Staff Profile

Once described by Stephen Waddington, a past President of the Chartered Institute of Public Relations and a past-Visiting Professor at Newcastle University as a ‘leading light’, Anne-Marie has gained a reputation across the UK as an exceptional communicator, teacher and trainer.

Before graduating from university with a Master of Arts in Public Relations accredited by the CIPR, Anne-Marie found her first job in the industry over a decade ago through her student blog, Raising the Profile.

Since then, Anne-Marie quickly moved through the ranks of agency life going from a junior to PR Manager to heading up the Communications and Content division of an integrated brand consultancy, before launching her own business, Filament PR.

With over 15 years’ practical experience, Anne-Marie has worked with clients on both B2B and B2C campaigns, from small start-ups to international household brands, winning many awards including gold at both the CIPR North East and North West PRide Awards. In 2014, she also won the prestigious title of 'Outstanding Young Communicator' at the CIPR North East PRide Awards. She then went on to win the accolade nationally at the CIPR's Excellence Awards in June 2017.

Anne-Marie is a Fellow and Board Director of the CIPR. She completes annual CPD appraisals to retain her Chartered Practitioner status, as well mentoring other CIPR members as they progress through their career. In fact, Anne-Marie was one of the first CIPR members to #GetChartered in the North East and the youngest CIPR Member nationally to be made a Fellow of the Institute.

As well as a Senior Lecturer in Public Relations at Newcastle University supporting students at both undergraduate and post-graduate level, Anne-Marie is also a tutor at the North East Sales and Marketing Academy (nesma) teaching on CIPR and CIM accredited qualifications, helping working PR professionals to upskill and advance their careers.

From designing and delivering in-house training sessions to coaching cohorts of students, Anne-Marie is regularly praised for her teaching style – pairing real life examples from her own experience underpinned by academic theory, putting classroom learnings into professional practice.

She has experience of teaching relevant subjects and curricular content in Public Relations at undergraduate and post-graduate level, including introduction to PR, historical contexts and modern day approaches, digital communication including social media and influencer marketing, crisis communication, CSR, strategy and campaign planning, measurement and evaluation, and ethics.

Committed to best practice and advancing the profession through marrying academic theory and real-life implementation, Anne-Marie has co-researched, written and published a series of three Influencer Marketing Skills Guides for the CIPR, contributed a Practitioner’s Diary to the new Tench and Waddington text book – Exploring Public Relations and Management Communication (5^thEd), and regularly speaks at national industry and vertical sector events on PR and communications.