Leeds-based PR firm Lucky North was set up in 2019 by Lucy Baird alongside Kiran Watson.
Previously working at Brass before setting up the agency, Baird has worked with brands across major industries, with a particular focus on legal and tech health in recent years.
Lucky North has just opened a new city centre office and is continuing to build its rapidly growing team.
Baird shared her career journey, tips and advice.
How did you first get into your industry?
You could say I accidentally fell into PR because I didn’t get into what I wanted at 18. I missed out on the grades for French with Film at various London universities and, on a bit of a whim, I chose to study French with Public Relations at Leeds Metropolitan (now Leeds Beckett). I remember really liking the sound of a degree with a career clearly laid out afterwards and what I’ve ended with is something I’m still incredibly passionate about.
The degree saw me spend a year in France and a year in Bristol, working in PR both times. In Bristol I started as a student on placement and left as an Account Manager. It gave me a real boost of confidence that I was on the right path. I graduated knowing what the job was and knowing I loved it.
What do you love about your job?
My team, my clients and running the business are always going to be the best three things about what I do.
Building the right team is something Kiran and I have done in a really considered way. We were adamant that people joining us would need to be great personality matches – we all believe in coming to work with a smile and sharing a positive attitude, it makes such a difference.
Meaningful relationships are really the core of the company – both in the team and our clients. We’ve created a really special, in-depth process of onboarding new clients that we’re incredibly proud of. We get to know them as well as we know each other.
The other thing is how much I love being a business owner. Planning for the future, visualising, knowing the world is your oyster – what will the future of the company look like? I love the strategy of it.
Who – or what – has inspired you in your career?
My parents both worked ridiculously hard in demanding careers when I was a child, and I’m still in awe of what they achieved while being present as parents too. As kids, they gave me and my siblings loads of opportunities to build confidence by putting us in social situations that challenged our ability to communicate well, and it’s those kinds of skills that I draw on when we prep for pitches and attend events.
They instilled this incredible work ethic in me, but because they loved their jobs, long hours and hard work never seemed like negative things. I believe that if you just work to live, you’ll never love work.
What are the biggest challenges about your job?
A lot of the same things I love about it, but that’s because I love embracing everything that comes with running an agency. The biggest challenge we’ve faced is finding the right people for the team. I underestimated how hard that would be, but I feel like we’re a perfect fit now.
What skills have been the most crucial to you succeeding in your career so far?
A great work ethic. It’s got me so far, but it means something so different now. In my early career days I’d always be the first at their desk each morning and one of the last to leave, but I’m glad that’s not how things work these days.
Personal sacrifices just don’t work in a post-Covid world – I’m much more interested that my team create the days that work for them. If you can bring your best to work, because you’re not creating pressure on your personal life, then that benefits everyone.
What was your first salary and what could someone getting into the industry expect to earn nowadays?
I started on £11k in 2008, which I think was low even back then, but I was happy to demonstrate my worth and work my way up quickly. Graduate positions these days usually open at £19-21k.
What education or training would be most useful for someone looking to follow your career path?
It’s as much about personality as it is training. Put yourself in positions where you’re speaking to people outside of your comfort zone. If you know how to start conversations and get everyone energised you’ll be able to lean on these kinds of skills to make great progress. I loved my PR degree because it was so practical – it set me up so well for getting straight into a career, especially with the years in industry as part of the course.
What advice would you have for someone looking to follow your path?
TV shows tell us PR is all glam, but it’s often listed as one of the most stressful careers. It’s a relentless job, you always have to achieve and keep going for more – you’ve got to be reactive, flexible and prepared to change tactics at a moment’s notice. It’s not easy – and it’s best to know that in advance. But on a positive note, no two days are the same, you’ll have tons of great experience and meet really great people – I have lots of close friends for life from previous work places.
Be prepared to work hard and you’ll love the rewards.
