Socially Mobile | Impact Report 2024
01 Our progress in 2023
02 About Socially Mobile
03 Outcomes for 2023
Summary of activity
Diversity and inclusivity analysis
Developing skills
Improving employment prospects
Fiona Capel
Fay Nyberg
Son Pham
Sam Pollock
Kayleigh Reghif
Sarah Upali
05 Programme design
06 Continuing development
07 Governance
08 Community
Founders and Directors
Steering Group
Partners
Programme Manager
Teachers
Assessors
Examiners
01 Our progress in 2023
This Impact Report tells the story of our graduates and the community we’re building. We know that Socially Mobile is making an absolute difference in the lives of practitioners who graduate from the programme.
Socially Mobile improves earning potential by developing the management and public relations skills of graduates, as well as networks and professional visibility. It has a broader industry impact by helping to address equality and representation within practice.
We served a total of 42 students across three cohorts in 2023, across paid, funded and sponsored places. 41 students successfully graduated from the programme.
We had 49 applications for funded places on the programme in 2023. 28 of these were successful.
The graduate outcomes speak for themselves. 88% report that the programme has positively impacted their career. This includes promotion (16%), new and better jobs (28%) and salary increases (20%).
We’d like to thank our 2023 graduates who contributed to this report through survey data and qualitative interviews. Your continued support helps to improve the programme and its outcomes constantly.
We’d also like to thank all of the individuals and organisations that have contributed to our fundraising activities. Without your support, the programme would not be sustainable.
Finally, thank you to our steering group, programme manager, partners, assessors, examiners and teachers who comprise the Socially Mobile community. You are helping improve diversity and inclusion within public relations practice one graduate at a time.
Sarah Waddington CBE
Stephen Waddington
Founders and Directors
Socially Mobile Community Interest Company
“My most significant gain from the Socially Mobile programme was accessing structured and industry-leading learning, which, as a single parent on a low income, I could not afford to pay for at the time. I use the learnings from the programme every day.”
02 About Socially Mobile
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 public relations 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 £750. No formal training or education is required but applicants must have at least 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.
“Socially Mobile really does do what it says on the tin. The experiences of the first two years of graduates have been career and life-enhancing.
“If the public relations industry is to thrive in the future it needs to draw on the widest possible range of talent for its leadership and I do not doubt that our graduates will be right up there making sure the sector remains relevant and valuable to the commercial and public sectors.”
03 Outcomes for 2023
Summary of activity
Socially Mobile served 42 students across three cohorts in 2023. 41 students successfully graduated from the programme.
We had 49 applications for funded places on the programme in 2023. 28 of these were successful.
There has been a notable increase in applications from practitioners in both the public and private sectors, notably the NHS and local authorities where budgets are squeezed and there is limited or no investment in training.
There has also been an increase in overseas applications, which we cannot support.
Socially Mobile launched as a Community Interest Company in 2021. This was our second year of operation. A total of 87 students have graduated from the programme.
Diversity and inclusivity analysis
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.
A Lower socio-economic 8
B Ethnic minority 7
C LGBTQ+ 2
D Women returners 14
E People with disabilities, including neurodiversity 14
Developing skills
The Socially Mobile programme plays a significant role in helping students develop their skills across several key areas.
Our survey of graduates from 2023 highlighted that the programme is delivering on its goal of a holistic approach to professional development, addressing both technical and soft skills. These are important for career advancement, especially for individuals from lower socio-economic backgrounds and under-represented groups.
The areas cited as the biggest benefits of Socially Mobile are as follows:
Areas of skill development highlighted by graduates in survey responses are set out below.
Improved communication skills
Socially Mobile graduates frequently report improved communication skills, including verbal and written communication. Articulating ideas clearly and effectively is vital in any professional setting and is critical in a management context.
Industry-specific knowledge
Participants gained a better understanding of their respective industries through the Socially Mobile programme. This knowledge is important for navigating complexity and making informed decisions that contribute to career development.
Practical application of skills
Reflective coursework enables participants to apply their new skills in real-world scenarios. This hands-on approach ensures that the skills learned are theoretical, applicable, and relevant to a student’s day job.
Strategic thinking and problem-solving
Graduates report an improved ability to think strategically and solve problems effectively. The Socially Mobile programme fosters critical thinking and analytical skills, preparing graduates to tackle challenges and seize opportunities with innovative solutions.
