James and Lucas discuss strategic communications and the importance of understanding people's motivations and addressing their challenges, both in the business and political spaces. They discuss the importance of the consistent repetition of simple messages in order to build trust, a multi-channel approach to address different audiences and how to ensure firms don't get pigeonholed, that is just being recognised for one business line or aspect of their service.

About James Horrax

James is a strategic communications and campaigns specialist. With a political campaigning background, James has also worked as a management consultant in the financial and professional services space. He has a wealth of experience in advising governments, start-ups and scale ups, SMEs, large corporate, HNWIs and private clients. James’ expertise encompasses profile development, crisis and reputation management and stakeholder engagement.

About Yellow Jersey PR

Yellow Jersey PR is a boutique, multi-award-winning communications consultancy, with offices in London, Leeds and Zurich, built to help clients navigate the increasingly complex and fast-changing arenas of business, finance and society. We are shaped by our values, owned by our team, and chosen by clients with purpose. With a global client base, we take a fully integrated approach to our engagements through four practice groups: Corporate PR; Financial PR; Investor Relations; and Digital+Design.