How to be Socially Mobile – with Leanne Hughes: PR in the Real World

Leanne Hughes embodies the ethos of ‘PR in the Real World’ in both a personal and professional sense. Our podcast was born to celebrate the PR heroes outside the big-budget London bubble and focus on the real lives of the people who work in the wider PR world.

Leanne’s story is a reminder that, wherever you are, the best support systems are built with time and effort.

Leanne’s 21 years working in NHS Comms are indicative of her passion for people, and her story doesn’t get much more ‘real world’, making her the perfect guest for our 30^th episode of the podcast.

Leanne’s desire to ensure the industry is accessible and inclusive was inspired by the support she found in her fellow professionals.

She has taken a leading role in Comms Camp Scotland to decentralise the industry, as well as taking an administrative role in the Public Sector Headspace – the group that platforms peer-to-peer support in communications. And on top of that, she won a  ‘Chief Examiners for Contribution’ award for her dedication as a part of the first Socially Mobile cohort.

There is so much to unpack from this chat, but we’ve picked out some key insights to help you be a little bit more Leanne.

Professional Isolation Is Real. So Is the Power of Peer Support.

Leanne spent much of her career working solo as a comms lead in public sector organisations. She was often among colleagues who didn’t always grasp the pressures or principles of her work. “You’re not speaking the same language,” she said.

That isolation gradually eroded her confidence until something shifted. She joined Dan Slee’s Headspace, a peer-to-peer Facebook group, and attended Comms Camp in Sheffield — a gathering of like-minded professionals from across the country.

“That was a real turning point. These people got me. And from those events, I made some of the most important friendships and peer networks in my career. I’d found my tribe.”

It’s a reminder that for all the strategy, insight and innovation in PR, the most transformative moments often come from being around people who understand the job, and understand you.

Regional Professionals Need Support Too 

Leanne’s work is rooted in Scotland, but her frustrations are shared by many outside the London bubble.

“In Covid times, everything went online… and I suddenly had access to the kind of training and development I’d never had before,” she said. “But now I see it moving back, and it’s really frustrating.”

PR professionals based in the regions face higher costs, fewer opportunities and less visibility, yet the work they do is often more complex and more embedded in community realities. Leanne is a strong voice to demand more is offered for regional practitioners.

Build It Yourself

Tired of waiting for inclusive  PR events to arrive in Scotland, Leanne helped bring Comms Camp north of the border.  “We just made it happen,” she said. “We had a moan about it and then we put our money where our mouth is.”

With no corporate gloss and no keynote egos, Comms Camp Scotland runs as a not-for-profit, volunteer-led ‘unconference’. Free to attend and purposefully inclusive, it’s designed to be open, accessible and rooted in community care.

“You leave your job title at the door,” Leanne said. “Everyone has a voice in these sessions.”

That spirit of ‘off-the-side-of-the-desk’ generosity is part of what makes the regional comms community so strong.

Representation and Support Go Hand-in-Hand

When Leanne joined Socially Mobile, it was a moment of affirmation. “I messaged Sarah Waddington to ask if I could pay in instalments,” she said. “And she told me, ‘If you’re asking that, you absolutely need to be on this course.’”

From there, everything changed. The course led to Chartered status, then to new opportunities and eventually to Leanne coaching others through their applications.

It’s come full circle for Leanne now. “I help sponsor places for others — because I believe it doesn’t cost anything to send the ladder down. People have done it for me. Quietly, discreetly. That’s classy behaviour, giving someone a boost when they need it.”

Campaigns with Purpose and Staying Power

Throughout her career, Leanne has championed bold, audience-led work in youth health.  From animated genitalia in a Trainspotting spoof to a consent campaign now used in Scottish schools, her projects have been unapologetically creative and impact driven. The secret of her success? Co-creation.

“Young people sign off the scripts. They weren’t being polite,” she said. “If they think it’s all right, we’ve done something well.”

Her principle — work with people, not just for them — is simple but it defines Leanne’s approach, shaping campaigns powered by empathy and lived experience.

Public Sector Comms Headspace Facebook Group

CommsCamp Scotland

Socially Mobile

Zero Waste Scotland

Rebecca Roberts – Thread & Fable