A key reason to join MICA is for its proven mentoring programme.
An experienced senior industry PR is paired with a mentee, who benefits from more independent and broader professional and career guidance than is typically available from an employer. Mentors report learning a lot too, from the new perspectives and approaches of their younger mentees.
MICA mentors and mentees sign up for a mutually agreed series of meetings, to discuss different areas of auto communications and share insights into their professional development.
MICA will find the best match between mentees’ aspirations and its network of communications directors. Discussions run online, typically monthly for six months or however long suits the pair and their development work together.
MICA mentorships to date
In the 18 months to the end of 2024, five new MICA mentorship programmes have taken place. Taking in anything from daily agency life to new car launches and boosting professional and personal confidence, MICA mentorships consider any aspect of the automotive industry meriting discussion by the pair.
MICA’s latest mentees all commented on the strong support provided by their mentors, helping with an in-depth understanding of OEM life, working with suppliers, assisting with masters dissertations and becoming a friendly face when attending industry events.
Speaking on a monthly basis with experienced PR professionals allowed the mentees to ask questions, to learn from and tap into their mentor’s knowledge to help shape their own careers.
Lois Brooks, PFPR Communications account manager, and Elizabeth Waddup, at Honda when mentored and now Volkswagen Financial Services communications manager, have both been mentored by Roger Ormisher, McLaren Automotive’s communications vice-president for the Americas.
Lois (left) said: “The MICA mentorship programme has been a fantastic opportunity and an enriching experience to speak with a successful and experienced mentor on a monthly basis, especially at the early stage of my career. Over twelve months, we have had many discussions focusing on industry trends, life in an agency versus working directly for a manufacturer, how to successfully launch a vehicle and both of our day-to-day roles within the automotive sector. Conversations have always been collaborative and insightful, with the option to reach out if I ever wanted insight or advice about upcoming events or the industry itself. I am very grateful to have been allowed the opportunity to widen my industry knowledge and build a great working relationship. I take away a great deal from my MICA mentorship.”
Roger (right) said: “Originally we planned a six-month mentoring program, which ended up covering an entire year. Lois’ enthusiasm and open-minded approach to learning and discussing the field of communications allowed us to expand into many areas of the discipline and have in-depth and thoughtful discussions on current topics and trends. In turn, I learned a great deal about the opportunities and challenges inherent in the fast-paced world of an automotive agency, and how they have to navigate their way through the various communication needs of both suppliers and manufacturers. Truly a worthwhile programme I think – for both the mentor and mentee – which allows us to keep an open door for further discussions and support.”
Elizabeth said: “I am very grateful to have taken part in the six-month MICA mentorship programme. As a young professional in the earlier stage of my career, the opportunity for 1:1 time with a successful and experienced mentor was invaluable. The different manufacturer and geographical perspectives provided us with lots to deliberate and consider and it has encouraged us both to think beyond our everyday routine. I will take away so much from this MICA mentorship and I feel privileged to have built a great working relationship with someone who I know I can rely and call upon on in the future for advice and inspiration.”
Mark Harrison, global automotive and motorsport consultant, guided 
journalist Georgia Williams (both left) on the important important and timely project, “Why Diversity and Inclusion Drives Successful Motorsport PR”:
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Two other mentoring partnerships brought together Bryony Mannix, from AutoTrader, with Richard Gotch, communications consultant and lead for Porsche Club GB. James Bailey, PitBox91 director, mentored the motoring correspondent for an automotive club and event locations.
How to apply
Email info@mica.org.uk outlining your current area of auto communications and which aspects of professional development you would like to explore, and receive feedback, on from a mentor. MICA will find the best match between the mentee’s aspirations and its network of communications directors.