Job Description

The postholder will be the external communications lead overseeing the day-to-day operational communications activity, drawing on support from other members of the communications team where needed. Provide strategic direction and leadership on the development and implementation of a UHN external communications strategy, translating strategic activity into messages and activities that are relevant to our audiences. Supporting the wider Communications Strategy, develop specific External /Internal communications and engagement strategies to support the hospitals overall strategy and objectives where needed. Create compelling content that enables the hospitals strategy to be widely understood across multiple audiences.



Develop a strategic approach to the ongoing management of relationships with our core audiences and partners and undertake stakeholder mapping exercises that set the work programme for communications and engagement. Establish a systematic approach to listening to and engaging with our key stakeholders. This will include methods for capturing intelligence and feedback and being alerted to any emerging issues. Lead UHNs response to any widespread external interest from the media, including offering support and advice to all staff, including senior leaders on our response.



Develop and oversee the UHN media relations strategy, working with the Media Manager to establish priorities and establish strong working relationships with journalists. Put in place an effective approach to media training, ensuring staff have the support they need when working with the media. Plan for, advise and support the use of external communications channels in the event of a crisis, as part of crisis communications handling, for example issues that impact normal service provision, major incidents, or unexpected service closures. Work in partnership with the web development team/external provider to develop the website ensuring the site meets the needs of its audience.



Review our existing approach to external communications and identify how we can deliver a better service, including new channels and opportunities to reach our communities, especially where engagement and involvement is low. Develop strong relationships with staff at all levels of the organisation; this will require strong communication and influencing skills in order to convey complex information to a diverse audience. Use insights, data, and feedback to inform and plan external communications activity and regularly measure the effectiveness of the external communications strategy, contributing to the teams forward planner and quarterly performance reports. Develop and drive a truly innovative approach to the development of external communications, enabling UHN to explore some of the newest approaches from industry and the public sector.



Persuade others of the benefits of new approaches and work to gain support for the testing and evaluation of new techniques. Develop strong relationships with communications teams across the Northamptonshire system and the Midlands region to share best practice and explore opportunities to work in partnership. Implement and manage an annual external communications and stakeholder audit and deliver action plans to make the required improvements. Lead the development of the Trusts external communications channels, including social media so that they are targeted and effective at connecting with multiple communities and audiences.



Monitor and evaluate channel effectiveness and lead the team to be agile to respond and make improvements. Lead the creation of UHN branding and standards for external content across all of its channels, creating clear editorial guidelines and style guides. Work with relevant stakeholders to deliver campaigns that support widespread and/or localised behaviour change, engagement, and awareness. Organise and support events, including the Annual Public Meeting, VIP, and ministerial visits.



Ensure the external communications team is clear on their objectives and are delivering the communications activities required. Work with the communications team to develop timely, engaging, and relevant content, including copywriting, photography, and film to tell our story in way that excites, inspires, and reassures as appropriate. Line management responsibility of the external communications team, including the design function, supporting their professional development, and training. Develop, implement, and monitor performance of the external communications teams business and strategic planning processes.



Take responsibility for own areas of work, working independently without supervision and on own initiative. Contribute to the success of the whole team by supporting a wide range of projects with expertise and effort. Prioritise, plan, and allocate resources for the delivery of key external communications strategies including budget and staffing. Develop and deliver plans for major projects including identifying the resources needed to deliver them.



Produce business cases as needed for investments in the function taking into account the Trusts policies and procedures for making best use of public money. Identify, record, and manage key risks and issues relating to external communications and engagement. Ensure all communications and engagement work is inclusive, putting specific arrangements in place to engage with those groups and/or individuals that are harder to reach. Participate in the out-of-hours on-call rota for media enquiries, social media, and communications support.



This may involve travel to any hospital site at short notice out of hours. Financial and budgetary responsibilities for own team and projects, escalating issues appropriately and providing solutions where budgets may be falling off target. Maintain expert knowledge of communications and engagement best practice developments. Work flexibly and undertake other duties commensurate to the grade as required.