‘I set up possibly the first vegan-focused PR agency'

Hear from the award-winning PR expert who helped to put Veganuary on the map and still jumps for joy when media coverage lands - even after two decades in the industry.

Name: Karin Ridgers
Job title and company: Mad Promotions Making a Difference
Location: Essex
Time in PR: More than 20 years

What does your current role involve?
My focus is getting to know the client and working together to gain them brilliant awareness. I have run my vegan PR business for 20 years and basically do everything to make this happen. I focus on media relations and as far as I know set up the first ever vegan related PR business.

What do you love most about working in public relations?
I jump up and down with joy whenever we receive coverage because I know how hard it is to achieve and it’s much more difficult now [than it was]. I love the people I meet and how proud I am of being in the PR industry.

What's been the highlight of your career so far?
There are so many to list:
•    Being awarded Best Vegan PR Business late last year by the charity Viva. I am celebrating 20 years now and this is the icing on the vegan cake!

•    Being the first person to hear about Veganuary before there was even a website and working with the team when the hardest thing was how to pronounce it!

•    Hearing from and working with the Vegan Society when they need a spare pair of PR hands.

•    Working with VegfestUK, the longest running vegan festival for nearly 20 years. We even kept things running during the lockdown.

•    Working with the inspirational Heather Mills, the most dynamic woman on the planet.

•    Clients becoming lifelong amazing friends, such as Victoria Featherstone Pearce [CEO and co-founder of dog charity K-9 Angels].

•    I am proud to have brought up my amazing son Callum while running my business. I never miss sports day, parents’ meetings or any event – even if it meant working into the night!

How long have you been a CIPR member and what made you join?
I have been a CIPR member for several years and it’s been invaluable, from the expert advice I’ve received to being more accountable for CPD training. I joined the CIPR because I knew that it would feel wonderful to be part of something bigger.

How does the CIPR support your career?
With training, advice and I have had some mentorship phone calls but look forward to doing more.

And the best piece of career advice you’ve been given?
Invoice in advance!

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‘I set up possibly the first vegan-focused PR agency'

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