Alice PR was unlike any other PR firm we’ve visited so far on this trip. They had such a clear sense of purpose, and everything they shared felt real and intentional. Even though they’re a small team, their impact in the non-profit and advocacy world is huge.

What stood out most to me was how closely their values align with the work they do. Every campaign had a consistent tone and message, and you could tell the team genuinely cares about the causes they support. It didn’t feel like they were just doing PR, it felt like they were using communications to create real change.

One campaign that really stuck with me was the Ruhama Game Changer campaign. It combined sports with social responsibility in such a thoughtful way, using the platform of Gaelic games to raise awareness around gender-based violence. It was a great example of how PR can be both creative and impactful.

At the end of our visit, we worked in groups to come up with our own awareness campaign ideas based on a brief. It was a fun challenge that tied in so well with everything we’ve been learning, and it gave me a small taste of what it’s like to work in a real agency setting.

Overall, visiting Alice PR made me feel excited about the future. They showed me that it’s possible to build a career in PR that’s meaningful, creative, and true to your values. One thing I’d like to learn more about after visiting Alice PR is how to design and execute values-driven campaigns that create real social impact. I’d love to understand more about the process behind these kinds of campaigns, as well as how they come up with the ideas, how they collaborate with partners, and how they ensure that the message stays consistent and authentic. It’s clear that Alice PR puts a lot of thought into aligning their work with their values, and I’m curious to learn how to do that effectively in my own future work.

• Kelly Chhuor