Age: 47

Role: Public relations consultant, Troncossi Public Relations

What is your job? I help clients communicate specific messages to their key audiences. In the natural course of business, my clients have opportunities or challenges and, as a public relations consultant, I advise them on communications or branding strategies to accomplish their goals. Frequently, this involves arranging media interviews to share news with the community. It might involve developing a social media campaign, setting up speaking opportunities, guiding a client through a tricky communications crisis or otherwise helping a client to shape their brand or reputation. Writing is a vital skill, as is diplomacy, good judgment and forthrightness.

What is your favourite part of the job? Choosing one part is genuinely hard, but I always enjoy preparing clients for media interviews. If they aren't experienced with interviews, they need to know what to expect, how best to present themselves and how to communicate their message. It's very rewarding to work with someone who's feeling quite uncertain and give them the tools and the confidence to communicate well.

What is the least favourite part of the job? The administrative responsibilities are the least inspiring aspect of the work, though necessary. We regularly prepare reports on behalf of each client but, truth be told, I find it much more interesting to plan and execute strategy than to report on it.

What is your most interesting experience at work? I was handling publicity for a prominent author who wrote on finance and the economy at a time when the stock market crashed. For nearly a week, I took round-the-clock phone calls from major world media, scheduling on ongoing stream of media interviews in 15-minute intervals. The pace was frenetic, but we focused on the most strategic opportunities and honoured as many requests as possible. With all the exposure, his book ended up on the New York Times best-seller list, making our extraordinary efforts worthwhile.

What would you be doing otherwise? I can see myself writing a food travelogue professionally. Wouldn't that be a fascinating career?