Interview answers can become harder when you try to say everything at once. This post looks at why strong preparation is not about memorising more, but knowing what to leave out so your best examples come through clearly.

Trust is often talked about most when it is already under pressure: An organisation needs to explain a difficult decision A media enquiry lands A stakeholder is frustrated A service has changed A customer group feels unheard A policy shift creates uncertainty Suddenly everyone is focused on the message, the timing, the line to take and the words that will be used. While those moments matter, they are rarely where trust begins. By the time communication becomes urgent (as in t

Reflections from a CIPR Crisis Communications Network webinar with Dr Tony Jaques, exploring the difference between issues and crises, the long tail of reputational risk, and why communicators need to earn their place in strategic decision-making.

Five years supporting neurodivergent young people reshaped how I think about communication clarity, sequencing and cognitive load.

Cyber incidents are now a routine organisational risk. Insights on crisis communications, data breach response, internal messaging, and preparing for cyber attacks before they happen.

One of the most under-discussed realities of modern marketing and communications work is how often it relies on influence rather than authority. Titles alone rarely grant marketers the power to make decisions outright. Instead, the work depends on persuading, aligning, and sometimes gently nudging people who hold different priorities, incentives, and information. Years ago, I assumed this was a quirk of specific organisations. Now I see it as a structural feature of the disci

Campaigns are the visible work. Alignment is the invisible work. Why stakeholder management, diplomacy and organisational alignment define senior marketing roles.

AI is moving fast, but most marketing teams are still finding their footing. Drawing on insights from a recent Marketing Meetup webinar, this post explores where AI genuinely adds value, how to avoid the hype, and what human-centred, effective use of AI really looks like for modern marketing leaders.

The "Saturday job" is becoming an endangered species. This isn't just an issue for teenagers - it's going to become an issue for the marketing sector too.

Key takeaways on closing the 22-Point confidence gap in communications

On Monday I was in Brussels, representing FreeBalance at the WOMEN IN TECH ® Europe Awards . The partnership between the organisations is one I'm proud to have deliver over the second half of 2025 and it was fantastic to experience the fruits of this in person! It was a privilege to be given the opportunity to address this prestigious audience and deliver a speech on the important role of women in tech diplomacy. Women are leading the way in uniting communities, governme

How to speak the language of the boardroom and bridge the gap between comms and leadership

Top tips for public speaking

What insight can marketers gain from the 2025 Edelman Trust Barometer?

What should marketers learn from the new Global Risks Report?

The average reading age in the UK is 9-11 years old. So why do so many organisations talk to customers like they are experts in their field?

This is Step 4 in the Designing your first marketing campaign series. Read the previous posts on how to identify your marketing objectives , analysing your audience and campaign planning . Please, PLEASE, don't just batter out some marketing and judge whether it's working on whether you mum or your mates in the pub comment about it. Know, before you start , what you will measure in terms of effectiveness and what numbers you want to hit. Good marketing effectiveness metrics

As a marketing and communications professional, you may often be asked for your recommendations on how to approach a campaign, boost performance, or get a message across. This is a great opportunity to support your organisation's objectives and grow your own personal reputation. Done well, these are also good examples for CVs and job interviews. Managing stakeholders and customers in this situation is key, because it's not just that your advice has to be good, it's that you h

I was recently asked to guest on the Marketing Careers Uncovered podcast. Dave Heywood and I had a brilliant chat about career progression, being a line manager, interview panels and a lot more. So much more in fact that we actually ran to two episodes instead of one! Give it a listen - both episodes are now available on Apple , Rephonic , Spotify and the other main places you'd normally go for your podcasts. I had an absolute blast catching up with Dave. And (I can't rememb