Shelley and Cynthia: A Mentorship Journey in the PRISM Programme

As part of the PRCA REEB PRISM Mentoring Programme, mentor Shelley Stuart and mentee Cynthia Ibeawuchi reflect on their experiences in a Q&A format that captures both perspectives. Their exchange highlights the power of mentorship in building confidence, clarifying career goals, and fostering representation within the PR industry, while also showing how such relationships provide growth and learning for both mentor and mentee.

Shelley Stuart

1. How did you and your mentee first connect, and what were your early impressions?

I think we first connected on LinkedIn and then attended the first PRISM induction. After that we decided we would meet in person, we continued this for all our sessions as we both live in south London. My first impressions were really positive, Cynthia was very friendly, open and enthusiastic and I knew we’d get on well.

2. What specific goals or challenges did your mentee bring to the table, and how did you work together to address them?

She was finishing off her degree at LCC (London College of Communication) and was preparing to find a permanent role in PR or communications. So her main aim was to find a job that she could move into when she finished her dissertation in spring of 2025, or potentially before. I remember she sent me her CV, and we spoke in depth about her experience (as she’d had some shortterm internships), and what she wanted out of her first role. Early on in our conversations it seemed an agency with a good reputation and broad opportunities would be best for her to learn and get more experience of working with varied teams and clients. She had applied to a few roles and then the opportunity came up with Burson in its Health and Wellness practice.

3. Can you share an example of a particularly meaningful conversation or session you had together?

We had one session relatively early on where we spoke about confidence. I told Cynthia it was important that she came across as confident in her virtual as well as F2F interviews and how knowledge and preparation were key. This is when I spoke to her about my experience with Hill & Knowlton, Fleishman and how the historic ‘big agencies’ have changed over the years, the agency ecosystem, etc. I also mentioned my own application to Burson back in the mid-90s and how I was rejected for not having agency experience. But that didn’t put me off respecting Burson as a leading player and seeing Howard Burson speak in one of his last public engagements.

4. In what ways did you see your mentee grow or develop over the course of your time working together?

I think you’ll have to ask her, but my impression is that she has grown more sure of herself and her capabilities. Getting top marks in her degree and a distinction for her dissertation didn’t hurt…however on the work front I think she has a much better grasp of her own potential and what kind of work environment and culture suit her best. I think she has become more self aware.

5. How did this mentoring relationship impact your own perspective or approach as a senior PR professional?

This is only the second time I have formally mentored a younger woman in her early 20s, the first was through the University of Westminster. I found getting to know Cynthia and working with her incredibly refreshing as she was always positive and curious, even when she had concerns she needed to discuss. Working with someone who has a different lived experience as a woman of mixed-race heritage highlighted to me again the challenges we still need to address as an industry. I hope that I was able to provide useful guidance, it did reinforce to me that I always prefer the route of honesty and being direct. However I need to realise I have also been in a position of privilege, mentoring Cynthia has made me reflect on this much more.

6. Looking back, what are you most proud of in the progress your mentee made?

I am so proud of everything she has done from her academic success, to her amazing interview feedback, to her securing the role at Burson which was highly competitive. Through all this she has maintained a calmness, a quiet confidence that is truly remarkable. I’m not sure if it’s ‘progress’ she’s made because she was already doing really well, but I hope the experience has brought her out of herself to realise what she is truly capable of.

7. What advice would you give to PR professionals considering becoming a mentor?

I would say if you havea passion for helping and guiding people in their journey, drawing on your own experience and knowledge and be open to learning yourself, that being a mentor is one of the most rewarding things you can do.

Cynthia Ibeawuchi

1. How did your mentor help you define or refine your professional goals?

From our very first session, Shelley created a safe and open space for me to talk honestly about my ambitions, uncertainties, and what I hoped to gain from the mentorship. As I was close to graduating and already beginning my job search, it was crucial to have that clarity. Together, we discussed my aspirations and broke them down into actionable steps that would help me move forward with confidence. Shelley shared insights from her own lived experience, which gave me a realistic understanding of both the challenges and opportunities in PR. Through her support, I was able not only to define my professional goals more clearly but also to refine them in a way that felt authentic to me and aligned with the kind of career I want to build.

