Award-winning PR professional launches Edinburgh consultancy

Sarah McDaid, formerly of Pagoda Porter Novelli, has branched out on her own

A new PR consultancy has launched in Edinburgh, headed up by former Pagoda Porter Novelli account director Sarah McDaid.
The new business – aptly named McDaid PR – will offer services which combine McDaid’s media relations expertise and award-winning approach to stakeholder engagement and community consultation for development projects.
McDaid will also offer white label services to PR and public affairs agencies across Edinburgh.
She said: “There’s a real need for a freelance consultant that can offer combined PR and public affairs expertise to clients, especially smaller organisations and charities.”
Although McDaid has recently focused on science, retail and oil and gas clients, her new firm will target clients across all sectors.
She said: “I’ve got my eye on university spin outs and the huge range of science and tech businesses around Edinburgh. Four years of working with quantum physicists and chemical engineers means I’ve developed a bit of a niche in that area.
“What I love most about PR is the variety involved. I’m also working with Compass Gallery and Cyril Gerber Fine Art in Glasgow, and I’ll be handling PR for the launch of a luxury candle brand later this year.”
McDaid landed two gold CIPR Scotland Pride awards in 2015 for a campaign she led on behalf of REG Knockshinnoch while at Pagoda Porter Novelli.
Her previous clients include Waitrose, Heriot-Watt University, Historic Scotland, Gordon and MacPhail, Zero Waste Scotland and the British Army.
Prior to joining Pagoda, McDaid worked at Golley Slater, Halogen Communications and Invicta Public Affairs.


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