A Q&A with Sciad’s Senior Account Manager

In this Q&A, we sit down with Jasmin, Senior Account Manager at Sciad.

With a role that spans strategic planning, media relations and hands-on content creation, Jasmin shares what her day-to-day really looks like, what she enjoys most about working in PR, and the trends shaping science communications today. From thoughtful perspectives on the rise of AI to practical tips for staying creative under pressure, Jasmin offers valuable insight into the skills and mindset needed to succeed in this ever-evolving industry.

What does your role on the PR team involve, and what does a typical day look like for you?

My role as a senior account manager is very varied. I work with multiple clients each day and no two days look the same. I usually have several client meetings where we review progress, plan next steps and discuss upcoming opportunities. Between meetings, I focus on delivering work for my clients and keeping projects moving.

A big part of my role is juggling my own tasks while also checking in on how projects are moving across the team. Since I’m part of the PR team, much of my day involves writing articles and press releases, developing social media content, speaking with journalists, shaping strategy and preparing reports.

What’s your favourite part about working in PR within this industry?

My favourite part of working in PR is media liaison. I love seeing great results from outreach, especially when we secure coverage for clients in their top tier publications. I also enjoy discovering new media outlets and continuing to build the close journalist relationships I’ve developed throughout my career.

What’s the biggest trend you’re watching in Science PR or communications right now?

Hands-down, the biggest trend I’m watching across PR is the rise of AI and how it should be used as a tool, not a replacement. While we can’t ignore its growth, AI must be applied thoughtfully. When used correctly, it can help identify relevant media outlets, organise interview notes into a coherent structure and suggest additional hashtags for social media posts.

However, the distinction between using AI as a helpful assistant and letting it run your entire content pipeline is critical, especially in science communication, where accuracy and trust are paramount. AI can make the communication process more efficient, but human oversight remains essential to ensure content is creative, authentic and trustworthy.

How do you stay creative on high-pressure days?

I have two tactics for staying creative on high-pressure days. The first, and most important, is to make sure you step away from your desk — ideally outside! My non-negotiable is taking my dog Holly for a walk at lunchtime. Nothing dampens creativity like staring at a screen all day and research shows that time in nature can boost creative thinking.

My second tactic is to switch between tasks. If I get stuck on something, I move on to a completely different task. This helps me keep moving through my to-do list while giving ideas a chance to develop in the background. Plus, sometimes work for one client sparks inspiration for another.

What’s the skill you think every great PR professional needs?

Every great PR professional needs to be adaptable because our work is so varied — from different clients and tactics to budgets, sectors and geographies. Second to this is organisation, as with all these moving parts, excellent organisation is essential to keep on track!

Jasmin’s Q&A offers a clear snapshot of life in science PR today: dynamic, demanding and deeply rewarding. Her experience and insights capture the mindset that helps Sciad deliver impactful, trusted communications for clients across the life-science sector.