The Comms Collective – Conversations in Purposeful Communications

In this episode of The Comms Collective, host Vishnee Sauntoo is joined by Zhen Yang, Communications Manager in the Education, Work and Skills team at Greater Manchester Combined Authority.
Zhen moved to the UK from China over 20 years ago and has built her entire comms career in her second language. In this conversation, she and Vishnee talk about what it really takes to communicate clearly, where confidence comes from, and why plain English is one of the hardest things in comms to get right.
What we cover:
Zhen's route into comms, from a marketing master's degree to a LinkedIn job advert that changed her career
Why the hardest part of working in a second language wasn't the language itself, but the ‘unwritten rules’ of British communication
How Zhen turned that experience into a professional strength — and her test for plain English (if her husband doesn't get it, it's too complicated)
The mentor who told her ‘don't dim your light for other people’, and what that taught her about showing value rather than showing off
The LG Comms Future Leaders programme, and how it reshaped her idea of what confident leadership looks like
Her work on the Greater Manchester Baccalaureate (MBac), connecting young people with employers, colleges and training routes into work
Why public sector comms is shifting from measuring outputs to proving outcomes
Her advice to her younger self: worry less, speak up sooner, and take the compliment
Guest
Zhen Yang, Communications Manager, Greater Manchester Combined Authority. LG Comms Future Leaders graduate (2025) and co-lead of the LG Comms Zero to Hero programme. Member of the Asian Comms Network.
Host
Vishnee Sauntoo, founder of VS Comms and host of The Comms Collective.
Mentioned in this episode
Advita Patel, author of Decoding Confidence and guest on episode 13.
Links
VS Comms website · Asian Comms Network ·  Zhen Yang — LinkedIn

Christopher Horn has spent 17+ years building communications strategy for some of the world's most recognisable nonprofit and advocacy organisations — from C40 Cities' network of climate-leading mayors to the Council of State Governments Justice Center, and now as Director of Communications at the States United Democracy Center. In this episode, he joins Vishnee to talk about his unlikely route into the sector, the campaign he's proudest of, how he leads teams through pressure, and why he thinks trusted voices — not AI — are the real story in the future of comms.
 
In this episode:
How a bad grade in Chemistry 101 and the Great Recession redirected Chris from magazine journalism into nonprofit communications
Leading the 2022 C40 World Mayors Summit, and aligning 100+ mayors around one message
Why Chris sees resource constraints as "lanes, not boxes"
His approach to leading a team through high-pressure moments and crisis response
Making the case for comms as a strategic partner, not just a service provider
Where he thinks comms is headed: misinformation, new media, and trusted community voices
A personal story of resilience, and the advice he'd give his younger self
 
About Christopher Horn: Christopher Horn serves as the Director of Communications at the States United Democracy Center, where he oversees digital, media relations, and strategic communications. Before joining States United, Christopher served as Division Director of Communications & External Affairs at the Council of State Governments Justice Center, leading a nearly 20-person team to produce and amplify resources advancing criminal justice reform in states and localities nationwide. He was also previously the Head of Strategic Communications & Partnerships at C40 Cities, an international network of climate-leading mayors, where he developed and led communications strategies for global and regional initiatives. Earlier in his career, he held communications leadership roles at forest conservation and urban forestry organisations. His expertise lies in strategic planning, digital communications, content strategy, and executive positioning, with a focus on building strong stakeholder relationships and driving impact through effective communications. Christopher received a BS in journalism from the University of Kansas.
 
Links mentioned:
Christopher's LinkedIn series, "7 Ways to Make Comms Core to Your Mission": https://www.linkedin.com/posts/christopherahorn_communicationsasstrategy-communicationsasstrategy-activity-7358134623010267136-nRoc
Connect with Christopher on LinkedIn
 
If you enjoyed this episode, please follow The Comms Collective and leave a rating and review — it genuinely helps more comms professionals find the show.

If you work in charity or not-for-profit communications, this episode is for you. Host Vishnee Sauntoo sits down with Advita Patel — internal comms expert, founder of CommsRebel, and author of Decoding Confidence: The Seven Habits of Confident Leaders — for an honest conversation about the burnout crisis facing our profession.
Advita shares her unconventional route from IT graduate to internal comms leader, why she launched CommsRebel just nine weeks before the pandemic hit, and how her BELIEVE framework can help you rebuild self-trust and reclaim your strategic value. If you’ve ever felt like you’re doing the work of three people, or needed permission to set a boundary, this conversation is for you.
What You’ll Learn
How Advita went from aspiring IT coder to 18 years in internal communications
Why charity and NFP comms professionals face particular pressure — and why that’s not their fault
The BELIEVE mnemonic: the seven habits of confident leaders (Boldness, Empathy, Learning, Integrity, Empowerment, Vulnerability, Energy)
Why energy is the most critical habit - and the neuroscience behind why constant notifications trigger real stress responses
The confidence erosion cycle and how to break it
The Happiness Folder: a simple tool for sustaining self-trust
Practical workload tools: Time Audit, Eisenhower Matrix, Pomodoro, email hygiene
How to build a Learning Circle (personal board of directors) to filter feedback that matters from noise that doesn’t
Resources Mentioned
Decoding Confidence: The Seven Habits of Confident Leaders by Advita Patel — available on Amazon, Waterstones, Blackwell’s, WH Smith, and at decodingconfidence.com
Confidence Scorecard — take it at decodingconfidence.com
Eisenhower Matrix template 
Connect with Advita at commsrebel.com or on LinkedIn
Giveaway
Vishnee is giving away a signed, personalised copy of Decoding Confidence. To enter, send a DM on LinkedIn or Instagram with the word CONFIDENCE.
Please follow, rate, and review the podcast — it helps more comms professionals find the show. Share using #TheCommsCollective.

