Meet the Committee – Christina Berry-Moorcroft
Age: 35
Location: Liverpool
What are your interests?
I love to travel – be that a longer multi stop trip, a quick weekend city break to Europe, or throwing the tent in the car and heading to the Lakes. I also love Liverpool and spending time with loved ones in all of the many independent theatres, restaurants and galleries we're lucky to have. In recent years I have also found a love for both weightlifting and running (never saw this one coming!).
What sets your heart on fire?
I'm hugely passionate about social justice and social impact issues. So, I'm usually head in a book trying to learn more, or at a local activism event, or writing to decision-makers about something. It sparks a fire in me to be able to try and leave something better than I found it.
How did you get into PR?
I got into PR sort of by chance. I knew, graduating university, that I wanted to work in international development and the charity sector, so I set off for a couple of years working across Uganda and Zambia. During this time doing more grassroots work, I found that my talents really lay in working with people affected to give them a platform to tell their stories for impact. And so, a career in PR, campaigns, and communications with an advocacy lens was born,
What do you love most about PR?
PR is a truly unique career in how much you can flex both your strategic and creative muscles. And it's all about people – understanding them and building relationships. It's a really interesting blend of so many "types of work" and no two days are often the same!
What PR campaign or project are you particularly proud of?
I'm really fortunate to have worked on some incredible campaigns that have secured policy wins for healthcare workers or won millions of dollars in funding for disease elimination. However, I'd say the thing I am most proud of is being able to lead by example on how we ought to do PR in the third sector. For too long, communications have not always been dignified and have added to negative stereotypes. For me, I am most proud to be part of bucking that trend and ensuring that all of the comms we do are co-created, considered and part of the solution, not the problem.
If you weren’t in PR, what could you see yourself doing?
Great question! I'd love to be a fiction author. Maybe one day!
Describe your role in the committee and what it involves.
The North West committee works to ensure we give our CIPR members value for money through events and development opportunities, and raise the profile of the CIPR. Most recently, I've been working on EDI podcasts with people from other committees, too.
What do you think makes this committee unique?
The North West Committee is a great group of people always willing to share and help each other grow. It's a community of peers, which is especially useful to me as I work remotely and often in small teams.
What piece of advice would you give to someone just starting in PR?
Get involved in the CIPR, as soon as you can. It's a great space for professional development, network and connection building, and assets, advice and resources.
What’s your favourite way to unwind after a busy day?
I love to take our two dogs to the beach for a sunset walk. Nothing breaks you out of a funk like the joy on their faces as they run on the sand!