We sat down with Account Manager Lena Diamond to discuss life before Byfield, what her day-to-day role involves, what she enjoys most about the job and more.
Q: What first drew you to legal PR, and how did you find yourself joining Byfield?
In the spirit of being open and honest, hearing of Byfield was the first time I’d come across legal PR. I was still relatively new to the PR world, having been in the industry for less than 3 years at that point, and was in search of a new job as I had just moved to London.
When I did come across Byfield in my search, my complete lack of knowledge of what legal PR was is what initially piqued my interest. I don’t have a legal background, but the idea of taking complex, dense topics and turning them into compelling narratives that a lay reader could connect with felt like an exciting challenge.
Although our clients are law firms and businesses, we work very closely with individuals day to day, tapping into their expertise to build both their personal and firmwide profiles and reputations. There’s an unexpected level of creativity involved in that process, and that was exactly what I was looking for. I am very glad I found it at Byfield.
Q: What were you doing before joining Byfield, and how has that experience shaped your approach today?
Before joining Byfield, I spent nearly three years working at a consumer PR agency in New York City, primarily working with large retail clients in the lifestyle sector. It was an invaluable first exposure to both the PR industry and the professional world more broadly, and helped me develop core skills like writing, public speaking, and strategic thinking.
Working with clients in the consumer sector is very different from working with lawyers, but the skills I gained were completely transferrable. I was able to approach my role at Byfield with a fresh perspective while already having the essential people skills and the foundational understanding of the core functions of PR.
My first job taught me the importance of curiosity and open-mindedness, and that no idea is a bad idea. As someone who used to and still from time to time struggles with confidence professionally, that emphasis on curiosity gave me the encouragement I needed to lean into my ideas. That set me up really nicely to dive into a completely new sector at Byfield with determination and a willingness to learn.
Q: What does a typical day look like for you as an Account Manager?
A typical day doesn’t really exist, which is something I have grown to really appreciate. One constant, however, is that my day always starts with reading the news. Even though I am doing less pitching now than I did as a Senior Account Executive, I still do it frequently and staying on top of current affairs helps me generate ideas and provide strategic guidance to my teams.
A large part of my day involves various writing tasks – from emails to journalists to press releases to strategies and plans – as well as developing recommendations for my clients. My days are also filled with client and internal meetings. As an Account Manager, I have the responsibility of guiding the junior team members I work with, and I try to work that responsibility into everything I do throughout the day.
Whenever I work in the office, my day consists of a myriad of conversations with my wonderful coworkers, whether they are work-related or about Lily Allen’s latest album. I try my best to also take a walk every afternoon to get fresh air, get a break from my computer screen, and call my parents back in the US.
Q: What part of your work do you enjoy the most?
Writing! I absolutely love writing and figuring out the best way to communicate an idea or a message clearly and persuasively. As PR professionals, much of our job involves turning raw ideas into strategy and guidance for our clients, often in written form. I think of it like a puzzle I have to solve: how can I take an idea and express it in written words that accurately reflect my thinking?
Coming from a non-legal background, I initially found it very challenging to turn even the simplest idea into a written pitch that would genuinely interest journalists and be of relevance to my clients. Now, that process of connecting the dots and shaping ideas into something compelling is a challenge I really enjoy.
Q: How do you approach working with partners and other senior stakeholders?
When I begin working with a new client, building trust is my top priority. I want them to feel confident that I respect their expertise, am eager to understand what they do and how they want to be positioned in the media and will consistently deliver my best work. I have found that establishing that trust from the get-go creates the foundation for a collaborative partnership, giving both myself and my clients the space to do our best work together.
Once that foundation is in place, I focus on generating ideas and opportunities that directly support the goals and objectives agreed upon between me and my clients. It’s easy to feel intimidated when working with senior stakeholders who have deep expertise in their field. I quickly realised, however, that the most effective approach is to lean into their expertise to strengthen my own thinking, and ensure the work we produce is relevant, topical, and thoughtful.
Q: Looking back over your past few years here, what achievements are you most proud of?
At the risk of sounding arrogant, I’m really proud of myself for being good at my job and the progress I’ve made over the past few years. I moved to a completely new country and started working in a sector I knew nothing about, with no clear roadmap of how I would get to where I am now.
From my first day at Byfield to today, I’ve developed existing skills and discovered new ones I didn’t even know I had. Starting a new role “blind” is terrifying, and I often remind myself how grateful I am that I pushed forward and did it anyway.
Q: What’s next for you at Byfield? Are there areas you’re particularly excited to explore or develop?
I’m excited to continue uncovering new skills and interests that I may not be aware of yet. I love learning about both the world and myself, and am especially keen to see how I continue growing as a manager and leader. I know that whatever form that takes, the wonderful and supportive team I work with every day will continue to foster an environment that encourages that curiosity and growth.
Q: And finally, how do you like to spend your time outside of work?
I am very easily entertained and fined joy in the smallest things – like taking a walk in the park with my friends or wandering through a supermarket. I love exploring different areas of London and getting to know the city through its cafes and restaurants. I really enjoy cooking and one of the best parts of my week is my hip hop dance class every Wednesday evening.
