Socially Mobile | Impact Report 2023
01 Foreword
02 About
03 Programme design
04 Governance
05 Financial structure
06 Outcomes
Individual outcomes
Career outcomes
Industry outcomes
Susan Button
Karl Connor
Leanne Hughes
Amy Maxwell
Lewis Williams
Founders
Steering Group
Partners
Programme Managers
Teachers
Assessors
Examiners
01 Foreword
The Socially Mobile Community Interest Company was originally conceived by Sarah Waddington CBE in 2018 when, as President of the CIPR, she spotted the socio-economic gap in the public relations profession.
The harsh reality is that practice doesn’t represent the public that it seeks to serve. Through support and funding, Socially Mobile aims to deliver management training to those from lower socio-economic backgrounds, as well as under-represented and under-served groups including ethnic minority practitioners, the LGBTQ+ community, women returners and those with disabilities.
The UK public relations industry contributed £16.7 billion to the UK economy in 2021. It employed 99,900 people according to the PRCA Census 2021.
The PRCA reported that a fifth of respondents attended an independent or fee-paying school versus seven percent of the population. This represents a diversity gap of practitioners from a lower socio-economic background of almost 13,000.
It took a further three years to develop a business model and for learning platforms to mature to make the Socially Mobile CIC a reality. We developed the programme during 2021 and launched it at the end of that year.
In its first year of operation 47 students have graduated across three cohorts. This report tells their story.
A quarter of graduates have been promoted or have had a new job opportunity since graduating from the programme. Three quarters of graduates report a positive impact on their career.
Three in five graduates say that the programme has had an immediate impact on their work in terms of confidence, a contemporary understanding of public relations practice, and development of management knowledge.
The first year of operation has been an opportunity to test the model and learning design. We have made tweaks along the way in response to feedback from students.
We estimate that the public relations profession has a shortfall of almost 13,000 practitioners from lower socio-economic backgrounds based on data from the PRCA. We’ve set a goal of training 50 practitioners per year, or 500 practitioners over the next ten years.
To achieve this goal we’re going to need the ongoing support of the industry, our incredible community of assessors, examiners and teachers, and membership bodies and industry associations. We’re grateful for your support in getting us started.
Sarah Waddington CBE
Stephen Waddington
02 About
Socially Mobile is a Community Interest Company that helps and inspires UK-based public relations practitioners across the UK to increase their earning potential.
Through support and funding, Socially Mobile delivers training to those from lower socio-economic backgrounds, as well as under-represented and under-served groups including ethnic minority practitioners, the LGBTQ+ community, women returners, and those with disabilities.
The impactful ten-week programme is for future leaders:
Aspiring to a management role
Returning to work or moving into a new role
Considering starting their own PR business
The Socially Mobile course is free for applicants who meet our criteria. Fee-paying practitioners are welcome on the programme at a cost of £695.
No formal training or education is required but applicants must have a minimum of two years’ experience in a public relations role.
If you know someone who would benefit from the Socially Mobile programme please encourage them to apply for a place on an upcoming cohort.
03 Programme design
The Socially Mobile programme is focussed on a specific intervention supporting the mid-career UK based public relations practitioner with management communication skills. Students must have worked in a tactical public relations role for a minimum of two years as an entry requirement.
The Socially Mobile programme is spread over ten weeks and consists of video lectures, a live crisis simulation, assignments, Q&A sessions, and discussions. We aim to be as inclusive and accessible as possible. The programme has been reviewed by Jim Taylor, a specialist educational psychologist and an experienced professional in autism.
A mix of core management capabilities are covered during the first seven weeks. Students choose from five special management capabilities for the last three weeks of study. Lectures and supplementary industry masterclasses are delivered by industry leading practitioners selected for their expertise.
Core management capabilities
Core skills
Planning and creativity
Measurement
Financial planning and measurement
Technology and workflow
Managing people and building a high-performance team
Risk management
Specialist management capabilities
Starting a business
Building better organisations
Change management
Strategy and growth
Leadership and culture
Industry masterclasses
What is community strategy (and why PR mustn’t miss out) Guild
Joining boards Curzon PR
Communicating the truth in a climate crisis Don’t Cry Wolf
SEO value in PR and metrics you need CoverageBook
Being the client Story Comms
Smart targeting, listening and evaluation Vuelio
New business Porter Novelli
Community
Thanks to a partnership with Guild, the platform for professional communities, we provide a online communities space for both students and graduates.
04 Governance
Socially Mobile has four levels of scrutiny.
a. The Steering Group supports the organisation with the development of strategy, risk assessment and management, and funding
b. An Assessment Panel reviews anonymised applications for places on the programme. This is enabled by the Programme Manager and overseen by a Lead Assessor
c. Examiners mark student assessments throughout the programme and a Chief Examiner oversees quality assurance
d. Student feedback is sought each week throughout the programme and as part of our annual review
05 Financial Structure
We are grateful to Julieanne Mitchell at Together We Can Fundraising for her support in helping us develop the business model for Socially Mobile and with early fundraising efforts.
