1. What inspired you to start your own PR agency, and what were some of the early challenges you faced in setting up and sustaining the business in a competitive industry like communications?
I’ve always believed in the power of stories. After working in the industry for a few years, I noticed a gap—gap—brands and startups were often treated like retainer amounts, not as partners with unique narratives. I wanted to build an agency that valued long-term brand thinking over transactional coverage. That’s how Column Inches was born in 2015—with the vision of offering hands-on, honest, and high-impact PR support to startups and growing brands who didn’t have millions to spend but had powerful stories to tell.
The early challenges?
Where do I start! Convincing clients to bet on a young founder and a small team wasn’t easy. PR, as a service, is also often misunderstood—people expect instant results, viral coverage, and leads on day one. So setting expectations while building trust took time. Plus, building a team, managing retainers with lean resources, and hiring the right people—all of it was a test of resilience. But I wouldn’t have it any other way. Every challenge taught me how to run a business with heart and hustle.
2. As your agency grew, how did you balance creative excellence with business expansion and team building? What were some turning points in your growth journey?
We’ve always believed in quality over quantity. Even as we scaled, that mindset never changed. I truly believe my team produces the best work — not just in terms of outcomes for Column Inches but in terms of what they contribute to the media ecosystem at large. They are passionate, relentless, and always looking out for opportunities that align with their clients’ growth. That’s a rare trait and one that sets us apart from legacy agencies.
A major turning point for us was realising that our strength lay not in competing with the biggest names, but in building deeper relationships — both with clients and the media. We’re smaller, yes, but our passion runs deep. We don’t do copy-paste PR. Every pitch, every press note, every idea is tailored. That’s our edge. The pandemic surprisingly became a growth phase—we doubled down on startup-focused PR, digital storytelling, and ROI-driven campaigns
As we built our team, we never looked for cookie-cutter resumes. We looked for curiosity, drive, and people who cared. That helped us scale without compromising on the creative pulse that keeps the agency alive.
3. How have client expectations evolved over the years, and how does your agency stay agile in adapting to these changing demands, especially in a digital-first world?
The biggest shift I’ve seen is the assumption that getting coverage is easy — that a single press release or an email pitch will get a front-page feature. It doesn’t work like that. PR is not a magic wand. It’s a consistent, strategic effort. It’s about shaping perception over time, not chasing headlines.
In today’s digital world, there’s this perception that media is easily accessible. But good media — the kind that moves the needle — is still hard-earned. Founders sometimes underestimate its power. I’ve had clients say, “Just get me a mainline interview,” without understanding that if you don’t have the story, the platform won’t amplify you. You can’t use canons when sticks would do, and vice versa. Strategy matters.
We’ve stayed agile by being brutally honest with our clients. We explain the ‘why’ behind every move. We use digital to our advantage but never lose sight of the fundamentals. Good storytelling, strong relationships, and a deep understanding of the brand — those never go out of style.
4. What kind of leadership culture have you tried to build within your agency, and how do you ensure the team remains aligned with the agency’s long-term vision?
I want my team to go out and explore. I encourage them to look beyond traditional definitions of PR and not confine themselves to old-school methods. The industry is evolving fast, and we need fresh thinking to keep up. So I push them to take risks, try new formats, question outdated strategies, and always prioritise what’s best for the client.
The culture we’ve built is very open. We don’t believe in hierarchy for the sake of it. Every voice matters. If someone has an idea — no matter their title — we listen. And when people feel seen and heard, they go the extra mile. That’s been my biggest learning as a leader.
To stay aligned with our long-term vision, we revisit our goals regularly. We talk about what we want to be known for, what we’re doing right, and what needs to change. It’s not a one-time meeting — it’s an ongoing conversation. And I think that’s what keeps the team grounded yet ambitious.
5. What’s one piece of advice you’d give to communication professionals who aspire to start their agency or take the entrepreneurial leap in PR?
Be patient. Nothing in PR happens overnight. It takes time to build credibility, networks, and results that truly matter. Don’t bite off more than you can chew — quality trumps volume every single time.
At the same time, be aggressive. Be hungry. Want growth, chase it, and promote yourself. One of the biggest mistakes people in PR make is not applying their own principles to their own brand. Talk about your wins. Share your story. Let people know what you stand for.
And above all, stay humble. This is an industry where things change fast. One day you’re in, the next you’re forgotten. So keep learning, keep listening, and stay rooted.