It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Celia Richardson, Director of Communications and Marketing at the National Trust. 

Celia has been named among the most influential 1% in the UK PR industry, and has received a multitude of awards for her seminal campaigns during her decade-long stretch in the mental health sector.

For the past six years, Celia has been responsible for the National Trust’s marketing, policy, advocacy, and reputation.

Celia found herself at the epicentre of controversy and ‘culture-war’ discourse, following the release of the National Trust’s report into its property’s links to slavery – which critics labelled ‘woke’ and an attempt to push a political agenda.

In this episode, we discussed:

📰The communications lessons learned from backlash to the National Trust's 2020 slavery report

🔎 Why National Trusts operates under the philosophy 'show don't tell'

🙌Celia's sagacious approach for responding to critics

🌿How the National Trust is accomplishing its long-term mission

🏔️ Celia's tips on achieving personal and professional growth

I hope you enjoy.

John Higginson,

Founder & CEO, Higginson Strategy