The below article and podcast originally appeared on PRmoment

I wanted to interview Victoria for a couple of reasons. First of all, because Victoria came into PR relatively late in her career; she didn’t start working in public relations until she was 33.

Also, until she moved into PR Victoria’s career was predominantly spent as a data analyst. So I reckon there’s probably some interesting stuff to talk about on how a data analyst built a PR firm.

And finally, I wanted to talk to Victoria about GingerMay. GingerMay only launched in 2010, already employs 40 people and has a fee income of £3.5m. What’s also interesting about GingerMay is that they refuse all project work – that £3.5m is made up of only retainer clients!

Here is a taster of what Victoria and I discussed:


  1. Why did an experienced research analyst decide to launch a PR firm?
  2. Why Victoria would never describe herself as entrepreneurial
  3. How she set out to build GingerMay gradually, steadily and organically
  4. How GingerMay is built with data at the centre of it
  5. Defining what “a data-driven rigour” means in a public relations business
  6. How GingerMay uses qualitative and quantitative deep dive studies with clients
  7. How senior members of staff respond to GingerMay’s data investigation
  8. Why changes in the research sector have had big and positive implications for public relations
  9. Why a project based agency?: Client relationships don’t benefit the client or the agency
  10. Why a slow burn campaign will always be more effective than a short-term splash
  11. How GingerMay train staff for 6 months before they go “client-side”
  12. How GingerMay has grown to a £3.5m firm so quickly
  13. Why launching a PR firm having never worked in an agency is both an advantage and a disadvantage
  14. Why, as a client, PR firms can appear untransparent
  15. Why mentoring benefits both the mentor and the mentee
  16. How Non-Exec Director roles have helped GingerMay grow its business
  17. Why a good mentor won’t give you the answer!
  18. Why Victoria is so frustrated at the inability of businesses to see the assets they have in working parents