A PR practitioner with 20 years’ experience, Mark Hutchinson has been running his own outfit since 2011. Two clients he can name are JK Rowling and Nigella Lawson. ‘The issue of online and social media continues to be a massive challenge for all of us in the reputation arena,’ he says. ‘Managing stories in this space is hugely problematic.’ Is there a modus operandi for his work? ‘It’s about being strategic and thoughtful — and knowing your client well enough to understand their work.’ Hutchinson has previously worked at Colman Getty and managed publicity for esteemed book prizes, including the Man Booker International Prize and the BBC Samuel Johnson Prize for Non-Fiction.