Strategy, Story & Stakeholders
Aug 4, 2026 · 46 min · 11 segments
In this episode of **Strategy, Story & Stakeholders**, Max Forsyth sits down with **Andrea Klettner**, Director of Communications at **Avison Young UK & Ireland**, to explore what she's learned from a…
Andrea KlettnerGuest
Max ForsythHost
Having seen communications from three perspectives, what's the biggest lesson you've carried from one role to the next?
Um, I, uh, obviously I started my career as a journalist, and I was young when I, you know, th- that was the first job I ever had.
And, um, you know, when I look back on that, I really didn't know anything about anything, whether that's about, you know, how corporate life works-
... or I don't know how, you know, I work in the real estate world, how projects come to fruition, whether, you know, starting at the planning process to being finished.
And but I think when you're young, that's, you know, part of the beauty of being young, and you just dive into it.
And when I moved from being a journalist into the world of PR, I was genuinely, genuinely shocked by how much work goes into PR.
When I was a journalist, I thought they just sat around all day waiting for journalists to call, and then when they didn't get straight back to me, I was thinking, "What else could they possibly be doing except for, you know, coming back to my very important query?"
So I think that was the steepest learning curve I had, was going from one side to the other-
Uh, were there any sort of particular examples there of, uh, yeah, what, of what really surprised you?
I think it was just the amount of thinking that goes into strategy and timings, and I think when I was ...
I worked as an architecture journalist mainly, and I covered things like housing and cities, kind of looking-
And often I would be working on stories where, you know, projects were finishing.
But a project, even now I think about that, and defining when it is finished is very difficult.
You know, is it when the building is finished? Is it when everybody has moved in and has had a chance to experience the space? So that all the work that goes into timing and making sure that something still feels new, but that it's, um, but that it also has a value that's been brought to the end user, for example.
Having seen communications from three perspectives, what's the biggest lesson you've carried from one role to the next?
Um, I, uh, obviously I started my career as a journalist, and I was young when I, you know, th- that was the first job I ever had.
And, um, you know, when I look back on that, I really didn't know anything about anything, whether that's about, you know, how corporate life works-
... or I don't know how, you know, I work in the real estate world, how projects come to fruition, whether, you know, starting at the planning process to being finished.
And but I think when you're young, that's, you know, part of the beauty of being young, and you just dive into it.
And when I moved from being a journalist into the world of PR, I was genuinely, genuinely shocked by how much work goes into PR.
When I was a journalist, I thought they just sat around all day waiting for journalists to call, and then when they didn't get straight back to me, I was thinking, "What else could they possibly be doing except for, you know, coming back to my very important query?"
So I think that was the steepest learning curve I had, was going from one side to the other-
Uh, were there any sort of particular examples there of, uh, yeah, what, of what really surprised you?
I think it was just the amount of thinking that goes into strategy and timings, and I think when I was ...
I worked as an architecture journalist mainly, and I covered things like housing and cities, kind of looking-
And often I would be working on stories where, you know, projects were finishing.
But a project, even now I think about that, and defining when it is finished is very difficult.
You know, is it when the building is finished? Is it when everybody has moved in and has had a chance to experience the space? So that all the work that goes into timing and making sure that something still feels new, but that it's, um, but that it also has a value that's been brought to the end user, for example.
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