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Behind the Headlines with Tristan Pineiro
23 October 2012

Tristan Pineiro, MD of brands at Grayling, on meaningless PR speak, growing up in Menorca and his secret Action Man and Sindy Doll collection.

The thing that gets me up in the morning is...
My gym partner. I go to the gym every morning at 7am before work, and we give each other a hard time if one of us doesn’t make it. It may sound hardcore to get yourself up early to go to the gym, but it does mean I get to the office chilled out and ready for whatever the day has to throw at me.

What made me want to get into PR was...
I kind of fell into it by mistake, but once there I realised it was all about story telling. I love getting under the skin of a product/issue/initiative and telling its story in a way that is going to interest its audiences.

If I could change one thing about the industry it would be...
The meaningless PR speak we all get caught up in: outreach; having legs; outside the box; keeping in the loop; proactively doing things; in terms of; moving forward….are all sayings I’d ban.

My greatest inspiration is...
I get inspired by watching people and the odd spot of ear-wigging! It's amazing the creative ideas that pop into your head just by putting yourself in other people's shoes for a bit.

The three things I demand in my colleagues…
A sense of humour, adaptability and no bad attitude

The character I most dislike in people is…
Rudeness. Sadly it is something we deal with every day in PR.

I laugh most at...
My brother’s name – Constantino Darren.

The PR figure I most admire is…
Too many to mention for different reasons – most of them unsung.

The one website I always check is...
Twitter – it is the perfect digest of all the media and people that interest you.

The most interesting fact about me is...
I grew up on a beach in Menorca and speak five languages – more when drunk..

My daily newspaper of choice is...
I really don't have one of choice, and make an effort to vary as much as possible.

The finest moment in my career so far is...
A piece about the worst possible songs to have played at a funeral, which included 'Another one bites the dust', 'Living in a box' and 'Burn baby burn (Disco Inferno)'. The point of it was to make people aware of the importance of talking about your funeral, so as not to get something wholly inappropriate, but getting it through was a battle…

My most embarrassing moment was...
Arriving at my summer job in a campsite in France when I was a student, to find out that naturist didn't mean it was a place where you enjoyed nature, and that it had dress code implications... I still stayed there the whole summer though.

I’ve got a secret...
70s action Man and Sindy Doll collection. Over 400 of them.

If I won the Euromillions I would...
Buy a yacht and follow the summer around the world.

The next big thing in social media will be…
Ever increasing platform integration.

In five years' time PR will be…
The lead marketing discipline in far more instances.

If you'd like to feature in a Behind the Headlines interview please email celina.maguire@gorkana.com.