TDC Team: Meet Lilah Smallwood
As part of our team Q&A series, we’re introducing Lilah Smallwood, Account Manager at TDC. Raised in Norway and drawn back to her English roots, Lilah studied Media Studies on the East Sussex coast before specialising in International Marketing during her MA. She has worked across marketing, events and PR, finding her place in a field where strategy, creativity and storytelling meet. She brings a sharp eye for cultural signals and emerging trends, sharing her perspective on what makes PR effective today and how thought leadership helps creative businesses build lasting influence.
Q: Tell us a bit about yourself and your career journey so far.
A: Though I grew up in Norway, I came back to my roots in England to study on the beautiful East Sussex coast. I’ve always been fascinated by communications and the way brands connect with people, so I studied Media Studies before specialising in International Marketing during my MA. Since then, I’ve worked across marketing, events and PR, eventually finding my place in public relations where I can combine strategy, creativity and storytelling.
Q: What drew you to PR, and what excites you most about working in this field?
A: What excites me most about PR is that no two days are ever the same. One day you’re reacting to a breaking news story, the next you’re developing a thought leadership piece or uncovering an unexpected angle that gets people talking. I’ve worked across a range of sectors, but feel like I’ve found my match with design and everything it intersects with.
Q: Within PR, what areas or types of projects are you most passionate about?
A: I love spotting interesting signals and trends in the news and finding ways to connect them back to the brands and people I work with. I’m especially interested in helping brands contribute meaningfully to cultural conversations, turning emerging topics into stories that build relevance, influence and long-term impact.
Q: In the fast-moving world of design, branding and creativity, what do you think makes PR truly effective today?
A: More than ever, people are constantly being marketed to. To stand out, brands need authentic identities and stories that people genuinely want to engage with. The most effective PR doesn’t just amplify a message; it helps brands tell stories that connect with audiences in a genuine and memorable way. It’s about building trust, credibility and long-term relationships.
Q: Technology is reshaping communications fast. What’s your view on how innovation — from AI to digital platforms — is influencing PR, and how should brands adapt?
A: Technology is changing not only how we communicate but also how people find information. As audiences increasingly turn to AI-powered search and large language models for answers, PR has an important role to play in shaping the information those systems draw upon. Thought leadership, earned media and expert commentary all contribute to a brand’s digital footprint and visibility.
While the channels may be evolving, the principle remains the same: brands that consistently share valuable expertise and genuine perspectives are more likely to build trust, influence conversations and be discovered by the audiences that matter most.
Q: How can thought leadership help creative businesses build influence?
A: Thought leadership helps creative businesses showcase the thinking behind the work, not just the end result. By sharing expertise, perspectives and opinions, businesses can build credibility, establish a clear point of view and become trusted voices in their industry. In a crowded market, great work gets attention, but great ideas keep people talking.
We’re thrilled to have Lilah on the team and look forward to sharing more insights from TDC’s talented team in the months ahead. If you’d like to connect with us, you can reach the team here.
And check out what inspires our team the most, read our latest SODA articles.
