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 purpose-led organisations in communicating their work clearly, responsibly, and with care. This includes shaping sensitive narratives, supporting advocacy and awareness campaigns, and ensuring messaging builds trust across media, stakeholders, and the public.

The focus is on credibility and accuracy — translating complex or emotional work into media coverage that is respectful, contextual, and aligned with the organisation’s mission, values, and long-term objectives.

Supporting genealogy and family history organisations where emotion, accuracy, and human context are central. This work focuses on shaping heritage and identity-led narratives with care, ensuring stories are handled responsibly and respectfully.

Complex historical information is translated into clear, accessible media coverage — balancing personal storytelling with factual integrity, and ensuring narratives resonate with audiences while maintaining credibility and trust.

Supporting sport brands, rights holders, and partners operating in high-visibility, high-pressure environments where live moments, media attention, and brand reputation converge. This includes communications strategy, campaign planning, and hands-on support around major sporting events — from shaping narrative and positioning to hosting media and delivering press-ready activations.

Supporting technology and AI-led organisations in communicating innovation clearly and responsibly. This includes shaping narratives that explain what the technology does, why it matters, and how it fits into real-world use — without overclaiming or hype.

Work in this space focuses on clarity and relevance, ensuring complex or technical ideas are accessible to media and audiences across business, lifestyle, and mainstream press, while maintaining credibility as visibility scales.

Supporting travel brands, destinations, and experience-led services in telling relevant, compelling stories in a crowded media landscape. This work focuses on shaping destination- and experience-led narratives, identifying timely media angles, and supporting international visibility across key markets.

Press trips are planned and delivered with a strong editorial mindset — from journalist outreach and selection to logistics, scheduling, and on-the-ground hosting — ensuring experiences are thoughtfully curated 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 credible profile through trusted media in competitive local and international markets.

Communications are shaped to reflect the lived experience of the brand, ensuring coverage aligns with positioning, reinforces reputation, and supports long-term visibility rather than short-term attention.