In conversation with Philip Tutt Societal changes are increasing pressure on companies to behave more ethically and demonstrate their purpose. Winchester PR practitioner Philip Tutt explains how companies can respond to the challenge Tell us a bit about yourself. I’ve worked in PR for more than 30 years and set up 360 integrated PR in 2001. We advise companies on reputation management. We’re a team of four, working from a woodland office in Otterbourne and a base in Winchester city centre. I run 360 with my wife and we have three grown-up children. I am also the Business Champion for Churches Together in Winchester. What are you doing now? Whether it’s single use plastic, gender pay, diversity and financial probity, business is having to respond to massive societal pressures. As a result, our focus is increasingly on helping organisations communicate their purpose beyond profit. Our own purpose is to prove business is a force for good and we do this by communicating the great things our clients do while helping them ensure they deliver on the values they have set themselves. For instance, we currently work with the Society of Friends (Quakers), handle media relations for local homeless charity Emmaus Hampshire and advise a multinational packaging company about sustainability and corporate affairs. Trends… Much of the increased scrutiny of business has been made possible by the development of new media channels, particularly digital and social media. Platforms like YouTube, Twitter and Instagram enable people to by-pass traditional media and communicate directly with a wide audience. Ironically, all the concern ABOVE: Philip Tutt, Isobel Leppard and Rowena Spinks. about online misinformation is encouraging readers to appreciate proper, fact-checked journalism again. What are your ambitions for the future? Big picture: rehabilitate business as a force for good and ensure we pass on a viable world for our children. Small scale: encourage more Hampshire and national organisations to communicate more confidently to overcome the barriers they face. What’s the best thing about living and working in Winchester? It’s the perfect work-life balance location: historic surroundings, riverside walks to de-stress, a host of creative businesses to share ideas with and a proper community feel. Who is your main influencer? My Christian faith is at the heart of all I do. In business terms, Ellen MacArthur has been inspirational in linking business and sustainability while PR guru Richard Edelman has moved trust to the core of reputation management. Downtime, what will we find you doing? Walking, reading, worshiping, laughing and rehearsing the Otterbourne village pantomime. Where do you see yourself in five years? Still in Winchester but leaving the day job to someone else while I train the next generation of ethical storytellers. I’d like to be doing more in the community as well. Resident 33