Personnel. At cake we believe that only people who have worked as journalists really know what journalists want..
Emma Nutbrown
Cake consultant Emma Nutbrown
was set to stay working as a journalist until an old friend commented on his surprise that she was simply “writing about what other people do” instead of creating the stories herself. It confirmed Emma's suspicions that she could make best use of her skills by switching the newsroom for the press office and securing high media profile for an organisation.
During the next six years Emma dedicated herself to leading public awareness campaigns which achieved over £1m of PR value with coverage across national television, radio and newspapers. She developed an extensive contacts file and a keener understanding of what journalists want and when. Not only is Emma able to spot a story and present it in a way newsdesks like, but her experience means she also understands how to limit damage when a potentially harmful story breaks.
Used to working under pressure in newsrooms and press office alike, Emma is an expert on advising on the best audience and timing, and believes in clarity and plain-speaking – not in hype or waffle which might reassure clients but won't achieve maximum profile.
After growing up in north Nottinghamshire, Emma studied German, Russian and international relations at Surrey University. Following graduation she embarked upon a one-year National Certificate for Training of Journalists (NCTJ) pre-entry course in Portsmouth. Emma spent five years reporting for a local Nottinghamshire weekly and a regional daily newspaper in Dorset, followed by six years with the RSPCA's national press office.