Adaptability to market needs
The curriculum is adapted to graduate feedback and market needs, ensuring that the skills and knowledge it imparts are relevant and in demand. This relevance further improves graduates' employment prospects by aligning their capabilities with what employers are seeking.
Enhanced leadership skills
The programme places a strong emphasis on developing leadership skills, with graduates noting improvements in their ability to lead teams, make decisions, and influence others. This is critical for career progression and taking on more significant roles within organisations.
“Since completing Socially Mobile, I’ve moved into a new senior role, so it’s made a huge difference. The programme has helped me articulate my ideas and plans more effectively and demonstrate value to stakeholders outside of communications”
Improving employment prospects
The Socially Mobile programme has a multifaceted impact on employment prospects for its graduates. By addressing both the skillset and mindset of students, alongside providing practical experience and networking opportunities, it enhances their competitiveness in the job market.
Socially Mobile graduates report the following impacts on their career:
The impact on employment prospects can be attributed to several key aspects of the programme, based on the survey responses:
Networking opportunities
The programme provides networking opportunities for students to connect with professionals within and outside of their industries. This skill development aspect is valuable for building relationships that can lead to job opportunities, mentorship, and collaborative projects.
Increased self-confidence
Many respondents reported an increase in self-confidence as a result of the programme. The programme effectively empowers participants by boosting their self-esteem and belief in their professional capabilities.
Adaptability and resilience
The programme encourages adaptability and resilience, qualities which are increasingly important in a rapidly changing professional landscape. Learning to navigate and thrive amidst change is a valuable lesson offered.
Enhanced professional visibility
Participation in the programme can enhance a graduate's professional visibility, particularly through reflective assignments and interactions with industry professionals. This increased visibility can make participants more attractive to recruiters and hiring managers.
Promotions and salary increases
Several respondents reported positive changes in their employment status post-programme, including promotions, job changes, and salary increases.
“The opportunities for growth that Socially Mobile affords its participants, through access to the some of the very best practitioners in the field, is invaluable. Not only do participants advance their knowledge of the discipline in all the key areas but crucially, the programme cultivates the invaluable self-belief that so many PR practitioners, particularly those for whom the programme was set up, often lack.”
04 Meet the Graduates
Fiona Capel
What's your highlight of the Socially Mobile programme?
Overall, I found the quality of the learning opportunities fantastic. The industry leaders offered a range of perspectives, with examples that helped me to spot opportunities to apply the learning in my work.
I’m still working my way through the optional reading list which accompanied the programme, which has helped me to continue my development.
What difference has it made to your work and future career?
Since completing Socially Mobile, I’ve moved into a new senior role, so it’s made a huge difference. The programme has helped me articulate my ideas and plans more effectively and demonstrate value to stakeholders outside of communications.
I also have more confidence because I have a broader understanding of many different comms specialisms.
Who would you recommend applies for the programme?
Suppose you’re at a mid-level in comms, especially in a small team or self-employed, feeling a bit stuck. In that case, it is an excellent opportunity to expand your knowledge and develop a support network.
You might already understand some of the topics covered, but I guarantee you will still learn something valuable every week. The investment in yourself and your own development, plus the boost to your confidence from feeling sure that you really know your stuff, is 100% worth it.
Fay Nyberg
What's your highlight of the Socially Mobile programme?
My most significant gain from the Socially Mobile programme was accessing structured and industry-leading learning, which, as a single parent on a low income, I could not afford to pay for at the time. I use the learnings from the programme every day.
The Strategy and Growth module has helped me map out plans for my business and I apply elements from the Change Management module in my copywriting and content projects.
What difference has it made to your work and future career?
Shortly after graduating from the course, I decided to return to self-employment. The programme reignited my love of learning and helped me identify my ‘North Star’, my niche working with family and community-serving businesses and the offering for my North East-based copywriting and content business, Berg & Heart.
I’ve nearly completed my first year in business. So far, I’ve more than doubled my earned income, even after allowing for significant further investment in myself through training and purchasing business essentials such as IT equipment and software.
Talking to prospective clients about Socially Mobile and the drive and values it inspired for my business has also led me to work on projects for social enterprises and the public sector.
Who would you recommend applies for the programme?
