Priya
Minhas
Associate Director and
Co-lead of Diversity & Inclusion,
Opinium Research
"
heads up Opinium’s Multicultural Britain & Multicultural Voices annual thought leadership
Priya is an Associate Director in the social and political teams at Opinium, with over 8 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 2025?
1. I have been a judge for the past two awards shows, and this year it is even more important than ever to show support and push for diversity and inclusion given some of the row backs we are seeing elsewhere.
2. Elizabeth 😊
3. The Pro Awards are super fun to be a part of and the night is so much fun!
What Insta, LinkedIn or Tik Tok account should every comms pro follow and why?
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 2024 and why?
The British Heart Foundation with their Streams of unconsciousness work. They partnered with popular Twitch gamers, and interrupted their streams with a flatlining heart monitor, cardiac arrest stats and info on how they could learn lifesaving cpr for free. The Twitch streamers then explained why they got involved. I thought that was a creative way to reach Gen Z audiences.
As always, we’ve got a great DJ booked for The Pros Awards award ceremony in September – what’s your dancefloor-filler request?
APT has been super catchy lately!