2. What did a typical session with your mentor look like, and how did those conversations support your growth?

Our sessions were often held over coffee, which gave them a warm and approachable atmosphere. I always felt comfortable sharing whatever was on my mind, whether that was a question about the industry, an idea I was working on, or even doubts about my own progress. We usually came prepared with a theme or key talking points, which ensured that our time together was focused and purposeful. These conversations helped me see myself more clearly: not only who I am now, but who I could become. While studying, it is sometimes difficult to picture yourself working in PR beyond the academic setting, but Shelley’s stories and advice made it much easier to visualise. She helped me understand the value of my skills, encouraged me to see my potential, and gave me the confidence to imagine myself thriving in the industry.

3. Was there a moment in the mentorship that really shifted your thinking or approach to your work?

A pivotal moment came when I received an interview offer from Burson. It was something I had dreamt of but had not really believed was within my reach. Shelley had once shared with me how she attended one of Harold Burson’s final talks, which had been an incredibly inspiring experience for her. To then find myself in a position to interview at Burson felt surreal and like a full-circle moment. Hearing Shelley’s own journey gave me courage, but part of me still felt that my chances were slim compared to her experience and wisdom. Securing that interview shifted my perspective completely. It showed me that I was capable of more than I had given myself credit for and that opportunities I once thought out of reach were in fact possible with the right guidance and preparation.

4. How did your mentor challenge or support you in ways you did not expect?

At the beginning of the programme, I quickly noticed that I was one of the youngest mentees, and many of the others had far more professional experience than I did. This made me feel a little out of place at first, as if my background might not measure up. What surprised me was how Shelley immediately dispelled that fear. She challenged me to take my goals seriously regardless of my age or level of experience and reminded me that ambition and drive are just as valuable as years in the field. She treated my questions with respect and encouraged me to push myself further each time. I had not expected to receive such personalised guidance, and it gave me the reassurance that my voice and journey were just as valid as anyone else’s. It was a reminder that too often, people at my stage in their career feel intimidated by more experienced peers, but in reality, these early years are exactly when growth is most important.

5. What have you achieved or changed, professionally or personally, because of this mentorship?

Professionally, my biggest achievement has been securing a role at Burson, which has been life-changing for me. Shelley played a significant role in preparing me for the interview process, ensuring that I went in with confidence and a clear sense of what I could offer. Personally, I have grown immensely in terms of self-belief. Before this mentorship, I often underestimated myself, but Shelley’s consistent encouragement pushed me to aim higher and believe in my abilities. Beyond the tangible outcomes, I have also gained resilience and a deeper understanding of how to navigate professional spaces with confidence and authenticity.

6. How would you describe the dynamic between you and your mentor, and what made it work so well?

Although Shelley and I come from different backgrounds and cultures, this diversity actually strengthened our connection. It created space for rich conversations and different perspectives, which only made the mentorship more valuable. What stood out most for me was having a successful woman as my mentor. In PR, women are certainly present, but there is still a lack of representation in senior positions and leadership roles. Having Shelley guide me meant that I could see first-hand how women can lead with authority, empathy, and vision. Her experiences shaped the way I now approach challenges at work, and her example has given me a role model to look up to. The dynamic between us worked because it was built on trust, respect, and a shared belief in the importance of diversity and representation in our industry.

7. Would you recommend the programme to other professionals, and if so, why?

I would recommend this programme wholeheartedly, especially to those at the start of their careers. It is natural to feel intimidated or to doubt whether you have the right skills or experience to join something like this, but that is exactly why the programme exists: to help you grow, learn, and feel supported. One of the issues within PR, which I am personally passionate about, is the lack of diversity, particularly at senior levels. With mentors like Shelley, who not only recognise this but truly aim to understand the core of the problem and actively support those from underrepresented backgrounds, programmes like this become transformative. Shelley’s guidance has had a profound impact on my journey, and I would encourage anyone, especially young professionals or those who may feel underrepresented in the industry, to take the leap. I hope that in the future I can make the same kind of difference for someone else, just as she has done for me.