Job description
Post title:
Deputy Head of Communications
Salary:
Band 8a
Accountable to:
Head of Communications
Job purpose
 This is a new post created to support the Head of Communications, working closely with key
staff across the Trust to ensure that all the Trust’s communications activities reflect the life
and work of the organisation.
 The post holder will employ the full spectrum of communications skills alongside leadership
and management ability to build, protect and maximise the reputation of the Trust, through
a strategic approach to all their work internally and externally. The post holder will provide
communications, media and reputational management advice to senior managers and will
line manage the Communications Manager, Digital Media Manager and Fundraising PR
Manager.
Principal duties
 To manage and deliver an efficient and effective communications service for the Trust,
planning and implementing internal and external communications strategies and
projects and ensuring appropriate processes and systems are in place and that they
are monitored and developed to support continual improvement.
 To deputise for the Head of Communications.
 To develop and implement effective and innovative internal communications
strategies and plans to make sure our staff are informed and engaged.
 Horizon scan for issues in the external environment and ensure that the executive team and
board is able to respond to national announcements and policy changes, by providing
briefings, papers and background information.
 Ensure directors and senior managers receive appropriate advice, support and
information on all matters of communications, including those of reputational
importance, relating to staff engagement and online communications, crisis and issues
preparation and the overall communications strategy.
 To contribute to the on-call press office rota.
 To undertake any other duties as necessary as determined by the Head of
Communications or Chief Executive.
External communications
 To work closely with the Fundraising PR Manager to develop creative and impactful
campaigns.
 To be responsible for the Trust’s press office function and develop the proactive PR
strategy in line with Trust priorities to raise awareness of services, developments and
the world-class care provided by staff.
 To ensure clear, accurate and timely information is provided to the media and that
media queries are handled appropriately. To maintain a database of media contacts
and media coverage and undertake media analysis and share internally as appropriate.
 Manage all media relations of national and international importance – particularly
national documentary series.
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To be an expert resource on communications issues, advising on situations which may
be highly complex and/or sensitive and/or unprecedented requiring the post holder to
use their expertise to make decisions on how to proceed.
To work at national and regional level as necessary, interpreting data at this level for
us within the Trust.
To support the Head of Communications in emergency planning.
To support and work with the Digital Media Manager to develop and deliver a digital
strategy to reach staff, patients, families and stakeholders.
To write, produce and commission promotional materials for the Trust for distribution
both within the Trust and into the wider community, ensuring the effective production
of high quality newsletters, leaflets, press releases, editorial content online and offline
and advertisement and promotional materials. To use desktop publishing and external
agencies as appropriate.
To support the Head of Communications in the management of the hospital’s
corporate identity and advise staff, partners and other stakeholders in its appropriate
use.
Develop good working relationships and have regular contact with local stakeholders and
partner organisations, representing the Trust at local network events as required.
To produce the Trust’s Annual Report and organise the Annual General Meeting.
To provide advice to patients/staff/members of the public who may contact the
communications department and signpost their enquiry accordingly.
To devise, manage and deliver events, including VIP visits, media launches and other
publicity activities and events.
Write briefing notes and speeches for senior staff as required.
Identify, train and support staff and patients who may be suitable for media interviews
participating in delivering and/or sourcing external training as required.
To coordinate and support the out of hours press office service as necessary.
Internal communications
 To promote the Trust’s values, communicate its plans and raise awareness of its work
among external organisations, stakeholder groups and networks as the post holder
may come into contact with through the course of the role, acting as a representative
of BCH, attending external meetings on behalf of the Head of Communications as
necessary.
 Day to day responsibility for all internal corporate communications activity.
 Work closely with the HR team to consult on appropriate and creative solutions to
internal communications and staff engagement activities.
 To demonstrate overall knowledge of the Trust and more detailed knowledge of
specific services area such as patient and public involvement activity.
 Ensure the Trust values are central to all communications activities with the Trust
Board, management board and all senior leaders, to underpin leading by the values of
the Trust.
 Support the management of potentially difficult/complex emotional situations with
staff and stakeholders for successful outcomes.
Reporting and evaluation
 Prepare reports for the relevant committees and Trust Board and present these where
appropriate to do so. This will require communicating, influencing and negotiating at
the highest level to ensure that proposals are adopted and implemented.
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The post holder will handle highly complex and at times highly confidential
information, which will require analysis and sophisticated judgement in relation to the
PR and reputational implications of decisions and actions.
Management
 To effectively manage the performance and projects delivered by direct line reports to
ensure that a consistent and excellent level of work is delivered all times.
 To proactively plan and manage staffing and skills levels within the team to effectively meet
the demands of service and activity levels. To set standards and targets for the quantity and
quality of work carried out by direct reports and their teams.
 To recruit permanent/temporary members of staff, induct, motivate and develop staff
according to HR policy (inc. regular reviews, team meetings, development plans and
performance reviews).
 To lead in devising annual work plans and check work is appropriately phased and
adequately resourced ensuring a high level of support is being delivered at every stage.
 Provide help and guidance to more junior members of both the communications and
fundraising team.
 Ensure that all direct line reports receive clear job descriptions and effective performance
and career development reviews.
 Line manage reporting staff, to include managing and authorising absences, training,
expenses, requisitions and purchasing within the team.
 To plan for the appropriate allocation of resources and effective succession planning/cover
arrangements.
