Leith-based agency champions emerging talent and innovates for the AI era following rapid expansion
Leith-based communications agency, Feel Good Comms, has announced the appointment of Nilufer Aumeerally as Account Executive, marking a significant milestone in the firm’s rapid expansion since its launch in January 2026. This new hire aligns with the agency’s core mission to cultivate new talent within the public relations sector, an industry valued at an estimated £7.1 billion in the UK in 2025.
Nilufer Aumeerally joins Feel Good Comms following her participation in The Guardian’s Podcasting and Video/Audio Storytelling Positive Action Scheme internship. This programme is specifically designed to provide aspiring journalists and media professionals at the outset of their careers with paid work experience and mentorship, aiming to break down barriers to entry for under-represented groups. Her background is particularly pertinent given the broader challenges faced by new entrants to the public relations field. Recent research from the Chartered Institute of Public Relations (CIPR) indicates that a lack of industry exposure and work experience deters many potential candidates, with 79% of respondents reporting barriers to entry such as limited connections (21%), insufficient practical experience (18%), and difficulty securing paid roles (16%).
Feel Good Comms Founder and Managing Director, Chris Batchelor, emphasised the agency’s commitment to fostering new professionals. “We feel incredibly lucky to have Nilufer join us, especially given her fantastic background and recent experience at The Guardian,” said Batchelor. “Breaking into the communications industry is really difficult for people seeking to start their careers at the moment, and we are passionate about changing that by creating as many opportunities for trainees and junior talent as we can.”
The agency’s growth trajectory also follows the recent introduction of its Brand Visibility Tool, a service developed in response to the increasing demand from brands for strategic guidance on how to perform and rank within AI-generated summaries. The advent of artificial intelligence is fundamentally reshaping the public relations landscape, offering enhanced scalability and efficiency for tasks such as media monitoring, sentiment analysis, and content creation. However, industry experts caution that while AI can deliver speed, it may lack the nuanced understanding required for emotionally and culturally sensitive communications.
Batchelor elaborated on the tool’s significance, stating, “A big part of it is tracking a brand’s visibility on AI platforms like Gemini and ChatGPT. I believe AI summaries are becoming the most important tool for brand discovery, while traditional PR coverage takes over for brand consideration. Being able to track exactly where a business stands with AI gives us an edge that sets us apart.”
The UK public relations and communications industry is experiencing consistent growth, with the market size increasing by 1.3% in 2026 and forecasted to swell at a compound annual rate of 2.6% over the five years through 2025-26 to reach £4.3 billion. Another projection estimates the UK Public Relation Services Market to reach USD 8.65 billion by 2030, growing at a CAGR of 6.67% from 2025. This expansion is largely driven by companies recognising the imperative of a strong digital presence and the shift of traditional media towards digital platforms, thereby increasing demand for sophisticated PR services.
Since its inception in January 2026, Feel Good Comms has quickly established itself, partnering with over 24 businesses across PR, social media, and events. Batchelor concluded, “It’s been a brilliant year for Feel Good Comms. We’re already working with some incredible brands and delivering fantastic results for our clients. Between moving into our new office at Clockwise in Leith, expanding the team, and launching our Brand Visibility Tool to help clients navigate the new AI landscape, we’re only just getting started and excited to see what the future holds.”
Cited Sources:
- [3] Public Relations & Communication Activities in the UK Industry Analysis, 2026 – IBISWorld
- [4] Positive Action Scheme 2026 – Podcasting and Video/Audio Storytelling in London at GUARDIAN NEWS AND MEDIA | Apply now! – StudySmarter – Talents
- [5] Positive Action Scheme – The Guardian – Work with us
- [6] Public Relations & Communication Activities in the UK Market Size Statistics for 2026
- [7] Positive Action Scheme 2026 – Podcasting and Video/Audio Storytelling at GUARDIAN NEWS AND MEDIA | Apply now! – StudySmarter – Talents
- [8] United Kingdom Public Relation Services Market Forecasts to 2030 – Mordor Intelligence
- [10] New CIPR research finds lack of industry exposure and work experience turning next generation away from PR careers
- [11] UK PR industry generates £7.1bn and 95,000 jobs in 2025: PRCA – The PR Post
- [12] Positive Action Scheme – 2025 Placements, The Guardian – Journo Resources
- [14] Ask the Experts | Five Ways AI is Changing Public Relations
- [15] AI and the future of PR: the end of agencies or a new beginning? – PR Academy
- [17] Public relations in the UK finally has a number: £7.1 billion
- [22] Edinburgh Business Lessons: Chris Batchelor, founder of Feel Good Comms
- [23] The Guardian is launching a paid two-week work experience scheme in London for aspiring journalists with disabilities, including visible & invisible conditions and mental health challenges. Applications close March 29, 2026. Find more information here: – Facebook
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