Lucy Moore is the founder and PR director of PR and communications consultancy Moore to Say.
Moore set up her consultancy in 2025, where she now works with founder-led businesses, scale-ups and SMEs to tell their stories, build brand awareness and increase visibility.
Before launching the business, she had lengthy stints working across several Northern agencies, including Manchester-based marketing communications agency Refresh.
From what she gets up to with clients in the world of PR, to catch-ups with fellow founders, she shares what she got up to during a recent week in her life…
Monday
My day starts a little bit later today as I drop the dog off at my mum’s in West Yorkshire for the week. I’m by myself this week and have quite a bit of travelling to do and meetings to attend, so she can give him the attention he needs while I have my head down!
Back home at my desk in Manchester, I log on, do a quick email check and then get my head down. I spend the first few hours of my day doing deep work, which I try and time block time for regularly. Today, I’m working on the campaign plan for a tech consultancy client, planning out the key themes based on where the media gaps are that the client can own.
This afternoon is spent media pitching to a couple of publications to which I offer bespoke, timely opinion pieces. My mantra is quality over quantity when it comes to media outreach. I’m a big believer in spending more time on a couple of amazing, relevant pitches than sending out a press release to hundreds of journalists.
Tuesday
After a quick scan of the media and the morning’s news, I spend a few hours working on a proposal for a new client who wants support with building their profile in a couple of niche areas. I work predominantly with small to medium-sized, founder-led businesses, which really informs the briefs I choose to respond to – this one is right up my street.
I head to a yoga class at lunch – perks of being self-employed – as it always makes me more productive in the afternoon. The afternoon is spent writing a thought leadership feature for a client and some comments to send to a journalist who wants some additional commentary on the back of a press release I sent them.
Just before I log off, I get a bite from the pitching I did yesterday from a top-tier publication in one of my client’s core sectors. I’d pitched something timely around what’s changed one year on from a key policy update and the journalist came back saying it was perfect for their audience. Journalists are more stretched than ever, and their inboxes are overloaded, so I’m really pleased that this one has come back to me in 24 hours!
Wednesday
I’m attending a client conference today and I’m really welcoming being away from my desk after having my head down for the entirety of the start of the year. The client works in the workplace reporting and compliance space, so this year is a big one for them with lots of important employment law, policy and regulation changes on the agenda. My job is to keep them front and centre of the conversation in the media.
During the event, I got the chance to have a good chat with a couple of my key client contacts, as well as some intros to the rest of the team. I love this opportunity to see them face to face – although we’re both based in Manchester it can be easy to slip into doing a lot over the phone and via Zoom.
I also make time to speak to some of my clients’ key partners to get a feel for how they are experiencing things right now and discuss whether they’d be up for any joint PR opportunities moving forward.
Thursday
This morning is spent getting my head down and catching up on work following being out yesterday. My main job for the morning is crafting a set of survey questions for a client that we will be using to generate data for a PR campaign. As part of this, I have a really good scan of the online media landscape to see what areas have already been covered, so I can ensure we’re asking questions that will lead to new data that’s not been covered or overdone already.
I have a meeting this afternoon with a client who wants to carry on working together following an initial four-month project. We discuss what we achieved during the initial contract scope, which was predominantly focused on earned media and securing top-tier press coverage. As an extension of this work, we agree that I will carry on the momentum with the press, but also add a second workstream focused on getting my client direct contact opportunities with relevant audiences. PR is about a lot more than just securing press coverage, but naturally, this is the place many organisations like to start. So, I’m pleased that after just four months working together, this client trusts me to start expanding the remit.
Tonight, I’m meeting a couple of old colleagues for dinner and a catch-up at Flawd on New Islington Marina (which handily is a five minute walk from my house!) – they do good small plates and wine.
Friday
I try and make Fridays meeting-free days, as I like to use them to catch up on admin, processes, and all the bitty little jobs I’ve not had a chance to do during the week. I also do my planning for the week ahead, so I’m ready to get stuck in by the time Monday comes around.
I get an early finish to meet a fellow founder, Louise, from web agency Riot & Rebel, for a catch-up and glass of wine. I’ve been blown away by the level of support I’ve had from fellow founders since launching Moore to Say. I’ve had more advice and offers of help than I ever thought possible. I love Manchester’s agency community; it really does feel like it’s a place where there’s space for everyone.
