About

18 years getting brands into the rooms and pages that matter.

Elaine Azlin, global communications lead, portrait.
Elaine Azlin

I'm a global communications lead with 18 years designing, building and running international press offices. The brief tends to be the same: walk into a market, or a gap in one, and build something that works, and keeps working in the publications decision-makers actually read.

I've led communications across USA, Europe and the Middle East. Completely different strategies are required and ways of working are worlds apart. This is where I excel.

The work covers the full spread of modern PR: long-lead editorial planning, executive thought leadership, crisis response, launch campaigns, government relations, and the daily craft of building trust with reporters at The New York Times, The Wall Street Journal, WIRED, Vogue, Condé Nast Traveler, Vanity Fair, Forbes, Bloomberg, Financial Times, The Times, The Guardian, The Telegraph, Handelsblatt, Der Spiegel, Die Welt, Le Figaro, Les Echos, Corriere della Sera, El País, Dagens Nyheter, Dagens Industri and the regional press across every market I cover.

I've built press offices from scratch, org chart, operating procedures, hires, agency picks, workflows.

The remit goes well beyond media relations. I build and manage teams, select and oversee agency rosters, own the communications budget, lead crisis response, write and prepare executive communications, run internal communications, and report into the C-suite and board.

Since 2024 I have worked as a communications consultant under Address & Co. partnering with brands on press offices, agency oversight and executive communications.

I take on senior in-house leadership roles where I can build a communications function end-to-end.

American citizen, based in Stockholm and Berlin, authorised to work in both the EU and the US.

Markets I Have Press Relations Within:

United States

New York, Los Angeles, Miami

United Kingdom

London

Italy

Milan, Rome

Spain

Madrid, Barcelona

Germany

Berlin, Munich

Nordics

Stockholm, Copenhagen, Oslo

Saudi Arabia

Riyadh, Jeddah, AlUla

Brazil

São Paulo, Rio de Janeiro

China

Shanghai, Beijing

How I think about it

"PR isn't coverage. It's how a brand gets understood, by the right person, in the right outlet, at the right moment, in every market that matters."