We sat down with our new Account Director, Georgie to learn more about her new role, her hot takes on the PR industry and why she’s thrilled to be in her ‘Pearl Comms era’….  

How are you feeling about your new role? 

I have worked in B2B PR for nearly six years, where I have specialised in supporting innovative clean tech, fintech and data clients from around the world. 

I started as a Junior Account Executive and instantly loved the buzz of the office and the fast-paced nature of media relations. I also really liked getting to know my clients, learning from them and forming good relationships. I worked my way up to Account Director and was thrilled to be able to continuously learn new skills, from digital PR to crisis comms, to event support.  

I recently started at Pearl Comms after moving from London back up to Birmingham, where I was lucky enough to go to university about ten years ago.

I’m SUPER excited about my new role. I am most looking forward to getting to know the wonderful team and leading on my new accounts. The work seems fast paced and very interesting, and the Pearl Comms team are incredibly knowledgeable. I’m also really looking forward to exploring the city more… especially food and drink places.

What trends in B2B PR are you most excited about right now? 

I love PR, as it’s such a creative, fast-moving industry. I’ve been able to work with spokespeople who are at the forefront of their industry, as well as brilliant PR and marketing teams who are genuinely excited about the work they get to do every day. 

Unfortunately, in the industry recently there has been a massive number of pitches offering fake AI experts. These fake profiles are created using AI to generate comments and images with impressive credentials, leading to dubious experts getting quoted in new stories.  

This is incredibly troubling. But we are already seeing these tactics bring a newfound appreciation for real, highly trained experts, especially those that can jump on a quick call and bring a much-needed human touch. As journalists become more sceptical of AI and fake claims, I think there is a real, exciting opportunity to strengthen trust between PRs and journalists, especially for PR teams who can provide valuable, genuine, authentic expertise.   

What advice would you give someone starting out in PR? 

Be a sponge! There are so many talented communications professionals to learn from. New starters should engage with different ideas and perspectives, both inside work and through reading, engaging on platforms like LinkedIn, listening to podcasts and attending events. 

Also, be yourself. While it’s important to be professional and respectful, I find journalists and clients prefer it when you show a bit of personality with a joke, by sharing a story, or even just talking about the weather!

What’s one thing you always have on your desk while working? 

A cup of tea!

The caffeine helps with the quick pace of the job, and I always like having a hot beverage for client calls or team chats, as it often makes it feel more casual and comfortable.

Also, as we head into the cold, dark winter months, there is nothing more comforting than a mug of English breakfast tea! 

What’s the best concert you’ve ever been to? 

Taylor Swift’s Era tour at Wembley. Three and a half hours of pure joy!! I’m very happy to now be in my Pearl Comms era.