Amira is a Senior Account Manager at Missive, an integrated tech PR and communications consultancy. Having graduated from the University of Sussex with a BA in Media Practice, she has over five years of experience in the industry, leading end-to-end account management as the primary contact for clients and developing strategic monthly plans that meet communication and business objectives. Amira excels in creative campaign development and strategy curation, encouraging clients to think outside the box while delivering measurable value back to the agency.
Passionate about fostering growth and inclusive cultures, Amira plays an active role at Missive, sitting on the ESG Committee and contributing to its DE&I consultancy. Her experience across both B2B and B2C sectors has equipped her with a broad and adaptable skill set.
Outside of her day-to-day responsibilities, Amira serves as the Volunteer Engagement Officer at Teenage Helpline. In this role, she partners with senior managers to enhance volunteer retention and engagement, develops strategies to solve engagement issues, and works on building a strong community culture within the organisation. She also assists with internal communications and explores opportunities for collaboration across the charity.
A lifelong learner, Amira is always seeking ways to expand her knowledge. When not working, she enjoys getting lost in a good book—always ready with recommendations—listening to podcasts or uncovering the latest trends on TikTok.
Describe yourself/your background in 5 words max?
Plantain-obsessed, Caribbean North Londoner.
How did you get into PR/communications?
I owe my start in the industry to the Taylor Bennett Foundation. I trained with Brunswick in 2018, and I haven’t looked back since. The programme provided a solid foundation in understanding the inner workings of the industry and its vast scope, and of course, guided me towards my career post-university. I’m forever grateful for the opportunity to be part of such a large network of BME professionals and I’ve met so many friends for life because of it.
What do you love about your job?
What I love most about my job is the opportunity to approach storytelling from a fresh perspective. In the B2B tech sector, it can often be challenging for companies to convey their product stories and core purpose to a wider audience. This is where our work truly begins. I love the challenge of breaking down complex concepts and crafting narratives that resonate with broader audiences. With each new client, I have the chance to explore innovative ways to tackle this challenge, ensuring their message is not only accessible but also impactful.
What are you most proud of?
I’m most proud of my ability to call out things that aren’t right, even when it’s uncomfortable. Speaking up doesn’t come naturally to me, but I’ve learned that my voice has power, and by speaking up, change can happen. It’s never easy, but I’ve committed to always stand up when something feels off, and that’s a strength I’ve come to own.
What’s been the hardest lesson to learn?
Sometimes people won’t share the same values or belief systems as you but there is a job to be done so all that has to be put to one side. Learning to navigate those moments professionally while staying true to myself has been one of the most important lessons in my career.
Who are your favourite people in PR and why?
How long do we have? I’ve been incredibly fortunate to work with so many brilliant PR professionals who’ve shaped who I am today. From Ben Roberts and Izzy Ward to Louie St Claire and Whitney Simon, and even clients like Regi Philip, Anthony Harrison, Manuel Chaplet, and Tom Rouffio — they’ve all had an impact on my journey. But in the spirit of answering the question properly, two additional shoutouts go to:
Kate Clover – Kate hired me for my first role in PR, and I’ll never forget that call when I got the job. I hadn’t even finished the Taylor Bennett Foundation programme, and she was already so excited for me, even though I had no idea what I was getting into. Now, seeing her work with Untapped Recruitment and her dedication to diverse is so refreshing. Unlike many recruiters, Kate is always polite, patient, and genuinely takes the time to understand what you do before approaching you.
Ellie Thompson – If you know Ellie, you’ll understand why she’s one of my favourites. She’s created so much time and space for me to grow, both professionally and personally. Ellie embodies kindness, compassion, and selflessness, while also balancing that with authority and leadership. To me, there’s no better example of what a true leader should be.
What skill do you think every PR/comms person has to nail?
Soft skills may be even more important than hard skills, as the latter can be picked up with practice. This may sound self-centred, but I believe the most crucial skill is the ability to advocate for yourself and your capabilities (and for your team as too).
From an agency perspective, clients often manage the communications function on their own, so they look to you for additional support and validation of their ideas. To instil confidence in them, you need to be loud and proud about your expertise and what you bring to the table.
This can be challenging, and I am also on my journey to improve in this area. However, the more you advocate for yourself, the stronger the relationships you can build with both your clients and your team.
What is your favourite social network and why?
