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We talk to Roy Carter, head of account management at Emperor Design in Scotland, about how internal comms is in his blood, how he got involved with IoIC regional activities and places to visit in Edinburgh.


What did you want to be when you grew up?


I really should have an answer to that question, but I don't think I ever really thought about it! So at least I haven't been disappointed...


How did you get into comms?


I was fortunate that my mum was a bit of a pioneer in the internal comms industry in Scotland, co-founding Scotland's first internal comms agency – Carter Rae Communications, so I guess I was brought up on comms. At uni I was involved with the student paper – becoming first news editor and then editor for my final year. When I graduated, Carter Rae were looking for an editor, so I got a lucky break.


Tell us about your current job.


Having moved on from being an editor to project management, I now head up the account management team in Emperor's Edinburgh office. Emperor is a corporate and brand communication agency and I'm lucky enough to work with clients at all levels, across the world on all sorts of different projects, but specialising in corporate reporting.


How have you seen client interests and priorities changing in recent years?


Since 2008 when budgets (and work) fell off a cliff, we've seen budgets gradually creeping back up. However I think there's a much greater pressure on costs than there ever used to be, which is a challenge for all agencies. In terms of interests, I think properly integrated comms has definitely moved up the priorities list, although to a lot of people it's still just a bit of a buzz word. Changes in technology come and go, so I think people are gradually beginning to realise what they should have all along - it's all about the content.


What’s the most important thing you’ve learned about internal comms?


Never make assumptions. If you assume someone knows something, you're bound to slip up at some point. Good communication is constant and two way.


What makes for a great client/agency relationship?


The ability to listen – on both sides. Agencies can often be guilty of producing what they think is good/exciting, but if it isn't what the client wants, it's useless. Clients can often be guilty of failing to listen to the advice they're paying for.


How did you get involved with IoIC Scotland?


A bit by accident! My company signed me up as a member in 2002 and I went along to the AGM which happened to be that month. They were looking for committee members, so I volunteered and within about a year somehow ended up as Regional Director, a post I held (despite my best efforts) until a couple of years ago.


What do you enjoy about your involvement?


The chance to meet people/network and through the awards and certain events, see best practice examples of comms in action.


If you were to recommend one place for a visit in Edinburgh, where would it be?


Emperor's office! I have a great view of the castle from my desk... seriously though, I would recommend the Botanic Gardens – free, good exercise, a lovely place and great views.


Breaking Bad or Broadchurch?


Tricky... loved Breaking Bad, but I think Broadchurch takes it on the tension front!
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