Meet the City Road Comms team: Sian Bradshaw
Sian Bradshaw joined City Road Comms (CRC) back in February 2020. She had recently completed a BA in English at the University of Cambridge, and had been working as a project assistant within the Bolton NHS Trust. From her first interview, it became clear that Sian had in abundance the intelligence, creativity and passion to succeed in the comms industry.
That said, it was hardly the smoothest transition into life with the agency – nor into the world of PR and comms. Just a month after relocating to London and joining CRC, the UK entered its first Covid lockdown.
Nevertheless, despite the challenges the pandemic presented, Sian’s progression within CRC has been speedy; a testament to her exceptional work ethic and professionalism, and the quality of the results she has delivered for her clients. Within two years, Sian had risen from communications executive to account manager, with a short stint as an account executive along the way.
Today, Sian leads on several major fintech accounts, developing a deep understanding of trends like Banking-as-a-Service, embedded finance and dynamic lending, not to mention the movements of financial markets. Now based back in her home city of Liverpool, Sian visits our London office most months.
Keep reading to find out more about Sian, and her views on CRC and what it’s like working in PR and comms.
What attracted you to work in PR and comms?
There are a few aspects of the PR and communications that drew me in. On a very basic level, I love to talk. Whether it’s about a major political event or something mundane that’s captured the media’s attention, keeping up with current affairs and having conversations with different people about everything that’s going on in the world is one of my favourite things about the job.
My educational background is in English literature, so working in PR means that I’m able combine this with my passion for storytelling, which definitely helps when you’re looking for reactive commentary opportunities first thing on a Monday morning.
What do you enjoy about working at CRC?
The best thing about working at City Road Comms is the team. We’re a small, but lively team of people and we’ve grown significantly over the past year. Everybody is lovely and incredibly hard-working – you can always rely on somebody to pitch in to support on a busy campaign or offer their perspective on a press release you’ve been mulling over for a while.
What one piece of advice would you give to a startup founder wanting to do their own PR?
Whenever you’re thinking of going public with an announcement, it’s important to cut the jargon and think about the “why” behind your press releases.
When you’re putting all your time and energy into getting a new business or product off the ground, it can be tempting to launch straight into technical lingo and lose sight of the bigger picture. However, journalists will give you more credit for explaining your proposition and how it is tackling a pertinent problem in simple, compelling terms. The founders that can explain the broader appeal of their product and how it impacts their customers without being too technical are able to foster better relationships with the media when building their brand.
What’s the worst thing about working in PR?
Because of the fast-paced nature of the job, sometimes a journalist at a big publication will reach out with an opportunity that is perfect on the surface, but the timings might not quite line up with a spokesperson’s availability or expertise, or they might want you to disclose facts and figures that you’re not legally able to share yet. In these situations, it’s nobody’s fault, but it can be disappointing!
What website do you visit the most?
It’s difficult to pin down just one, but if I had to, I would say I read The Times the most to make sure I have the fullest and most accurate picture of what’s happening in the world. That said, I write a lot about financial services and fintech, so I often look to the likes Sifted and the Financial Times to make sure I’m up to date on the latest trends.
What is the last book you read or listened to?
‘Cultish: The Language of Fanaticism’ by Amanda Montell. It’s a pop linguistics book about the sorts-of-cults people join every day and the linguistic tactics that brands use to reel us in and create a sense of community. It has an interesting mix of criticism, anecdotes, interviews and research; it really made me think about how deliberately brands like Peloton use language to gain a cult-like following, and the buzzwords we hear when politicians speak.
What is your coffee order?
Nice and easy – normally a flat white!
About the author
Sian joined CRC back in 2020 after reading English at the University of Cambridge, with varied experience in student journalism, project management and youth engagement. Since then, she has worked with a variety of the agency’s clients in the tech, business and finance sectors, and now works as an account manager, where she crafts innovative, targeted communications strategies for her accounts.Email