About Pernille...

Pernille is Head of Communications & PR at Regent’s University London, responsible for developing and delivering communication and PR strategies for both staff, students, and external audiences with the help of her team. She also manages reputational risk and crisis communication and advises the executive team on communications and engagement challenges.
Pernille has degrees in anthropology and journalism as well as 25 years of experience in PR, media and communication. She has worked in both the private and public sectors as well as leading a PR agency in Copenhagen for over a decade. In the Press Office in the House of Commons, she led on media and communications for some of Parliament’s biggest projects, including the restoration of Big Ben. At the London School of Economics and Political Science (LSE), she helped departments communicate better with their students and creating media opportunities for academics.

Session overview: The Anthropologist’s Way: putting the audience in the driver’s seat

In a world of constant input and noise, knowing your audience and designing communications tailored to their needs and wants are crucial skills for any comms hero. In this session, we take an anthropological approach to gaining a deeper understanding of our audience and uncovering their needs and wants. Then we open the box of tools used by behavioural scientists to design communications and engagement that actually get the results we’re after. Real world examples from business, universities, and parliament will bring the tools to life.