Job Description
Post title:
Communications Manager
Salary:
Band 7
Reports to:
Deputy Head of Communications
Job purpose
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The communications team plays a key role in managing the reputation of the Trust,
leading on media management; day-to-day communication with staff; communication
with external stakeholders; corporate publications; VIP visits; and establishes and
maintains arrangements for dealing with communications around strategic decisions,
service change, major incidents and times of overwhelming media interest.
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A critical senior member of the communications team, the Communications Manager
will lead on media relations, proactive PR and staff communications, ensuring a
consistent and coordinated approach to all communications activity.
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Line manager to Events Manager, Communications Officer and Communications
Assistant.
Duties
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External
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Work closely with the Deputy Head of Communications to deliver the Trust’s
communications strategy, including internal communications, marketing, media
relations and events, acting as brand champion.
Work closely with colleagues across the Trust and fundraising team to find solutions for
their communications needs, using creativity and expertise to deliver impactful results.
Provide strategic communications advice to other communications professionals as well
as non-communications staff.
Provide and receiving complex, and sometimes conflicting, information from and for a
wide range of staff, stakeholders and the public where there is a substantial element of
persuasion involved, and where there may be antagonism towards the issue presented.
Identify and drive opportunities for innovation in creative and effective communications.
Ensure these are introduced effectively and evaluated to ensure continual improvement.
Handle day to day media enquiries alongside other members of the team, developing
media responses and staff briefing as required, sharing the weekly out of hours on-call
media rota.
Proactively establish, build and maintain good working relationships with key journalists,
assist in ensuring that broadcast media adhere to the Trust’s media policy while working
on site; and enhance the reputation of the Trust by identifying potential ‘good news’
stories for the Trust’s proactive media relations programme.
Work with Deputy Head of Communications to develop and execute a targeted,
proactive PR strategy for raising national awareness of the Trust’s activity.
Support and lead on the production of trust wide publications, such as the Annual
Report, brochures, leaflets and films, which adhere to good practice guidelines. This
includes ensuring adherence to corporate and NHS identity guidelines, editing copy,
advising on format, sourcing ‘value for money’ suppliers, quotes, editing, plain English
check, proofing and seeing projects through production.
Work closely with the Digital Media Manager and Fundraising PR Manager to develop
the use of social media to promote the Trust and manage reputation.
Identify, train and support staff and patients who may be suitable for media interviews –
delivering and/or sourcing external training as required.
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Internal
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Develop good working relationships and have regular contact with local stakeholders
and partner organisations, representing the Trust at local network events as required.
Manage or assist in managing of a range of events, including the Trust’s annual general
meeting, launches and VIP visits.
During major incidents and Trust wide crisis situations the post holder will be required to
execute internal and external communications plans in crisis or emergency situations
that may be highly emotive and complex.
Lead on the development and delivery of innovative and creative communications
plans to support membership recruitment and engagement.
Develop and manage the internal communications channels (Intranet; Chief Executive
Briefings; Daily Bulletin and newsletters), ensuring that the key messages of the Trust
are disseminated to staff in a timely and responsible manner, managing the support of
the Communications Officer. This includes sourcing information, copywriting, managing
and playing a quality control role through the editing of information supplied by staff in
different Trust departments and making recommendations to improve both the design
and editorial content of the intranet.
Working alongside the Deputy Head of Communications, Events Manager and
Workforce Development Directorate, support the delivery of Trust-wide staff
engagement initiatives, events and projects, ensuring outcomes and/or feedback is
collected, analysed, understood and actioned.
Develop good practice in patient and service information by providing advice and
communications toolkits to staff.
Reporting and evaluation
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Develop and use appropriate evaluation tools to demonstrate the effectiveness of and
continuously improve the Trust’s communications and engagement work internally and
externally.
Management
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To take responsibility at times for the day to day effective running of the
communications team and press office function in the absence of the Deputy Head of
Communications.
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Line manager of the Events Manager, Communications Officer and Communications
Assistant.
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This post carries financial responsibility for inputting into financial plans and ensuring
value for money is achieved wherever possible. The post holder will be required to have
a strong awareness of the effective use of resources and cost implications of initiatives,
events and projects.
Fully participate and take advantage of the personal development and training opportunities
offered by the Trust and line manager
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To participate in annual personal development appraisal reviews with relevant
professional line manager.
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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.
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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.
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To attend and contribute to meetings as appropriate, including team,
communications and development meetings.
