Leadership Lesson with Ally Kennedy, Founder & Managing Director at Luminate

Peter Ferguson, Managing Consultant at Hanson Search, sat down with Ally Kennedy, Founder & Managing Director at Luminate, to explore his career journey, views on leadership and the evolving role of public affairs. Ally shares how a natural interest in politics shaped his career, the qualities leaders need to succeed in today’s environment and why long-term planning, values and sustainable growth remain at the heart of his approach.

How did you first get into public affairs and politics?

I’ve always had a real interest in current affairs, which is what first led me to get involved in local politics. From there, I moved into roles at central office and then agency-side, where I discovered how much I enjoyed the fast pace and variety of the work. I’ve always wanted to be involved in projects and campaigns that make a positive difference to people’s lives, especially in areas like energy, housing, health and social care, so public affairs felt like a natural fit from the start.

What qualities do you think leaders in public affairs need in 2025?

It really depends on the kind of leader you want to be, but for me, authenticity, adaptability and openness to new ways of working are key.

Authenticity is vital, being credible and true to your values matters because reputation is everything in this industry. Leaders who overstate their experience might win work in the short term, but it always causes problems later. Adaptability and innovation are just as important. You need to move quickly, apply your skills in new contexts and bring fresh thinking to different challenges. The fundamentals of public affairs don’t change much, but how you apply them really should!  Innovation is about being open to new  approaches, thinking creatively and challenging the conventional way of doing things. Clients expect originality and leaders who can deliver results through new approaches will stand out.

What are the key challenges you’re facing and how have you navigated them?

Balancing long-term planning with short-term pressures is always a challenge when you’re leading a team or running your own consultancy. Finding the time to think about the bigger picture is not easy to align with managing the day-to-day I’ve learned to be pragmatic, accepting that the journey to delivering a plan may not look exactly as you imagine when starting out. Growing sustainably is another challenge. Consultancies that expand too quickly can lose their identity and compromise quality, so for me it’s about building a strong foundation and staying focused on the right opportunities, even if that means saying no to projects that aren’t a good fit. Similarly, staying true to your goals and values when faced with pressures that could knock you off course. It’s not always the popular choice, but consistent and clear goals build trust internally and credibility externally -something we’ve found clients recognise and respect.

How important is public affairs representation at board level?

It’s essential. Reputation and trust are at the heart of any organisation’s licence to operate, so having that expertise represented at board level is crucial. In most cases, public affairs sits within the broader communications function, and in my view it makes sense for it to fall under a Chief Communications Officer’s remit to ensure alignment with corporate strategy. Recent geopolitical shifts have only reinforced the importance of senior public affairs expertise, and the industry’s seen growing demand for these skills, particularly in global roles across the US and EU.

How do you see public affairs evolving over the next five years?

Public affairs has already changed a lot and I think the next five years will accelerate that evolution. Technology, particularly AI, will play a bigger role in automating some of the more time-consuming tasks. While it’s important that tools compliment, rather than replace, our core skills, they can be incredibly useful for things like gathering feedback and analysis, freeing up time to focus on strategy. As the technical side becomes more automated, success will increasingly depend on relationships, personal engagement and strategic insight. The real value will come from combining relationships with the smart use of new tools.

At the same time, the political landscape is becoming more fragmented. In the UK, we’re moving away from a two-party system, which will bring new challenges as well as opportunities for the profession. What won’t change is the motivation behind public affairs, the drive to shape policy and campaigns that make a real impact on people’s lives.

What advice would you give someone looking to build a career in public affairs?

Work hard, take advice and stay curious. Flexibility is important – be willing to throw yourself into new policy areas, projects or issues, even when they’re outside your comfort zone. The broader your experience early on, the better prepared you’ll be later, whether you want to specialise, go in-house or stay in consultancy. Most importantly, don’t lose sight of why you’re doing it. If your work isn’t motivating you, take the time to reflect and make a change. Authenticity really matters in this industry, and your credibility and values will be what sustains your career. One risk for people starting out now is relying too heavily on technology and missing the crucial learning that comes from doing the groundwork yourself. As more technical tasks become automated, relationships and strategic judgement will only grow in importance. The people who can combine those human skills with the smart use of new tools will be the ones who stand out.

Whether you’re hiring top Public Affairs talent or considering your next career move, our team would be delighted to support you.

Peter Ferguson is Managing Consultant in the Public Affairs Practice. Peter advises and supports some of the world’s most renowned communications consultancies, boutique public affairs agencies and global in-house clients.

Hanson Search is a globally recognised, award-winning talent advisory and headhunting consultancy. Our expertise lies in building successful ventures worldwide through our recruitment, interim and executive search in communications, sustainability, public affairs and policy, digital marketing and sales.