The thing that gets me up in the morning is...
Usually it's my children hacking into my iPad.

What made me want to get into PR was...
Initially it was the appeal of a job that involved talking a lot but as I got further into a career in PR I began to thrive on the creative challenge of taking a core message and making it relevant to a specific group or audience. This love of a constant creative challenge was a key reason I recently moved from an in-house role back into an agency – although some people believe my recent career move was for the two-minute commute to the office.

If I could change one thing about the industry it would be...
To improve standards. Whilst in-house, I was shocked at the quality of ideas and the terrible writing often presented to me.

My greatest inspiration is...
A stroll down the high street; I take more inspiration from everyday things and people around me than anything else.

The three things I demand in my colleagues are...
The ability to make a decent cup of tea, a good sense of humour and honesty.

The character I most dislike in people is...
Deceit.

I laugh most at...
Rather than 'at' I'd say I laugh most 'with' the people I work with.

The PR figure I most admire is...
Not necessarily a PR figure but a great ambassador and spokesperson for all she does - Camila Batmanghelidjh.

The one website I always check is...
Can I have two – Twitter and the BBC.

The most interesting fact about me is...
I got through the first four rounds of auditions for series one of Big Brother – either that or I was with the Royal Ballet for a year. I am taking two again aren't I?

My daily newspaper of choice is...
The Sun – it has to be, it's still got the biggest circulation and the subs there are pure geniuses.

The finest moment in my career so far is...
Probably winning in-house team of the year with Egg at two industry awards in the same year.

My most embarrassing moment was...
I couldn't possible tell you.

I've got a secret...
Embarrassing moment.

If I won the Euromillions I would...
Teach ballet.

The next big thing in social media will be...
The growth in online portals that truly allow you to track and integrate all your social media activity.

In five years' time PR will be...
With the change in consumption of the media by the consumer and the boom in social, PR will grow in importance in the overall marketing mix. Maybe even finding its way to more boardroom tables?

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