Tom Bourne
I am creative director of Select First, a full-service PR and marketing agency which represents several flooring manufacturers. Here’s what my average week looks like
I START most days the same way with coffee and a quick scan of the week ahead. My work in commercial flooring campaigns is never simple or linear. These campaigns run over months, so a single day can involve multiple clients and multiple objectives. A current focus for me is social housing. There were supposed to be changes in regulations that never came, but some manufacturers are seeing this as an opportunity.
My week revolves around structuring campaigns, creating central documents, breaking them down into email content, social media posts, press releases and video assets. Every client has different goals, so balancing them all is a constant exercise in planning and prioritisation.
No two days are the same. Yesterday, for example, I was juggling International Women’s Day content for one client, changes to a price list for another, advertising deadlines for a third, a synopsis for a white paper and a press release. Each task takes time and focus. I block hours for each one and make sure research is done before I start typing. Even small pieces of work require consideration and precision.
Unexpected requests are part of the rhythm. Often, it’s last-minute needs like graphics for an exhibition or a presentation that must be turned around in 24-48 hours. You can’t plan for these entirely, so I always leave time in my week to accommodate them. Flexibility is key. People come to us because we work quickly and effectively. Being able to respond and shuffle tasks around is part of the job.
Face-to-face meetings and site visits are still the part of the week I enjoy most. Pre-Covid, we used to go out much more frequently, visiting client locations, factories, and exhibitions. I love a good factory tour because it helps me understand the complexities of production and the practical realities of flooring.
Face-to-face time is invaluable for big strategic discussions or creative thinking. Online meetings are fine for routine communication, but the most meaningful conversations happen in the same room.
Friday is always the most satisfying day. That is when the week’s work comes together. Campaigns start to take shape, thought leadership pieces begin to resonate, and you can see the impact of the work you have put in. After 20 years in this business, it’s purpose that drives me. I find the most reward in doing something that stands for something, that has meaning beyond the task itself. Great clients make that possible. They give you freedom to run with ideas and execute campaigns in a way that truly represents the brand and message.
Balancing technical detail with creative storytelling is something I have honed over 27 years in the flooring sector. Flooring is a highly technical product, but the content needs to be readable and engaging. A press release can be technically dense, but understanding the why behind the story, why the content matters, makes it resonate with readers. That is always my aim: communicate technical information accurately while giving it context and relevance.
I represent six or seven clients at any given time, mostly commercial but some with residential crossover. Managing this workload requires the right tools. I rely on Webflow for websites, Adobe for creative work, and the usual Microsoft Office suite for documents, presentations, and spreadsheets. Professional design software is costly, but necessary for quality output. Even platforms like Canva require a strong understanding of design principles to make the work truly effective. It is not just about pressing a button; it is about understanding what goes into the process to get the best results.
My week is a mix of planning, writing, creating, problem-solving and adapting to the unexpected. Every campaign, client and project has its own challenges and opportunities. There is satisfaction in seeing a campaign work across multiple channels, knowing that careful planning and attention to detail made that possible.
The variety and the opportunity to make an impact are what keep me passionate about this work.
ON THE SPOT
Lager or ale – IPA
Cash or credit card – Debit card
Football or golf – Rugby Union
City break or country walk – City break
Caribbean or Cornwall – Caribbean
Game of Thrones or Breaking Bad – Game of Thrones
Dog or cat – Cat
Early bird or night owl – A bit of both
Curry or fish and chips – Thai
Rolling Stones or Beatles – Led Zeppelin
