RAF Red Arrows publicity expert gives advice to future high flyers


Red Arrows public relations manager and 2002 graduate Andrew Morton came back to the University this week to talk to current students about his exciting career in journalism and PR.  Andrew studied BA Honours Journalism at Lincoln and was invited to give a keynote speech at this year’s Journalism and PR Alumni Conference, providing valuable advice and tips on how to get into the industry.

Within 48 hours of graduating with first-class honours, Andrew had secured a post as a junior news reporter at the Hull Daily Mail. This was a result of a scholarship with the newspaper and having completed several months of work experience at the publication.

Over the next nine years, Andrew worked his way through the ranks, becoming a senior reporter, then a specialist writer and video journalist, before becoming one of the news editors at Yorkshire’s biggest-selling newspaper.

Andrew told students:  “Work experience is crucial. Offer to work for free, get noticed, look smart, know your patch and have plenty of story ideas.”

Touching on the importance of understanding angle and audience in both PR and journalism, Andrew says: “If you concentrate on nothing else other than getting the angle and audience right then you will always produce the best story, video package, PR pitch or website for your organisation and its readers or its customers.

“It’s something that I was taught in the very first lectures at the university and has stuck with me ever since. It was advice that was again repeated to me during post-graduate studies and then in the workplace too.”

Leaving the newsdesk, Andrew went on to expand his career further, helping to launch a pioneering PR and marketing firm. Managing a varied client base his roles included editorial work, project management, running and speaking at events and in developing design and creative briefs.

He went on to say: “The full-service PR agency industry is brutal, competitive and tough. Again, individualism and being able to write good, clean copy is vital and can help you progress in public relations.”

It was Andrew’s decision to specialise and focus on one area that led him to ‘the best job in the world’ as public relations manager for the iconic British brand, the Red Arrows.

As one of the biggest military brands in the world, he often travels almost everywhere the team does, helping to generate excitement in the media and hosting the Press at events around the globe.

The RAF's world-renowned Red Arrows display team, who are based just north of Lincoln at RAF Scampton, are about to mark their 50th season.

Just 24 hours before speaking to students at the university, Andrew was responsible for generating media coverage of a new tail fin design on the famous jets – marking the special anniversary and celebrating the best of British.

Andrew says:  “I never thought I would find myself back near Lincoln and working close to my university city.

“I absolutely loved being in Lincoln, my time at the university, the life-long friends I made and the course itself.  For those reasons, I was delighted and honoured to be invited back and speak with current students – all of whom are clearly set for great things and have a wonderful starting point in having attended the University of Lincoln.”

Unveiling the plane






February 2014


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