The thing that gets me up in the morning is...
My 18-month-old son. He's like the world's best alarm clock, just without the snooze button.

What made me want to get into PR was...
I studied Law at university but decided, by the end, it wasn't a profession I wanted to go into. I wanted something that would allow me to use my brain but that was more creative. PR was the perfect fit.

If I could change one thing about the industry it would be... We need to be better at developing new talent. This is a skilled industry but too often we take the 'just pick it up as you go along' approach and don't invest enough time in teaching people the skills needed to become great communicators.

My greatest inspiration is...
My wife. She never ceases to amaze me.

The three things I demand in my colleagues are...
Team work, passion and the ability to treat every comms challenge as unique.

The character I most dislike in people is...
Power tripping.

I laugh most at...
Most things. You can't beat a good laugh.

The PR figure I most admire is...
Nick Taylor. Nick set up the first agency I worked for and it gave me the best possible start in my career, for which I'm hugely grateful.

The one website I always check is...
aintitcool.com/empireonline.com. I'm a big film fan.

The most interesting fact about me is...
I do stand-up comedy in my spare time.

My daily newspaper of choice is...
BBC Online.

The finest moment in my career so far is...
Realising my dream of setting up my own agency, Opus – www.opuscomms.com.

My most embarrassing moment was...
Arranging a work night out to Wimbledon dog track on a night the dogs weren't running. I'd just started work and thought I'd be keen and organise a night out. I suffered dog impersonations for weeks afterwards.

I've got a secret...
And it's nothing a good Google search wouldn't unearth.

If I won the Euromillions I would...
Probably faint.

The next big thing in social media will be...
The continued growth of mobile health apps. The depth and variety of mobile health apps is set to keep growing, as evidenced by the number of companies gaining funding in this area at the moment.

In five years' time PR will be...
Five years older. The fundamental skills of PR will always be the same.

• If you'd like to feature in a Behind the Headlines interview please email celina.maguire@gorkana.com.*