What led you to pursue a career in communications and PR?
I’ve always been drawn to the power of storytelling and how strategic communication can shape conversations and drive impact. PR blends creativity, influence, and problem-solving—elements that have always interested me.
What was the biggest challenge you faced when starting out in the industry?
Breaking into the industry required persistence. Gaining credibility, building relationships, and proving value in a fast-paced environment took time. Resilience and a clear vision helped me navigate those early challenges.
How has the communications and PR landscape evolved since you began your career?
The digital shift has transformed PR. The industry has moved beyond traditional media to an integrated model where content, social media, and data-driven strategies shape brand narratives in real-time.
What advice would you give to women aspiring to leadership roles in communications and PR?
Back yourself. Speak up in rooms where decisions are made, seek mentors, and don’t wait for opportunities—create them.
The PR industry has a strong female workforce, yet leadership roles are often still male-dominated. What steps do you think need to be taken to close this gap?
Businesses need to prioritise structural change—mentorship programs, equal pay transparency, and flexible work policies are essential. Women also need to advocate for themselves and each other.
The theme for International Women’s Day 2025 is #AccelerateAction. What actions do you think leaders in PR can take to drive real change for gender equality?
Leaders must champion inclusivity, ensure women are at decision-making tables, and foster cultures where ambition isn’t penalised. Representation matters, and action is more powerful than words.
If you could give one piece of advice to the next generation of women in PR and communications, what would it be—especially about embracing their female superpowers?
Own your expertise and take up space. Your female superpowers—empathy, intuition, and the ability to build meaningful connections—are your advantage. Use them with confidence and clarity.
