This month, we’re spotlighting Victoria Hourigan, Account Director in our Corporate team, whose work spans media strategy, crisis communications and integrated, policy-led campaigns.

In her Q&A, she shares insights from agency life in London, reflecting on balancing fast-moving sectors, crafting impactful campaigns, and how the role of communications is evolving in an AI-driven world.

Can you tell us a bit about your role and what a typical day looks like in the London office?

Much of my role focuses on client counsel, media strategy, and leading account delivery. While no two days are ever the same, I usually start by scanning the news to spot opportunities and risks for accounts, then move into a mix of client and internal calls. I’m often jumping between campaign development, crisis comms, pitching ideas to journalists (sometimes over coffee!), and developing materials. With summer around the corner, a day in the office often also means a trip to the well-loved food stalls on Leather Lane and making the most of the suntrap that is our balcony.

In one sentence, how would you describe what you do at Grayling to someone outside the PR world?

I help companies tell their stories and protect their reputation.

If someone’s heading to London for the first time, what’s one spot they have to visit?

I’m slightly biased living in North London, but when the sun’s out, you can’t beat camping out in Highbury Fields, London Fields or Hampstead Heath. If you’re feeling brave, a swim in the Hampstead ponds is a must.

What’s been one of the biggest challenges you’ve faced in your career, and how did you overcome it?

Something you learn quickly in PR is how to balance multiple priorities across clients and sectors. For me, that currently means switching between retail, payments and energy spaces. It’s what makes agency life so varied, but it also brings challenges, especially against tight deadlines and a fast-moving news agenda. Over time, I’ve learned to prioritise effectively and keep the bigger picture in sight.

What part of a campaign do you secretly enjoy the most, even if no one else notices it happening?

Getting the headline just right. Small details can completely change how a story lands.

How do you see the communications landscape evolving and what excites you about where it’s headed?

AI is speeding up admin and supporting day-to-day delivery, but it’s also shifting the role of communications. The value is now moving to human judgement, clear counsel and strategic thinking, making our role as PR consultants more important than ever.

What’s a campaign or project you’ve worked on that you’re especially proud of, and what made it memorable?

There are honestly so many to choose from during my time at Grayling so far! But my work launching the world’s first cultivated-meat dog food for Pets at Home was a highlight. It had real media pull and strong results, bringing to life the idea that meat can be grown from a single sample of cells taken from one chicken egg to create a more sustainable way to feed pets. How cool is that!?

I also really enjoy integrated, policy-led campaigns and was particularly proud of our work for the Publishers Association on the Government’s AI copyright consultation. We focused on securing fair rights for publishers as AI companies increasingly use their content to train models. It was high stakes and genuinely meaningful, and the government has since backtracked its position following industry pressure.

We all have a few “industry buzzwords” we could live without… what’s yours?

‘Cut through’ and ‘low-hanging fruit’ are some classic PR ones.

What’s something your colleagues might not know about you but should?

My first full-time job was as an English teacher in Beijing.

What’s one professional habit or tool you swear by?

Enterprise ChatGPT is hands down my new best friend at work.