‘With a PR career no two days are ever the same’

Name: Kat Trinder
Job title and company: Communications officer (contract), National Police Air Service (NPAS)
Location: Yorkshire
Time in PR: 18 years

What does your current role involve?
I currently support internal and external communications for the National Police Air Service, working closely with operational colleagues to raise awareness of our vital role in policing across England and Wales. My role includes media relations, campaign planning, social media management, stakeholder engagement and supporting national events. It's fast-paced, highly collaborative and incredibly rewarding.

What do you love most about working in public relations?
I love the variety – no two days are ever the same. Whether it’s responding to a live media enquiry, shaping a campaign, or translating complex information into something that connects with people, I get a real buzz from making an impact through strategic communication. It’s also the people – PR is all about building relationships, and I’ve had the chance to work with some brilliant teams over the years.

What's been the highlight of your career so far?
Becoming a Chartered PR practitioner in 2023 was a real milestone for me. The process gave me the chance to reflect on everything I’ve achieved across policing, healthcare, and the voluntary sector – and to realise just how far I’ve come, even if I don’t always stop to give myself credit. What made it even more special was that Amanda Coleman, someone I’ve long admired for her work in policing communications, was on my review panel. Her feedback meant a great deal and really brought home how much I’ve grown as a practitioner.

How long have you been a CIPR member and what made you join?
I’ve been a CIPR member for 10 years. I joined to stay connected with the wider PR community, access professional development opportunities and work towards chartership – which I’m proud to have achieved in 2023. It’s been an important part of my journey as a PR practitioner.

How does the CIPR support your career?
The CIPR provides me with access to a brilliant network of professionals, practical resources, and up-to-date learning opportunities through CPD. It has also helped strengthen my confidence and credibility in the field, especially through chartered status, which really underpins my commitment to ethical and strategic communication.

Best piece of career advice you’ve been given?
A former manager once told me, “Your 80% is better than most people’s 100%.” At the time, I was beating myself up over the smallest mistake, caught up in perfectionism - something I’ve since recognised as being linked to undiagnosed neurodivergence. That comment stayed with me. It reminded me that high standards are great, but they shouldn’t come at the cost of self-compassion or progress. Done is better than perfect -  and often, good enough really is more than enough.

• Read Kat's blog: PR with an ADHD brain: Why variety helps me thrive

Find out more about joining the CIPR

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