Leadership Lessons with Daniella Lebor, Managing Director UK at APCO

Peter Ferguson, Managing Consultant at Hanson Search, sat down with Daniella Lebor, UK Managing Director at APCO, to explore what effective leadership in strategic communications looks like today. Daniella shares her thoughts on navigating technological transformation, leading with emotional intelligence and why the future of communications relies on human judgement, relationships and trust.

What do you think are the key qualities needed from leaders in strategic communications in 2025?

Agility is essential. The speed of technological change, especially with AI and data analytics, and the shifting geopolitical landscape, means that leaders must adapt quickly, both in their leadership style and learning mindset.

Emotional intelligence is equally critical. In consultancy, we’re in the people business. Our teams are often matrixed, global and diverse. Inclusive leadership, built on trust, transparency and empathy, creates high-performing, cohesive teams.

Finally, strong business acumen. It’s not enough to just be a great communicator. You need to understand the organisation you’re representing. What drives it, what pressures it’s under and how you can align communication to its strategic goals.

What mindsets or behaviours are most essential for success in today’s complex communications landscape?

Human skills are the ones that matter most. Strategic advisory capability, good judgement and strong ethics, these can’t be outsourced to technology. It’s about building relationships, navigating complexity and acting with integrity. As technology raises new questions around privacy, misinformation or content authenticity, we need to operate from a robust ethical framework. Trust is hard-won and easily lost. Communicators who approach their work with clarity, honesty and accountability will always stand out.

What challenges have you faced in your role as a leader?

The most pressing challenge has been the pace of technological change. I started my career focused on digital campaigning and have always been excited by innovation. At APCO, we’ve been ahead of the curve in embedding digital and AI capabilities. But with tools evolving so fast, it’s not just about keeping up, it’s about leading through change.

As leaders, we have to bring our teams and our clients with us, help them navigate ambiguity, build confidence and find purpose within that change. Another challenge is managing the expectations of a multigenerational, diverse workforce. People have different working styles, motivations and aspirations. Our job is to understand those differences and create the environment that enables everyone to thrive.

How important is strategic communications representation at board level?

I think it’s critical. And thankfully, there’s growing recognition of that. Having senior communications professionals at the top table strengthens everything from crisis response to stakeholder engagement and governance. In today’s regulatory and geopolitical environment, boards need people who can provide insight into reputation, politics and public perception. Communications leaders bring a unique lens, one that’s essential for modern leadership. A few years ago, a CIPR report suggested that only half of FTSE 100 boards had a communications lead at the top table. That’s changing, but not fast enough.

Where do you see strategic communications heading in the next five years?

AI and advanced technologies will become deeply integrated into how we work. That means communications professionals will need to be AI-literate. But the real differentiator will be human skills – storytelling, empathy and the ability to build trust.

The digital space is becoming saturated with synthetic content. That makes compelling, authentic storytelling more important than ever. What cuts through is often what feels real, personal and emotionally resonant. I think we’ll see a split in the market between firms delivering high-volume, automated services and those providing more considered, strategic advice. The value will sit with those offering real insight, sound judgement and strong client relationships.

What advice would you give to someone starting out in communications today?

Master the basics. Writing, structuring arguments and understanding what makes a good story. These are foundational skills that will serve you in any era. Ethical judgement and integrity are also key. In a world of misinformation and AI-generated content, professionals who stand for accuracy and transparency will go far.

And finally get under the skin of business. Internships, work placements and reading widely, these help you understand how organisations really work and how communications can influence them. Stay curious, stay adaptable and don’t underestimate the power of listening.

Whether you’re hiring 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.