A few years before I applied for Socially Mobile, I became a single parent under challenging circumstances. When I applied, I worked in a low-income part-time role and felt like I was shrinking instead of growing, trapped by my need for stability and flexibility.
Socially Mobile has been life-changing for me by opening the door to further learning, connecting me with like-minded people and reigniting my career ambition. I recommend Socially Mobile to any public relations and communication professional who thinks circumstances have limited their growth or feels ready to take a step up in their career.
Son Pham
What's your highlight of the Socially Mobile programme?
There were so many highlights throughout the programme from the calibre of speakers to enriching content. If I had to choose just one, it would be the live crisis simulation hosted by Kate Hartley and her team at Polpeo. It was fantastic to experience it and apply what we’d learnt to a challenging situation.
What difference has it made to your work and future career?
I’ve become much more confident in my knowledge and craft since completing the course. I’ve been able to bring that knowledge to my day-to-day job. The modules from the programme not only provide a strategic framework but also encourage practical application. It stretched my thinking.
Who would you recommend applies for the programme?
The course overall to me was a brilliant experience with lots of hard work at times but well worth the time and effort.
I’d encourage anyone who wants to upskill and receive quality training from some of the best industry leaders to apply. It’s also suitable for anyone who wants to advance their career and progression in public relations and communication.
Sam Pollock
What's your highlight of the Socially Mobile programme?
My highlight was the live crisis simulation because it was an eye-opener in terms of how to deal with a situation as it evolves. Working in a team meant that I was able to understand different thought processes and learn new techniques to ensure the situation was managed in the best possible way.
Although I loved the video lectures, assignments and Q&A sessions, I don’t think you can beat hands-on experience, so I thought it was great how the Socially Mobile programme gave us the best of both worlds.
What difference has it made to your work and future career?
I’ve recently been promoted to Senior Account Manager so the Socially Mobile programme has contributed towards my career progression. Some of the modules, including ‘financial planning and management’ and ‘managing people and building a high-performance team’, are going to be key for my development in the next 12/18 months, so the training I’ve received couldn’t have come at a better time.
I feel more prepared and ready to jump into my new role, knowing I’ve learnt from some of the best in the business.
Who would you recommend applies for the programme?
I would recommend that everyone applies. Whether you’re new to the industry or have been in it over 10 years like myself, there’s something for everyone. The programme isn’t easy and will challenge you in different ways but if you’re serious about becoming a better public relations practitioner then look no further.
I’ll be encouraging the rest of my team to apply, as well as spreading the word to my network on social media, because I loved the experience.
Kayleigh Reghif
What's your highlight of the Socially Mobile programme?
The highlight has been how many knowledgeable people within the industry Socially Mobile have introduced me to, whether the brilliant guest lecturers, my coursemates, or the alumni network. My networking opportunities have increased tenfold.
What difference has it made to your work and future career?
The main difference for me so far is a massive increase in my confidence, which my managers have even picked up. It’s kept imposter syndrome at bay, and I’m now applying for promotions with the assurance that I’m more than capable.
Who would you recommend applies for the programme?
Socially Mobile is great for those like me who know that they want to go further in public relations but need help figuring out how to get there. Having recently returned to work, I came into the course and gained a real breadth of knowledge on how the industry works and what best practice is.
Sarah Upali
What's your highlight of the Socially Mobile programme?
The amazing content and masterclasses from leaders in their field, enabling me to learn and consolidate my knowledge. I’ve been able to connect with a wonderful, supportive network of peers who I can reach out to for advice, support and encouragement.
What difference has it made to your work and future career?
Joining Socially Mobile has had a huge impact. I’ve noticed a change in my confidence, self-belief and self-worth at work. It’s empowered me to feel more confident about my strengths, knowledge, skills and what I have to offer. It’s inspired and motivated me to keep on learning, growing and developing.
Who would you recommend applies for the programme?
Public relations and communications professionals from under-represented groups, who are keen to learn and increase their confidence. Anyone who is feeling a bit ‘stuck’ in their communications career and unsure of next steps – the programme will inspire you to think about future possibilities and what’s next.
