Sophie Figueiredo

What is your proudest professional achievement?

My proudest professional achievement is also one which is deeply personal to me. Despite impacting 51% of the population, women's health needs, particularly around menstrual wellbeing, have been historically neglected. With an objective to drive prioritisation of menstrual health among policy and decision-makers, I led an award-nominated, creative, integrated PR and PA campaign, which drove the Secretary of State for Health to formally name menstrual health as a priority in 2024. It was with immense pride that I led on this campaign securing increased awareness of menstrual health conditions and achieving concrete policy change and funding commitments that will pave the way for improved access to health information, support and resources for women.

How are you using AI in your role at present? 

The PR world, like most industries, is embracing AI, and with good reason. Although its application is in its relative infancy, it is providing practical support for our team as we develop and execute impactful campaigns. While AI excels at data analysis, administrative tasks and automation, it can't replace the human ability to derive insights from clients and stakeholders, tailor strategies to nuanced client objectives, or - most importantly - build lasting relationships. As AI continues to evolve and embed itself in our day-to-day work, the unique strengths our team brings to PR and PA, creativity, empathy, strategic thinking and relationship building‚ will only become more valuable.

Whats the secret to good client/agency relationships? 

For me, it boils down to three core principles: honesty; not being afraid to challenge assumptions; and ultimately making yourself an extension of your client's team. Being seen as a trusted colleague, sharing your client's vision, and having a deep understanding of their goals, I believe, delivers the best client/agency relationships, the best campaigns, and the best outcomes.

In your view, how can PR employers better retain talent? 

Retention is about nurturing talent. When employers invest in their employees' development, growth and learning, they create an environment that fosters a sense of belonging, satisfaction and long-term loyalty. Creating opportunities for advancement and fostering a culture where learning and growth are encouraged can keep employees engaged. Similarly, a positive company culture goes a long way in fostering an environment where employees feel valued, challenged and supported, making even the toughest days rewarding.

What is the motto you live by?

My motto is simple: "feel the fear and do it anyway". It's a philosophy that's driven me throughout my career and personal life. I've found that real growth happens when you step outside your comfort zone, push your boundaries and aren't afraid to make mistakes.