Noha

Al Afifi

Deputy CEO,

Arthritis Action

"

named in PR Week UK’s Power Book in 2021-2025

Noha is Arthritis Action’s Deputy CEO. She has over 20 years’ experience in communications, marketing and marketing across various sectors in the UK and internationally. She sits on the Boards of the Arthritis & Musculoskeletal Alliance (ARMA) and the Chartered Institute of Public Relations (CIPR), and is Honorary Treasurer of the CIPR. She received the Not For Profit Pro of the Year Award at the Pros Awards 2024. Noha has also been named in PR Week UK’s Power Book in 2021-2025, which recognises the top 1% of communications professionals in the UK.

q&a

Why did you sign up to be a judge for The Pros Awards 2026?

I am passionate about PR and communications, but what drives me even more is the need for real diversity and inclusion within our industry. It’s a privilege to be part of an initiative that celebrates the outstanding contributions of underrepresented communications professionals and helps ensure their work gets the recognition it deserves.

What Insta/LinkedIn/Tik Tok account should every comms pro follow and why?

Cancer Research UK – it’s an excellent account that showcases excellent PR and comms.

 

What was your favourite PR/comms campaign from 2025 and why?

The #NameTheBias by People Like Us. This campaign shed light on an important topic: systemic racial bias in hiring and pay in the UK, where ethnic-minority professionals must submit a lot more applications than their peers to secure interviews. It launched on UK Ethnicity Pay Gap Day at Parliament, which contributed to its success.

As always, we’ve got a great DJ booked for The Pros Awards award ceremony in September – what’s your dance floor filler request?

Black Eyed Peas – I Gotta Feeling!