‘I swapped documentary-making for PR - and set up my own agency’

What does your current role involve?
I am the founder of The Strat Comms Surgery, a workshop-based strategic communications consultancy. Our workshop model is designed to empower teams with the tools to understand and deploy the full communicative potential of all their organisation's assets, based on an understanding of strategic communications that encompasses all actions, non-actions, words and images. This takes a communications mindset right to the strategic level, something that I've noticed an ever louder call for within the PR community.

I was inspired to start the business after delivering a series of pro bono workshops for charities through my previous employer, Edelman. I noticed that there was a need among small comms teams, such as those of startups or charities, to be equipped with the tools to create an effective communications strategy, especially when their organisations didn't have the budget to contract a large agency like Edelman.

I developed the workshop-based approach to be direct (getting everyone in the room and on the same page), efficient (it only takes a day out of busy people's schedules), and empowering (it equips teams with the tools to communicate their organisation's message holistically and effectively, rather than contracting that work out).

I've only recently founded the business, so my day-to-day involves a lot of networking and marketing, getting the word out there!

Alongside running the business, I'm also a PhD researcher at King's College London, conducting my research on strategic communications in the Roman Empire.

What do you love most about working in public relations?
Getting an insight into so many different organisations. I love getting stuck into an organisation's tone of voice, unique challenges and market niches. I spent seven years as a TV documentary producer, making a range of documentaries for different broadcasters on different topics, and I think that curiosity to learn about different topics - whether that's historical periods, scientific discoveries, business areas or key markets - translates well to the everyday learning that a communications career facilitates.

What's been the highlight of your career so far?             
The career moment I'm most proud of was when I was invited to deliver a lecture on strategic communications to the Royal Navy Strategic Studies Centre. A receptive and curious audience, the service men and women to whom I spoke really brought home how crucial it is to understand the communicative power of both actions and words when lives are on the line.

How long have you been a CIPR member and what made you join?      
I joined CIPR very recently, in September 2025. I wanted to expand my network and stay up to date with the latest industry developments.

How does the CIPR support your career?   
I really enjoy tuning into the CIPR-run webinars and look forward to meeting other professionals at networking events. I'm also keen to give back to the CIPR by running my own workshops on strategic communications, building on my business experience and PhD research.

Best piece of career advice you’ve been given? 
The best piece of career advice I've received was from a fellow female founder who said simply: "Start ... and keep going." For me, that captured the gumption, the gall, the risk of setting out on a road that feels right, even if it also feels scary, and the resilience, determination and confidence it takes to keep working, keep growing, and keep learning.

Find out more about joining the CIPR

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