Summary
Overview
Work history
Education
Skills
Hobbies and Interests
Timeline
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Amanda Little

Amanda Little

Morpeth,Northumberland

Summary

Highly skilled PR and Communications Director with more than 30 years' experience of working in the media and PR.

I have a 'sleeves rolled up' approach to delivering successful communications strategies to support business objectives and company values.

Enthusiastic, kind and dedicated individual with a professional, persuasive style, focused on storytelling PR, reputation management, and building strong relationships.

I aim to be the sort of person a business would want to lead their communications: Passionate and caring, calm and capable, forward-thinking and strategic. I love what I do and hope that shines through.

Overview

36
36
years of professional experience

Work history

PR and Communications Director

VetPartners Ltd
York, North Yorkshire
11.2015 - Current
  • Plan, develop and implement engaging communications strategies to manage reputation of VetPartners and its veterinary practices and animal healthcare businesses across the UK and Europe, raising awareness of organisation's identity, values and culture.
  • Oversee all external communications, including story powered PR, positive media coverage in regional, national and trade media; corporate brochures and digital content.
  • Build and manage media relationships, including proactive and reactive opportunities, as well as handling media enquiries.
  • Responsible for crisis/issues management and developing rapid response communications to mitigate damage and protect reputation.
  • Develop written, video and audio content for multi-media channels, including website, LinkedIn and internal communications platform.
  • Advise senior leaders on crises/issues, coach for media interviews and represent company as spokesperson.
  • Manage internal communications to ensure culture, organisational initiatives and projects are communicated to 13,000 employees.
  • Lead, coach and mentor a team of PR and communications professionals.

Senior journalist

Cumbrian Newspapers Ltd
Carlisle
06.1989 - 06.2015
  • News reporter, sports writer and feature writing roles on award-winning News & Star and The Cumberland News.
  • Produced well written coverage of councils, courts, inquests, industrial tribunals, emergencies and human interest stories.
  • Feature interviews with politicians, business leaders, private individuals, celebrities, sports stars and public sector figures.
  • Covered five Wembley cup finals; Football League and SPL, UEFA Cup ties and Scottish Cup final; reported ringside for British, Commonwealth and IBF World Championship boxing; covered European Tour golf and attended England Rugby press conferences.

PR Consultant

Freelance
Morpeth, Northumberland
01.2008 - 05.2015
  • Freelance PR consultant generating positive media coverage for exclusive family-owned department stores, Rutherfords of Morpeth, Barkers department store and Barkers Home in Northallerton in regional and national newspapers and magazines, along with Meldon Park Estates and Northumberland Logs.
  • Hosted and compered fashion shows, including runway shows to unveil fashion designer Karl Bowman's new collection, wedding shows at Carlisle Racecourse for CN Events, and charity fashion shows for Rutherfords of Morpeth.

Education

CIPR Specialist Diploma in Crisis Communications - Public Relations

Chartered Institute of Public Relations
12.2022 - 04.2023

CIPR Professional Diploma - Public Relations

Chartered Institute of Public Relations
01.2021 - 12.2021

NCTJ Proficiency Test -

National Council for the Training of Journalists
06.1991 -

NCTJ Pre-entry course - Newspaper Journalism

National Council For The Training of Journalists
Stradbroke College, Sheffield
09.1988 - 06.1989

A-Levels in English Literature and History -

Ashington High School
09.1983 - 07.1988

Skills

  • External and internal communications
  • Crisis and issues management
  • Media relations
  • Expertise in multi-media channels
  • Content writer
  • Leadership and management
  • Excellent written, verbal and presentation skills
  • Qualified journalist and skilled story teller
  • Corporate Social Responsibility
  • Company spokesperson

Hobbies and Interests

I am a dissertation supervisor and mentor of students studying for their Masters in Public Relations at Newcastle University.

I am a horse owner with a lifelong passion for horse riding. I enjoy theatre, ballet and yoga.

I volunteer with Wansbeck Valley Food Bank to pack parcels and stack shelves as well as supporting them with PR. 

Timeline

CIPR Specialist Diploma in Crisis Communications - Public Relations

Chartered Institute of Public Relations
12.2022 - 04.2023

CIPR Professional Diploma - Public Relations

Chartered Institute of Public Relations
01.2021 - 12.2021

PR and Communications Director

VetPartners Ltd
11.2015 - Current

PR Consultant

Freelance
01.2008 - 05.2015

NCTJ Proficiency Test -

National Council for the Training of Journalists
06.1991 -

Senior journalist

Cumbrian Newspapers Ltd
06.1989 - 06.2015

NCTJ Pre-entry course - Newspaper Journalism

National Council For The Training of Journalists
09.1988 - 06.1989

A-Levels in English Literature and History -

Ashington High School
09.1983 - 07.1988

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Amanda Little