June 2025
20 Questions
In this month’s hot seat for 20 questions is Leila Abadi, our multilingual PR Consultant.
Q1. What pivotal moment or specific challenge early in your career fundamentally changed how you approach your work?
One moment that shaped me profoundly came during my time at BioVision in Geneva. I was a young communications specialist, responsible for handling messaging around sensitive ecological and humanitarian projects. It was vital that every press release balanced accuracy, cultural sensitivity and emotional weight, any misstep could have undermined years of important work. Navigating those early assignments taught me the responsibility that comes with shaping narratives, especially when the stories belong to vulnerable communities. That experience grounded my approach to PR, reminding me that communication is not just a tool for visibility but a vehicle for respect, empathy and positive influence.
Q2. What is the single biggest misconception people have about your role or department, and what’s the real story?
There’s a widespread belief that PR is simply about generating headlines or spinning stories. The reality is far more strategic and far more nuanced. Effective PR is about building trust over time, nurturing relationships and safeguarding reputation. It requires a deep understanding of audiences, a careful alignment of messaging across channels, and a readiness to respond decisively when challenges arise. Our work is not superficial; it is deeply analytical, rooted in insight, stakeholder awareness and long-term vision.
Q3. Looking ahead, what is the one thing you are most determined to change or innovate within the company in the next year?
I want to help strengthen how we integrate sustainability and purpose-driven storytelling into our client work. Audiences are increasingly attentive to authenticity and social impact, and brands that communicate thoughtfully on these fronts will stand out. I’m determined to develop frameworks that help clients articulate their values in ways that are honest, informed and culturally attuned. I also see an opportunity to bring more structure to our crisis preparedness, ensuring our clients feel confident and equipped when unexpected situations arise.
Q4. If you had to summarise your leadership philosophy in just three words, what would they be?
Empathy, clarity, consistency. Empathy keeps the message grounded. Clarity ensures it lands. Consistency builds trust, within teams and with audiences.
Q5. What skill that you learned outside of your formal education has been most crucial to your success here?
Cultural sensitivity. My upbringing across Lebanon, Switzerland and France exposed me early to the nuances of communication in different contexts. Understanding tone, timing and audience expectations across cultures has been invaluable in PR, especially when shaping messages for global audiences. It’s a skill you don’t learn through textbooks, it comes from lived experience.
Q6. How do you ensure that your team stays creative and takes calculated risks, even when the stakes are high?
I encourage open dialogue. When people feel safe sharing ideas, even the unconventional ones, creativity flourishes. I also try to offer perspective drawn from my global experience, helping the team evaluate risks within a wider context. With that understanding, they can confidently push boundaries while staying aligned with the client’s reputation and values. Creativity and responsibility are not opposites, they support each other when the environment is right.
Q7. What’s the best piece of professional advice you’ve ever received, and who gave it to you?
A senior colleague in Paris once told me, “Never forget the human behind the headline.” It was simple, yet profound. It reminded me that PR is ultimately about people, their emotions, perceptions and stories. That advice has guided me through crises, product launches and everything in between.
Q8. How has the company culture evolved since you started, and what role do you play in shaping it now?
Since I joined JMS in 2018, I’ve seen the culture deepen in its understanding of communication as a strategic asset. There’s now a stronger emphasis on transparency, collaboration and purpose-driven work. I contribute by acting as a bridge between our creative teams and the outside world – bringing global perspective, encouraging thoughtful storytelling, and ensuring that our communications reflect our values.
Q9. Describe a time when a project failed, and what you, or the team, learned from that experience.
Earlier in my career, I worked on a major campaign that didn’t gain the expected media traction. In hindsight, we had focused too heavily on pushing the brand’s preferred messages rather than aligning with what audiences genuinely cared about at the time. It taught me the value of listening – to journalists, to consumers, to cultural trends. PR is at its strongest when it responds to real needs, not when it forces a narrative.
Q10. What is a quality you actively look for and try to mentor in junior employees?
Curiosity. PR is rooted in understanding the world – how people think, what influences their perceptions, and how stories evolve. I look for individuals who are naturally inquisitive, who question assumptions, and who engage with culture, news and trends with genuine interest. Curiosity leads to stronger instincts and better strategic thinking.
Q11. What is your favourite non-work-related book, podcast, or hobby, and how does it influence your leadership style?
I often draw inspiration from literature and art. Immersing myself in creative works widens my perspective and reminds me of the diverse ways people interpret the world. That appreciation for nuance influences my leadership style, encouraging me to consider different viewpoints and to lead with openness and imagination.
Q12. Where do you go or what do you do when you need to completely disconnect and recharge?
I find peace in art galleries and in the quiet of nature. An afternoon surrounded by art or a walk in the countryside allows me to slow down, reflect and regain clarity. These moments help me return to work with renewed creativity and focus.
Q13. If you could have dinner with any three people (living or historical) to discuss strategy, who would they be and why?
I would invite Edward Bernays for his foundational insights into modern PR, Maya Angelou for her breath-taking command of narrative and humanity, and Christine Lagarde for her leadership and cross-cultural strategic thinking. Each would bring a different lens to the conversation.
Q14. What piece of technology or simple tool can you not live without (and why isn’t it your phone)?
My notebook, always. Whether I’m drafting ideas, capturing headlines that spark inspiration or sketching the structure of a campaign, I rely on pen and paper to think clearly. It’s where every story begins.
Q15. If you weren’t in this industry, what completely different career path do you think you would have followed?
I imagine I might have become a cultural journalist or worked in international diplomacy. I’ve always been drawn to the spaces where communication, culture and human understanding intersect. PR allows me to inhabit that intersection daily.
Q16. What’s one thing you are currently learning (professional or personal)?
The influence of sustainability narratives on consumer behaviour and brand reputation.
Q17. What is your go-to method for starting a challenging conversation?
I begin by grounding the discussion in shared goals, then approach the issue calmly and transparently.
Q18. What do you believe is the next big trend that will disrupt our industry?
Purpose-led communication that combines social responsibility, digital storytelling and real-time engagement.
Q19. What makes you most proud to work for this company?
The commitment to authenticity. JMS embraces honesty, creativity and collaboration in a way that truly reflects the values we communicate for our clients.
Q20. What is one personal habit or routine that contributes most to your daily productivity?
A short morning ritual of reading international news. It keeps me grounded in the wider world and sharpens my instincts for the day ahead.