Board Member Spotlight
This month we meet Lucy Hose who is in her second year as a board member.
Lucy Hose, IABC NSW Board member, professional development
Lucy Hose is an award-winning communications professional with over a decade of experience, specialising in health communications. Originally from the UK, Lucy’s passion for purpose-driven work led her to the healthcare sector, where she has made a significant impact through strategic storytelling, stakeholder engagement, and inclusive communication practices. A proud advocate for diversity, equity and inclusion, Lucy is known for her collaborative leadership style, resilience, and hands-on approach. She currently serves as a Board Member for IABC NSW, where she continues to champion excellence and innovation in the communications profession.
Why did you nominate for the IABC NSW Board?
It might sound like a cliché, but I genuinely wanted to give back to the communications profession that I love. Volunteering on the Board has been incredibly rewarding. It’s also a fantastic way to meet fellow communications professionals, build meaningful connections, and continue learning.
Why have you specialised in health communications? What’s the appeal, and do you have any advice for others considering this path?
Health communications found me over a decade ago. Being from the UK, the NHS holds a special place in my heart—my family has benefited from its care, and my sister works within it. At a pivotal point in my career, I chose to align my work with my values and purpose, and contributing to the “greater good” led me to healthcare.
It’s a dynamic, complex, and fast-paced sector filled with brilliant, passionate people. For those interested in this path, take time to understand the landscape, it spans commercial ventures, start-ups, mental health, social care, and public hospitals. Build your network through organisations like IABC and seek out thought leaders on LinkedIn or at conferences.
You’re an award-winning communications professional. What’s been your proudest moment, and what skills are essential for excellence in comms?
It’s hard to choose just one, but winning the Silver Award at the 2017 CIPR PRide Awards for Outstanding In-House PR Team while at the NHS stands out. We built that team from scratch with limited resources and achieved so much through collaboration, persistence, and creativity.
We didn’t set out to win awards, but our structured approach, including clear objectives, defined roles, and performance tracking made a difference. I live by “plan – do – review – adapt.” We were also shortlisted for two mental health comms awards, which meant a lot to me. Recognition, even without a win, is incredibly validating.
You’re passionate about DEI in communications. What’s your advice for maintaining focus and integrity in this space, especially when it’s under threat?
Stay anchored in your values. If your personal values don’t align with your organisation’s, it might be time to move on. Also, call out inappropriate behaviour when you see or hear it. True inclusion means people feel seen, heard, and supported.
In today’s climate, it’s easy to feel disheartened, but that’s when comms teams, backed by leadership, must reinforce DEI’s importance. Check in on your colleagues and friends - remind them they matter.
Which communication skills have been the most portable across your career, and why?
Resilience is key, it’s a life skill. During COVID-19, the ability to pause, breathe, and refocus on audience needs was invaluable. And yes, I had to pivot!
Influencing is another. In comms, there’s a temptation to jump straight to tactics, for example leaflets, videos, emails. However, real impact comes from understanding stakeholders’ needs and guiding them accordingly. Tailor your approach, some leaders want data, others prefer a one-pager or a quick pitch. Use your influencing skills to get a successful outcome and make an impact.
And of course, writing. It’s a core skill I’ve honed over the years, crafting messages that resonate with audiences while staying true to brand tone. I still write notes by hand it helps ideas stick and keeps me creative. Then I read them aloud. With AI tools, you can digitise your scribbles or dictate your thoughts.
You’re known for your team-first, hands-on approach. Why are these traits so important in today’s comms environment?
It keeps me grounded. Recently, with reduced team capacity, I’ve been back on the tools—using platforms I hadn’t touched in a while. It’s a great reminder of the day-to-day challenges our teams face.
Empathy is essential. You can’t support your team if you don’t understand their experience. Being a team player and avoiding hierarchy or “that’s not my job” thinking shows your team you’ve got their back. During COVID-19, we all had to roll up our sleeves, quite literally! I was one of the first to get vaccinated, modelling the behaviour I expected from others.
What kind of environment best suits your skills and passions?
Healthcare, naturally! But more broadly, I thrive in environments where I can make a difference, where I wake up on a Monday excited to go to work, and where the culture is genuine. I love a challenge and problem solving, helping embed and spread changes, especially in the digital transformation space, where I am now.
Our team recently completed our Strengths Profiles (you can try the free version at https://www.strengthsprofile.com). My top strengths include humour, writing, resilience, gratitude, equality, and authenticity. I’m lucky to use these daily. If I ever change paths, you might find me volunteering at an animal shelter!
How do communications professionals help build organisational culture?
By modelling the behaviours we want to see and coaching others to do the same. Culture is in the small things, saying hello, checking in on someone. Even leaders need reminders, as a comms advisor don’t be afraid to remind them too.
Comms plays a huge role in articulating an organisation’s vision, mission, and purpose. We simplify what culture means and bring it to life through storytelling—uncovering and sharing the ‘gold’ that lies in our people.
How have you adapted your comms practices in response to economic, social, and technological change?
I always bring it back to impact—what do we want our comms to achieve? Tools and channels evolve, but the need to adapt and learn remains constant.
That’s why I’m a lifelong learner. To be a trusted advisor, I need to stay current. AI is the hot topic now, but years ago I was trying to convince my Board that “Twitter” could boost brand engagement! Stay curious, keep learning, and focus on what aligns with your organisation’s purpose.
