Thinking from the work, not from a content calendar

Headlines are only half the tale. The quotes, the outreach and the deadlines that turn a client's work into coverage.

The move from newsroom to PR business happened almost by accident. What made it work was starting small and staying consistent.

Two birthday cakes, one of them a strawberry cat, and copy for a web builder with an artist's flair. The same job at home and at work.

Rug boxes and laptops, stables and landing pages. Preparing for winter turns out to be the same job as building brand foundations.

A handmade bracelet from a daughter, reading 'You Have Got This'. A first mentee matched, and press releases for two charities.

Shorthand on soggy notepads, and rug boxes juggled with a laptop. A blog the client loved, and a new mentoring role accepted.

PR specialists and photographers let loose on a shooting range. Between the riddles and the bluebells, a press release reached the Yorkshire Post.

Interviewing future Prime Ministers, and dancing in a dressing gown in a Honley bus shelter. Both come down to knowing the audience.

Tone of voice, website copy and a workshop booking secured. Also an unplanned trip to A and E and a pony hack completed on foot.

A community Easter egg hunt in Honley, with cryptic clues and a digital trail. A daughter's egg drawing may yet join the hunt.

A week of meetups from Huddersfield to Leeds, marked for International Women's Day. Running a business is a balancing act.

A letter to a newspaper editor from someone with no experience to offer. The door that opened, and the training that followed.