Who We Are



Sophie has been in PR for nearly 30 years, with experience in Australia and the UK, working across a myriad of fields; from makeup to media, boxing to bank loans, healthcare to homewares, fashion to fitness, pole-dancing (fitness only, btw) to parenting and child care to carpets!

In the UK Sophie managed the consumer division of Maclaurin Communications (now TriMedia) with clients including Procter & Gamble, The Jim Henson Company (The Muppets, The Hoobs), Carpets International and Crysalis Media. She was also the Account Director (EMEA) for the Ogilvy Group.

In Australia, she worked for Maxted Thomas and IRPR, specialising in beauty, F&B and sports PR, with clients including the Australian Supercross Nationals, Sanitarium Kids TRYathlon, ASICS, Braun, Remington, NIVEA, Gillette Venus and P&G/Clairol to name a few.

She set up PRChicks in 2005 working with a range of clients, including Ere Perez Natural Cosmetics, Brandpoint Australia (including Clarisonic), online eco homewares retailer, ecochic.com.au, Polestars, PASH Parties, Pipduck Australia, Borne Naked and designer Jillian Middleton’s Gypset Cargo lighting and http://www.care4kids.com.au.

In the UK she works on a retained or ad hoc basis for many local and national homes, interiors and real estate clients, including Berkeley Homes, Rose & Partners, The Limpsfield Cookery School, The Bull Inn, Smith Simmons & Partners (architecture & planning), Bey Tree (fashion & accessories), Meldon House & Home and many more.

Sophie has also sampled foodie PR, with former clients including celebrity chefs Manu Feildel and Miguel Maestre through her association with Chefs Ink, and Alejandro Saravia.

Sophie can also be found trading as The Word Bird (www.thewordbird.me), providing local businesses with copywriting, social media and website assistance.


Kirsty Merritt is a Consumer PR and Social Media Director with almost 20 years’ experience. During that time Kirsty has worked in almost all sectors of consumer PR, ranging from Film & Entertainment, Food & Drink, Technology, Property, Beauty and Lifestyle. 

Perhaps the most multi-facets and complex work was leading the Global communications for some of P&Gs biggest Brands such as Gillette, Braun, Ariel and Lenor, as well as some of the UK’s best loved brands such as Marks & Spencer, Habitat, Petplan, Asda, and Morrisons.  Kirsty also led the full portfolio for Samsung UK in terms of its TVs, phones and home technology. Sports also looms large in Kirsty’s back catalogue of clients – working with Pepsi as part of its 20/20 cricket sponsorship with the ICC, and supporting legendary athlete Roger Black.

Specific professional highlights include working with Roger Federer for Gillette’s Olympic ‘Thank you Mom’ campaign, and Marks & Spencer’s first ever sustainability campaign, ‘Plan A’ under the tenure of Sir Stuart Rose. But Kirsty also relishes the cut and thrust of getting fast-paced news coverage for her clients – jumping in on a topical news issue for supermarket brands and prominent celebrity ambassadors.

As the world of Comms has evolved, so has Kirsty’s focus. PR is becoming ever more visual and digitally focussed, as a result Kirsty has enjoyed working with a number of property clients ranging from developers, and estate agents to buying agents and private HNW investors as well as social media influencers in the parenting space for Godstone Farm in Surrey.  

More recently Kirsty has worked with clients on upping their game in terms of social media. She has developed and managed ‘always-on’ strategies for a number of high-profile individuals and SMEs with big ambitions, cross a number of social media platforms, helping to grow their reach and engagement, to track back to commercial goals.



Belinda has over 25 years’ experience specialising in beauty and lifestyle PR and is based in Sydney, NSW.

She started her career working at Maxted Thomas PR, where she first met Sophie, working for clients such as NIVEA, Clairol, Remington and Berocca and was also instrumental in the launch of beauty industry website, http://www.beautydirectory.com.au.

In 2004 Belinda went freelance and managed the communications strategy for clients such as Terax Hair Care, Elgon and Tanline Sunless Tanning products. She also launched New Zealand skincare brand Living Nature to the Australian media and was the contributing beauty editor for Frankie and Chik magazines published by Morrison Media.

Belinda spent three years consulting on new business and beauty clients for IMPACT Communications while maintaining her freelance clients, before joining Sophie at PRChicks in January 2010. Since then she has continued her freelance work as a PR Chick, while also undertaking several long term PR contract positions with other Sydney-based agencies.

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