Helping you navigate the exciting (slightly messy) intersection of storytelling and AI.
About Me
Let’s be honest – the online world is noisy and getting noisier. With AI tools, it’s easier than ever to generate more stuff – the tricky part is creating content that people actually read, trust and value.
That’s where I come in. I help PR agencies, marketing teams, and tech brands find their voice, train their people, and build intelligent content strategies that stand out for all the right reasons.
25 years of editorial experience
For more than two decades, I’ve worked as a B2B journalist and content creator, writing for titles like the Financial Times and The Guardian, and collaborating with brands including Microsoft, Deloitte, and Google.
When you spend that long creating stories, you learn what makes content compelling. I know exactly how to make your audience lean in, what makes a journalist open a pitch, and how to turn complex technical ideas into copy that connects with humans.
enabling her to get quickly to the heart of the matter. She quickly grasps who the audience is and the best way to reach them. Underpinning this is a strong positive sense of humour that helps alleviate any pressured situation.
She offered great insight and expertise, as well as practical advice. All the feedback from the participants has been very positive!
It was a pleasure working with her and I was very impressed with her results.
I proudly introduce Sally to our clients when they require media training support!”
Why trust matters most in AI
AI tools are transforming the creative industries. Honestly, most agencies I see are either ignoring AI, or they’re using it to flood the market with AI-generated content that’s generic and uninspiring.
I wanted to find a better way. That journey led me to study a Masters’ in AI and Global Challenges at Lancaster University. Now, I’m a PhD researcher at the UKRI Centre for Doctoral Training in Citizen Centred AI (CCAI) at Northumbria University.
My research focuses on trust, verification and AI literacy – specifically, how can we use AI tools in a way that is intelligent and trustworthy, without losing the human spark that makes us unique?
How we can work together
My work bridges the gap between old-school editorial excellence and modern AI innovation. Today, I split my time between three main areas:
- B2B copywriting & content strategy: Crafting high-impact commercial copy, white papers, and thought leadership pieces for technology and enterprise brands.
- AI training & workshops: Delivering practical, customised training for PR and marketing agencies. This isn’t a generic guide to writing prompts; it’s an interactive deep dive into building AI literacy, protecting data sovereignty, and creating smart workflows your team will actually use.
- Strategic consulting & media coaching: Helping leadership teams handle complex communication challenges, improve content skills across the board, and helping clients to prepare for high-stakes media interviews.
Whether you need a safe pair of hands for your next big content project or want to get your team confidently ahead of the AI curve, let’s chat.