The best PR career advice: 'Be a sponge and soak up everything'

Name: James Sharp 
Job title and company: Specialist communications manager at NHS Mid and South Essex 
Location: Essex 
Time in PR: 13 years 

What does your current role involve? 
I am a specialist communications manager for NHS Mid and South Essex ICB, where I am part of the communications senior management team. In this role, I lead the digital and internal communications strategies, ensuring we deliver clear, impactful messages across multiple channels. 

I am responsible for setting the digital PR and engagement strategy, including overseeing websites, social media, email marketing, video content, blogs, and PPC campaigns. My work ensures we effectively reach both staff and the public with key health information, making sure our messaging aligns with clinical priorities and supports system efficiencies. 

In addition to this, I oversee high-impact campaigns that contribute to improving health outcomes and inequalities across the communities we serve. I work collaboratively with colleagues and partners to create and implement strategies that resonate with diverse audiences. This role allows me to combine creativity and strategic thinking, driving both engagement and awareness of important health initiatives, while ensuring the successful delivery of communication goals across the ICB. 

What do you love most about working in public relations? 
I love working in PR because it’s an incredibly dynamic and rewarding career that lets me blend creativity with strategic thinking. There’s a unique satisfaction in creating messages that connect with people, especially in health communications, where you see the real-world impact. 

Over the past nine years, I’ve focused on supporting people to access vital health information through digital communication and innovative campaigns, helping them make informed choices about their wellbeing. 

Telling the stories of our patients and residents through digital PR is especially meaningful - capturing their experiences and sharing them in ways that resonate and inspire. Every project I work on, from awareness campaigns to local initiatives, holds the potential to make a genuine difference. It’s this purpose-driven work that keeps me passionate about PR and communications. 

Being part of a team that helps our communities feel informed, supported, and valued makes each day feel worthwhile, knowing that my work is contributing to a healthier, more connected community. 

What's been the highlight of your career so far? 
The highlight of my career to date has to be designing and leading a mental health campaign that significantly increased the number of people accessing support, especially among men who often face barriers to seeking help. Seeing the real impact of the messaging on individuals’ lives was truly fulfilling. 

While I’ve had other proud moments—such as becoming a chartered PR practitioner in 2024, being a finalist for the Changemaker of the Year award in 2022, and having my work recognised by other industry awards - this campaign stands out for its personal and professional significance, reinforcing my passion for meaningful, impactful PR. 

How long have you been a member and what made you join?  
I joined the CIPR in 2018 after a recommendation from my manager, seeking a way to channel my passion for lifelong learning and professional development. The CIPR has offered me a dedicated professional community and the chance to continually grow my skills. Through CIPR, I’ve connected with industry peers, accessed valuable training, and kept up with best practices. It’s been an essential outlet for refining my expertise and staying at the forefront of the PR profession. 

How does the CIPR support your career? 
The CIPR has greatly supported my career, providing a professional network, training, and industry recognition that have helped me thrive. I’ve also been a volunteer with the CIPR East Anglia regional committee since 2020, elected as co-chair for 2024 and now entering my second term. Volunteering has not only afforded me the opportunity to grow but has also allowed me to support others in their professional journeys, creating opportunities for learning and connection within our regional PR community. 

Through CIPR courses and resources, I stay updated on best practices, and achieving chartered status in 2024 marked a key milestone. For me, CIPR is a partner in both career growth and community-building. 

Best piece of career advice you’ve been given?  
The best career advice I received early on was to “be a sponge and soak up everything” in PR. This advice has stayed with me, and I now share it with junior members of my team. PR offers many different avenues, and when starting out, it’s important to explore them all before specialising. There’s time for that later, and it’s valuable to spend time figuring out which area of PR and communications you enjoy most—you may surprise yourself with what you discover.

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