Michael WhiteSenior Digital Consultant
He has extensive experiences developing and leading innovative digital services including reputation management, integrated media programs, and crisis management.
Michael has experience working with highly regulated industries, particularly across financial services, professional services, and technology.
In 2014, he developed the digital strategy for a central bank in Europe, which was consequently shared as best practice in the financial services community. This led to working with a number of well-known organizations including specialist and retail banks.
Today, Michael leads as a digital specialist across integrated programmes delivering digital strategy and content creation, blogging programs, influencer engagement, social media advertising, and training.
He is a well-known personality in London’s innovative communications space, holding a position on the PRCA’s Digital Committee and once recognized three years in a row as one of the UK’s Top 10 PR bloggers.
Michael previously studied Public Relations at a CIPR-approved course at the University of Gloucestershire, graduating with a first-class honors.
Q&A with Michael
Describe yourself in three words.
Curious. Sceptical. Passionate.
What are the major industry challenges in the next 3 to 5 years?
Every industry has its own set of challenges. Based on speaking with industry leaders, the growth of automation and artificial intelligence potentially represents another form of industrial revolution; impacting job roles, products and services, and the role of governments. The tremors have already begun, how many businesses will react?
What’s the most important thing you’ve learnt from a client?
Empathy. We tend to work with companies and individuals that are going through difficult times or have high expectations to meet internally. The best consultants work with clients like a member of their team, fully understanding every aspect of their business, with the ability to then deliver advice and direction.
What has been the biggest change in the industry since you started working?
The ever-growing dominance of social media in public discourse, along with the internet’s ability to make previously confidential information or processes completely transparent. Every stakeholder consumes and shares content about a business in a different way, representing various online journeys; even investors. Companies are constantly being challenged to adapt in order to remain (or not) in the public eye.
What digital platforms do you actively use?
I’ve recently celebrated my 10 year anniversary on Twitter. Other than that, it’s Instagram for amateur photography, Facebook for family and friends, LinkedIn for business, Reddit for various online communities, home brewing forums… actually, I’ve lost count.