Sarah Walker & Sarah Dale Directors of PR, media and communications business, SASS media Ltd.
Did you always envisage a career in the media industry?
Sarah D: As a child, I scribbled away creating my own stories, but I didn’t decide to become a journalist until I was in my final year of my English degree. I entered a competition in Cosmopolitan to win a scholarship, having written a feature on a colleague who had fled Iraq with her family. I got down to the last six in London and, although I didn’t secure the scholarship, it gave me a taste of being able to tell someone’s story and I was hooked.
Sarah W: As a child, I loved writing and had several different typewriters and word processors – but I always wanted to be a vet. However, my very average GCSE science grades – and the fact I’d become known for reading the school’s daily news bulletin – set me on the path to becoming a journalist.
What has been your career path so far?
Sarah D: I did my NCTJ training in Newcastle and joined The Gazette on my 23rd birthday, working in news, features, business and politics and spending several years as lifestyle editor. I left to work in a primary school and became an emotional wellbeing practitioner, but the writing bug never left me. Last year, we set up SASS media Ltd.
Sarah W: I graduated in Journalism from Napier University, Edinburgh in 2004 and began working for a press agency in Edinburgh. I briefly went freelance, before landing a role as business reporter at The Gazette on Teesside in 2006, where I met Sarah D. I moved to general news before specialising in health. I moved into PR in the NHS in 2015, before setting up my own business in 2020.
What have been the biggest challenges you have faced so far?
Sarah D: We are both big believers in a work/life balance and ensuring you look after both your physical and mental health, but when you’re juggling a very busy business with lots of different clients and family life, it can be hard to ensure you do take a breather.
Who do you most respect in your industry?
Sarah D: When I was a trainee reporter, it was Kate Adie, and I was lucky enough to meet her at the Tom Cordner Awards. Now, I love to see Steph McGovern championing the Boro as a broadcast journalist. Having strong female role models in the media is vital to future generations.
Sarah W: I really like Kay Burley from Sky News. I think she’s great at her job. I really appreciate her no-nonsense style and interviews.
What is your greatest strength?
Sarah W: Our biggest strength is our caring and empathic natures. I think this has opened a lot of doors for us.
What is your biggest weakness?
Sarah D: I always have too many tabs open and it is hard to calm my busy mind.
Sarah W: My laugh! It’s loud, raucous and has gotten me into a fair bit of trouble in the different offices I’ve worked in over the years.
What has been your proudest achievement?
Sarah D: In my career, my proudest achievement is seeing SASS grow from an idea last May to a full-time business with a variety of clients.
Sarah W: My proudest achievement career-wise is still probably graduation. It was the culmination of many years’ hard work studying and doing various part-time jobs.
What are your future career aspirations?
Sarah D: We love what we do. We have so many ideas and so many projects in the pipeline, we will continue to work on our growth and our clients’ growth.
How do you see your industry evolving in the next 10 years?
Sarah W: It will become increasingly important for people in business to position themselves as experts in their industry and create their own engaging content – and we can help with that.
How do you like to unwind?
Sarah D: I love to go for long walks with my family or friends but I also love being curled up on the sofa with my husband, son, a good book or Netflix and a cup of tea.
Sarah W: Being with my kids and husband, walking along Redcar or Saltburn beach, playing games or doing arts and crafts. I also value time spent with good friends.
