Meet the Team: Charlotte Dimond

What does a working day in your life look like?

Most days start with responding to emails and reviewing the priorities for the day ahead. I have a lot of meetings, so I always take time the night before to remind myself where I need to be and when. Our work involves delivering training and crisis scenario testing, which might mean jumping in the car to Leeds or catching a train to Oxford or London for the day. A day at the desk is a rarity, but when it happens, it’s a nice opportunity to clear the inbox, refresh client strategies, and ensure we’re up to date on any policy changes that could impact our clients.

What’s your favourite part of working in PR?

I’m one of those rare creatures who truly loves their job, and I know how lucky that makes me. I enjoy meeting with our clients, especially as we work with people who genuinely value our input—it makes a huge difference. I particularly enjoy the business planning side of things. Sidekick PR is celebrating its tenth anniversary this year, and working with Kirstie and Eve has been fantastic. We built the business around clear goals and aligned values, which has served us well. I also still get a real buzz from the delivery—whether it’s reaching target audiences with key messages, developing a sector-specific podcast series, or delivering a campaign, it’s incredibly rewarding.

What makes Sidekick PR special?

What makes Sidekick PR special is the people. We’re a trio of directors who genuinely get along, which makes working together enjoyable. Our clients are another key factor—we’ve worked hard and invested time in building strong relationships with them. This was especially evident during the COVID pandemic, when we adapted in many different ways to support their teams. Our suppliers also play a big part, from talented videographers and photographers to design agencies, as well as the core media - many of these are relationships that have been developed over a 25-year career, and they truly make a difference.

What are you most looking forward to in 2025?

In 2025, I’m most looking forward to helping more businesses with their crisis preparedness. Crisis communication and crisis management is an area we’ve worked in for many years. We’ve built strong relationships with organisations across the UK, helping them develop strategic crisis plans, prepare for media interviews, and, most importantly, test the robustness of their plans. I’m excited to continue developing these relationships and to see even more businesses become better equipped to handle crisis situations.

If you could share one top tip with an organisation considering taking on a PR agency, what would it be?

Oh, I’m no good at just one tip—I’ll give you three:

1. Understand why you need PR.
2. Work with the agency. You can’t just hire an agency and expect it to work without dedicating time and effort to the partnership.
3. Agree on what success looks like. Your agency can help you understand what’s realistic and achievable within your budget—because you have allocated a budget, right?!