What areas of the financial services market do you cover?

TopCashback.co.uk is the UK’s leading cashback site. We’ve been around for 20 years now, with a growing global presence and more than 20 million members around the world.

Simply put, TopCashback offers people savings and money back on everything they buy when clicking through the site to more than 6,000 retailers. For every possible consumer spend sector you could think of, we have retailers that we partner with. We also have tools and services like our TopCashback Compare for service quote comparisons, Sell Your Phone, our app and TopGiftCards, which brings our cashback offering into the ‘real world’ and can be utilised for in-store purchases. Rates vary from brand to brand, but by doing their shopping and tasks like utility switching and renewing insurance policies through the site, TopCashback members can earn over £300 a year on average.

We cover consumer-spending insights and offer content such as exclusive research, as well as features and commentary looking at ways to save in different areas. We also cover the cost-of-living, seasonal trends, ways to make or earn money, essential and discretionary spending… The list goes on! We can provide real-life case studies, as well as savings and deals that are simple to redeem, always making sure that the steps to cashback are easy to understand so anyone can do it.

How were you prompted into working on the press/communications side of the business?

I fell into PR to be completely honest with you! I studied multimedia journalism at Bournemouth University, and spent several years as a reporter, in print, online and broadcast, before making the switch during my time at MoneySavingExpert at the beginning of the pandemic. I learnt a lot very very quickly, and what a time that was to learn! I loved my time there. I then joined TopCashback back in June last year. As teams go, we’re relatively newly formed, so it’s a great time to be having this chat with you because things still feel fresh and exciting. ‘Fair play’ is a huge part of the TopCashback ethos, specifically ‘doing as others would like to be done by’, and our team try and do our best to build this into our comms too. We’re a lean team of five, but one thing we all have in common is we love learning new ways to save money and talking about it. If we want to know about it, we think you will too! And vice versa.

Who has been the biggest influence on your career?

My parents - I was really geeky and did so much work experience as a teen. They were always taxiing me around to different newsrooms and radio stations so I could gain practical and applicable knowledge! Their support early on was essential. Plus, my mum’s always been a bargain hunter, and my dad taught me fun things every 11 year old wants to know like how a mortgage works. Though I’ve always been a tactile learner, so I definitely learnt the most about money from buying and selling at car boot sales with him!

What have been the highlights of your time working in financial PR? Are there any campaigns you’re particularly proud of?

Budget days always get the heart racing! And more generally, it would have to be seeing so much change through the pandemic, cost of living and energy crises, and a new government, right through to now asking ‘what’s next?’. Giving consumers tangible ways to help manage their money and make the most of it in the face of all those things will always be the best part of this job - this sector has some incredibly talented people who I admire very much, and are all working together with a common aim to do exactly that. How could you not be proud of that?

What would you say is the best PR strategy (in the wider media) that you have come across in the last year?

In the wider media?… It’s got to be the Wicked movie. Press about a press tour? I’ll be holding space for that for a while. At least until Part Two comes out in November.

Have you got any campaigns/reports on the horizon?

We have… but it’s too soon to say anymore! Drop me an email if you want to be in the know when I can share.

What can journalists expect this year?

So much more than just ‘what is cashback?’. We have case studies of all ages from up and down the country with varying levels of financial awareness, meaning we are usually in a good position to see if there’s someone who might fit your brief. We also conduct our own research, provide commentary on various consumer and money topics, and look at industry and consumer spending insights which are ideal for adding colour to feature pieces… Exclusives are never out of the question either. If we can help, we will.

What’s the most important thing to remember when you’re pitching a story?

For PRs, it’s that not everything is a winner but success can come from good prep. For journos, it’s knowing that 30 seconds of constructive feedback to a PR could shape a really good lead for you next time around. Was it the timing? The rest of the news agenda? The angle? Change and improvement for next time only happens if everyone is willing to share – quick and punchy thoughts are fine. We’ve got thick skins, we won’t be offended.

Tell us about the financial services term or concept that most confuses journalists in your sector?

How cashback sites work and why using one is just one of many tools you can access when trying to save money. It’s not just about getting a few pence back here and there when you shop online - it’s a good money habit. It makes you stop and think about something before you hit purchase and actually question if there’s a way you can get it cheaper. The effort versus the reward is something that regularly comes up – we always like to say it’s just a few extra clicks to go via the site, and we see first-hand through our case studies how habitual use for buying essentials and more can add up.

What was the last news item/statistic you came across that really shocked you?

The Which? research which highlighted a 50% rise in the cost of chocolate Easter eggs compared to last year. But I also really can believe it – usually at this point in Lent, I’ve broken all my vows and I’m at least five eggs deep. This year, none!

How would you describe your relationship with financial journalists and how can they help you in your role?

I like to think I am personable, and authentically myself with anyone I work with professionally which means I do my best to get to know people and build a good rapport. We know you’re busy, and don’t always have time for a coffee or lunch, but if you do we’d love to go out with you or pop into your offices if it’s easier for you!

In terms of how journalists can help us – it’s details. Knowing the context of what you’re working on, the deadline, how many words, if it’s for print or online – anything like that – all helps us build better commentary and help in the form of tips for you. For example, if it's for print, we’ll make sure we create a shorter URL for readers to get that deal you want to write about. Oh, and sharing your mobile number or direct line if you’re still office based – sometimes these conversations are so much easier over a quick two minute phone call. We know how clogged inboxes can get!

If you were given £1,000 what would you invest in?

Ooh, good question! Probably property. But I am allowed to fill it with dogs and not tell my husband?

What is the key to being good at financial media relations?

You’ve got to be prepared to learn and be open to change. Things move so fast in this sector, and I can confidently say there's not been a single day in this career where I haven’t learnt something new.

Sum up your time in the money media in three words:

Money angles everywhere.

Do you have something that you’re secretly really good at?

Do impressions of Gavin and Stacey characters count? I’m regretting admitting this already… people are going to ask me to do this at the Headlinemoney Awards now aren’t they?

What’s your top petty gripe?

A weak cup of tea.

Finally, if you could only eat one meal for the rest of your life, what would it be and why?

This is so niche but when I was 14, I went on holiday to Portugal with my family and had the most amazing pasta I’ve ever eaten – it was saffron and salmon. I think about that dish a lot – I know, ridiculous really! I wish I was a good enough cook to recreate it from memory!