Focus areas

I work primarily with B2C companies and product-led brands and services, particularly those operating in fast-moving or high-visibility environments where public perception, media coverage, and trust are closely linked.

Supporting NGOs and mission-driven organisations in communicating their work clearly, responsibly, and with care.

This includes shaping sensitive stories, building public trust, and supporting campaigns where credibility is essential.

Deep experience in the genealogy and family-history space, where emotion, accuracy, and human storytelling are central.

This includes heritage narratives, identity-led stories, and translating complex historical information into accessible media coverage.

Supporting technology and AI-led companies in communicating innovation clearly and responsibly.

This includes helping media and audiences understand what the technology does, why it matters, and how it fits into real life — without overclaiming or hype.

I work with travel brands, destinations, and experience-led services to tell compelling, relevant stories in a crowded media landscape.

This work focuses on shaping destination- and experience-led narratives, identifying timely and culturally relevant media angles, and supporting international visibility across key markets. I also plan and deliver press trips, managing everything from journalist outreach and selection to logistics, scheduling, and on-the-ground hosting.

Press trips are approached with a strong editorial mindset, ensuring experiences are thoughtfully curated, journalists are well matched, and resulting coverage feels authentic rather than promotional.

Supporting hospitality brands where experience, reputation, and visibility are closely connected.

This includes launches, repositioning, and building a profile through trusted media in competitive markets.