Socially Mobile | Impact Report 2025
01 Our progress in 2024
This Impact Report tells the story of our graduates and the larger Socially Mobile community.
We know from the conversations we have and the messages we receive throughout the year that Socially Mobile is making a significant difference to the lives of practitioners who graduate from the programme. But this report provides hard data.
Socially Mobile improves earning potential by developing the management and public relations skills of graduates, and their networks and professional visibility. It has a broader industry impact by helping to address equality and representation within practice.
Our work in 2024
We served a total of 43 students across three cohorts.
40 students successfully graduated from the programme.
We received 88 applications for funded places of which 35 were successful.
Our graduate outcomes
95% of graduates recommend Socially Mobile to a friend or colleague.
8.5/10 average satisfaction score for career impact.
Since its launch in 2022, 129 practitioners have graduated from the programme. We’re starting to see the network effect of this larger cohort. They are all connected via an online community and meet at industry events.
This community is becoming a powerful and restless activist force for change. Socially Mobile graduates speak out about the need for management qualifications and diversity in practice. They have the confidence to influence change as they progress in management.
We’d like to thank our 2024 graduates who contributed to this report through survey data and qualitative interviews. Your continued support helps us constantly improve the programme and its outcomes.
Ella Minty has supported us as the chief examiner since the launch of Socially Mobile. We’re grateful for her leadership and governance. This was instrumental in enabling us to achieve accreditation from the Global Alliance in 2024.
We’d like to express our gratitude to Ella as she steps down from the role and Grant Thoms and Alison Tobin join us.
We would also like to thank all the individuals and organisations that have contributed to our fundraising activities. Without this 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.
Sarah Waddington CBE
Stephen Waddington
Founders and Directors
Socially Mobile Community Interest Company
02 About Socially Mobile
Socially Mobile is a Community Interest Company, founded by Sarah Waddington CBE and Stephen Waddington, 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 UK-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 in an upcoming cohort.
“Many of the candidates arrive feeling like they’ve exhausted every option, some ready to walk away from the profession they love. Their stories are powerful and moving, serving as a poignant reminder of the barriers many face in silence. The programme reignites their passion and restores their confidence, delivering tangible life-changing outcomes that hand them back a sense of autonomy over their careers. It’s a reminder that opportunity, when made accessible, transforms futures.”
03 Outcomes for 2024
Summary of activity
Socially Mobile served 43 students across three cohorts in 2024. 40 students successfully graduated from the programme.
Socially Mobile launched as a Community Interest Company in 2021.
2024 was our third year of operation.
85% of graduates were from outside London.
A total of 129 students have graduated from the programme.
“The professional experiences and challenges of those who achieved a funded place on the Socially Mobile scheme in 2024, as set out in their applications, are as diverse and individual as the applicants themselves. However, there continue to be some commonalities among successful applicants.
Firstly, they present clear evidence that they are unable to personally fund their place on the scheme and that, if employed, their employer is either unable or unwilling to fund a place.
Secondly, they discuss in detail how the scheme will benefit them professionally. Thirdly, they belong to a group that is under represented in public relations. And, finally, the application contains information that helps us determine whether the scheme will meet their individual needs.
Across all applications, two striking trends are evident. Firstly, the scheme continues to attract a high volume of applications from women who have faced significant professional challenges due to having children. This issue is explored in detail in the ‘Missing Women’ study, delivered by Socially Mobile. Secondly, there is a noticeable increase in the proportion of applicants working in the public or not-for-profit sectors who report that their employer has failed to invest in their continuing professional development of any kind. This is a topic worthy of further research.”
Diversity and inclusivity analysis
The diversity characteristics of the graduate population in 2024 are set out below. A student may identify with one or more characteristics, illustrating the intersectional nature of diversity issues.
Developing knowledge and skills
The Socially Mobile programme plays a significant role in helping students develop their skills across several key areas.
Our survey of 2024 graduates highlighted that the programme is delivering on its goal of an 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 underrepresented groups.
The areas cited as the biggest benefits of Socially Mobile are as follows:
Improved communication skills
Socially Mobile graduates report improved communication skills, encompassing both 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 specialism 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.
“Socially Mobile helps people move forward, grow their knowledge, grow their networks and clears away some of the discriminatory rocks that might have blocked their path. It gives people a chance for change and to make change and, in doing so, is invaluable which is why I am delighted to be able to help in whatever way I can.”
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 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 increased self-confidence from the programme, which 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 amid change is a valuable lesson
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.
“My motivation to be involved with Socially Mobile has always been about paying it forward. Living and working surrounded by the Lancashire moors, physical barriers can limit opportunity. It is important that practitioners are encouraged to explore beyond the physical and perceived boundaries of their situation and look further into the horizon.
This is why Socially Mobile means so much, barriers are lifted, opportunities arise, the community supports. It has been an honour to be an examiner for a number of years now, and to see the ongoing impact this initiative is having on the lives of its students.”
04 Programme design
The Socially Mobile programme focuses on a specific intervention to support midcareer UK-based public relations practitioners in developing management communication skills. Students must have worked in a tactical public relations role for at least two years to be eligible for entry.