Founding investment
Socially Mobile was founded with donations from the following organisations. Founding sponsors were offered two places on the programme.
Astute.Work
CoverageBook
Curzon PR
Don’t Cry Wolf
FleishmanHillard
Porter Novelli
Resonance
Story Comms
Wadds Inc.
Financial sustainability
Ongoing funding is provided by a mix of sponsorship and paid places. We are grateful to the following individuals and organisations for donations in 2021-2022.
All Things IC
Amazon
Anna Korving
BHM
Footprint PR
Grant Currie
Hard Numbers
Joe Walton
Mark Pinsent
OVID Health
PR Network
Prezly
Richard Houghton
Sally Sykes
Vuelio
We Are Resource
WHAM
Socially Mobile has sufficient reserves to cover its operational costs for 2023 but will shortly kick-off a fundraising drive for 2024.
06 Outcomes
Socially Mobile launched as a Community Interest Company in 2021. Its first operational year was 2022 during which it served 47 students across three cohorts. 46 students have successfully graduated from the programme.
The diversity breakdown of the candidates is as follows. Some candidates are counted in more than one category. This reflects the intersectional nature of the issue of representation.
Lower socio-economic - 27 Ethnic minority - 28 LGBTQ+ - 3 Women returners - 24 People with disabilities - 19
Individual Outcomes
The three areas cited as biggest benefits of Socially Mobile are as follows:
Graduates identify the following aspects of the programme as most beneficial:
1. Teaching content (95%)
2. Industry masterclasses (95%)
3. Individual assignments (92%)
4. Community (76%)
5. Office hours with Sarah and Stephen Waddington (76%)
Career outcomes
65.8% of graduates report an immediate impact from the programme on their professional work
75% of graduates report a positive impact on their career development.
A quarter of graduates have been promoted or had a new job opportunity since graduation from the programme
Industry outcomes
It is too early to report on the impact of Socially Mobile on the public relations industry. We aim to gather and report on data each year.
07 Meet the Graduates
Susan Button
What's your highlight of the Socially Mobile programme?
There have been many highlights, from Graham Goodkind’s creative presentation sharing Weetabix’s award-winning campaign, to Kristian Foged’s passion for the PR tech stack. I was fascinated by ethics in artificial intelligence and automation and further researched CIPR’s report #AIinPR. This has been a huge learning curve for me, and I am fully embracing my enhanced knowledge, skillset and up to date industry best practice.
What difference has it made to your work and future career?
As a women returner, the Socially Mobile programme has greatly boosted my opportunities and skillset. I am passionate about sharing how this programme benefits underrepresented groups - equipping future leaders with the most up to date ethical skills and knowledge, taught by highly regarded industry leading professionals.
Who would you recommend applies for the programme?
I can wholeheartedly recommend this course to anyone who wants to drive their career to the next level. Kudos to Sarah and Stephen Waddington for having the conviction to drive Socially Mobile forward and for securing an exceptional line up of award-winning lecturers. I am proud to be part of the first cohort of this prodigious programme. Thank you.
Karl Connor
What's your highlight of the Socially Mobile programme?
The live simulation hosted by Kate Hartley and her team at Polpeo. It was fantastic to work with other talented communications professionals.
What difference has it made to your work and future career?
I am still in the same job I was in when I started Socially Mobile, but the confidence I took from the course have helped me to perform much better in my role, day-to-day. There were several modules which really stretched my thinking and, as someone who has always worked in-house, exposed me to the agency mindset which I believe adds a different, more rounded level of understanding. I work for a charity and want my career to be cause led, but at the point that I do move on from my current role I think the learning I’ve taken from Socially Mobile will be invaluable.
Who would you recommend applies for the programme?
Anyone who wants to develop their skills and build a more positive career. I very nearly didn’t apply for it because I’m white, straight and was conscious that huge numbers of people from several groups are more disadvantaged than I am. I’m so glad that I did apply.
Leanne Hughes
What's your highlight of the Socially Mobile programme?
The calibre of the speakers and level of content. Hard to pick a favourite week but learning from the strategy and measurement sessions with Anne Gregory and Richard Bagnall was useful to my work.
What difference has it made to your work and future career?
I was awarded the first Chief Examiners award for contribution for cohort one, which gave me the opportunity to sit and pass the CIPR Chartership assessment day in November 2022. I have taken the learning from Socially Mobile into my new workplace and helped to improve strategic thinking around ways of working for increased impact reporting.
