Why did you choose your course at Leeds Beckett?

When I did my research about the PR and communications post-graduate courses back in 2019, Leeds Beckett University’s MA Public Relations and Strategic Communications course caught my attention immediately. What I really wanted was a course that blends theory with practice and work experience. It was important for me - especially as an international student - to understand how PR works in the UK and immerse myself in practical projects to hone my skills. What’s more, Leeds Beckett has more than 25 years of teaching PR and the course is recognised by the CIPR which definitely made me more confident with my decision to pursue the course.

What is your favourite memory from your time at university?

My favourite memory from my time at university (despite half of it being in lockdown and queuing outside of Morrisons for food shop) is responding to a brief of IKEA West Yorkshire and pitching to the company’s marketing manager. It was a PR brief that aimed to address environmental problems in Leeds and raise awareness of the relatively 60,000 untapped students living in Leeds.

Tell us about your current role, and how you got to where you are.

I’m currently working at the global creative agency Manifest Group where I’m working on and managing integrated campaigns for a variety of clients from FTSE100 companies to global non-profits. These include Reckitt Benckiser, Chivas Brothers, Gousto, Popeyes, and Insomnia Cookies. Before this, I specialised in healthcare comms where my work ranged from biotech and mental health to the public sector, improving lives and creating positive social impacts for Steba Biotech, Roche, the NHS, InsideOut, and GBT.

How did I get here? It’s been a mix of numerous job applications, personalised CVs, cover letters and rejections. I’ve been lucky enough to secure internships, connect with people and hone my skills which has ultimately helped me get to where I am today. 

How did your course help you to get to where you are now?

The course equipped me with theoretical knowledge and practical, hands-on experience to hit the ground running when I first joined and secured a PR role. The IKEA project, for example, provided me with a comprehensive framework that I would then be able to apply to the job. The tutors and lecturers at Leeds Beckett are helpful as well when it comes to advice or networking opportunities. 

What was it like getting featured in the pr week 30 under 30 list?

It felt surreal at first and I felt over the moon as anyone should feel. It felt like the universe had finally responded to all those sleepless nights. It’s an important recognition and such recognition carries weight. It encourages me to keep learning, sharing, and moving forward every day.

What was your experience as an international student when you first started looking for a job in the comms industry in the UK?

It wasn’t an easy feat, not to mention the pandemic and heaps of visa requirements. I was lucky enough to secure my first full-time PR role at Intent Health which was thanks to networking and putting myself out there. I’m forever grateful to Jane (Intent Health’s CEO) who allowed me to get my foot in the door.

You run a website for industry-related content, participate in industry events, and have a full-time job. How do you juggle all this and what advice would you give to our current students on how they can get the most out of living in the UK?

I won’t lie - it can feel overwhelming at times, especially when I have campaigns/projects going on at work. However, finding the joy in what I do is important to maintain the stamina and interest. I’ve always been clear about the goals - what I want to achieve or get out of any task that I do or where I can add value - so it’s always a learning curve that is extremely motivating - scary and exciting. Someone much wiser told me that when it’s both scary and exciting at the same time it’s worth doing. Even though the comms industry has gone a long way regarding DE&I - and I applaud all the leaders who have been advocating for a more equitable industry - people from an underrepresented background often must work twice as hard just to get half of what their white counterparts are recognised for.

Do you think it is important to volunteer? Do you volunteer at any organisations?

Absolutely! I volunteered with the PRCA when I was at university and it helped me enormously with connecting with other like-minded professionals and putting PR theory into practice. Industry bodies and organisations such as the PRCA and CIPR provide great volunteering opportunities which certainly help cement your hard and soft skills. Otherwise, volunteering also helps show you outside of work and your interests and hobbies. I think it is always helpful for employers because people tend to want to know you as a person. 

What advice would you give to a student about to begin studying at Leeds Beckett?

The media landscape in the UK is mature and can be quite tricky to navigate, especially if you come from another country. Consuming media - from The Sun, The Guardian to The Times and Financial Times, from tabloids to lifestyle titles - is essential for anyone who wants to pursue a career in PR and strategic communications. In addition to that, I’ve found building a profile and genuine connections with other professionals in the industry really helpful as well. Always think about how you can add value with your unique work or life experiences. Generally, Leeds is a student-friendly city so make the most of your time at university and enjoy the student life.