From Print to Real-Time: Why PR Now Moves at the Speed of Culture

In this episode of Minutes with Mike, Nathalie Banker, Head of U.S. Communications & Advocacy at No7 Beauty Company, shares a candid look at how the communications and marketing landscape has radically evolved—and what it takes to stay relevant.With over 20 years of experience, Nathalie walks through her career journey from agency life to in-house leadership, highlighting the importance of building a well-rounded skill set across PR, digital marketing, influencer strategy, and advocacy. She reflects on how the industry has shifted from slow-moving, print-driven campaigns to a real-time, performance-driven ecosystem, where brands must constantly test, learn, and adapt.She emphasizes that success today requires:Speed and agility in executionA test-and-learn mindset over perfectionDeep understanding of omnichannel strategy (earned, paid, influencer, affiliate)Balancing short-term performance with long-term brand buildingNathalie also shares key inflection points—from navigating the disruption of COVID-19 to mastering influencer marketing and affiliate models—and explains how brands can measure success across both tangible metrics (sales, engagement) and intangible ones (buzz, community).One of the most powerful takeaways is her leadership philosophy:Don’t wait for perfection, aim for 80%, take action, and iterate.She closes with advice for the next generation: stay curious, leverage your network, and always keep your “antenna up” to spot opportunities in a fast-moving industry.Chapters00:00 Career Beginnings in PR07:53 Transition to the Beauty Industry11:38 In-House Experience at Dermalogica15:28 The Evolution of PR and Communications15:57 Navigating the Blurred Lines of Marketing and PR18:48 Adapting to Change: The Impact of COVID-1922:34 The Shift to Virtual Events and Their Lasting Effects24:43 Customization in Marketing: Meeting Individual Needs26:49 Current Trends at Number Seven Beauty Company30:53 Measuring Success: KPIs in PR and Marketing33:19 The Importance of Testing and Learning35:18 Mentorship and Career Guidance in PR38:29 Balancing Short-Term and Long-Term Strategies41:39 The Journey of a Working Parent in PRAbout the Guesthttps://www.linkedin.com/in/nathaliebanker/