James McCollum

James has extensive experience of devising and delivering communications strategies to meet a wide range of client needs, including traditional media, social media, stakeholder engagement and public consultation.

James firmly believes that communications leaders and practitioners need to continue operating ‘at the coal face’ if they want to provide the best advice and deliver the most effective campaigns for their clients, such is the pace of change in how people access and consume content. This approach has provided James with broad and diverse experience, helping him draw on a breadth of strategic options and tactics to develop versatile solutions to meet clients’ requirements.

This has seen James deliver targeted consumer PR campaigns on behalf of the Foreign & Commonwealth Office to help keep UK nationals safe abroad, develop social media campaigns for Health Education England to recruit more doctors, manage ambassadors for The Ryder Cup, lead busy press offices during times of crisis and devise high-profile public consultation and stakeholder engagement programmes to support service change in the NHS.

James currently leads the press office for National Trading Standards, which has included award-winning consumer campaigns that led to genuine results: the campaign he developed to highlight safety issues with ‘hoverboards’ led to widespread product recalls from major retailers and triggered enforcement action internationally.

With a passion for healthcare communications, James is also supporting the European Association for Cardiothoracic Surgery and The Scar Free Foundation. James’ healthcare experience has also included a year seconded to the NHS to lead the communications team at a Clinical Commissioning Group. This involved planning marketing campaigns to promote new GP services, lead engagement planning for the transition to digital patient records and internal communications.

Outside of work, James is a passionate long-distance runner and recently qualified as an England Athletics Guide Runner to support people with a visual impairment.