The thing that gets me up in the morning is...
My son William, by slapping me in the face at 4am! He's just 20 months so he's a whole bundle of fun but I do miss a full night's sleep! I've always been an early riser though and usually get to work at around 6.30am in time for interviews that we've set up for the breakfast shows.

What made me want to get into PR was...
The fact that no day's the same and the excitement that live radio brings. We're based in Regent Street with our own ISDN studios and I know it sounds cheesy, but every day I get excited about coming to work. I love working across a range of clients and I've had lots of fun working on re-branding campaigns; it's fantastic to see work you've done become a reality and have massive results.

If I could change one thing about the industry it would be...
AVE – I know everyone goes on about it but the day we have a new industry norm to replace the dreaded AVE will be a great day! Also the fact that some PR agencies don't realise there is more than one leading broadcast agency to go to for radio days!

My greatest inspiration is...
This is a tough one as there has been so many – flying competitions definitely inspire me. My family, particularly my dad, has been a big inspiration. You could say I had a hard act to follow – he was the first ever man to fly to Australia in a Tiger Moth and was named Man of the Year in 1979.

The three things I demand in my colleagues...
Hard work, willingness to do or try new things and a positive attitude.

The character I most dislike in people is...
Negativity. I'm a very positive person so I don't like it when people are down at work. I think you need to be very positive and optimistic when coming up with ideas in order for clients to believe in you – and it's by bouncing off these ideas (and sometimes they can be off the wall) that the great ideas are born. There's nothing worse than having a conversation with someone and they put a downer on everything.

I laugh most at...
Family Guy – it's my favourite show. Other than that, my son!

The PR figure I most admire is...
Richard Branson. He understands PR really well. He's done a great job and he's willing to try anything to get results. He was willing to lose thousands of pounds by pulling an above-the-line marketing campaign shortly after it went live on TV because he thought it didn't fit in with the image he wanted to promote. To me, that's bravery. A hell of a waste of money, sure, but he knows what he wants and it's that that's got him the success.

The one website I always check is...
This isn't going to make me sound particularly media savvy...the British Aerobatic Association website. As you can tell I'm a big flying enthusiast! Once I've done that I enjoy the BBC and Sky for some reliable, hard news.

The most interesting fact about me is...
I'm one of the top aerobatic UK pilots in the country and fly the world's first fully carbon aerobatic aircraft. I did my first loop strapped onto my mum's chest aged just six months old! My Dad was an RAF fighter pilot so I've grown up with flying and have been hooked ever since. I learned to fly from the age of 12 when I used to sit on a cushion to see out of the window. I flew my first solo flight when I was 18 – competitions are my main focus outside work.

My daily newspaper of choice is...
We get all the nationals in the office so I get the luxury of dipping in and out of every paper, depending on how I'm feeling!

The finest moment in my career so far is...
So many but the 4mediarelations staff party last summer was fantastic. It was great to see everyone together and having a brilliant time. I launched 4mediarelations in 2008 so hitting our first million in turnover in 2010 was a big celebration! The day we got our first significant contract was a fantastic feeling too. There were only three of us here at the time and now we're a team of 30 so it has been hugely rewarding to see the company grow.

My most embarrassing moment was...
As my colleagues will vouch for, I'm one of the clumsiest people in the world so I've fallen over on a number of occasions! One of the worst moments was during an important client meeting where I walked into a big glass door; I thought it was closed but sadly not and the client was there to witness...it definitely broke the ice!

I've got a secret...
My favourite film is 50 First Dates! The rest of my favourite films are all very manly though, I promise!

If I won the Euromillions I would...
Give it all to charity. I know that sounds clichéd but I'm not motivated by money at all.

The next big thing in social media will be...
Social media is evolving all the time, but one thing in social that is consistent is the increase in popularity of video. People don't feel the need to read stuff when they can simply watch an entertaining or informative video about it. Our specialist video production team is inundated with requests from clients. The more creative the better; having a video has fast become an essential in any media campaign and social media is the best platform for them to share them and get more hits.

In five years' time PR will be...
More online focused. I also think PR will be about specialists again. You read articles about big agencies being all encompassing – they're trying to be the jack of all trades who work for some – but for others it's just taking too much on. I think we'll become specialists in our fields, experts in certain sectors and begin to rely on each other more, benefiting from each other's skills. As much as we would all like to be great at everything you can't underestimate the importance of being a specialist in a sector like broadcast.

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