Listen here to the interview Sophie gave on Dubai Eye 103.8FM, the UAE’s leading business breakfast radio show.

Sophie and breakfast host Tom Urquhart discuss the non-stop nature of news in the ’New Normal’, and how vastly increased digital and social media consumption around the world is re-shaping the PR industry.

In the interview, Sophie notes the success of the PRCO model that enables the team to respond to dynamic, global news cycles, and how expert client consultation is one of the most important tools we can offer in the current time.