Emma Streets, Founder of Streets PR, 60 Second Q&A

With more than 20 years’ experience in PR and communications, Emma Streets launched Streets PR earlier this year to help CEOs, founders and businesses build, manage and protect their reputations.

In our latest 60 Second Q&A, Emma discusses the impact of AI on communications, why businesses need to take reputation risks seriously before problems arise, and the importance of getting the right advice as a business grows. She also shares her thoughts on the North’s growing business scene and why she’s keen to work with more emerging technology founders.

1. Who are you and what do you do?

I’m Emma Streets, founder of Streets PR. I’ve worked in PR and comms for over 20 years and started my own consultancy this year to advise CEOs, founders and brands on PR strategy, crisis comms advice and training.

2. What does your company actually do, in one sentence?

Builds, manages and protects reputations by guiding brands and founders through defining moments.

3. What are your customers asking you about most right now?

How to navigate comms given how fast AI and social media are changing the game and how to prioritise business risks when everything in the world seems to be on fire!

4. What's changing fastest in your part of technology?

The current tech narrative is massively impacting how brands think they should be communicating.

Everyone wants to be seen to be using AI the ‘right way’ but the reality is it still comes back to understanding how and why you should be using tech and how it can genuinely support your business rather than create a headache later on.

Personally, I use AI to monitor industry and cultural narratives and filter that insight to inform messaging and crisis scenario planning.

5. What's one thing businesses are getting wrong?

Some businesses would still rather wait to react to reputation risk and issues rather than getting ahead by having a realistic plan. I wouldn’t recommend this as a strategy!

6. What's the best piece of advice you've been given?

Never be silent in a meeting, you’re in the room for a reason so bring something to say.

7. Who or what are you watching at the moment?

The ongoing Budget policy fallout, the global impact of the US midterms and the latest series of Mobland.

8. What's the best thing happening in the North right now?

It’s hard to pick just one. New reinvestment into Leeds as a financial services hub again is great to see. I personally also get excited about the restaurant scene so I’m hoping that the renewed interest in the North extends to independent hospitality.

9. Who should we know?

Generally, people who are at least a couple of years ahead of where you want to be. I’m lucky to have a great network of mentors and peers in PR and comms who are supportive.

10. What are you looking for right now?

My advisory insight always benefits from variety, so I’d love to work with more emerging tech founders given how integral reputation is to securing funding.

11. Where are we most likely to find you when you're not working?

In the gym or on the school run.

12. One final question: what should we have asked you? What don't we know that we should?

Reputation management isn’t reacting to doom and gloom in an emergency. Getting ahead by planning for the bad days is where the work is and more accurately reflects this specialism.