Susin Thoroughgood

ZiNC Communications

ZiNC Communications is a boutique consultancy specialising in storytelling. Whether via media coverage, blog posts, advertorials or social media, I love to hear your story and find the best way to help you tell it.

my core skills

public relations

media relations

comunications strategy


social media copy & strategy

Q & A

Whats the best thing to happen to you in your career to date?

It's very difficult to pin point a single moment - there have been so many highlights. One of the most memorable moments from my time working in agencies was when we got the Guinness World Record holder for the tallest house of cards to work on a campaign for Virgin Australia. That was a lot of fun! There were a lot of big, experiential events and product launches that I've really enjoyed being a part of. And yet, even though I don't tend to work on the big glitzy events anymore, my career has felt much more satisfying since going it alone. I'm still able to deliver really strong media results for much leaner budgets, meaning I'm able to work with smaller clients who I love. I'm able to focus and write in-depth articles on a range of topics, which is something I really enjoy doing. So I guess to answer the question, as cheesy as it sounds, the best thing that's happened in my career is having made the decision to go freelance.

What does a typical work week look like for you?:

There's no such thing as a typical work week for me. If I have a lot of writing work, I tend to get up before the sun as that's my favourite time of day to write. PR work tends to happen during business hours, but again, I might work first thing or late at night - I just work around my life and little humans as best I can, which means work can essentially happen any time of the day or night.

Describe your working environment in a few sentences..

I work from home. Mostly in my office, but I also love to work outside when it's sunny and enjoy the fresh air.

What sets you apart from other freelancers in your industry?

I know how to identify a good story and find the best way to help you tell it. Perhaps it's that lightbulb moment that sparked your business idea, the personal challenges you've overcome or the way your business is shaking up the industry. So whether it's for a PR campaign, a thought leadership piece or even writing your website copy, it all starts with your story - and I can find the best way to help you tell it.

What are the tools of your trade?

My trusty laptop, mobile phone and an old school paper diary - no fancy productivity apps for me! And of course access to media databases and industry newsletters to keep across the latest movements.

Do you collaborate with others? If yes, how does that works?

Absolutely! I'm lucky to have a number of very good friends an ex-colleagues who have also become freelancers and have been invaluable to me over the years when I've needed support on projects. I also work with PR agencies as a virtual member of the team, so I'm continually collaborating with multiple different people. Quite often from various parts of the world as I work on a few global accounts and have team members in multiple time zones.

Whats been the biggest freelancing lesson to date?

Know your strengths and be confident in what you can deliver well. That's not to say you can't try new things though - I've taken on a lot of things for the first time as a freelancer that have worked out a lot better than I could have imagined. So while it's good to have specialities, it's also important to have an open mind and see how you can adapt your strengths to suit specific client needs. I think that's the aspect of being a freelancer I enjoy the most - adapting and changing and repackaging my offering as the years go by.

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