TikTok. It’s incredible how, in just a few short years, it has amassed a massive user base and completely transformed the way we view, engage with, and consume content. Even major publications like the FT have joined the platform, highlighting its growing importance as a news distributor and its potential to reach broader audiences, including corporate stakeholders.
TikTok also offers a window into other parts of the world, exposing users to diverse perspectives and belief systems that were less accessible just a few years ago. It has empowered people to build new streams of income, pursue passion projects, and even become entrepreneurs. Social media places consumers at the centre, making it possible for trends to explode or fade within 24 hours and often becoming the go-to source for breaking news.
Of course, TikTok has its challenges like many other social media platforms, from AI concerns to regulatory issues, but I’m excited to see where the platform goes next and how others will keep up. I also admire how Shou Zi Chew, TikTok’s CEO, handled tough questions from US Senators about the platform’s ties to China and how he uses TikTok to connect with the community. It was an impressive display of leadership and a valuable lesson in navigating complex situations.
What’s your favourite podcast and why?
As someone that LOVES podcasts, this is really hard to answer because there never really is one favourite. I’ll pick one that is still running and that is Scamfluencers. Hosts Scaachi Koul and Sarah Hagi unpack stories of deception from the worlds of social media, fashion, finance, health and wellness. I love a serious podcast, but you do need to balance it out with something light-hearted and for me that’s this.
Who is your favourite journalist and why?
Nadia Edwards-Dashti. Although she’s not a traditional journalist, Nadia co-founded the fintech recruitment firm Harrington Starr Group and has used her platform to drive important conversations through her podcast series, Fintech’s DEI (Diversity, Equity and Inclusion) Discussions. The series highlights the challenges and successes of those championing equitable change in the industry.
What I admire most about Nadia is her relentless commitment to driving diversity within fintech. She has created a platform that amplifies voices from diverse backgrounds, providing insight into what it’s really like to work in the industry, the skills needed to succeed, and the personal stories that often go unheard. Her dedication to fostering inclusivity and driving change makes her a standout figure.
What’s the best advice you’ve ever been given?
“Lean into uncertainty and be courageous; it’s the greatest thing you can do for yourself.” Uncertainty is actually a superpower—it’s an opportunity to upskill, learn, and figure out what’s next. It forces you out of your comfort zone, challenges you to adapt, and helps you grow. Embracing uncertainty rather than fearing it allows you to see it as a space full of possibilities rather than obstacles. Uncertainty will always be a part of life, and the sooner you get comfortable with that, the quicker you can move forward with confidence.
Biggest PR campaign fail and yay of 2024 so far?
Yay – CALM’s Missed Birthdays Campaign. This campaign featured a physical installation at Westfield with 6,929 balloons, each symbolising a young life lost to suicide over the past decade, representing the birthdays that will never be celebrated. I happened to be at Westfield on the last day of the installation, and it was incredibly moving—people stopped in their tracks to take it in. There was something so beautiful, yet haunting when you heard voice overs of these families’ stories. It was a striking way to raise awareness of a difficult topic.
Nay – Samsung’s ‘Fold Town’ Campaign. While I’m all for creative ideas, the rebranding of Old Street as ‘Fold Street’ to promote Samsung’s foldable phone left me confused. Did this really drive people to check out the phone? Did we really need to see what a folded London bus would look like? I was on the Northern line that day, and honestly, I was just confused about where I was and thought I had missed a stop. I think we need to leave the underground alone for activations – I’m looking at you Burberry Street.
Finally, on the D’ word… What can the sector do to encourage diversity?
Hiring a diverse workforce is one thing; retaining it is another. It’s not just about bringing people in but about embedding them into your culture and giving them the space to shape it.
Diversity goes beyond ethnicity—it encompasses diversity of thought, upbringing, ability and more.
Don’t take your foot off the gas pedal. The journey toward a truly diverse and equitable industry is not a straight line, and there’s no finish line. You’ll make mistakes with DE&I but doing nothing is far worse. Real change happens outside your comfort zone, so step into it.
Encouraging diversity must start from the top down. Leadership’s commitment is what drives real, lasting change.
Connect with Amira Williams on LinkedIn.
Amira was awarded a place on The Xec. Leadership Scheme for UK-based Black, Asian, Mixed Race, and Ethnic Minority PR and comms pros. She is part of the class of 2025.
