As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Sophie Attwood.
Sophie Attwood is a globally recognized communications expert, published author, and founder of SA Communications, an award-winning PR agency specializing in the health, beauty, and wellness industries. With over a decade of experience and a deep passion for authentic storytelling, Sophie is known for crafting strategic, impactful campaigns that elevate brands to new heights.
Since launching SA Communications in 2017, Sophie has built a standout portfolio of trailblazing clients, including Harvey Nichols, Wild, St. Tropez, P.Louise, Motiva, Morpheus8, and Bausch + Lomb. Her unique approach fuses creativity with commercial insight, helping both global brands and clinical experts connect with their audiences in meaningful, credible ways.
An advocate for integrity and innovation in communications, Sophie’s thought leadership extends beyond PR. She is the author of “Beautiful PR,” a go-to guide for modern brand storytelling, and the host of The PR Clinic podcast, where she shares expert insights with fellow industry leaders.
In this candid conversation, Sophie shares her journey, insights, and the strategies that have helped her build a results-driven business and empower other entrepreneurs to do the same.
What inspired you to start your own PR agency, and how did you get your first client?
I launched SA Communications from my kitchen table with no funding, a self-built website, and a firm belief that I could offer something different. I’d spent years working in-house leading a global communications team, and I knew I could bring elements of this approach to storytelling to an agency involvement. Ultimately, I wanted to lead with heart and strategy…not PR spin, smoke and mirrors. My first client came through word-of-mouth, and we’ve grown completely organically ever since through recommendation only. We’re now a team of 20 and working with clients on an international scale – with offices in both the UK and the USA.
What unique challenges have you faced as a woman entrepreneur in the PR world, and how did you overcome them?
Being a woman in business is a constant juggle and what I can only describe as a battle. You carry the mental load, you’re the first one the school calls with a problem, and you’re expected to be both soft and strong, all at once. I’ve had men try to intimidate me, talk over me, or worse. I’ve been underestimated more times than I can count but after a few years, I learned to let that fuel me. I didn’t shout louder. I just built louder. I focused on delivering results that couldn’t be ignored, and building an agency culture rooted in empathy, intelligence, and impact. I suppose that’s what’s made SA Communications one of the UK’s most trusted beauty PR agencies today.
How do you stay ahead of trends in an industry that’s constantly evolving with media and technology?
For me, we’re not chasing trends, we’re writing stories. Because we live and breathe this industry, what others see as trends, we experience as what I can only describe as instinct. We’re immersed in beauty, wellness, and aesthetics every single day – so shifts in media, tech, and consumer behaviour aren’t things we react to; they’re things we anticipate, shape, and often start.
What’s your go-to strategy for building strong, lasting relationships with clients and the press?
People do business with people. Real relationships aren’t transactional. We listen first, deliver consistently, and stay relentlessly curious. Most of our clients have been with us for years – we currently have a 98% client retention rate which we’re really proud of – and most of our press relationships span a decade or more. That level of trust is earned, not assumed – and it certainly doesn’t come from sending a load of media releases to a list of people and crossing your fingers.
Can you share a campaign or media moment you’re especially proud of—and why it stands out?
There are so many I could mention. We’ve changed legislation and we’ve implemented policies which are still impacting people today. I love when you work with a challenger brand and you see them come out on top – for instance, Wild has been a retained client with SA for a few years now – and we’re supported them through huge growth, to a £200m acquisition from Unilever. We’re proud of the results we’ve achieved, but we’re more proud to be telling stories that really do matter to support brands who are really making a difference.
Which platforms or tactics have been most effective for growing your own brand visibility?
LinkedIn is so important. I treat it like a digital diary and it’s really helped to build a steadfast community online. PR coverage too of course has been instrumental within this – features within Forbes through to accolades with Management Today’s 35 under 35 have only acted as trust markers for prospective clients.
What role has mentorship played in your journey, and how do you pay it forward to others in the industry?
I wouldn’t be where I am without the few people who championed me early on. The first CEO I worked for believed in me. He’d have me write his speeches for events and through that I almost learned the voice needed within leadership. Now, I pay it forward and it’s probably one of the things that really gives me that fire in my belly. It’s one thing succeeding – but it would be a pretty lonely place if you didn’t take an incredible team with you on the way up.
How do you handle high-pressure situations or crises, whether for a client or your own business?
I always say: communicate quickly, honestly, and with purpose. Whether it’s a brand reputation issue or a pivot in business direction, staying calm and clear is what earns long-term respect.
What’s one piece of advice you’d give to women entering the PR or communications industry today?
Don’t wait to be given a seat at the table, my goodness, build your own. The best ideas don’t come from the loudest person in the room, either – so don’t let that intimidate you. Lead with value, not volume and you’ll go far.
What are the 5 things you believe are essential to overcome self-doubt and build confidence in this field?
- Know your impact: Track your wins – even the small ones. They’ll build up faster than you think.
- Don’t over-identify with failure: See it as feedback, not fact.
- Build a values-led community: Surround yourself with people who reflect your future.
- Say yes before you’re ready: Then grow into the role. That’s how I won my first global client. Emma Grede recently said in an interview ‘I got to where I got to because I have the audacity of a man’ – which I think is totally true.
- Create proof, not perfection: Perfectionism is fear in disguise. Focus on progress instead.
Is there a quote, mantra, or philosophy that guides your decision-making and leadership as a beauty entrepreneur?
“Build something you’re proud to be remembered for” That’s been my guiding light – especially in the early days when I had to self-motivate through every late night juggling a newborn and a new business.
If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be?
I’d love more people to really focus on honest storytelling in business. In a world where filters, hype, and fast-growth culture often mask the reality, I want more founders – especially women – to feel safe sharing the truth behind the success.
How can our readers further follow your work online?
You can find me on LinkedIn or visit SA Communications to explore how it’s helping beauty, wellness, and aesthetics brands get talked about and stay remembered.
