In this episode of Leaders for Better, we sit down with Susie Horgan, Founder and Managing Director of Springboard Communications, one of Ireland’s most respected PR and communications agencies, and a certified B Corp.
Susie founded Springboard in 2012 in a makeshift office in her spare bedroom. What followed was over a decade of building a values-led agency with deep roots in corporate, arts, and culture, and a growing conviction that relationships, honesty, and genuine impact matter more than scale. In 2026, Susie was elected President of Cork Chamber of Commerce, only the third woman to hold the role, bringing her expertise to one of Ireland’s most important business communities.
In this conversation, Susie shares what she really looks for when hiring, why she thinks being a woman in business is a superpower, how B Corp certification embedded values that were already there, and why everything in business – everything – comes down to relationships.
What was the biggest challenge for you when you first started Springboard?
It was the basics, really. I set up Springboard, and I distinctly remember sitting in a makeshift office, looking at the phone, going, “How do you get that to ring?” “How do you create sales?” “How do you get clients?” I had never really thought about that. I’ve always had a brand behind me. So that was very challenging. Also, finance – I hadn’t a clue. I have asked every stupid question there ever was. And it has made me very detail-oriented in that area, because it’s not my comfort zone.
What advice do you have for people starting a business?
When I started in business, I was like, “Oh God, I’m not good at selling.” “How am I going to sell?” “I don’t know how to sell.” But actually, it’s all relationships. Everything comes down to relationships. And that’s something that I think we have to maintain in business.
How do you see AI impacting your business?
I really see it as a productivity tool. It will never replace critical thinking and your own brain. We hear all the scary stories, but I’m old enough to remember fax machines for press releases – cutting out captions and sticking them on paper, actual hard physical photos and sticking them in envelopes and calling a courier. And maybe in a week’s time, we would get coverage. I came from that era, and in that time, I went through the internet, email, social media and the whole digitisation of the world. And we’re all still here. So, AI will take out a lot of the boring stuff nobody wants to do.
What would you consider some important traits of a successful leader?
I could give you all the normal answers, but for me personally, it’s very much honesty. People expect honesty and transparency. And if you’re going to have long-term relationships, you’ll be shown up if you’re not honest. I think anyone who works with me would see that I’m incredibly honest – I don’t try to disguise things. And I like that in people, too. I like that transparency. So that’s really important to me. Empathy is also huge for me. I don’t see a problem as a leader showing that you’re having a hard day because nobody’s a robot. We are all human.
What is the best leadership advice you have ever received?
It’s a bit rote because everyone says it, but it is listening. And when I say listening, I mean active listening to those around you, including the things you don’t want to hear. And the obvious one:
Who are the leaders who inspired you?
Different people inspire you at different points in your life. For example, Mark Carney’s speech in Davos was unbelievable. There is a man who doesn’t need to go into politics. And yet he has – what makes you do that? I think that is inspiring for everyone.
There are females in business who have inspired me. I have just started as Chamber President in Cork. I wouldn’t have done that if two women had not done it before me: Gillian Keating and Paula Cogan. I wouldn’t have had the guts to be the first, but Gillian was. That’s incredibly inspiring.
What is the biggest challenge for you as a female leader, business owner, and entrepreneur?
Women do think differently, and I suppose I’m of a generation in which we were taught not to think like a woman. I actually think that’s our superpower, and I think it’s something we should all lean into because diversity is great, and diversity of thought is brilliant. No matter where that comes from, be it your background, your gender, where you grew up, whatever.
So that’s a real positive, I think, for anyone who should be taking the leap into business themselves.
What do you look out for when hiring?
I always ask people in an interview, “How would your friends describe you?” And it always throws people off, surprisingly, because they’re like, “Why is she asking me that?” But I’m just trying to understand if you will fit in our team. I’m very fortunate to have a very hard-working, fast-paced team. But that environment is not for everyone, and I don’t want anyone to feel out of their depth. I just want to make sure that the addition is a good one. So, I try to understand the person behind the job interview.
What’s your vision for your business and your people?
I would like to continue to grow. I’m not looking to have a huge team. That’s not my ambition at all. I’m looking to have a really well-oiled, good team that works on really cool stuff. For me, I want to enjoy what I do, and I want my team to enjoy what they do. Working on what we see as cool things, working for companies that align with us; those are the things that are really important to me.
What prompted you to start the B Corp journey?
It was really the team that pushed it. A lot of our values were already there; we were already doing a lot of it, but we weren’t reporting on it properly. It wasn’t a big leap. There was an initial fear factor about being a small business and the amount of work it takes. But it is worth it, and you learn an awful lot. You actually embed things in your business properly that were kind of there already, but not fully.
What does B Corp mean to you?
We have had a bursary at the Life Centre in Cork for a female student to help her access third-level education. This is our fourth year doing it. And one of our team members from Springboard went for the first time and experienced it. He came in to me today and said, “That was unbelievable. It was so lovely to see and hear the great stories about what the bursary can help with.” It is just a small thing we’re doing that is making such a difference.
What are your hopes as Cork Chamber President?
My kryptonite can be that I do everything with all my heart, not half-heartedly. But the Chamber is really well run, which really helps. They have a great team. I don’t take the Presidency lightly at all; I want to do a good job for Cork. I do think we are very fortunate that Cork is growing and continuing to grow, and there are huge opportunities. I would love us to seize those opportunities whilst maintaining the fabric of Cork.
About Barden
Barden is a partner-led talent advisory, recruitment, and executive search firm, with practices across Accounting, Legal & Tax, Technology, Transformation & Change, and other strategic business appointments.
We are passionate about people and work with organisations and individuals who believe talent decisions truly matter. We are proud to be B Corp Certified, using our business as a force for good. Innovative, ambitious, and united by shared values, we are a team of uniquely different personalities who are relentless in supporting each other and those we work with.
In Barden, we really know the value of people; work with us to uncover yours.
