Women in Public Affairs Leadership with Laura Lotinga, Director of Corporate Affairs at National Energy System Operator & Founder of the Women in Public Affairs network

In recognition of International Women’s Day, Hanson Search is running an interview series throughout March showcasing female talent across the industries we work in.

In this interview, Janie Emmerson, Managing Partner at Hanson Search, spoke with Laura Lotinga, Director of Corporate Affairs at National Energy System Operator and Founder of the Women in Public Affairs network. Laura shares her leadership journey, the role of support networks for women in the industry and what more can be done to help women progress into senior leadership roles.

What trends in 2025 most influenced how your public affairs & communications function engaged with stakeholders, media and your internal audience?

In 2025, my team significantly expanded our homegrown content. We strengthened our social media presence and produced more engaging videos and explanatory blogs. Energy is a complex sector and we have seen that clear, accessible content resonates strongly with stakeholders. It also helps counter misinformation. This focus has also supported improved website performance and discoverability. That is becoming increasingly important as AI-driven search tools evolve.

Which communications and reputation trends do you expect to shape 2026 for in-house teams, and how are you preparing for them now?

AI is rapidly changing communication and reputation management, and this trend will accelerate in 2026. Multichannel communication is becoming more complex. My team is analysing how audiences access information, requiring broader strategies. With press releases and speeches now easily generated, communicators must ensure their materials remain authentic and human. They also need to strike the right emotional tone for the message they are trying to convey.

How have external audiences (media, influencers, customers) changed their expectations and how is your team adapting?

We are finding our stakeholders want rapid, credible updates and are quicker to question what they don’t understand. For a sector as complex as energy, that means leaning harder into accessible storytelling, scenario explanations and factual clarity. We are strengthening our ability to respond quickly, while grounding everything in simple, plain-English communication that demystifies technical issues.

How is your organisation’s adoption of AI affecting the expectations placed on your team?

I am lucky to work in an organisation with many innovators and we have a digital-first mindset. We have been adopting the use of AI across the organisation, and I have been having conversations with our digital experts about how we can best use AI in a safe, ethical way in our team to complement our work. Already, AI is helping us to work faster in certain areas and analyse stakeholder information easily and more deeply. But there are watchouts with accuracy and tone that communicators need to be aware of. What hasn’t changed is the need for Corporate Affairs teams to exercise good judgement and ensure our work remains accurate and aligned with our brand and strategic priorities.

How has your approach to leadership evolved as public affairs & communications becomes more integrated across the business? What leadership fundamentals still anchor your style?

Reputation and trust are critical for my organisation, operating in a volatile and highly regulated sector, so public affairs and communications are well understood by our leaders and are work is integrated across the business. My leadership has evolved into ensuring I demonstrate how Corporate Affairs plays an important role in corporate strategy delivery.

As a woman in the public affairs industry, what challenges and opportunities have shaped your journey to leadership?

I have been fortunate to work with many inspiring people in both politics and industry who have helped me along the way. I am incredibly grateful for the support and inspiration I have received. Many years ago, I set up the Women in Public Affairs network with Ella Fallows and have enjoyed supporting others in the same way. Over time I have also become more philosophical about challenges and failures, seeing them as opportunities to learn.

What one change would make the biggest difference to advancing women into senior leadership in public affairs?

In our recent Women in Public Affairs survey with Opinium, it’s clear that many women in public affairs feel that taking maternity leave comes at a professional cost. More reflection and action around this could help women advance. Clearer and more visible parental policies, normalising parental leave for everyone and proper support for returning parents would be a good start.

What advice would you give to the next generation of future female leaders in public affairs?

Put your hand up at work and say yes to as much as possible to get as much experience as you can, even if it is pushing yourself outside of your comfort zone. This is essential for expanding your network, resilience and learning good judgement, all crucial skills for moving up in our industry.

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

Janie Emmerson is UK & Europe Managing Partner and Global Head of Public Affairs. She leads Hanson Search’s UK & European based teams.

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. Our specialisms include communications, sustainability, public affairs and policy, digital marketing and sales.