PRWeek UK 30 Under 30 2016: Caroline Holmes, IAM RoadSmart

Holmes (28) is currently making waves as comms manager for motoring body, IAM RoadSmart.

Holmes has been recognised as a stellar performer during her six-year PR career that has spanned government, agency and in-house comms. She has experience in a variety of fields from advising senior ministers including Vince Cable to overseeing global accounts such as Tata Steel.

The biggest misconception about PR is... that it should have anything to do with fixing stories. Building a strong reputation doesn’t come through covering up. As demonstrated by Alton Towers, it comes from being open, honest and caring.

I couldn’t live without… decaffeinated tea.

My biggest inspiration is… kindness. Nothing beats a bit of human decency. The student who jumps up to help an older person off the train. Or when one of my team stayed on an extra month to support a particularly busy project. Life can be gruelling at times but taking care of each other makes a huge difference.

In five years’ time I want to be... five years more experienced, still working for an organisation that supports the greater good. And most importantly, that job should come as part of a healthy work-life balance.

Nominator says: "Caroline doesn’t meet targets, she smashes them."

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