Trailblazers and leaders: Edna Boampong
Edna Boampong | Director of Communication and Engagement | Liverpool City Council
How did you get into marketing/comms?
At 17, I became president of my college’s student union and was tasked with organising the annual party. I decided to elevate the college party, I took it from a local club to the Ministry of Sound—one of London’s biggest nightclubs— I partnered with a local underground radio station to book upcoming DJs. I promoted the event through old-skool methods – handing out leaflets, running radio adverts, and issuing press releases (pre-social media days). The event’s success inspired me to launch my own Sunday evening event, Charisma, at a local bar while still at college. When choosing a university course, I wanted to build on my passion for promotion, marketing and event management, so I studied Public Relations. The rest is history.
What is something that you do every day without fail?
Every day, I tell my son I love him and that he’s amazing. I also make a point to be grateful for my health, family and friends.
What is the best piece of advice that you’ve received? And who gave it to you?
My mum told me when I was young, back in the 80’s, as a woman of colour, I’d have to work twice as hard as my white colleagues to get just as far. Growing up in diverse and multicultural South London, I wanted to believe that everyone would have the same opportunities. Over time, I realised the truth and power in her words, and that drive has helped me succeed. My hope is that future generations will experience a level playing field.
What is a tool/hack that you would recommend to anyone starting out in PR/Comms/Marketing?
Always take an insight-led approach. Make it a habit to gather data and listen—through audience research, feedback, or analytics—and let those insights shape your strategy and messaging.
Five steps for effective communications and marketing delivery and measurement:
Align organisational and communications/marketing goals.
Understand your audience—profile and segment.
Develop your strategy and implement activities using the right messages, tone, voice, methods, and channels.
Build a measurement framework covering outputs (reach), out-takes (reaction/response), and outcomes (impact).
Evaluate success by connecting outputs to out-takes, outcomes and essentially the impact.
What’s your greatest achievement to date?
Personally, my greatest achievement is my son. Professionally, it’s winning a Health Service Journal (HSJ) award for NHS Communications Initiative of the Year for the “Getting Under the Skin” campaign, which highlighted the impact of COVID on ethnic minority communities and delivered a campaign to increase the COVID vaccination in ethnic minority communities across Cheshire and Merseyside.
Is there a particular comms campaign that you’ve seen in your career that you didn’t work on but wish you had?
One comms campaign I wish I’d been involved in is "The Last Photo" campaign about suicide. This powerful initiative reframed how we perceive those struggling with their mental health by showcasing the last photos of people before they died by suicide—often smiling and appearing outwardly happy.
I think the campaign challenged stereotypes, promoted open dialogue, and emphasised the importance of compassion and authenticity in communication.
Its empathetic approach and storytelling really resonated with me and sent shivers down my spine.
In three words, describe your approach to your role/work?
Compassion
Collaboration
Creativity
What’s a question every PR/marketing pro should ask themselves?
Am I truly putting the audience at the heart of this message? By stepping back and considering whether your work addresses your audience’s real needs and motivations, you ensure your communications are effective and meaningful.
By asking this self-reflective question, you ensure your strategy remains audience-focused and grounded in real understanding, enabling you to create more impactful and relevant campaigns that genuinely resonate with your audience.
