Yasmin Khostovan, associate director at Launch: "It didn’t take me long to fall in love with PR. The early days were a whirlwind because there was never a dull moment, and that’s still the case now as a director. One moment I’m having breakfast with a journalist in Soho, and the next I’m with the team scaling a mountain in Scotland for a brand activation. It’s a career that makes you a ‘dinner party expert’ in just about anything, and working at an independent agency only adds to the excitement – with endless opportunity to think big, move fast, and make a real impact on the brands we work with. I can truly say no two days are the same and that rush of landing a killer piece of coverage? Gets me every time.”

Sarah Bartlett, communications manager at Passenger Clothing: "I don’t think you ever lose the buzz you feel when you secure relevant coverage. There’s nothing quite like it, especially when you work for a brand you are passionate about. The build-up to that can sometimes be a long old road, but I just love that journey of researching dream target publications and connecting with journalists who are equally as passionate about their work. Whether it’s pitching a big business update, an innovative new product, or drafting comms plans to support our conservation work, it never gets old. Being part of an in-house marketing team, I love being completely engrossed in one industry, for me that’s the outdoors, these days there’s a lot of crossover between my personal interests and work life, and I’m here for it."

Ella Davidson, founder The Book Publicist: "I fell in love with PR because, as a book PR specialist, I get to work one-on-one with some of the most incredible minds in the world. It’s a privilege to learn from them—not just through their books, but in our calls, client discussions, and by reading the expert insights they share in articles, media interviews, and commentary. Every day, I absorb new knowledge from inspiring authors, entrepreneurs, and thought leaders—all while being paid to do it. But what truly makes PR special for me is the opportunity to share these insights with the world. Whether it’s an author supporting people with ADHD, an entrepreneur campaigning for equality, a conservationist fighting for wildlife, or a business expert helping companies to thrive, I get to amplify voices that matter. There’s a deep sense of purpose in knowing that the advice, ideas, and stories we promote don’t just sell books—they genuinely help people and make a difference. That’s what I love about PR, and book PR in particular. It’s not about pushing a product; it’s about helping journalists and readers discover meaningful, high-quality ideas. And that, to me, is the most rewarding job in the world."

Holly Freeman, senior account manager, Radioactive PR: "I started my career in PR straight out of school, and I still remember my lightbulb moment during my interview at Radioactive PR and thinking, 'wow, I can actually get paid to do this'. What I love most about PR is the sheer variety and creativity it demands. One day, I’m launching projections onto the White Cliffs of Dover for a leading travel brand; the next, I’m securing interviews for some of the UK’s leading entrepreneurs. It’s an industry that lets you wear multiple hats, constantly learn, and think outside the box. Of course, in an ever-changing media landscape with tighter budgets, creative approaches have had to evolve. While challenging at times, I’ve enjoyed finding new ways to stay ahead of the curve. That’s what keeps PR exciting, it’s always moving, always pushing you to adapt, and always rewarding you with sweet coverage when you get it right."

Alice Mercer, junior account director at Clarion: "I fell in love with PR at 21 years old after jumping from a year in a slow-paced non-PR internship to a one-week work experience in a PR agency. The rapid pace, highs, lows and unswerving passion for the job that I witnessed in that week lit more of a spark in me than the entire year previous - and that spark hasn't dimmed. Landing my first PR job specialising in interiors, I learned it was the joy of building a narrative out of even the toughest of subject areas (toilets, vinyl flooring & wood paint - you name it) and watching that narrative resonate with the outside world that I loved. Every day in my role at Clarion I see the power of PR to drive real impact, whether it's launching a product, navigating a crisis, or pulling off a stunt that generates so much coverage it even makes it into my family group chat. In trickier times, when the rapid pace and unpredictable moments have ramped up, the evolution is the thing that’s kept the spark alive. As cliche as it sounds, it truly is a ‘no two days are the same’ industry; every day brings new challenges, new technologies, new reasons to be excited and new ideas to bring to life."

Samantha Browning, account director at Wildfire PR: “The first time I saw my hard-earned coverage ‘live’ in a national newspaper was the moment I fell in love with PR. At the time, I was a fresh-faced exec who had been working in PR for a couple of months. But this was the moment everything clicked. I realised an idea that I’d dreamed up had become something real that people could actually see and engage with – and that it had the power to impact my client’s goals. Watching a creative idea come to life – from a rough idea scribbled in my notebook to a published story – was exhilarating. Even now, that feeling hasn’t changed. These days, my focus is more on media strategy and helping the next generation of PR professionals hone their pitching skills. But I still love getting stuck in. There’s nothing quite like seeing an idea take shape and become a reality. That first piece of coverage lit a spark that’s still there today – the thrill of seeing hard work pay off, telling a story that resonates and helping others fall in love with PR too. It’s what keeps me coming back and what I’ll always enjoy most about this career.” 

Kirill Perevozchikov, founder and CEO of White Label PR: "I love PR because it’s about sharing and taking action. Moreover, it gives you a unique perspective on the industry. As PR professionals, we’re the ones who connect the dots, uncover trends, and share meaningful stories with people. Our job is to turn versatile insights into clear narratives, and that’s what makes it so exciting. It’s not always roses, but when a client says ‘you get us,’ or when we see a story we helped shape, making waves in the media... it’s a match."

Lily de Watteville, associate director at Capture Communications: "I fell in love with, and have remained in love with PR because I found my people. PRs, marketing teams and journalists are all up for the challenge, passionate about what they do and don’t take no for an answer…all things that I love about my job.  For some, the idea of every day being different and building a career on spinning plates and thriving in fast-paced environments, fills them with horror. But for me and for my fellow PRs, we thrive off the energy and creativity of our industry. With over a decade’s experience, I have learned that a few things do always remain the same in PR, and are why I love it; it’s the perfect blend of creativity, strategy and storytelling, but most of all, relationships. When asked by friends or family what I actually do, it’s not an easy answer but I tell them it’s more than press coverage, it’s about influence, being culturally tuned in and bringing vision to life in the real world, reaching real people. What’s not to love."

Katie Earlam, director of creative strategy at 72Point: "As a former news journalist, PR was never the plan. I was skeptical of the journalist-PR relationship and believed great stories should be organically sourced, or uncovered through traditional reporting. Then, working in showbiz at The Sun, I discovered the special relationship was everything. A great PR contact had the power to help you create and deliver brilliant stories, and it was a resource I wished I’d leaned on earlier. I only truly fell head-over-heels when I joined a small agency and saw a campaign through from ideation to execution. I’ll never forget my first sleepless night, fearing it wouldn’t land, only to wake up to swathes of coverage and journalists calling for interviews. It’s when the penny dropped that PR isn’t about selling, it’s about storytelling. It’s about creating powerful narratives and understanding what cuts through and why. It’s the thrill of knowing you got the story, the audience and timing right."