Sangeeta Waldron is a multi-award-winning public relations and media professional with over two decades’ worth of publicity, branding, communications, crisis management, media, and social media experience. She started out her career writing speeches for a previous UK prime minister and cabinet ministers, and has also worked at the top level for big, powerful global brands, which includes global communications director for the Economist Group; working for The Times Education Supplement; the Mayor of London; World Health Organization; Cass Business School; and charities such as Breast Cancer Campaign. Today, she runs her own successful London-based PR agency, Serendipity PR & Media Ltd, working across business, arts, culture, and books in growth internation- al markets. She is also an award-winning journalist, specializing in sustainability and corporate social responsibility, where her stories have been picked up by the United Nations and The Guardian newspaper. As an international speaker, she also sits on different boards and believes in the power of paying it forward.