Board Member Spotlight
This month we meet Rhys Kelly who joined as a new board member this year.
Rhys Kelly is a senior communications executive leader specialising in Not-for-Profit communications with deep experience in brand, communications, storytelling, fundraising marketing, media relations, public policy advocacy and team leadership. Rhys’ recent communication awards include a 2025 Gold Quill Award of Excellence, and a Gold Award at the Australasian Reporting Awards for annual reports she produced across each of the last three years.
Why did you nominate for the IABC NSW Board?
I was impressed with what the organisation was enabling for our profession, and I thought I could contribute to that by providing my experience where useful. I’ve really valued being part of the IABCNSW team and meeting like-minded people, all experts in communications – I consider myself very fortunate to be part of this group!
Tell us about your journey in communications – how did this path come about?
In my last year at high school, an influential teacher introduced me to linguistics which led me to major in that subject at university. Through her tutelage, I became interested in the study of sociolinguistics, and my passion for how language is used socially continues to play out in my work today.
I also studied and used other languages when I held global roles in selling entertainment content, giving me a solid grounding in how to make myself understood in my first and other languages, while also learning about the importance of structure and simplicity in communications.
After spending time in feature film and TV program sales, and then a few years marketing ABC products, I finally moved to a golden role at The Smith Family where I was able to indulge my first love (writing and creating content) and combine that with a cause I believe strongly in – creating better futures for young people experiencing disadvantage through supporting their education.
Tell us a bit about your leadership experience in communications
I have spent the last two decades as a senior leader in the not-for-profit sector – mostly as The Smith Family’s Head of Communications. When I started this newly created role, the then CEO wanted me to focus on growing national awareness of the brand, which meant moving its positioning away from being thought of as a welfare charity to becoming known as an organisation that provided children with evidence-based educational support to help them have better life outcomes.
Leading brand and communications strategy and working with the CEO, Executive and other senior leaders, I was involved in brand development, fundraising communications, content production, social media, news media, PR, and public policy advocacy, along with major internal communications and change programs. In my work, I was lucky to lead a comms team of 12, each amazing achievers with a huge commitment to the cause and possessing fantastic skills and talents. I consider being their leader a highlight of my career – I really enjoyed working with my team members to cheer on and help develop their capabilities and strengths.
It was a big journey turning round Australian’s bolted on perceptions about The Smith Family, but I’m pleased to say the data shows we did it! And now, turning the page, I recently finished up – saying goodbye to the most rewarding job of my life – so far…
Thinking about today’s environment, what do you believe are the key skills and attributes required of communications people?
It’s a given to have skills like strategy development, writing, content production or channel management etc., and so I want to highlight the absolute need for strong soft skills. As an example – would you describe yourself as flexible? Because, in comms, every day is different, and every day you don’t always know what you might face, so it’s essential that comms people are adaptable and agile in nature.
Also, communications is not a routine job. Sure, there are many aspects that need to be done regularly – annual report anyone? – however the communications space is so diverse, and often complex and challenging. And there is always something new to wrap your head round, (AI is here to stay), so another essential attribute is being a willing learner. Just give it a go.
In my experience, great comms people are not precious about their work and willingly seek feedback. And yes, I agree nothing is worse than death by editing committee, but if your position is backed up by data and evidence – that’s a strong starting point for your view to take precedence right there.
What are the must-haves for communications in leadership?
The one thing that has made all the difference in communications leadership for me – is trust. Good relationships based on trust make the world go round in my view, and that goes for those in your own team and for your closest working colleagues. And absolutely people reacting to and participating in what you do in comms. If those relationships are solid, then it makes what you do much easier to do, and for it to be done better, and moreover, to be better received.
Secondly, humility – I might think I do, but actually, I don’t have all the answers, and that’s because my life generally revolves around my circle and its way of doing things, and likely not going to match someone’s whose circle is different from mine. So what to do about that? Never assume, would be my reply! Instead, default to asking questions, listening and learning, and always with respect and humility.
Thirdly – forgo opinion for evidence. In coming up with solutions to problems, review the data and evidence and ensure solid stakeholder input as early steps to your thinking and planning. Then I put myself in the shoes of the communication recipient – and think both worst and best case, as I consider strategies and approaches. Coming in from those extremes, and with data the foundation, I would develop up approaches from there.
How does IABC NSW membership help support you in your career?
Recently I chose to study a qualification through the Global Communications Certification Council to achieve recognition as a Strategic Communication Management Professional (SCMP®). IABC NSW provided support through a study group and plenty of encouragement from the other members going through the same course, and I found this incredibly helpful and inspiring.