I work with people whose careers put them in the public eye, helping them manage media attention, public profile and reputation.

That can mean preparing for interviews, handling press interest, shaping announcements and messaging, advising on social media, or thinking more broadly about how someone presents themselves publicly as their career develops.

For younger footballers, I work with their families as well as the player. The aim is not to manufacture a profile, but to make sure media attention is handled properly and that decisions around publicity are made with the person’s longer-term interests in mind.

My approach comes from nearly two decades inside international newsrooms. I understand what journalists are looking for, how coverage develops, how stories are framed and how public figures can engage with the media without losing control of their own voice.