From Newsrooms to Strategic Leadership with Hasan Patel
What happens when you stop pitching stories and start thinking like a News Editor? In this episode of The Comms Collective, we’re joined by Hasan Patel, a veteran communicator whose career spans the BBC, Al Jazeera, and high-level Higher Education leadership.
Hasan pulls back the curtain on how he transitioned from a digital journalist to a strategic leader, sharing why "authenticity" isn't just a buzzword, it's a recruitment strategy. We discuss his "Real Life, Real Stories" campaign at Birmingham Newman University, which swapped polished models for the raw, inspiring stories of taxi drivers and single mothers, thereby driving the university up the social mobility rankings.
From managing 35-person news teams to the high-stakes "Journalism is Not a Crime" campaign that reached the White House, Hasan offers a masterclass in relational leadership and the "marathon" of a long-term career.
In this episode, we discuss:
The "Newsroom" Press Office: Why Hasan moved away from planned campaigns to focus on reactive, expert-led storytelling.
The Authenticity Filter: Why asking "Why would a journalist care?" is the most important step in any PR strategy.
Case Study: Social Mobility in Action: How representing the "Global Majority" through real student stories (like first-gen Bangladeshi students and mature learners) transformed university recruitment.
High-Stakes Crisis Comms: The "Free AJ Staff" campaign and the power of a global tagline.
The Leadership Pivot: Moving from "ego management" to a collaborative, relational style.
The "Pay Packet" Trap: An honest discussion on taking a role before you’re ready and why "fit" matters more than a job title.

What happens when a corporate law path feels "soulless"? For Sascha Gill-Chugh, it led to a career pivot that is now reshaping how we talk about international development. In this episode, Vishnee sits down with Sascha, Communications Manager at CAMFED, to discuss the urgent need to decolonise the aid sector, the strategy behind reaching 20 million people with a single campaign, and why your "introvert" qualities might actually be your greatest leadership strength.
In this episode, we discuss:
The Big Pivot: Why Sascha left a law degree behind to pursue a Master’s at SOAS and a career in social impact.
Decolonising the Aid Sector: Moving away from "helplessness" tropes (the "flies in eyes" imagery) toward stories of community-led empowerment.
Award-Winning Campaigns: A behind-the-scenes look at the "Refugees Are Changemakers" (IRC) and "Crime Not Compliment" (Plan International UK) campaigns.
Strategic Creativity: Why using graphic illustrations instead of photography was the key to passing the Protection from Sex-Based Harassment Bill.
The "Smile File": A practical tool for women of colour and introverts to advocate for their worth and track their wins in a competitive industry.
The Future of Comms: How AI will handle the "busy work" of PR, freeing us up for ethical storytelling and reputational risk management.

Is public apathy an insurmountable barrier, or a self-fulfilling prophecy? In this episode, Antonia May Cross, Director of Communications and Campaigns at Revolving Doors, challenges the "Cinderella Cause" mindset that plagues the charity sector.
From her unconventional start - entering the sector after being expelled from school - to winning a national Times Christmas Appeal, Antonia shares how data, optimism, and strategic humility can transform "difficult" social issues into high-impact movements. Whether you are an aspiring comms lead or a seasoned Director, this is a masterclass in moving from functional outputs to strategic outcomes.
In this episode, we cover:
The Untraditional Path: Navigating a career in comms without a degree and the power of lived experience.
Modernising the Sector: Moving from physical Rolodexes to a digital-first strategy.
 "The Little City That Can": Why optimistic, hyper-local campaigns beat national stigmatising tropes.
The Data-Led Pitch: How to partner with national news desks (The Times & Sunday Times) to drive systemic change.
Defeating the "Cinderella Cause": Why comms leaders must be proactive, not reactive, to media narratives.
Leadership & Empowerment: How to build autonomous teams and create space for "crazy ideas."

Episode 9 features Helen Crumley, exploring her 20-year career, NHS insights, and impactful mental health advocacy with Kids Inspire. Discover how she balances high-stakes strategy with heart-led advocacy at Kids Inspire, supporting youth mental health. A must-listen for anyone looking to communicate with clarity, purpose, and real-world impact.

Trailer for the start of season 2. If you've enjoyed the episodes so far, please follow, like and comment - I'd love to hear your thoughts. If you haven't listened to the podcast yet, then what are you waiting for? Go on, have a listen.

Episode 8 features Purvy Patel, who originally started her career in the corporate world and moved to the charity sector, leveraging her transferable skills. She discusses the challenges of sector transitions, including budget constraints and the need for more creative communications.
Purvy tells us about working for Age UK and Age UK Hillingdon, Harrow and Brent, highlighting the differences in managing comms for a local charity versus a national one, including the need to balance the books, secure funding and tailor services to the local community. 

Episode 7 of the Comms Collective features another international colleague, Mary Ann Llanza, with 30 years of experience. Mary Ann talks about the satisfaction of seeing direct community impact and how successful campaigns require authentic, community-led communication.
Mary Ann’s journey began as a writer and journalist, then led to impactful campaigns on violence against women and disaster risk reduction in disaster-prone countries, and now to a climate movement to protect our forests. She tells us how she has changed her leadership style to empower her team, learned to say no, and protected her team from non-critical pressure.
It was wonderful to chat with Mary Ann and hear about her calm approach to stressful situations.