As part of the Morning Lazziness series about empowering women who encourage and do incredible things with their ideas in society, I had the pleasure of interviewing Sharon Williams.
Sharon Williams is one of the world’s foremost authorities on public relations strategy, personal brand reputation, and crisis communications. As the founder and CEO of Taurus, a multi-award-winning integrated PR and marketing agency established in 1995, Sharon has shaped the reputations of over 2,000 brands across six continents, applying her signature Taurus Bullseye™ methodology—a proven strategic framework that continues to deliver results in an ever-evolving business landscape.
A dynamic public speaker, international marketer, and media commentator, Sharon brings a rare blend of global insight, digital savvy, and storytelling mastery to every project. Her thought leadership spans outlets like Nine.com.au, where her finance blog The Bullseye attracted over 60,000 readers weekly, and The Australian, where her Twitterati column received wide acclaim. She has been named one of Australia’s Top 25 Business Bloggers by Smart Company.
Born in London, with career roots in Hong Kong and Australia, Sharon maintains a deep commitment to Australia-Britain relations, having served as Co-Convenor of The Cook Society and held leadership roles with the Australia British Chamber of Commerce. She is also a passionate advocate for community, diversity, and mentorship—while also being a proud mother of three.
What inspired you to start your own PR agency, and how did you get your first client?
I don’t think I ever imagined I would have my own agency, but being in business was second nature to me. My family all had their own businesses, and I was born into a family of entrepreneurs – Dad had a home improvement business, my Great Aunt and Nana founded a girls’ school, and, having grown up in a divorced household, Mum worked full time in recruitment. I’ve never thought I couldn’t do anything I put my mind to.
I saw from an early age that life was about effort, focus, and hard work, and I felt a responsibility to take care of my mother. I’ve always thought “if it was to be, it was up to me”.
When I moved to Australia and was laid off from my job simply for falling pregnant (in wedlock), I was asked by the competitor of that business if I wanted to work for him. That was the start of my own agency with my founding client Peter Kazacos, of the KAZ Group. I started Taurus, based on my core values, began contracting, and the brand built from there. I needed to find others to help me and made it a priority to hire “alike”. I looked for and hired wonderful working Mothers also laid off for the crime of having a baby and so the business grew.
My vision was clear – to create a workplace where working Mothers could find useful, clever work and balance professional and personal roles. I provided job share, flexible working conditions including remote work, child-friendly offices, pyjama days etc. So I built an environment where women support and encourage other women, fostering collaboration, personal growth and encouraging mentorship and care of each other.
What unique challenges have you faced as a woman entrepreneur in the PR world, and how did you overcome them?
Probably keeping journalists and clients happy and educating clients on how brands are built. We are the people who set strategy, key messaging, guide on business and comms objectives – guiding clients who may not understand what is needed to be successful isn’t always easy. Very few people have it in them naturally or are equipped to know what to do to create business success.
How do you stay ahead of trends in an industry that’s constantly evolving with media and technology?
Staying ahead means being curious, alert, reading, speaking to people and remaining globally connected. I actively monitor emerging platforms, industry shifts and cultural movements, but more importantly, I listen to data, to audiences and to the voices shaping the conversation. I also surround myself with a diverse team and network that challenges conventional thinking. Innovation doesn’t come from following trends, it comes from understanding world and business challenges deeply and knowing when to lead with something new. Most problems are common sense in terms of technology – we want things faster, easier, better.
What’s your go-to strategy for building strong, lasting relationships with clients and the press?
No bull. We call a spade a spade. I respect the media. I respect good journalism. I don’t like our trend to negative headlines but that’s driven by social media and clickbait-driven advertising. There is nothing more precious than good journalism, keeping the world and those in it honest.
I named the company Taurus because of our no bull ethos and so “what you see is what you get”.
Our Taurus Bullseye™ is our unique trademarked methodology which we use to drive brand awareness for Taurus but also drives deep return for our clients. This no bull approach has underwritten the way we’ve supported, protected and built hundreds of client brands and the practical outcomes-driven approach has kept clients returning and recommending us to others.
Can you share a campaign or media moment you’re especially proud of—and why it stands out?
One campaign that stands out for me is the “Jesus. All About Life” campaign – a landmark moment both professionally and personally because it was so clever. It was the first time the Church embraced the media as a core tool to communicate and spread its message in a contemporary, accessible way. We were brought in with just four weeks to go before launch – a high-pressure brief – but the Taurus team delivered. Our work helped shift how the Church engaged with the public, moving away from traditional outreach and sparking a national conversation about Jesus in a fresh, relatable way. We got the Bible Society onto social media and made a dramatic impact. The campaign got people talking, questioning and most importantly, curious. It also showed that at Taurus, we can create impact across any sector, even those traditionally resistant to change. And for a spokesperson who can’t physically front up to a media interview. If I can do that, I can do anything.