 To be responsible as line manager for members of the communications team including
managing their performance and appraisal, supporting their professional
development, responsible for sickness management and disciplinary. To provide
appropriate specialist training and development opportunities and to act as
professional mentor.
 To actively promote diversity, including race diversity, both in the delivery of the
team’s services and in the recruitment, management and development of staff within
the team.
 To have delegated responsibility via the Head of Communications for the
communications budget to the authorised level. To be an authorised signatory and to
authorise purchases of assets and supplies, according to the appropriate limits,
ensuring the management of resources within the budget.
 To be responsible for the continuation of an effective communications service and to
act appropriately in difficult organisational situations, some of which may be high
profile or of a distressing nature such as Major Incident Alerts.
The job description is not exhaustive but is intended as a guide to the principal duties and
responsibilities of the post. It will be subject to periodic review in association with the post
holder.
Fully participate and take advantage of the personal development and training opportunities
offered by the Trust and line manager
 To participate in annual personal development appraisal reviews with relevant
professional line manager.
 To undertake such programmes of personal development and further training, as may
be agreed at the beginning of the appointment and at subsequent annual reviews.
 Will receive supervision/management as required for the job.
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The post holder will comply with all Health and Safety requirements ensuring they
fulfil the legal requirement of not endangering self, fellow employees or others by
action or omission.
To attend and contribute to meetings as appropriate, including team, communications
and development meetings.
To follow and adhere to Trust policies and when appropriate comment on relevant
policies in development.
Autonomy and Initiative
 Take own initiative and assist more junior team members in learning to do so.
Exercise considerable judgement in all contacts and activities. Manage own time.
 Know when and how to escalate issues to more senior members of the team.
 Follow-up leads effectively as appropriate.
Other
 We expect all our employees to share the values that are important to the
organisation and behave in a way that reflect these in keeping with the competency
framework.
 Managing the budgets associated with your projects, ensuring best value for money at
all times.
 Keep up to date with current hospital activities and developments as well as
developments and initiatives within the NHS, children’s health and charity sectors in
order to identify suitable new opportunities.
 Undertake any other duties as may be reasonably requested by more senior staff and
senior representatives from other functions within the organisation.
 Observe the highest standard of honesty and personal integrity at all times.
 Personally presentable with good personal hygiene and professionally dressed in
accordance with departmental dress guidelines as may be issued from time to time.
 Ensure that all team members are available to work flexibly, including evenings and
weekends as may be reasonably necessary.
Working Environment
 The post holder will be seated at a desk for prolonged periods of time concentrating
intensely on reporting and planning.
 Occasionally need to work in other offices and attend functions both on site and
externally
Person Specification
Deputy Head of Communications
Criteria
Essential
Education/
qualification
s and
training
 BA degree level or equivalent
 Recognised professional communications
qualification/ other relevant qualification or
equivalent experience to Masters level.
 Membership of a recognised professional
communications institution
Experience
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Substantial experience of managing a busy
communications service in a large/ complex
organisation, including leading, performance
managing and motivating individuals and teams.
Substantial experience of leading reactive and
proactive media relations, press release
production and handling media queries from
national and local media
Demonstrable experience of using social and
digital media platforms to achieve positive
communications outcomes
Substantial experience of developing and
delivering creative and effective internal
communications for a large/complex organisation
Substantial experience of producing high quality
marketing materials including writing and
producing publications, press releases, leaflets and
developing online content
Evidence of creating successful partnerships with
both internal and external stakeholders
Evidence of managing complex arrangements to a
high degree of accuracy, timeliness and
effectiveness.
Evidence of successfully handling sensitive
situations efficiently and confidentially
Highly developed specialist knowledge of
communications, public relations and marketing
Clear understanding of the strategic context of the
NHS and the Trust.
Previous experience of managing staff
Emergency planning or crisis management
experience
Experience of managing budgets
Experience of planning, leading and delivering
multiple simultaneous projects.
Desirable
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Experience of
working in
the NHS or
similar public
sector
environment.
Skills,
Knowledge
and
Attributes
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Highly effective interpersonal, communication
(both verbal and written) and influencing skills.
Ability to quickly understand issues involving highly
complex, sensitive and / or contentious
information and communicate them clearly and
succinctly to all levels within and outside the Trust,
including where there are barriers to
understanding.
Ability to guide and facilitate both experienced and
inexperienced Board members and senior
managers
Highly organised, able to plan complex activities,
manage multiple communications projects and set
up and run systems
Able to present information clearly and deal
appropriately with a wide range of people,
patients, the public, members, senior staff, VIPs
and the media using persuasion and influencing
skills. Strong interpersonal skills. Excellent written
and verbal communication, presentation skills.
Advanced keyboard proficiency and IT skills.
Able to influence and persuade others and operate
effectively in a fast-paced and politically sensitive
environment and able to deputise for the Head of
Communications as needed
Able to work independently with strong
organisational skills.
Ability to prioritise own workload to meet
changing demands.
Ability to manage difficult organisational situations
and maintain composure and competency when
exposed to stressful, emotionally distressing and
crisis situations.
Able to manage competing demands. Able to apply
frequent high levels of concentration.
Able to work under pressure and in unpredictable
and interrupted circumstances.
Able to work evenings and out of hours to support
media handling/crisis management and events as
necessary.
Ability to translate complex information to be
easily understood by a diverse audience and into
operational practice using own initiative.
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Video
production /
editing skills.
Photography
skills.