Masterclass: Introduction to PR & Communications

Monday 28th June, 09.30am - 10.30am

Content summary:
An introduction to the theory behind the practice of PR, how it has evolved over the years and the impact the pandemic has had on communications over the last 12 months. This session will also incorporate a breakdown of the wide-ranging disciplines and sectors within the industry to help the trainees understand the breadth of opportunity in the world of PR and gain an insight into the environment they'll be working in during their internship.

Learning objectives:
Attendees will gain an understanding of the theory behind public relations, its transformation over the years and the modern day relevancy and application of the practice. This will be followed by a thorough breakdown of the various disciplines and sectors, what they entail on a day-to-day basis and real-life case studies from the Instinctif team to bring the different areas to life.


Kaj Sahota, Account Director - Kaj is an Account Director on the Corporate & Campaigns team at Instinctif Partners where she has built up a breadth of experience working primarily with financial and professional services clients, including traditional wealth and asset managers, fintech platforms and specialised recruiters. More recently, Kaj has worked closely with Instinctif’s Public Policy team, gaining first-hand experience at the intersection between corporate communications and public affairs.

She has experience producing and executing multichannel corporate brand building programmes, including engagement across top tier national and regional publications, as well as key trade outlets and broadcast media. She also plays a strategic role in the conception, creation and sell-in of regular thought leadership content and data-led reports for a range of clients.

Prior to joining Instinctif Partners she was a researcher at Cavendish Corporate Finance, a specialist sell-side boutique, for two years.

Matthew McGuinness, Visual Strategy Director - Matt is a creative force to be reckoned with – pure and simple. Holding a BFA from the School of Visual Arts in New York, Matt started his career in New York working on branding and visual design briefs for clients including Puma, Sony Ericsson, Metro International and The Wall Street Journal. He has worked as a designer and consultant for some of the world’s biggest brand agencies, including Ogilvy and Young & Rubicam.

 His multidisciplinary career spans founding the award-winning social communication studios The Visual Mafia and The 62. He has experience in the worlds of both contemporary art and design, showing his work in respected galleries and museums, making experiential public art inspired by design.

Matt has also lectured and ghosted workshops at the Tate Modern, Centro Desino in Mexico City, Fabrica in Italy and L’École Nationale Supérieure des Arts Décoratifs in Paris and London’s Apple Store.

Matthew joined Instinctif Partners in 2018 from Infinite Global where he worked as Art Director and Designer, creating brand strategies and visual communications for a wide range of professional and financial service firms in the UK and internationally.

Malini Parkash, Senior Account Manager - Malini is experienced in building strong reputations for businesses by helping them to tackle corporate and sustainability challenges and employing B2B and digital channels.

Malini has worked on global campaigns including for Lloyd’s, the world’s specialist insurance and reinsurance market, on its diversity and inclusion programme, and for Nomad Foods on its recent partnership with WWF to advance net positive farming . Malini has also helped to run integrated traditional media and digital campaigns for companies such as Bboxx, the renewable energy provider and Doctorlink, the healthtech start-up and Search Acumen, a leading Proptech provider.

Malini holds a degree in History and French from the University of Warwick.

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Introduction to PR & Communications

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