Which platforms or tactics have been most effective for growing your own brand visibility?
Over the years, I have been outspoken in the media, on everything from work choices to maternity pay, to WFH and equal pay. In today’s digitally driven world, it’s no longer enough to simply exist online – you need to be visible everywhere, all the time. For me, the most effective tactic for growing brand visibility has been building and maintaining a clear, distinctive personal brand aligned with a strong sense of purpose. From there, it’s about consistency. I ensure me and the Taurus brand show up with the same tone, message and visual identity across all touchpoints – whether it’s LinkedIn, media interviews, events, outdoor advertising, events, speakership or digital platforms. That cohesive presence builds trust and recognition.
With the growth of AI and the importance of SEO, we also embrace a strategy we call “Search Everywhere Optimisation” – ensuring our brand is not only optimised for search engines, but also visible and discoverable across all relevant platforms where our audience spends time. Ultimately, authenticity is what cuts through. When your message is real, your purpose is clear and you show up consistently – that’s when visibility turns into impact.
What role has mentorship played in your journey, and how do you pay it forward to others in the industry?
Mentorship has been a major cornerstone of my career and a powerful force in shaping my journey. It’s also central to our culture at Taurus, where I established The Taurus Academy© to actively break down systemic barriers faced by young women entering the corporate world. Through the Academy, I’ve had the privilege of mentoring over 2,000 young women, including inspiring success stories like Samantha Sakr, now our Managing Director, who began her journey with us as an intern seven years ago.
The program is designed to equip young women (and men) with the skills, networks and confidence they need to scale their ventures and realise their goals. I’m proud of the tangible impact we’ve made – and deeply honoured to have received the Medal of the Order of Australia for my service to business and the community. My philosophy is simple: It’s not enough to create space for women in leadership – we must also be active in lifting each other up. Mentorship isn’t just support – it’s empowerment and it’s essential for lasting change. My motto is “Be The Change”.
How do you handle high-pressure situations or crises, whether for a client or your own business?
In high-pressure situations or crises, my approach is proactive, hands-on and grounded in real-time intelligence. The key is staying informed, gathering accurate information as it unfolds and rapidly analysing the situation from all angles. We lean into our TaurusReact© methodology – a proven crisis communication framework built on data insight, social listening, speed and decisive action. We monitor sentiment in real time, using analytics and social media tracking tools to guide messaging and manage reputational risk. It’s about listening deeply, acting quickly and staying ahead of the narrative.
Our team applies this same strategy both internally and with our clients. We work closely with leadership to build calm, clear and confident responses – backed by facts and strategic thinking. Every action is carefully considered but never delayed, because in crisis, timing is everything.
What’s one piece of advice you’d give to women entering the PR or communications industry today?
My advice to women entering the industry is to know your worth early and own it. Don’t wait for permission to speak up or take the lead – step forward with clarity and confidence. Act the role you want. Your perspective is valuable, your instincts are powerful, and your voice deserves to be heard. Confidence isn’t arrogance – it’s the foundation of credibility in this industry. Build it, nurture it and never let anyone undermine it. Listen well.
Is there a quote, mantra, or philosophy that guides your decision-making and leadership as a beauty entrepreneur?
“No Bull” and ‘Be The Change’’
Here is our signature question: “What Are The 5 Things You Need To Overcome Self-Doubt and Build Confidence?” (If possible, please share a story or example for each one.)
- Breathe. Take a breath and breathe – many a time I have centred myself before a big moment.
- Write things down and analyse the pros and cons on people, circumstances, choices, etc. – that way you (as I have on many occasions) can become clear on a way forward to build confidence – clarity builds confidence.
- Realise you are the best version of you and if you’re not happy with it – work on it. There is only one of you, so you want to be the best version of you. It’s an empowering statement – be the change. I have worked on myself a lot to get over health issues.
- If you need help, get help. Find good mentors. Get rid of wasters and energy drainers.
- Work out what you need to do, and what isn’t working. Be the change.
Ok, we are nearly done. You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.
I would champion better waste management in Third World Countries. I’ve just come back from Bali and as an ocean swimmer, with a love of the ocean, I am in despair at what we as mankind are putting back in the ocean. How dare we do this as a race.
