Suru Douglas

Senior Group Director, Real Chemistry

Suru Douglas is a Senior Group Director at Real Chemistry and a seasoned communications strategist with more than a decade of experience in healthcare communications, spanning product, consumer and corporate public relations.

She has led multidisciplinary campaigns for pharmaceutical clients including Roche, Takeda, GSK and Novo Nordisk, as well as NGOs and medtech organisations. Skilled in project and stakeholder management, she drives the strategic planning and execution of integrated communications programmes, from health awareness campaigns and medical congresses to industry summits and crisis communications.

Suru is also known for her earned media expertise, securing coverage for clients in top-tier outlets such as Reuters, The Independent, The Telegraph, BBC News and The Times. Whether advocating for people whose lives are changed through disease, generating digital and social content, or managing sensitive issues, she ensures communications cut through and resonate with audiences across the UK and EMEA.

She is passionate about excellence in communications, principled leadership and creating space for others to thrive.

Beyond her client work, Suru is a trustee for XLP, a London youth charity that empowers young people from disadvantaged backgrounds through education, mentoring and the arts to build confidence and achieve their potential.

Describe yourself/your background in 5 words max?
Youngest of five. Nigerian. SW11.

How did you get into PR/communications?
I started out in the UK Department of Health. Back then, I had a vague notion of wanting to change the world through politics or policy, but what I found instead was a buzzing press office that showed me the power of communications. I was also fortunate to be surrounded by a fantastically nurturing team of women who believed in me and wanted me to succeed.

It was an incredible time of learning – speaking to journalists from national newspapers, drafting statements, supporting press briefings and editing copy for journals. It was truly a thrilling environment.

I realised how exciting healthcare communications was, and how deeply important it is given how personal health is to everyone. That curiosity led me to explore the more proactive side of comms in agency life, and I was lucky enough to land a role at a company led by the incomparable Avril Lee.

What do you love about your job?
What I love about my job is problem-solving on two levels. Strategically, it is about cutting through complexity and helping clients make the right choices for their businesses. In healthcare comms, those decisions are not abstract. They affect people living with often debilitating conditions. I love working with individuals who share their stories and being able to help advocate on their behalves. It is a privilege to play a part in bringing life-changing treatments closer to the people who need them.

What are you most proud of?
I am most proud of the fact that I do not see myself as the finished article. I do not ever want to hit a point where I think, “That is it, I have reached peak Suru.” I want to keep striving to be kinder, more generous and more effective. That probably stems from my Christian faith and comes from my childhood, watching the hustle and heart of my mum, who came to the UK from Nigeria in the 70s and still works incredibly hard. It also comes from the early grind of my own career, working seven days a week – five days interning, weekends in retail – just to make ends meet. These days, I am slowly learning to embrace my “soft life era.” It feels strange to say I am proud of that, but I am. Pairing ambition with rest is its own kind of progress.

What’s been the hardest lesson to learn?
The hardest lesson has been realising that sometimes, even when you give your best, it will not be enough. That can feel brutal, especially in an industry that prizes excellence. But it is also liberating. It has taught me that not every outcome is within your control. What you can shape is the integrity of how you show up, the effort you put in, and what you take forward for next time.

Who are your favourite people in PR and why?
I will not name names, but I will name traits. Borrowing from the Friends episode naming convention, my favourites are:

• The One who Climbs the Ladder and Leaves it There for the Next.
• The One who Makes Complex Thinking Usable.
• The One who Sparks Creativity.
• The One who Fosters Community.
• The One who Shares the Credit.
• The One who Challenges Kindly.

What skill do you think every PR/comms person has to nail?
Consigliere-level counsel. The ability to see around corners, speak plainly, balance loyalty with challenge, and have the backbone to say “no” when it matters. That kind of counsel can only be earned by being trusted, reliable and consistent.

What is your favourite social network and why?
Pinterest. The calm lane of the internet. It is idea-led, visual and curiosity-first. Perfect for mood-boards, thought-starters and pattern-spotting without the background noise of other social platforms.

What’s your favourite podcast and why?
I am not loyal to one podcast. I dip in and out depending on mood. Back in the day I was gripped by Serial, which reminded me how powerful good storytelling can be. These days it could be laughing at the chaos of parenting with Rob Beckett and Josh Widdicombe on Parenting Hell, joining the mandem’s conversation on The Pull Up Pod, or listening to women share honest stories on The Orchard. For me, it is all about good content that connects, so if you have any recommendations, let me know.

Who is your favourite journalist and why?
When I was a kid, it was Sir Trevor McDonald, the OG. Growing up, seeing him present the ITV News was inspiring. He showed me what representation could look like on the biggest stage.
More recently, I have been drawn to Yomi Adegoke. I have just picked up her book The List and I have read a few of her articles. I am always impressed by her cultural relevance and sharpness. She is also a fellow South London Nigerian girl who is walking the walk, and I love to see it.

What’s the best advice you’ve ever been given?
“How do you eat an elephant?” From my sister. When overwhelm hits: one bite, one step, one call. It is how I move big things without getting paralysed by catastrophising or procrastination.

Biggest PR campaign fail and yay of 2025 so far?
Yay: Aldi’s ongoing Cuthbert the Caterpillar saga. Their latest spin, a limited-edition gender reveal cake, might not be the flashiest activation on its own, but it sits within one of the smartest long-term social campaigns in retail. What began in 2021 with the #FreeCuthbert legal spat against M&S has become an enduring running joke, with Aldi’s social team turning a potential headache into their biggest news story, protests outside M&S, and even charity fundraising. The fact they still have such invested brand loyalty years later shows how wit, agility and consistency can turn one moment into a brand asset that keeps delivering dividends. This is how to do social/PR well.
Fail: The official White House account posting a video of ICE deportations overlaid with the Jet2 “Nothing beats a holiday” soundtrack. What started as a light-hearted meme on TikTok became cruel and sadistic in that context. Pain should never be exploited for laughs and seeing it on an official government channel was a degradation of the office itself. The post did not just kill the meme, it exposed how tone-deaf and damaging misuse of cultural content can be.

Finally, on the D’ word… What can the sector do to encourage diversity?
Talk about it honestly. It can feel awkward. Some people are afraid to say the wrong thing or are worried about being culturally insensitive. But sometimes the conversations will be messy, and that is okay if you approach them with grace. I have been in situations where people are even nervous to use the word “Black” when describing someone, out of fear of offending. Things will not change if we cannot talk about it – we work in communications after all.
I also think accreditation schemes like The Blueprint are an excellent way for UK comms companies to show they are serious about diversity. It is a practical step that helps move good intentions into accountable action.

Connect with Suru on LinkedIn