Zander Mills: The Case for Being Brave

2025

Mar 25

At SocialDay’s Social Media Marketing Festival 2025, we are welcoming Zander Mills, a communications specialist with over a decade of experience in public sector comms. With a background in journalism and PR, Zander has spent the last 15 years shaping the way fire services communicate, proving that creativity has a place even in traditionally conservative organisations.

About Zander Mills

Zander’s career began in journalism before transitioning into PR and communications. Since 2009, he has worked in-house as a communications specialist for the fire service, where he has continuously pushed the boundaries of public sector messaging. His work proves that government and emergency services don’t have to be bland or bureaucratic—there’s room for creativity, boldness, and impact.

What to Expect from Zander’s Session

Titled The Case for Being Brave, Zander’s session will challenge brands and organisations—especially in the public sector—to move beyond dull, uninspired messaging and embrace creativity to achieve meaningful results. It’s a call to break free from cautious, safe marketing and to use bold ideas to make a real impact.

Key Takeaways

Attendees will leave with:

Why bravery in marketing leads to better engagement and results
How creativity can transform public sector comms
Permission to try new things, take risks, and step away from the ordinary

Zander’s Perspective on Social Media Trends

Zander sees a growing challenge for social media managers: the ever-expanding number of platforms and the pressure to be everywhere at once. With the rise of ‘Twitter alternatives’ and the constant evolution of social media, unrealistic expectations are being placed on marketing teams to maintain an effective presence across too many channels.

A Social Media Success Story

One of Zander’s proudest moments in social media was a video responding to hateful comments after the fire service flew the rainbow flag on their stations. The clapback video not only gained widespread attention but, more importantly, made internal staff feel valued and heard. It was a powerful demonstration of how social media can be used not just for external messaging but for strengthening culture within an organisation.

What’s Next for Social Media?

For Zander, the future of social media should involve less hate. With online spaces becoming increasingly hostile, he hopes for a shift towards more positive, inclusive, and supportive digital environments.

Connect with Zander

Want to learn more from Zander? Follow him here:

LinkedIn: Zander Mills

Zander joins a lineup of leading industry professionals at SocialDay's Social Media Marketing Festival 2025, where top minds in social media marketing will share their insights and expertise.