Georgina McBride recently celebrated her one-year anniversary with City Road Comms, having joined the team in September 2022. In that time, she has relocated from Aberdeen to London and, when the weekend comes around, is an avid explorer of all the capital has to offer.

Georgina has a languages background, having studied French at Edinburgh university, including a year in Paris. She graduated last year and promptly entered the world of comms, joining our team soon after. She currently works as a communications executive, with her accounts spanning everything from financial services, wellbeing and tech to commercial real estate and flexible working. 

Read on to find out more about Georgina, what she enjoys most about PR (and City Road Comms), and her advice to SMEs seeking media coverage. 

What attracted you to work in PR and communications?

There’s nothing I enjoy more than exercising creativity and solving puzzles, and working in PR allows for the perfect marriage of both. Between writing compelling content, pitching to journalists, and firing out reactive commentary, getting strong results requires you to look beyond what’s obvious and think about why the story you’re telling matters – and, crucially, how you can make it stand out from the crowd.

What do you enjoy about working at City Road Comms?

What is ultimately the most rewarding aspect of the job is seeing what an impact our comms efforts can have on our clients’ growth and reputation. Whether it be achieving widespread brand awareness through national coverage, generating leads for new business, or even getting a deal over the line, the power of strong earned media coverage never ceases to amaze.

Plus, everyone on the City Road Comms team is a joy to work with. They are willing to get stuck in and support on any and every project. I’ve never experienced a more supportive or welcoming company culture!

Describe your job in three words.

Intentionally shaping perception.

What one piece of advice would you give to a startup founder wanting to do their own PR?

When you’re passionate about your business, it can be easy to get caught up on what you’re selling. Rather than focusing on what your product is in your PR storytelling (which can often come across too salesy to pique a journalist’s interest), focus on the wider problem it’s solving. That’s where you’ll find your news hook. 

What’s the worst thing about working in PR?

The news can be unpredictable, and even the best laid PR plans can be thrown awry by an unexpected turn of events – 2022’s merry-go-round of prime ministers feels like a strong example! It can be stressful, but being able to think on your feet and pivot direction when things don’t go to plan is essential.

What are you most likely to be found doing outside of work?

Trying out a new recipe, ticking the next Sunday brunch spot off my bucket list or watching a play on the West End.

What is your coffee order?

Typically, something with lots of milk and sugar – a dirty chai latte is my current favourite!

Georgina McBride

Communications Executive

About the author

Georgina joined the agency as a Communications Executive in September 2022, with clients spanning property, fintech and technology. Prior to this, she graduated with a degree in French at the University of Edinburgh, where she developed an interest in technology and communications while interning at a Parisian startup during her year abroad.

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