Susin Thoroughgood

ZiNC Communications

After working for many years in PR agencies I decided to set out on my own, launching ZiNC Communications. Predominantly a boutique PR consultancy, I work across a wide range of communications, including strategy development, content creation and social media strategy and execution. What I've always loved most about my job is developing strong relationships with my clients – being personally invested in their business motivates me to deliver them the best results. Because of this, I often find myself working with small businesses and individuals; getting to know them on a personal level and developing uniquely tailored programs to meet the needs of each businesses. I also sub-contract with larger agencies and partner with other freelancers on projects, so while I enjoy the benefits of working for myself and choosing my own clients, I continue to grow in my profession by working with larger corporations and maintaining industry networks. Fingers in all pies!

my core skills

public relations

media relations

comunications strategy


social media

Q & A

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

Securing a full page in the Daily Telegraph! It was a new project for a start-up client. They had a teeny tiny budget and not a lot to work with. But with a quirky concept, some bespoke research, a case study and some targeted pitching, we ended up with a full page in the paper on launch day. It's those moments that make all the hard work worthwhile!

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

There's no typical work week, and I like it that way! I tend to work best in the evenings but when I'm writing, that needs to be done first thing. Some weeks I'm in manic project mode, others I'm creating content and writing plans. The variety is what makes it great.

Describe your working environment in a few sentences..

Home office. Cosy. Simple but gets the job done!

What sets you apart from other freelancers in your industry?

Flexibility. I work with a range of different businesses, from SMEs to start ups and individuals looking for personal profiling, and everyone ends up with a completely different program, with a different billing structure, a different timeline - I'm not locked in to doing things a certain way. I'm happy to adapt and change to suit each individual's or business' needs.

What are the tools of your trade?

My trusty Surface Pro, my old school paper diary and a host of different coloured pens. People often smirk when I pull out three or four different brightly coloured pens at a meeting.. what can I say? I have my crazy methods and I'm sticking to them!

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

I love working with other freelancers. Whether it's splitting a project or just lending an extra set of hands - collaborating with other freelancers means combining skills, bouncing ideas off each other and creating a support system. When you're a freelancer, other freelancers become your work colleagues and are invaluable for professional support and friendship!

Whats been the biggest freelancing lesson to date?

Don't bite off more than you can chew. It can be hard to say no, especially when you don't know what you're going to be working on six months from now. But it's best to do a few jobs really well than over commit and feel like you can't give everyone 100%.

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