My confidence has grown so much since completing the course, lots of amazing connections made. I was delighted to be recognised in the AMEC rising star awards this month, for improvements in measurement and evaluation for Public Sector outputs.
My mind stays very curious and I’m hoping to start a research project around the opportunities and barriers for a consistent accessible communication approach soon. This is an area I’m very passionate about and working with peers to improve.
Who would you recommend applies for the programme?
People looking to consolidate their professional practice across all the pertinent areas of communications. Individuals who need a bit of a confidence boost to make their next career move. The course will focus the mind and help work out what they want next professionally. They will need to commit and be up for a challenge.
Amy Maxwell
What's your highlight of the Socially Mobile programme?
Feeling part of a meaningful network within the profession, learning from both my peers on the course and those providing the masterclass content. I have found the practical nature of the lectures instantly applicable and particularly enjoyed the opportunity to work with peers during a crisis simulation.
What difference has it made to your work and future career?
It's increasing my confidence, enhancing my knowledge and has opened up a wealth of contacts and resources.
Who would you recommend applies for the programme?
Anyone committed to furthering their career in public relations, especially when facing barriers to their progression.
Lewis Williams
What's your highlight of the Socially Mobile programme?
Meeting practitioners from a range of backgrounds, taking part in live masterclasses and sessions to share learning and opinions. Having access to exclusive, in-depth content from top-level thought leaders within public relations and communications.
What difference has it made to your work and future career?
Since graduating Socially Mobile I’ve stepped up into a more senior public relations role, and got involved in opportunities across the wider professional community, including blogging for the GCS, featuring on the #CommsHero Podcast and being invited as a panel speaker at #CommsHeroWeek. Socially Mobile has helped me achieve all of the above, boosting my confidence, skills and realigning my thoughts on my career journey.
Who would you recommend applies for the programme?
Anyone from under-represented groups with a few years’ experience who wants to break through the glass ceiling. The programme is a unique opportunity to boost skills and knowledge, and position yourself to be able to progress through to a senior or management position in the future.
08 Continuing Development
All Socially Mobile students with fully funded places who successfully graduate receive CIPR and PRCA membership for a year to support their continued development.
One student from each cohort is awarded a Chief Examiner’s Award. This award allows the successful graduate to sit the CIPR Chartered Assessment. The cost is paid by the Socially Mobile CIC.
Every student who graduates receives a place on the AMEC Foundation in Media Measurement and Evaluation Course.
09 Campaigning
Socially Mobile raised awareness of the impact of the UK cost of living crisis on public relations practitioners through a survey in November 2021. It was shared via our social media channels and industry media.
We found that public relations practitioners are seeking salary rises (48.3%), promotions (25.2%), and job hunting (25.2%) to increase their income in response to the cost-of-living crisis. Education and training is also a priority for three-in-ten practitioners.
One in 50 (2.1%) public relations practitioners are using foodbanks. Practitioners also report seeking second and third jobs to supplement their income, indicating that in-work poverty is impacting the public relations profession.
10 Community
Socially Mobile exists because of the generosity of the public relations community in supporting its goals. We would like to thank the following individuals and organisations.
Founders
Sarah Waddington CBE
Stephen Waddington
Steering Group
Farzana Baduel
Karan Chadda
Aby Hawker
Richard Houghton
Partners
AMEC
CIPR
Guild
PRCA
Programme Managers
Beth Thomas
Thea Pinsent
Teachers
Farzana Baduel
Richard Bagnall
Andy Barr
Ann-Marie Blake
Dr Jane Brearley
John Brown
Karan Chadda
Alison Clarke
Deborah Edwards
David Gallagher
Graham Goodkind
Professor Emeritus Anne Gregory
Fenella Grey
Kate Hartley
Kristian Hoareau Foged
Naomi Jones
Shayoni Lynn
Rachael Marshall
Advita Patel
Rachel Picken
Paul Stollery
Sarah Waddington CBE
Stephen Waddington
Louise Watson
Dr Jon White
Assessors
Bridget Aherne
Lorna Branton
Julian Christopher
Teela Clayton
Michelle Goodall
Katrina Marshall
Amy Rowe
Ben Verinder (Lead Assessor)
Howard Walker
Angharad Welsh
Examiners
Ayeni Adekunle
Catherine Arrow
Steph Bridgeman
Lesley Brydon
Stuart Bruce
Rod Cartwright
Steve Earl
Catherine Glover
Dr Anne Gregory
Joe Hanley
Kirsty Leighton
Ella Minty (Chief Examiner)
Chris Love
Chris Reed
Josh Wheeler
11 Further Information
To apply for a place on an upcoming Socially Mobile programme click here: Applications
for further information contact Beth Thomas at beth.thomas@sociallymobile.org.uk