05 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 neurodiversity and 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 it takes to create a regenerative business
What is community strategy (and why PR mustn’t miss out)
How to negotiate
How data and digital marketing is changing PR approaches to planning and measurement
Live crisis training
How to bring activism into your comms
Managing situational ethical dilemmas and awkward work situations (based on real life examples)
The art of storytelling
An intro to SEO in PR & how it can affect budget
Pitching to broadcast
Horizon scanning - How PRs can embrace the art of strategic foresight
Mapping coverage to organisational impact
Community
Thanks to a partnership with Guild, the platform for professional communities, we provide online community spaces for both students and graduates.
“Socially Mobile is great for those like me who know that they want to go further in public relations but need help figuring out how to get there. Having recently returned to work, I came into the course and gained a real breadth of knowledge on how the industry works and what best practice is”
06 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, which Socially Mobile pays for.
All graduate students receive a place on the AMEC Foundation in Media Measurement and Evaluation Course.
We Are Resource provides Socially Mobile graduates with access to CommsHero events. It also supplies stationery to students on the programme.
Socially Mobile introduced a lecture series for graduates in 2023. Hannah Barlow, co-founder, BB Partners delivered the inaugural lecture and spoke about cultural issues related to socio-economic diversity.
“It’s a misconception to think confidence is the primary enabler of social mobility. After all, confident individuals exist in every walk of life. The key is understanding the unwritten rules of business and societal norms. This knowledge is a far more powerful catalyst for those from underrepresented backgrounds”
07 Governance
Socially Mobile has four levels of scrutiny.
The Steering Group supports the organisation with the development of strategy, risk assessment and management, and funding
An Assessment Panel reviews anonymised applications for places on the programme. This is enabled by the Programme Manager and overseen by a Lead Assessor
Examiners mark student assessments throughout the programme and a Chief Examiner oversees quality assurance
Student feedback is sought each week throughout the programme and as part of our annual review.
“I’ve recently been promoted to Senior Account Manager so the Socially Mobile programme has contributed towards my career progression. Some of the modules, including ‘financial planning and management’ and ‘managing people and building a high-performance team’, are going to be key for my development in the next 12/18 months, so the training I’ve received couldn’t have come at a better time.”
08 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.
All roles are unpaid except for the Programme Manager. Assessors and examiners are offered an honorarium.
Founders and directors
Sarah Waddington CBE
Stephen Waddington
Steering group
Farzana Baduel
Karan Chadda
Aby Hawker
Richard Houghton
Partners
AMEC
CIPR
Guild
PRCA
We Are Resource
Programme manager
Beth Thomas
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
Nik Govier
Professor Emeritus Dr Anne Gregory
Fenella Grey
Kate Hartley
Kristian Hoareau Foged
Naomi Jones
Shayoni Lynn
Rachael Marshall
Advita Patel
Rachel Picken
Andrew Bruce Smith
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
Examiners
Ayeni Adekunle
Catherine Arrow
Steph Bridgeman
Lesley Brydon
Steve Earl
Catherine Glover
Professor Emeritus Dr Anne Gregory
Joe Hanley
Kirsty Leighton
Chris Love
Claire Merryweather
Ella Minty (Chief Examiner)
Chris Reed
Josh Wheeler
“The impact report reflects the transformative power of Socially Mobile’s programme, demonstrating how we’ve empowered individuals from diverse and underrepresented backgrounds to unlock their full potential and become future leaders in the public relations industry”
09 Financial report
Funding is provided by a mix of sponsorship and paid places. We are grateful to the following individuals and organisations for donations in 2023.
Sponsorship
CoverageBook
Fleishmann Hillard
Porter Novelli
STORY COMMS
Donations
Caitlin Plunkett-Reilly
CIPR iProvision
Grant Currie
Pinstone
PR Network
Socially Mobile has sufficient reserves to cover its operational costs in 2024 but needs to raise £15,000 to build its reserves and fund operations in 2025.
“I’ve become much more confident in my knowedge and craft since completing the course. I’ve been able to bring that knowledge to my day-to-day job. The modules from the programme not only provide a strategic framework but also encourage practical application. It stretched my thinking.”
10 Further information
To apply for a place on an upcoming Socially Mobile please follow this link: sociallymobile.org.uk
For further information related to any aspect of the programme please contact Beth Thomas beth.thomas@sociallymobile.org.uk
“The transparency and outcomes highlighted in this report show the change Socially Mobile is creating. We continue to help talented people thrive regardless of their start in life. The results are clear: more confidence, better skills and career growth”
