can help them play to their strengths. Combine that with allowing them to shine and giving credit where credit is due and you’ve got a formula for success.
- How do you get the most out of the people who work for you?
I’m not currently in a position where people work for me, but ultimately, communication is key. If your colleague or team is happy, then they are that little bit more likely to want to go over and above to deliver for you.
- What are the most crucial elements to your business running smoothly and being successful?
In my role, being able to spin multiple plates at once – preferably without dropping them – is essential. Building and maintaining strong relationships with stakeholders is also vital, as more often than not, delivery involves a web of other teams and organisations.
- How has the past 12 months been for you?
The past 12 months have been a real joy as I’ve had the opportunity to work on some incredible once-in-a-lifetime projects covering everything to supporting interviews on all manner of topics from retail and current affairs to dyslexia and charity.
Charity runs through the veins of TPRG, and in the spirit of that, I took real pride in raising money for Starlight Children’s Foundation by running the Royal Park’s Half Marathon, the London Marathon, and the Spartan Beast Half Marathon – although I must admit, I was half expecting to see Russell Crowe from Gladiator when signing up for the Spartan Beast.
- What will the next 12 months look like for your business?
There are a load of exciting projects in the pipeline, so I have no doubt it will be a busy 12 months.
- What are the highlights of your career so far?
Supporting several high-profile media interviews has definitely been a career highlight – memories for the kitchen cabinet, I suspect. In addition to this, my experience working for the Member of Parliament for Watford, the former Minister for Business and Industry, will be an experience I never forget.
- What’s the biggest business mistake that you’ve learnt from?
It’s important not to fixate on the negatives when things go wrong, and this is something I’ve been guilty of doing in the past.
Adversity is a fact of life, so when it arises, it’s crucial not to dwell on it, as doing so would only be a disservice to yourself.
- What’s the best piece of business advice you’ve been given?
I am fortunate to have worked with some incredibly inspirational people in my career so far, so here’s a piece of advice I’ve picked up – you can do anything you set your mind to, so long as you have the graft to back it up.
I genuinely believe that anyone, and I mean anyone, can make whatever they try their hand at a success as long as they have passion, a work ethic second to none, and a burning desire to make it work.
