After working as a journalist she felt she reached a point where she was ready for a new challenge; “I think I got to a stage where I needed something different…” she explained. When an opportunity to join Gardiner Richardson appeared, she weighed up the risks of taking a maternity cover position, she added “I just decided to take the risk and see what happens…”. The transition from journalism into PR wasn’t seamless, as Sarah explained one of the biggest adjustments she faced was learning to write press releases differently: “As a journalist, you’re used to getting quotes word for word… but having to draft them in PR felt really unnatural at first.” Using her experience working at the Chronicle, she quickly adapted to the environment; learning how deadlines, pressure, and the relationship between public relations and journalists works from her newfound perspective. “If you send a press release and ring half an hour later, chances are it hasn’t even been seen yet” she added.
Among the many award-winning campaigns she’s worked on at Gardiner Richardson, one stands out as particularly meaningful to her. The question wasn’t an easy one for her to answer, but she concluded that the ‘Smoking Survivors’ campaign she worked on for Fresh, the North East’s tobacco control programme was her most proud work. Launched in 2023, the campaign featured people with lived experience of smoking-related cancer. One of these people was Sue Mountain, one of Sarah’s former colleagues. “I knew Sue before everything she went through..”. Encouraging Sue to share her story proved powerful, taking her to Parliament, national TV, and inspiring countless others across the nation. “She once got recognised in Harrods by someone who said the advert helped their dad quit smoking…” Sarah recalled. Accuracy and authenticity were crucial to the campaign’s success. Working as part of an integrated team, the campaign balanced strong evidence with emotional storytelling, “Listening to people’s stories made me cry.”
She once got recognised in Harrods by someone who said the advert helped their dad quit smoking…
Reflecting on the changing media landscape, she noted the decline of print and the rise of a digital-first front. Securing national coverage has become increasingly competitive, having to rely on strong relationships, targeted pitching, and understanding the wider news agenda.
Looking ahead, Sarah explained that the unpredictability of PR is what excites her the most. “Every day is different…” she said. Her passion for her industry couldn’t have been clearer, she discussed how she believes PR remains a rewarding career for those who love writing, storytelling and have a flair for being creative. Sarah’s career undoubtedly proves that taking a risk can lead you to exactly where you’re meant to be.