The main areas that I cover:

I work across a variety of sectors within the financial services industry, including banking, insurance, investments, real estate and personal finance. 

What was your reaction to making the shortlist?

I was thrilled and immediately called my colleague Saffron! Given the relatively short time we’ve been working in the industry, I felt really flattered that the progress we have made was being recognised. 

From your work so far, if you had to pick the campaign you are most proud of, what would it be, and why?

I’m most proud of working on Direct Line’s annual Dog Theft campaign, raising awareness of the number of dogs stolen across the UK each year. We partnered with campaigner Beverley Cuddy, Editor of Dogs Today, and used real-world data to demonstrate how serious the issue is across the UK, particularly for Direct Line’s customers. Despite this campaign generating strong media coverage in the Times, Independent and Sky News, what I found most rewarding was that that our research was quoted in Parliament during a debate for new legislation about how dogs are classified in the law, making a real difference.

What made you become a financial PR?

When I left university having completed my Political Science degree, I was looking for a career where no two days were the same, and where I could meet new people and hone my editorial and analytical skills  – financial PR gave me exactly that! And with financial services specifically, you are constantly learning and expanding your knowledge of the way the world works – something which I value immensely. 

As a relatively new ‘rising star’ financial PR?, what were the challenges you faced in 2022?

2022 was dominated by negative headlines and highly sensitive topics and issues. Whether it was the Russia-Ukraine conflict or the cost-of-living crisis, the challenge for companies and commentators alike was to be able to remain relevant and authentic. Alongside navigating the increasingly volatile news agenda, breaking down the jargon and swathe of acronyms in the financial services space to educate and inform the end audience was a challenge throughout – and one which we faced head-on! To help colleagues and clients with this, I developed a weekly newsletter breaking down the cost-of-living stories that week and included a price index of popular household items – such as Lurpak – to highlight how much every day essentials were increasing in price on a weekly basis.

Finally, if you were up for an award for any hobbies/activities outside of work, what would you be likely to win, and why?

If I was to win an award for a hobby outside of work, it would be for my incredible knowledge of brunch spots (especially bottomless) in London, happy to share recommendations!

View the full PR shortlist.