Priya

Minhas

Associate Director & Co-lead of Diversity & Inclusion, Opinium Research

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leads the Opinium Diversity & Inclusion team

Priya is an Associate Director in the social and political teams at Opinium, with 10 years of research experience. She works with a range of organisations from universities, charities, and think tanks to influence policy and understand public attitudes and experiences across various issues. She specialises in researching underrepresented and vulnerable audiences.

Priya co-leads the Opinium Diversity & Inclusion team, which focuses on driving change in organisational processes and policy, inclusivity and accessibility in the workplace and in research design, and Opinium’s voice as a force of social good (through using research to amplify voices of groups that are often underrepresented).

Priya also heads up Opinium’s Multicultural Britain & Multicultural Voices annual thought leadership engaging with ethnic minorities in the UK and USA to track discrimination rates and shifts in perceptions of identity, and to understand what brands could do to be more authentically inclusive.

q&a

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

I have really enjoyed being a judge for the past three award shows. It remains more important than ever to show support and push for diversity and inclusion, particularly with the row backs we have seen in recent years and with the heavy climate.

Elizabeth is always a pleasure to collaborate with. 😊

The Pros Awards is super fun to be a part of and the night is always a blast!

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

Women in PR

They focus on increasing the number and diversity of women in leadership roles. They provide interesting events throughout the year to attend and mentoring opportunities.

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

O2’s AI Granny, Daisy, was my favourite campaign. It just felt brilliantly human. A warm, chatty AI granny who kept scammers talking for ages, keeping them away from real people. I love how it mixed humour with genuine public protection, especially at a time when so many people are worried about fraud. It was innovative without feeling gimmicky.

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

Mr Brightside