Get the inside track

Carum Basra

Associate

“Increasingly, it doesn’t matter where something was said; a politician might take to Twitter to complain about a client, vent to the Financial Times or take up the issue at the dispatch box. Our clients expect us to be across all these channels and prepared to rebut any unfair criticism.”

What is the most interesting project you have worked on since joining Finsbury?

Working for a leading automotive company in the lead-up to a number of major Select Committee appearances including preparing witnesses for hostile lines of attack from committee members.

How did you come across Finsbury?

Through the Taylor Bennett Foundation’s 10-week PR training programmes for BAME graduates. Before applying to the programme, I had very little idea about Finsbury.

What do you now do at Finsbury and what sort of clients do you deal with?

I work as an Executive within our London Public Affairs team. I work with a number of clients working across a broad range of sectors including health, housing and financial services. My current clients include large FTSE 100 firms as well as smaller privately owned businesses.

What company activities happen each year within Finsbury and why you enjoy them?

Finsbury holds an annual away day each September which provides an opportunity to talk to colleagues not only from London but also colleagues from offices in Germany, Asia, the Middle East and the United States.

What qualities and skills have you learnt since joining Finsbury?

Working at Finsbury you have the opportunity to work alongside communications professionals with a wealth of experience meaning you have the chance to learn directly from the best. Whilst being at Finsbury, I’ve had the opportunity to see how successful campaigns take integrated public affairs, digital communications and media relations.

In what way have you surprised yourself since working at Finsbury?

Since joining Finsbury, I’ve developed a real interest in the intricacies of Parliamentary procedure becoming slightly obsessive when it comes to Westminster minutiae.

Did you have any preconceptions about Finsbury before you joined? How was the firm the same or different than you imagined?

I knew very little about Finsbury before joining so had few if any preconceptions.

What is the best part of the job?

Working with fantastic people from a whole host of professional backgrounds.

How would you describe the atmosphere at Finsbury?

The office is always lively whether teams are working on big deals or on more routine work.

How have you seen the general PR landscape change? Are there any trends you are seeing in the sector that excite you?

Increasingly, it doesn’t matter where something was said; a politician might take to Twitter to complain about a client, vent to the Financial Times or take up the issue at the dispatch box. Our clients expect us to be across all these channels and prepared to rebut any unfair criticism.