Sophie Wilson, Founder of Tuesday Media, has been shortlisted for Independent PR Practitioner of the Year by the 2026 Chartered Institute of Public Relations (CIPR) Excellence Awards.It’s a proud moment for us and a useful one to pause and reflect on what sits behind the recognition.
A more focused Tuesday Media
Over the past year, we’ve made deliberate changes to how we work.
We’ve tightened our proposition. We’ve been clearer about who we’re best placed to support and where we add the most value. That means focusing on organisations with strong ideas, clear ambition and a need for thoughtful, strategic storytelling.
For clients, that translates into work that is more considered from the outset. Stronger narratives. Better use of media. Less wasted effort.
Investing in better thinking
Part of this shift has been about staying sharp.
Over the last year, Sophie has invested in professional development, including training in AI for PR, to understand how emerging tools can support better thinking, faster insight and more effective execution for clients.
The goal is simple. Keep the work relevant. Keep it effective.
A different way of building a PR business
Tuesday Media was founded to create opportunities for talented women who have been pushed out of traditional PR agency structures.
That belief became more personal after maternity leave. Over the past year, Sophie has intentionally built the business around her four-day working week, protecting time with her son while continuing to grow the consultancy.
It has required sharper prioritisation and clearer commercial thinking. It has also proven that a different model can work.
Contributing to the profession
Alongside client work, Sophie has continued to play an active role in the PR industry.
Since 2024, she has served as PRCA North West Regional Manager, organising and facilitating six industry events, including a “Meet the Media” session at BBC Salford with senior editors from City AM and National World.
She has also joined CIPR and Women in PR, is working towards CPD accreditation, and, in 2025 was selected for the Women in PR Mentoring Programme, a highly competitive scheme run in partnership with PR Week and sponsored by Ketchum, with just 22 places awarded nationwide.
Mentorship has been another focus. Over the past year, Sophie supported an aspiring PR professional from India to break into the UK industry, leading to both freelance opportunities and work experience with other agencies.
Building relationships that last
We’ve also focused on building longer-term partnerships.
Moving towards retained relationships allows us to do deeper work. It gives space to properly understand a business, shape its story over time and respond to opportunities with more intent.
For clients, it means consistency. It means momentum. It means PR that builds rather than resets every few months.
Why this matters
Being shortlisted is recognition of the direction we’re taking.
For clients and prospective partners, it’s a signal of how we approach the work. Focused, thoughtful and grounded in real outcomes.
If you’re looking for PR that starts with the right story and carries through into meaningful visibility, that’s exactly where we’re building.
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