The thing that gets me up in the morning is...
I like being the first one in when it's nice and quiet. I'm such a morning person.

What made me want to get into PR was...
Nothing, it was an accident, albeit a happy one. I had always loved the media and advertising. I just didn't really know what PR was…

If I could change one thing about the industry it would be...
Just one thing? But there are so many… I'd start with attracting talent from a much more diverse pool. Trevor Beattie's ad agency has a non-graduate recruitment day. I like this idea.

My greatest inspiration is...
I don't have one inspiration above all others, I can't think of anything duller. Inspirations should evolve.

The three things I demand in my colleagues...
Insatiable curiosity, the ability to not turn a drama into a crisis and, um, graft. And a desire to break rules. Three things, pah…

The character I most dislike in people is...
Narrow-mindedness.

I laugh most at...
The narrow-minded. And celebrities. And fashionistas. And hipsters. Twitter. The Mail. Politicians. Prissy footballers. Myself. I could go on…

The PR figure I most admire is...
I admire the brains of planners, the ingenuity of creatives, the balls of entrepreneurs, the bravery of some clients and the diplomacy of big agency bosses across the agency world, not just in PR. If I had to limit it to PR people it'd be people like Sally Ward, Scott Wilson, Ed Staples, Matthew Freud, James Warren, Stephen Waddington, Caroline Kinsey, Rachel Bell, Dionne Parker and Nathan Macdonald who all fall into at least one of the above categories.

The one website I always check is...
The fantasy football league which 30 or so London PRs are in (follow me on Twitter if you want to join next season). And Twitter.

The most interesting fact about me is...
What a question! The most interesting fact about me – surely everyone is more complex than this? No? Oh, ok, I own a drum kit and have absolutely no rhythm. I am destined to keep a beat, just ever so slightly out of time, for eternity.

My daily newspaper of choice is...
Does anyone in PR do this? A daily newspaper of choice is surely for retired majors? The enormous variety of my Twitter feed is much more my thing.

The finest moment in my career so far is...
There are loads and it's unfairly reductive to pick just one. I guess they'd include persuading one of my old agencies to send me on secondment to our New York office. And to our Sydney office, just for an interview. Being an AD and ending up leading a pitch in Amsterdam to Johnnie Walker's global brand team which appointed us on-the-spot. The awards and awards parties, particularly a spectacular night with my then team at the Sabres in Barcelona (or was it Madrid?) a few years ago. And becoming friends with some of the brilliant, smart, creative people I'm lucky enough to have worked with (bit bleurgh, but hey).

My most embarrassing moment was...
My first job was in an ad agency in Belfast. On the day of our Xmas party dinner, my first ever, I tried to keep up with the boys from the studio who went out a few hours early. I failed. It was not pretty. The CEO was a stuffy old Ulstersaysno-man who was somewhat underwhelmed by the youth of that particular day.

I've got a secret...
About you. Yes, you reading this. You know what I'm talking about…

If I won the Euromillions I would...
Travel the world in pursuit of a shop which might sell me some rhythm.

The next big thing in social media will be...
Social media is acting like the five year old child it essentially is, hence the constant 'new toys' syndrome. But it will develop in a whole host of ways, like any five year old, in the coming years. Hopefully this will include a transparency-led revolution of many companies from doing good business to being good businesses. Although this does seem like a big ask for an under-10. I'd settle for it not setting everything on fire.

In five years' time PR will be..
Playing a bigger role than ever in an integrated comms mix. Or wishing it had gone to Specsavers.