About Holler PR

I’m Julie Fraser, PR consultant and founder of Holler PR.  

I’m naturally curious and like to understand what inspires people. It’s how I get to the heart of a story and find the right angle.

I love solving problems by making sense of complex ideas and shaping them into clear, well judged and effective communications.  

The buzz of communications – sharing stories, connecting people and building relationships – for me, never gets old.

I start by asking questions and listening. This is important for understanding what matters, where an organisation is in its journey, what’s working well and where communications needs more attention.  

I look at what’s already in place, what’s coming up, and how everything connects – building a clear picture of priorities and opportunities.  

From there, I help bring clarity on where communications should lead, what needs to happen next, and how messaging and delivery can be strengthened.

I’ve spent 25 years working in PR agencies, in-house teams and independent consultancy roles, across Scotland and London. 

I help businesses, brands, charities and public bodies turn priorities into communications that land with the right audiences.  My sector experience  includes criminal justice, education, events, heritage, health, sport, science and tech.

This work spans the full communications spectrum – from strategy and planning through to delivery, measurement and evaluation, and communications training to strengthen in-house capability.

I work with clients, in-house teams and PR agencies, guiding projects and campaigns from initial ideas through to delivery.  

Some clients bring me in for a specific project or campaign. Others work with me on a retained basis, as an extension of their team.  

I adapt to how you work – stepping in where needed, keeping things moving, and making sure everything stays on track, with a focus on impact, not just output.

Alongside client work, I volunteered on the CIPR Scotland committee for a year, co-delivering professional events for members.

I regularly attend industry events and seminars, and invest in CPD through CIPR and wider training, with a recent focus on crisis communications, measurement and evaluation, and AI and data ethics.

I value being part of the PR community in Scotland – meeting peers, sharing ideas and keeping a sense of where the profession is heading.

Outside PR, I’ve explored different paths  – teaching English in Japan, travelling, photography, fostering full-time and volunteering in a Costa Rican eco-village.

These experiences have shaped how I relate to people, the way I see the world, and the perspective I bring into my work.