Fiona Hughes, Head of Consumer interviews Louise Chunn, Founder of

Fiona Hughes, Head of Consumer interviews Louise Chunn, Founder of

Fiona Hughes

Fiona Hughes

Tell us a little about your background... how you got started?

I started my career off with a degree in history, whilst editing the university newspaper in my spare time. When I graduated I started working as a music writer on an evening paper in Auckland, New Zealand. In the 1980s I moved to London and was on the start-up team for Just Seventeen, a weekly teen magazine which I eventually edited. After several years there I moved on to become deputy editor at Elle, followed by women’s page editor at The Guardian and later, features director then deputy editor at Vogue. I later became editor of ES magazine, deputy then editor at InStyle, editor of Good Housekeeping and finally editor of Psychologies. is a new site for those who want to understand their emotions and motivations, and enhance their enjoyment of life. Tell us a bit about the website? is a content site for the general public to read and interact with subjects around self development, mental health and wellbeing. By the spring it will also have a directory of psychotherapists from all over the UK.

How is it working for an online title compared to print?

It couldn't be more different - it's so immediate. You can read about something in the newspapers over breakfast and have a response from an expert up on the site before lunchtime. I find that thrilling. I'm on a steep learning curve in the tech area, but again, it's exciting rather than frustrating. I have a small but dynamic team, and virtually everything we do is different from my magazine days - from who makes the tea to how we publicise ourselves.

How can PRs best work with the website?

I am happy to hear from PRs but they should roam around the site first, to see the areas we cover. Broadly speaking these include therapy, mind, body, soul, sex-love, family and work. We are sent a lot of information about health products and services but only cover those that we can trial. For example, one of the therapists tried a sugar detox, and we are writing about a megadose fish oil supplement, because I have been taking it. We are pretty high-minded about ethics and credibility. We also run quite a lot about books, and are keen to hear about events - plays, concerts etc - as we have a Culture Tip of the website

Who is the site aimed at?
I think of the site as appealing to everyone sitting in my local coffee shop. There is content on there for everyone- stories on yoga styles, parenting after divorce, the latest in dating sites and how to begin volunteering. The pieces range from light-hearted humour to more serious information on mental health and self development.

Demographically, I know that a lot of younger people are struggling with their expectations of life. Middle-aged women have long been known to be the major users of psychotherapy and counselling, but now young people, of both genders, are catching up. Analytics show that around two-thirds of our visitors are under 45, and just under three-quarters are female. We try to provide content for a broad range of people as we don't want to rule out anyone who might be interested in the area.

What’s your favourite article on your site? And why?

I asked a Cambridge psychologist and author Dr Terri Apter to write about female friendship via the prism of the four girls in Lena Dunham's Girls. It's long for a website piece - around 1000 words - but it's intelligent, thoughtful and - going on the metrics, very popular.

Get in touch with Fiona on LinkedIn or Twitter.

Share this story:

Read more from the blog

Comms planning

What can 'The Rise and Fall of Abercrombie & Fitch' teach us about managing reputations?

Lucas Jackson analyses Netflix's latest documentary on Abercrombie and Fitch, discussing its impact on reputation. ...Read more

Lucas Jackson
Lucas Jackson
Tech News

April showers bring May flowers in the form of exciting tech innovation

May has brought a range of innovation across the tech sector, from AI to VR and more. ...Read more

Megan Hogg
Megan Hogg
Claire Walker

A virtual playground: How can VR tools benefit your comms efforts?

As VR adoption increases, the technology is transforming both the world of work and our personal lives. How can comms professionals leverage VR for campaigns? ...Read more

Claire Walker
Claire Walker

Add a comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Is it time to shape your reputation?

We operate in London, Paris and Munich, and have a network of like-minded partners across the globe.

Get in touch

Sign up to Spark, our newsletter

Receive thought pieces from our leadership team, views on the news, tool of the month and light relief for comms folk

You can unsubscribe at any time, please read our privacy policy for more information