What has your journey into Edelman looked like and how did you get into the communications industry?
When I graduated from UCL in 2019 I had narrowed my career options down to four areas: academia, journalism, teaching and communications. One trip around the world and a pandemic later, and all roads were leading to comms.
My interest in the media was longstanding but the government’s use of communications through Covid was impossible to ignore, ranging from the brilliant tagline, ‘Stay Home, Protect the NHS, Save Lives’, through to the crucial inability to grip a misinformation campaign which shattered many people’s trust in government. I was hooked. I also homeschooled my brother during that period, which swiftly ruled out teaching.
What achievement are you most proud of?
Throughout my time at Edelman, I have been fortunate enough to work with UNFPA, the United Nations reproductive and sexual health agency. As an account team split across the UK, US and Brussels, we have highlighted the vital humanitarian aid and support that the UN is co-ordinating in conflict zones such as Gaza, Ukraine, Sudan, Ethiopia and Haiti; spotlighted vital yet underreported issues such as female genital mutilation, gender-based violence and child marriage.
We also launched the award-winning Bodyright campaign, a new copyright for the human body that was shared across global media and by leading celebrity voices, demanding protection for female bodies from online violence.
What do you find most rewarding about the job?
Being part of the Edelman network presents opportunities that can be hard to come by elsewhere. For example, I’m currently on a secondment with PayPal, managing comms across the UK and Ireland.
The opportunity to work in-house with one of Edelman’s largest global clients and manage the Edelman account team has tested me in ways I wouldn’t have had the opportunity to experience for years to come elsewhere and allowed me to develop skills that will stay with me for the rest of my career.
What are some of the biggest challenges you’ve faced throughout your time at Edelman?
Through working with several international affairs clients, including at ministerial departments, NGOs and the UN, there have been several seismic geopolitical moments to contend with.
Most significantly, the war in Ukraine and now the conflict in Gaza have proved particularly challenging from a comms perspective. At times, this has required advice that can make difficult listening for clients but is ultimately crucial to moving the needle on societal issues and building trust.
How do you stay motivated?
I have clear ideas of where I want to get to, so I work backwards from there to make it happen.
If you could offer one piece of advice to someone considering a role at Edelman, what would it be?
Know what you want to get from your time with the business. Edelman provides an unparalleled opportunity to work across almost all sectors, disciplines and markets. For new joiners, I’d recommend you have an idea of where you want to end up in a few years’ time and how Edelman can help you achieve that.
What do you do outside work to relax?
I spend an excessive amount of time running around the streets of London and an equally excessive amount of money for physios to fix my failing knees. I should also confess to my penchant for overpriced small plates restaurants in East London.
