From Newsroom to Town Hall: Camilla Mankabady’s Journey into Public Service
- truthaboutlocalgov
- Aug 27, 2024
- 5 min read
For professionals in the private sector contemplating a career shift, the idea of moving into local government can feel like a leap into the unknown. But for Camilla Mankabady, that leap became a launchpad for purpose-driven leadership, community impact, and national recognition.
Camilla’s journey—from running flagship newsrooms at the BBC and ITV, to leading communications for Liverpool City Council, and now stepping into a senior strategic role at the Liverpool City Region Combined Authority—is a powerful example of how private sector skills can thrive in the public sector.
“Working in public service is a privilege,” Camilla says. “And I can’t wait to start telling the next chapter of our region’s story”.
A Career Built on Storytelling
Before entering local government, Camilla spent over two decades in broadcast journalism. She was Programme Editor for ITV’s News at Ten, and previously held senior roles at BBC News, where she helped shape the national conversation through some of the UK’s most-watched news programmes. Her editorial leadership extended internationally, including a stint in France as Senior Media Consultant at Euronews, where she worked in collaboration with NBC.
In 2018, she was nominated for a BAFTA for her team’s coverage of the Grenfell Tower fire, a moment that underscored her ability to lead with empathy, clarity, and urgency in times of crisis.
“That ability to spot a story, work fast and understand storytelling has served me well,” she reflects.
These skills—once used to inform and engage millions—would soon be redirected toward a new mission: transforming how local government communicates with its people.
The Leap into Local Government
In 2019, Camilla made the move to Liverpool City Council as Director of Communications. It was a bold transition, but one that aligned with her values and her deep connection to the city she calls home.
“It’s a privilege to serve one’s own city and to be part of the team that is helping to shape our place and drive change and improvements,” she says.
Over the next five years, Camilla would lead some of the most high-profile and impactful communications campaigns in the country:
Eurovision 2023: She led the city’s award-winning strategic comms campaign as Liverpool hosted the international song contest on behalf of Ukraine.
Covid-19 Response: She oversaw the communications behind the UK’s first mass lateral flow testing pilot, helping to shape national public health messaging.
G7 Summit 2021: She coordinated the city’s comms as Liverpool welcomed global leaders for the final G7 meeting of the year.
Best Value Report: She guided the council through a period of intense scrutiny and reform, ensuring transparency and public trust.
These moments weren’t just about media coverage—they were about building confidence, shaping behaviour, and connecting people to place.
“I strive to deliver bold and innovative comms – with clear calls to action and objectives – helping to transform lives, change behaviour and shape place,” Camilla explains.
A New Chapter: Liverpool City Region Combined Authority
In late 2024, Camilla was appointed Director of Strategic Communications and Corporate Affairs at the Liverpool City Region Combined Authority, following a rigorous national recruitment process.
This new role places her at the heart of regional devolution, working alongside Metro Mayor Steve Rotheram and the Combined Authority’s Cabinet to deliver on a bold vision for inclusive growth, innovation, and community empowerment.
“This new role at the heart of the Combined Authority is an exciting opportunity to put the Liverpool City Region at the heart of the devolution conversation,” she said. “My team and I will work hard to support the Mayor’s vision… and to ensure that residents right across the region feel empowered and enthused”.
Her appointment reflects a growing recognition that strategic communications is not a support function—it’s a leadership function. And in Camilla’s hands, it’s a tool for transformation.
Why Move from Private to Public Sector?
Camilla’s story offers a compelling answer to a question many professionals ask: Why leave the private sector for local government? Here are five reasons, drawn from her experience:
1. Purpose Over Profit
In local government, the bottom line isn’t revenue—it’s impact. Every campaign, every message, every decision is about improving lives.
“We’re not selling products—we’re building trust, changing behaviour, and helping people navigate their lives,” Camilla says.
For those who want their work to matter beyond metrics, the public sector offers unmatched purpose.
2. Unparalleled Variety
From Eurovision to emergency response, Camilla’s portfolio has spanned culture, health, politics, and crisis comms—all within a single role.
“No two days are the same,” she says. “The sheer variety of the role, as well as the people you meet, is like nothing else.”
This diversity keeps the work fresh, challenging, and deeply rewarding.
3. Strategic Influence
In local government, communicators sit at the top table. They shape policy, manage reputation, and lead public engagement. Camilla’s leadership during the Best Value inspection and Covid-19 response shows how comms can drive organisational change and public confidence.
4. Community Connection
Working in local government means working for your neighbours. It’s personal, and that makes it powerful.
“To serve your own city is a privilege,” Camilla says. “You see the impact of your work every day—in the streets, in the schools, in the lives of people you care about.”
5. Transferable Skills Are Valued
Camilla’s newsroom experience—speed, clarity, storytelling, crisis management—translated seamlessly into the public sector. And she’s not alone. Local government increasingly values private sector agility, creativity, and innovation—especially in leadership roles.
Strategic Advice: Communicating with Purpose in Local Government
For those making the transition, Camilla offers some key insights into how to lead communications effectively in the public sector:
1. Be Bold, But Be Clear
Public sector comms must be ambitious, but also accessible. Avoid jargon. Focus on what matters to people.
“Bold and innovative comms with clear calls to action—that’s what cuts through,” Camilla says.
2. Know Your Audience
From residents to ministers, from frontline staff to global media—your audience is diverse. Tailor your tone, channel, and message accordingly.
3. Build Trust Through Transparency
Especially in times of crisis or scrutiny, honesty is essential. Camilla’s work during the Best Value inspection showed how clear, consistent messaging can maintain public trust even in difficult times.
4. Collaborate Across the Organisation
Comms isn’t a silo. It should be embedded in strategy, service design, and delivery.
“You need to understand the whole organisation—not just the press office,” Camilla advises.
5. Celebrate Place
Local government is about place-making. Use storytelling to highlight what makes your community unique, resilient, and proud. Camilla’s Eurovision campaign did just that—turning Liverpool into a global stage for culture, solidarity, and civic pride.
Conclusion: A Call to Purpose
Camilla Mankabady’s journey from the newsroom to the Combined Authority is more than a career change—it’s a case study in purpose-driven leadership. For professionals in the private sector wondering if their skills could make a difference in local government, her answer is clear:
“I would recommend local government to anyone who wants to make a difference to their community.”
It’s not always easy. The pace is fast, the scrutiny is high, and the stakes are real. But for those who want to lead with purpose, connect with community, and shape the future of place—there’s no better place to be.
