In a session led by. Paul Abrahams, Chief Communications Officer at RELX, attendees got a behind-the-scenes look at how one of the UK’s largest TMT groups used owned media, analytics and technology to help drive 1000% shareholder return over 15 years. What started as a presentation on media disintermediation and scalable content creation ended in a nearby café after a fire alarm cleared the building. The discussion picked right back up, showing both the value of the insights and the strength of the Page community.
Here are three big takeaways:
- Tell the Story No One Else Will
Despite its strong performance, RELX wasn’t gaining any significant media coverage. Paul shared that when the Financial Times had the option to write about RELX or Victoria’s Secret, it chose the latter because it was easier to illustrate, even though RELX had stronger shareholder returns.
So they pivoted. RELX invested in owned media and built a platform to tell their own stories with ‘Shorthand’, and focused on people, not products. About half the stories come from internal writers, the rest from former journalists at outlets like the FT and WSJ. Their content hub, Perspectives, now draws over a million reads a year.
Lesson: If traditional media won't cover your story, own your platform and tell it yourself.
- Tech Helps You Scale, but Process Makes It Work
With only eight people on the global comms team, RELX puts out up to 50 long-form pieces a year. That scale is possible because of smart tools (like Shorthand and generative AI), but also because of a clear process: idea generation, production, amplification and measurement.
With only eight people on the global comms team, RELX puts out up to 50 long-form pieces a year . That scale is possible because of smart tools (like Shorthand and generative AI), but also because of a clear process: idea generation, production, amplification and measurement.
Each part feeds the next. Headlines are tested. Social is paid and targeted. AI helps with iteration. They don’t just produce content—they manage it like a product.
Lesson: Having the tools is one thing. Having a repeatable process is what makes it all work.
- Use Data to Guide What You Create and Share
Data runs through everything they do. RELX doesn’t just track views—they watch for engagement, advocacy and referrals. They use analytics to decide what to promote and what to retire. Narrower, deeper stories tailored to specific audiences tend to perform better.
By focusing on what works and optimizing in real time, they’ve shifted from just telling stories to building real influence.
Lesson: Data isn't just for reporting. It's a guide for how you connect with your audience.
Final Thoughts: Resilience in Action
When a fire alarm paused the session, the group simply picked up and moved across the street to a café. The conversation kept going, just in a new setting. It was a reminder that when you have highly engaging content and an engaged community, disruption doesn't derail progress—it just changes the venue.
RELX's approach shows what happens when smart strategy meets execution. For communicators navigating a noisy, fragmented landscape, it offers a simple model: start with strong ideas, scale with process, and measure what matters.
