Williams is the agency’s youngest client relationship manager - having been promoted three times in 2018 – and is described by her employer as "the embodiment of a modern communications approach to public affairs". She secured a Government commitment to review tourism VAT on behalf of Merlin Entertainment, and assisted with the formation of the UK’s largest hospitality trade association.
The secret to being a good comms pro in 2019 is... Understanding that getting things done is just as important as talking, and always keep learning.
If I could change anything about the PR industry, it would be... One of the challenges I think is to improve career advice for the next generation so they become inspired to work in the area. For example, there are a variety of really interesting public affairs roles out there, but unless you know where to look it can feel daunting.
I'm inspired by... The opportunity to make an impact. It's a great feeling when you've made real change.
If I wasn't in PR, I'd be... Probably running my own restaurant! I love good food and wine and often test my creations on friends and family. Maybe the similarity to PR is no coincidence – both are fast-paced, require creativity, dedication and focus... and, of course, the ability to communicate brilliantly with customers!
Judge’s comment: "Sara applies herself to represent clients across a breadth of industry sectors and has a clear focus on people and purpose"