About Adam...
Adam has worked in NHS communications, engagement, and marketing for nearly 15 years across a variety of areas including acute and specialised hospitals, clinical commissioning , and for the past six years in research and innovation.
He is currently the Communications Lead for Research and Innovation (R&I) at Manchester University NHS Foundation Trust (the country’s biggest NHS Trust) which is at the cutting-edge of clinical trials and ground-breaking new innovations.
Adam leads several communications projects across the Greater Manchester R&I ecosystem that in recent years have showcased to local, regional, national, and international audiences COVID-19 vaccine and diagnostic studies, the world’s first rapid bedside genetic test to prevent babies from permanent deafness, and the first patient to receive the NHS’ most expensive live-saving treatment.
He is passionate about humanising pioneering R&I through storytelling with patients, families, and clinicians.
As a member of regional and national comms groups and committees Adam has made it his mission to champion the strategic value of communications in NHS organisations.
Session overview: Wayne Rooney – you’re my comms hero: management lessons from the dugout for comms leaders
With our experience and expertise – coupled with too much to do and too little time to do it – the easier short-term option is often for Comms Managers and leaders to fix the work of our teams there and then rather than establish the long-term solutions, but when we’re rewriting the press release, dealing with the media, perfecting the tweet – who’s doing the work we’re meant to be doing?
As a control freak this is something I especially struggled with until one name was given to me…Wayne Rooney.
As manager of Derby County Wayne Rooney was still probably better than all his players but he couldn’t sub himself on to take the pens – he had roles and responsibilities specific to him that no one else could do – so he had to let his players carry out their roles and see what the results would be.
As managers and leaders what can we learn from the dugout and trusting your players to do their job?
Adam Shepphard
Communications Lead for Research and Innovation- Manchester University NHS Foundation Trust