The thing that gets me up in the morning is...
Music. I cannot travel to work without headphones and an iPhone/iPod – it would put me in a very bad mood. Luckily it never happens so my colleagues don't have to deal with the consequences.

What made me want to get into PR was...
Well, I originally wanted to be a music journalist, write for NME and tour the world with bands like in Almost Famous. That didn't work out, so I thought I'd try the other side of the fence. I worked in music PR for six years, and whilst I didn't tour the world, I did get to launch some great bands and get some great collectables (my signed copy of the first Kings Of Leon EP I'm particularly proud of).

If I could change one thing about the industry it would be...
Getting rid of AVEs once and for all.

My greatest inspiration is...
People who have a clear vision of what they want to achieve and pursue it with verve and passion. My current CEO, Johnny Pitt, and my former MD at immediate future, Katy Howell, are just two of the people that really make me feel re-energised and reinvigorated about my work after I speak to them.

The three things I demand in my colleagues...
Loyalty, proactivity but most importantly is a willingness to challenge me, my ideas and my opinions.

The character I most dislike in people is...
A resistance to change. Working in social media and digital, I am constantly adapting to new platforms and new ways of thinking, and find it frustrating if people aren't willing to at least begin to re-think their approach.

I laugh most at...
My own jokes. Sad, but true.

The PR figure I most admire is...
Malcolm Tucker. He may be a fictional character, but some days I wish I could be just like him.

The one website I always check is...
Tumblr – the people I follow are a great mix of creative thinking, digital innovation, music and lulz.

The most interesting fact about me is...
I truly believe that social media can change the world .

My daily newspaper of choice is...
The Guardian, and I do fit the stereotype of the left-leaning, cardigan-wearing, lentil-eating vegetarian.

The finest moment in my career so far is...
Getting 200,000 views, widespread national coverage and a tweet from YouTube for our Llama football predictor video for our Llama Snacks campaign in May.

My most embarrassing moment was...
Falling from a standing position during my first trip to the NME Awards. I'd just got a laugh from the people around me too, so it was doubly embarrassing.

I've got a secret...
I'm really, really excited about staying up for 40 hours straight and breaking the record for the world's longest brainstorm at Launch next month - see more here.

If I won the Euromillions I would...
Still come into work the next Monday. And also try and get one of my start-up ideas off the ground. And maybe buy a football club.

The next big thing in social media will be...
Tough question, but fun question to answer – one of my favourite terms for this year is 'idle-sourcing', the next generation of crowdsourcing. It's crowdsourcing, but made even more simple and easy for people to be involved. However, I do also think that we are coming to the end of a cycle with social media – I think any radically new platform will need to be driven by some kind of radically new technology. Mobile internet has driven much of the boom in social media; another big leap forward is needed to drive innovation.

In five years' time PR will be...
Alive and kicking – more advanced, more robust and better understood.

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