Tell us a little about your current role and career?
I’m a Director at Morrow Communications and have been part of the team for over 20 years. I’ve worked my way through the ranks and learnt a lot along the way. I suppose that means I’m either really old, or really experienced. I prefer to think of myself as a little bit of both.
My career journey took me down a few dead ends. I swayed between fulfilling my childhood dream of being a professional show jumper, to seeking fame and fortune on the stage. Thankfully, neither came to fruition.
After graduating in English & Drama (I know!) I set off on an overseas adventure where I worked, moved on, met amazing people, worked a bit more, and generally had a blast. In my fantasy world I’d still be travelling, but everything has its limits.
I came home in the early 90s and tried to settle myself (i.e.was a bit of a pain in the neck). By this stage I’d decided journalism was for me, thinking I could combine a career with more travel. I completed my NCTJ and freelanced, but jobs in the media were thin on the ground. I sent my CV everywhere and somehow managed to talk my way into an in-house comms role at Gilbey’s of NI (now Diageo). The then legendary MD, Trevor McClintock, took a chance on me and for that I’ll be forever in his debt. From there I moved on to consultancy life, met the ‘man of my dreams’, joined Morrows and here we are….
I love everything about communications, particularly how the profession has grown and developed. It’s tough, challenging and not for the faint-hearted. But it’s been kind to me and has kept me grounded.
Is there any aspect of your job you particularly enjoy? And any aspect you don't enjoy?
I’m very curious about business and people. That’s why Comms/PR is perfect for me. It’s never dull and it keeps me on my toes.
I love finding a good story or news angle, particularly when working with a client who makes…widgets. As far as I’m concerned, every widget has a story tell and it’s our job to find that story and bring it to life. As I always say, ‘Tell me about the benefits, not the features’. In a world that’s increasingly tech focused, human interest is what really matters.
Writing also comes top of my ‘love’ list. The power of the written word – for whatever platform you chose – is limitless. It’s a skill which can be developed, but I believe it must be part of your DNA if you want to excel in communications.
I don’t like/enjoy bad grammar. Call me old fashioned, but it’s my pet hate. Sadly, our education system doesn’t seem to share my opinion. Enough said!
What career advice would you give to your younger self?
I’ve few regrets. I’d probably tell myself to strive for a better work/life balance. My family always comes first, even though my children sometimes think I favour my clients! We’ve survived this far and life is good, even after months of lockdown and home schooling.
Why did you decide to join the PRCA NI Committee?
Re-investing time and energy in our profession is important. We work in a highly competitive industry, so it’s refreshing to get to know some of my ‘comrades-in-crime’ a little better. We’re very protective of our business/clients, yet we’re all like-minded and driven. A collective approach reminds us we’re also human.
Will you take away any positives from the past 18 months?
Isn’t it funny how Covid became the new Brexit?
The risk was less about my personal health and more about the enormity of the pandemic from an economic/global perspective. The term ‘level playing field’ has never been more apt.
Workwise, I’ve immense pride in the Morrow team and the general ‘pull your pants up and get on with it’ spirit which our great people exuded throughout.
My final positive: It’s OK to admit to being wrong. When Covid and lockdown kicked off in March 2020, I confidently stated that it would be BAU within four months. I’ve since learnt to listen to the scientists!
Read our previous 'Meet the Comittee' Q&A with Riki Neill & Geri Wright, Claire Best and Sarah Hamilton.