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 specialist management capabilities for the last three weeks of study. Industry-leading practitioners selected for their expertise deliver lectures and supplementary masterclasses.
Students engage and interact with each other during live session office hours, industry masterclasses and via an online community.
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
Is it right for brands to shape culture Sara Collinge | Don’t Cry Wolf
Mapping coverage to organisational impact Stella Bayles | Coverage Book
The art of storytelling Farzana Baduel | Curzon PR
Ethics in communications Ian Williams | FleishmanHillard
What is community strategy and why public relations mustn't miss out Michelle Goodall
Horizon scanning and the Overton window Farzana Baduel | Curzon PR
How to be a leader people will follow Jenni Field | Redefining Comms
Managing healthy conflict among stakeholders John Brown | Building the Fearless
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.
All graduate students receive a place on the AMEC Foundation in Media Measurement and Evaluation Course.
We Are Resource provides Socially Mobile graduates access to CommsHero events. It also supplies stationery to students on the programme.
We introduced a lecture each term for our alumni community in 2024. Additionally, graduates can connect with one another through an online community.
Alumni lectures
Mark Hadfield | Meet The 85%
Laura Burch | Work & Class
Rachel Miller | All Things IC
“The programme fills a critical gap in our industry, offering opportunities to practitioners who deserve to be future leaders but have faced systemic barriers. Each cohort proves that exceptional talent exists everywhere, and every time I meet the students, I’m reminded of why I fell in love with public relations in the first place. Their creativity and fresh thinking is exactly what our industry needs.”
05 Meet the Graduates
Hasan Patel
What's your highlight of the Socially Mobile programme?
The biggest highlight for me was the opportunity to learn from industry experts and gain insights that I wouldn’t have accessed otherwise. The programme provided a supportive and inspiring environment, where I could develop both my strategic thinking and communications excellence.
What difference has it made to your work and future career?
Socially Mobile has given me the confidence and tools to take my work to the next level. The knowledge I gained has directly influenced my approach to communications, particularly in community engagement and advocacy. It’s also broadened my perspective on career opportunities, opening doors to new possibilities I hadn’t previously considered. I have taken on some consultancy work due to my confidence.
Who would you recommend applies for the programme?
I’d highly recommend Socially Mobile to anyone looking to grow their skills and advance their career in communications, especially those from underrepresented backgrounds. Whether you’re at an early stage or further along in your career, the programme offers invaluable insights, mentorship, and a strong network to support your development. If you’re passionate about making an impact, this is for you.
Kischa Powell
What's your highlight of the Socially Mobile programme?
The highlight was being taught by industry professionals who made the learning enjoyable, relevant, and practical. The expertise of the trainers and openness to share real-world examples helped bring the content to life. As each session was grounded in the realities of the communications industry, it helped me think more strategically. The strategies and tools taught can be applied immediately and on a day-to-day basis, which has impacted how I approach my work and how I now view my career within the industry.
What difference has it made to your work and future career?
Through the network I built during the programme, I secured a new role after being away from the industry for a period of time. Applying for jobs in the traditional way had become time-consuming and ineffective, but a contact from the cohort told me about an unadvertised opportunity - I applied and was offered the position. I didn’t have this kind of access before doing the programme. Therefore, the programme directly impacted my return to the industry.
Who would you recommend applies for the programme?
It’s a great programme for those who are underrepresented in the industry. It serves as a reminder that you’re not alone - others are facing similar barriers, whatever those barriers might be. I found it refreshing that the programme openly encourages conversations about the challenges of working in an industry that still has work to do in terms of inclusion. It’s ideal for professionals looking to enhance their expertise, build a strong a network and learn in an environment where being yourself is welcomed and encouraged.
Adil Jaouhar
What's your highlight of the Socially Mobile programme?
This course has been a transformative experience, completely changing my perspective on key public relations management themes such as personal leadership, the importance of building high-performance teams, issues and crisis preparedness and the strategic role that ESG and ethics will play in shaping the future of organisations.
What difference has it made to your work and future career?
The course has made me much more intentional in how I approach my work, particularly in planning, measurement and evaluation. These aren’t just public relations management tools, they’re guiding principles that ensure our work is strategic, focused and aligned with outcomes that matter most to the organisations that we serve.
Who would you recommend applies for the programme?
The Socially Mobile programme is ideal for mid-career professionals who are ready to transition from tactical execution to strategic leadership. If you’re passionate about purpose-driven work and want a stronger voice at the leadership table, this programme is a perfect fit.
Josie Shepherd
What's your highlight of the Socially Mobile programme?
It’s hard to choose just one thing! The breadth of topics covered and the calibre of the experts were both excellent, and the reflective style of learning challenged me to apply it in a really practical way. It has been the most valuable development experience I have had.
What difference has it made to your work and future career?
It’s increased my confidence because I feel like I now have a broader understanding of various areas, and I have since taken on a new remit of internal communications as part of my role.
