These days, I’m less interested in chasing headlines and more interested in getting the story right and making sure it actually has a point.

I work across communications strategy, content, reputation, and visibility - helping people work out what’s worth saying, where to say it, and what they want to happen afterwards.

With 25 years in PR, I’ve learned that attention on its own is cheap. What matters is whether people trust you, remember you, and know what you stand for.

I’ve worked in-house, agency-side, and spent the last two decades running my own consultancies, so I understand the realities behind communications decisions - risk, trade-offs, timing, internal politics, competing priorities, and the fact that not every “great idea” is actually a good one.

I focus on what will hold up, what will do the job, and what’s actually worth doing.

I work best with people who value straight talking, good judgement, and communications that are there to do something - not just fill the internet with more of the same.