The thing that gets me up in the morning is...
A healthy curiosity of what has happened overnight. When I started out, it was just the print coverage alerts that you'd be waiting for with bated breath. Now it's everything that could have broken or changed online, and it makes our jobs even more exciting.

What made me want to get into PR was...
Just how much it seemed to involve and demand. The persuasion of a legal eagle, the writing ability of a journalist, the people skills of a therapist, the creativity of an ad exec, the questioning mind of a detective, the stamina of a marathon-runner. Why have one career, when you can have six?

If I could change one thing about the industry it would be...
The fact that we're constantly publicly questioning ourselves and what we do. What is PR? How do we fit into the mix? How do we measure it? This may well stem from our constantly enquiring minds, but I think it can come across as self-doubt. And as my university tutors sometimes used to complain, I'm more of a doer than a thinker.

My greatest inspiration is...
Strong leadership. When someone gets it right, their team and their business is happy and flourishes. Strong leadership is one of the things that brought me back to Firefly in 2011 – and I love working with our CEO, Claire Walker, for the second time in my 12 year career.

The three things I demand in my colleagues are...
That they care, work hard and are bold. Then we can work together on the rest.

The characteristic I most dislike in people is...
A reflex setting of negativity.

I laugh most at...
The dinner table with my friends. Some are journalists, some work in PR and comms, some do amazing things in the health service and the public sector. All are wonderful company, who are great at taking the mick out of themselves and me.

The PR figure I most admire is...
The one who listens to and learns from others, but still always has the strength to lead.

The one website I always check is...
Twitter. First thing in the morning, last thing at night, and about every hour in between if I can – to my partner's constant complaints.

The most interesting fact about me is...
I competed in the National Synchronised Swimming Championships in 2005. My team got a bronze, thanks to my ill-timed choking fit that messed up my arabesque – it should have been silver.

My daily newspaper of choice is...
The Telegraph Monday to Friday and The Times at the weekend. But surely a PR perk is being able to read them all in the name of work?

The finest moment in my career so far is...
Winning the highly competitive pitch to be Vimeo's European PR agency is a recent high. And without meaning to sound cringey, so is working on it, now we have.

My most embarrassing moment was...
Everything that happened in the first year of work. You know when you're not quite ready to hit the work-force? I wasn't…

I've got a secret...
And if it's a personal secret, not a client secret, let's share it! Buy me two large glasses of Sauvignon Blanc and act like you care, it probably won't be secret for long. Never let it be said that I am not a lightweight, a talker or an over-sharer.

If I won the Euromillions I would...
Buy a great big house with a swimming pool overlooking Blackheath, a great big office with a swimming pool in Soho, and fill them both (the buildings, not the swimming pools) with amazing furniture and art. Then I'd turn up to work in a cab, host a massive party, and then do loads of pro-bono work for good causes that inspire us.

The next big thing in social media will be...
Video. Words and pictures combined, what could be better?

In five years' time PR will be...
Doing even better than it is now, based on the last five years. And maybe we'll have finally worked out how to evaluate what we so valuably do – and to stop publicly questioning and doubting ourselves…