It was thanks to Socially Mobile that I became aware of the opportunity to join the research team for the Missing Women study, a new report led by Socially Mobile and part-funded by the CIPR. Not only was I able to contribute to an important piece of work looking at the issues around why women leave the public relations profession, but it also helped me develop my own skills in stakeholder interviewing and presenting.
Who would you recommend applies for the programme?
Based on my own experience, if you’re building out a public relations function from scratch or you’re a team of one covering multiple areas, I would say go for it. Also, if you’re self-employed or working in an organisation where you don’t necessarily have access to learning and development opportunities (or budget), it’s worth exploring to build your skills and confidence.
06 Research
Socially Mobile receives a significant number of applications from women who have failed to reach management levels within practice. We undertook a research study in 2024 to understand the barriers that these practitioners face in progress- ing to senior positions or why they leave the industry.
Two-thirds of public relations practitioners below director level are female. The situation reverses at senior levels. We called these the Missing Women. It’s an issue affecting some 4,000 women in England and Wales.
The CIPR Research Fund provided financial support for three Socially Mobile graduates with lived experience of the issue to undertake the fieldwork for the research study. The research team identified that women in public relations face a workplace culture characterised by:
Constant pressure to prove their worth
Managing impossible expectations
Navigating gendered double standards
These factors collectively impact not only individual careers but also shape leadership approaches and success metrics across the entire industry.
The study concludes that addressing this complex issue requires comprehensive transformation across multiple domains, including leadership practices, workplace flexibility, life stage support systems, behaviour change initiatives and fundamental organisational reform.
The Missing Women study was conducted by Socially Mobile graduates Rana Audah, Isobel Wilson-Cleary, Josie Shepherd, supported by Stephen Waddington, Sarah Waddington CBE, and supervisor Ben Verinder.
“Being part of Socially Mobile is a fantastic experience. Not only do I get to support a worthy organisation shaping the future of public relations, but in the process meet some amazing people and learn and develop myself.”
07 Governance
Internal oversight
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. The Programme Manager enables this, 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.
External oversightThe Global Alliance independently assessed the Socially Mobile Certificate in Leadership Com- munication in April 2024 and validated it for three years. It recognised the strategic content, programme design and international relevance.
Accreditation from the Global Alliance is the industry’s highest recognised standard for public relations and management training and development. It signifies a commitment to best practices in learning design, governance and learning outcomes.
“It’s amazing how well a clearly communicated vision can work. Socially Mobile is a great example of an excellent idea, brought to life with energy and delivered by collaboration.
As I review their work, I am delighted to see how students are already applying what they have learned in their day-to-day work. It’s great to see that the qualification opens so many doors. Especially for students who didn’t have the same route into this career as I did.”
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 organ- isations.
All roles are unpaid except for the Programme Manager. Assessors and examiners are offered an honorarium.
Founders and directors
Sarah Waddington CBE
Stephen Waddington
Directors
Richard Houghton
Steering group
Farzana Baduel
Karan Chadda
Aby Hawker
Chimwemwe J P Manyozo
Partners
AMEC
CIPR
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 Foster
Andrew Bruce Smith
Paul Stollery
Sarah Waddington CBE
Stephen Waddington
Louise Watson
Dr Jon White
Assessors
Bridget Aherne
Rana Audah
Lorna Branton
Julian Christopher
Teela Clayton
Anna Epps
Michelle Goodall
Katrina Marshall
Tessa Matchett
Amy Rowe
Ben Verinder (Lead Assessor)
Howard Walker
Josh Wheeler
Examiners
Ayeni Adékunlé
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
Rebecca Cousins
Ella Minty has supported us as the chief examiner since the launch of Socially Mobile. We’re grateful for her leadership and governance. We’d like to express our gratitude to Ella as she steps down from the role and we’re joined by Grant Thoms and Alison Tobin.
“When I meet the graduates of Socially Mobile, they all talk about how transformative the programme is. These are the future leaders of our industry - smart, ambitious and engaged - and it’s a privilege to be part of the teaching team. We desperately need public relations to evolve and become more representative and Socially Mobile proves that if the industry pulls together, it can change for the better.”
09 Financial report
Funding is provided by a mix of sponsorship and paid places. We ran a campaign during the year to fund 25 places on the programme in 2025. We are grateful to the following individuals and organisations for their donations.
72Point
All Things IC
Anonymous donor
Be Broadcast
Big Fish Training Limited Blurred
CIPR Local Public Sector Group Cirkle
Comms Rebel
Cowshed
Jack & Grace
Meglio
Morrison Media
Petal & Co
Richard Houghton
SourceCode
The Independent Impact 50 Vested
West of Centre
Working Word
We’re also grateful to CoverageBook and The PR Network for their multi-year support for the programme.
Socially Mobile carried forward a small surplus into 2025 due to its fundraising activities. This will help ensure the ongoing sustainability of the programme.
“It’s been very enlightening and enjoyable to be part of a committed group of practitioners that wants to help those who need a hand up on their way to a successful public relations career, and has helped me develop my own understanding of inclusion/exclusion-related issues and perspectives that might not otherwise come onto my radar all that often.”
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
