Media relations

A is for Accenture

The A to Z of media relations
Supported by Unicepta
Tips from our media relations team of the year

Professional services group Accenture picked up the 2021 CorpComms Award for Best in-house team: media relations, so it seemed only appropriate that in our new A to Z of media relations initiative, supported by Unicepta, we asked corporate communications lead Andy Rowlands for the secret to its success. Here are his five tips for what makes a great media relations team.


  1. Be externally focused – know what makes a good news story and bring an outside-in perspective to your work
  2. Keep close to the business – know what your company wants to be known for and prioritise what matters most
  3. Relationships matter – with your team, your business stakeholders and journalists. Trust, respect and fun matter to them all.
  4. Tell great stories – create compelling stories that work for media. Words matter so remember that how you tell a good story is as important as having one to tell.  Also, don’t be afraid to try new things to help you do this.
  5. Show your impact – report back your success, PR yourselves and use the insight captured to improve next time