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To follow and adhere to Trust policies and when appropriate comment on relevant
policies in development.
Autonomy and Initiative
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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.
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Know when and how to escalate issues to more senior members of the team.
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Follow-up leads effectively as appropriate.
Other
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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
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The post holder will be seated at a desk for prolonged periods of time
concentrating intensely on reporting and planning.
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Occasionally need to work in other offices and attend functions both on site and
externally.
SUPPLEMENTARY DUTIES AND RESPONSIBILITIES
The duties outlined in this job description serve as a guide to the current and major responsibilities
of the post.
Due to the natural changes as the communications function evolves the responsibilities and the
obligations on the post holder will inevitably vary and develop. In view of this, the job description
will be reviewed on a regular basis, will be subject to annual review in conjunction with the annual
personal appraisal, and may need to be altered. Such changes will be subject to consultation with
the post holder.
Person Specification
Communications Manager
Essential
Qualifications
Experience and
Knowledge
 A relevant first degree or equivalent experience
 Documented continuous professional development, such as
CIPR diploma or similar post-graduate qualification
 Significant experience in a PR/communications role, with
experience of working to a senior level
 Demonstrate specialist knowledge in their field, and a broad
theoretical and practical knowledge across the
communications portfolio.
 Track record of delivering successful external
communications campaigns, including advertising, marketing
and PR
 Experience of leading significant internal communications
and digital media projects, for a large and complex
organisation
 Ability to provide advice in areas of expertise to other comms
professionals and to non-specialists across the trust.
 Track record of devising, managing and delivering successful
and effective creative communications campaigns and
strategies of substantial importance in a large and complex
organisation where there is potential antagonism from the
audiences.
 Recent experience in a media, communications or public
relations role in a complex environment
 Strong relationships with regional and national media
contacts
 Extensive knowledge and experience of applying creative
communication techniques, approaches and procedures
 Experience of developing and delivering effective
engagement strategies
 Experience of taking a creative approach to solving
communication challenges
 Experience of producing information for a wide range of
stakeholders including the public in various formats eg
newsletters, leaflets, brochures, films – including knowledge
and experience of commissioning print, design and
photography.
 Experience of managing high profile VIP visits and media
launches/press calls
 Experience of website, intranet and social media
development and content management
 Experience of media training senior staff.
 Experience and ability to assess creative quality, anticipate
impact of words and images, advise on look and feel of
communication materials
 Experience of line management in a busy communications
team and developing staff in their roles.
Desirable
Skills
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Personal Qualities
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Ability to synthesise complex information from a variety of
 Hands-on skills in
sources
related disciplines,
such as
Ability to create high quality compelling communications
videography,
campaigns in a variety of media (traditional, digital/social
photography, print
media, specialist)
and design
Working with people at all levels, from patients and families
to senior managers
Strong writing abilities, commensurate with the highest levels
of written prose (including press release, report and web
copy writing)
Strong oral communication / presentation skills
Personal research skills with a view to contributing to the
overall knowledge of the NHS in this area
Line management and leadership
Strategy, policy development and implementation
Dealing with the media in a crisis / emergency, writing
appropriate media responses/statements for approval at a
senior level
Excellent written, verbal and presentation skills, including the
ability to turn complex material or jargon into plain English
An ability to brief people clearly and succinctly in preparation
for media interviews
Ability to communicate effectively and confidently with all
levels of staff, external agencies and the general public
Good working knowledge of Microsoft Office, in particular
MS Word, Powerpoint, Publisher, photoshop / DTP and
accurate keyboard skills
Excellent project management and organisational skills with a
track record of seeing projects through without supervision
to tight deadlines
Excellent interpersonal skills including diplomacy and
negotiating skills and an ability to build a rapport and trust at
all levels of the organisation.
A lateral thinking with ability to see the wider organisational
context of issues
Meticulous approach to work with great attention to detail
and accuracy
Self-starter, enthusiastic and strong desire to achieve results
Prepared to work as a member of the team and on own
initiative.
Ability to motivate others who are not direct line-reports
Willingness to work in ad hoc teams recognising leadership
and contributions of others
Personal interest in health, particularly children’s health
‘Can do’ attitude, ability to tackle new problems and a strong
desire to learn new skills
Excellent multi-tasker who works well under pressure in a
busy environment.
A positive and proactive approach, prepared to generate new
ideas and carry them forward.
Creative problem solver who seeks ways to overcome
challenge.
Excellent previous attendance record
Professional appearance and behaviour