I'm Iffat Memon. For 18 years I've helped organisations make their case to governments, the media and the people who matter most to them, starting in Westminster and Brussels. Along the way, I've led communications and managed PR/public affairs agencies across the UK, Europe and the Americas. Now I work directly with clients facing reputational scrutiny, policy or regulatory change, or a message that has to land across markets.
Tell me what you're facing ↗I work with leaders of multinationals, trade associations, investors and public institutions whose communications affect policy, trust or relationships they can't afford to lose.
Policy or regulation could reshape your sector. You need to understand the landscape and make a credible, evidence-led case to the people who decide.
How I help: I clarify your position, map who matters and plan a focused engagement programme. I've done this from inside the European Commission, Parliament and trade bodies, so I know how the other side of the table thinks.
An issue is escalating. Your leaders need consistent messages that answer concerns and protect relationships with staff, partners, policymakers and the media.
How I help: I assess the issue quickly, shape the narrative and prepare leaders for the hard questions.
A global company needs localised messaging. Different countries, languages and cultures need one coherent position that still feels local. A line that works in London can misfire in Warsaw or São Paulo.
How I help: I set the narrative, align regional teams and agencies, and adapt messages to each language and culture, so nothing gets lost in translation or lands the wrong way. I've directed PR/public affairs agencies in the UK, Belgium, Poland, Italy, Greece, Cyprus and Romania, and sourced and managed agencies in the Americas, including the US, Canada and Brazil.
Whether it's an urgent communications problem or a longer public affairs strategy, you work with me directly, not with a junior team.
positioning, narrative development, issues management and crisis preparation when the stakes are high and the audience matters.
evidence-led advocacy, policy narratives and engagement with decision-makers in Westminster, Brussels and beyond.
working out who shapes the outcome and building a credible plan to engage them.
thought leadership, speeches, media strategy, spokesperson coaching and board-level counsel for senior executives.
I scope every brief around the decision you need to make, the audiences involved and the support you need.
a focused look at your challenge and a practical route forward, usually within 2–4 weeks.
Possible outputsIssue assessment · stakeholder map · core narrative · priority actions
senior direction for a policy, reputation or stakeholder programme, from strategy through delivery.
Possible outputsEngagement plan · messages and materials · executive briefings · progress review
an extension of your in-house communications and public affairs team, with hands-on support through a transition, an intense period or a major announcement.
Possible outputsDecision support · leadership messaging · team guidance · stakeholder communications
When a brief needs more hands, I bring in a trusted network of specialists, from research and digital to local PR/public affairs agencies in each market, while you keep one senior point of contact.
From the agency leaders, colleagues and partners I've worked alongside.
Iffat was my client at Connect Public Affairs and I've followed her career with interest ever since. She's a strong public affairs and communications adviser and great at handling agency consultants with clarity and direction to get great results out of us. Working with her I really enjoyed her clear vision and ability to articulate strongly the best communication approach needed, while leveraging the skills of her team in a really effective (and fun) way. Highly recommended and a great colleague too.
Iffat is a formidable comms professional. With her smart strategic sense, her people skills that bring out the best of those she manages, and her relentless focus on delivery, she is a huge asset to the organisations with which she works.
I have worked with Iffat for the past six years on multiple projects with Diplomat Magazine, and she has consistently proven to be professional, efficient, and highly capable. She has expertly managed complex relationships and sponsorship packages, and approaches every task with care and precision. Iffat is a pleasure to work with and comes with my strongest recommendation.
I started my career on the inside of policymaking: at the European Commission in Brussels, the House of Lords and the House of Commons. That's where I learned that good arguments rarely win on their own. They win when the right people hear them, at the right moment, in words they trust.
Since then I've spent 18 years building communications and public affairs functions across global mobility, real estate, retail, engineering and professional services, most recently as Head of Regional Communications, UK & Europe at VFS Global: directing PR/public affairs agencies across the UK, Belgium, Poland, Italy, Greece, Cyprus and Romania, sourcing and managing agencies in the Americas, including the US, Canada and Brazil, and working as part of a multinational team across Dubai, India and other countries.
I've advised multinationals, trade associations, a real estate fund manager and the European Commission, as well as property clients in my own freelance practice. That range means I know how your message will be read by regulators, investors, members and the media, and I help you shape it so it works with every one of them.
I set up IFFAT PR so I could work closely with leaders on the moments that matter most. When you work with me, the person shaping your strategy is the person in the room.
More about me →CIPR · PRCA · Women in PR
Multinationals, trade associations, EU institutions, investors and independent practice: I've worked on every side of the table.
Straight answers. I'll tell you what I think, including when it isn't what you hoped to hear.
Discretion. Sensitive issues stay sensitive. I've handled government, media and commercial confidences for nearly two decades.
Evidence before opinion. I test positions before you take them public.
Calm under pressure. When things escalate, my job is to make the next step clearer, not louder.
I start with your objective, the issue and everyone with a stake in it.
I build a clear narrative and a practical plan grounded in evidence.
I stay alongside your leaders and teams as it lands, adjusting as the situation moves.
A sensitive issue, a policy decision or a programme across several markets? Send me a few lines about the situation. Your message comes straight to me, and I'll reply within 24 hours. I'm based in London and take on UK and international briefs.