Deputy Head of Communications

Job overview

Buckinghamshire Healthcare NHS Trust has launched a new 10‑year strategy focused on reducing health inequalities and supporting healthier, more independent lives. Delivering this ambition depends on strong communications and engagement that connect colleagues, partners, patients and local communities, while responding to financial pressures and a diverse workforce.

Underpinned by four behaviours – working in teams, listening, embracing difference and empowering people – the Communications and Engagement team plays a key role in ensuring colleagues feel valued, informed and engaged.

This role supports the Associate Director of Communications and Engagement to lead and develop the team, delivering high‑quality internal, external, digital and stakeholder communications aligned to the Trust’s strategy and Buckinghamshire system priorities. It leads on media relations, issues management and campaign delivery, advising senior leaders on reputational risk and opportunity.

The post includes line management responsibilities, forward planning and coordination of communications activity, and evaluation to demonstrate impact and value.

Main duties of the job

The Deputy Head of Communications and Engagement will:

• Support the Associate Director to lead the communications and engagement function, ensuring it delivers against the Trust’s 10-year strategy.
• Lead the communications planning process for the Trust, owning systems and processes to facilitate effective internal and external communications across all channels.
• Provide expert professional communications advice, guidance and support to senior leaders, including advice on contentious matters and crisis communications.
• Lead on media relations, reputation management and issues management, both proactively and reactively.
• Design and deliver innovative communications and marketing campaigns to support key Trust priorities, including recruitment, transformation projects and the promotion of the Trust’s brand.
• Manage direct reports, quality assuring their work and supporting their professional development.
• Deputise for the Associate Director of Communications and Engagement as required.
• Participate in the out-of-hours on-call rota for communications.

Detailed job description and main responsibilities

Strategic Communications and Planning

• Lead on the communications planning process for the Trust, owning and continuously improving the forward planning grid and channel planner for all channels and services, including: –  Internal communications: providing information to staff and engaging with them through a variety of means, building staff knowledge, confidence and connection to the Trust’s strategy and values. –  External public communications: seeking out compelling stories and using appropriate channels to share positive news about the Trust. –  External stakeholder communications: ensuring partners are informed, briefed regularly and supportive of the Trust’s strategic direction. –  Digital communications: ensuring channels are exploited for engagement as well as broadcast, and that the Trust is using appropriate platforms including social media, the BHT app, the CAKE intranet and BHT Buzz.
• Provide expert communications guidance at internal and external meetings, deputising for the Associate Director of Communications and Engagement where required.
• Support the Associate Director in implementing key elements of the Trust’s overarching Communications and Engagement Strategy, including support for embedding the four key behaviours: working in teams, listening to patients and colleagues, embracing difference, and empowering people.
• Influence, negotiate and advise colleagues at all levels on communication, media, crisis handling, marketing and engagement matters in accordance with best practice.
• Lead on effective communications reporting and evaluation, advising the team on best practice for demonstrating the value and impact of campaigns and activities.

Profile Raising and Reputation Management

• Provide expert professional communications advice to senior leaders across the Trust, including on contentious matters where expert opinions may differ, often reacting to unforeseen events.
• Regularly horizon scan internally and externally, identifying potential risks and opportunities relevant to the Trust’s profile or reputation at an early stage, ensuring the Trust can respond or capitalise in a timely fashion.
• Ensure reputational issues are escalated appropriately and that risks are identified, logged and managed.
• Proactively manage relationships, both internal and external, ensuring appropriate and timely engagement with stakeholders.
• Work with the team to provide an effective proactive and reactive media relations service, promoting the best interests of the Trust and minimising potential reputational damage.
• Establish effective links with Trust directorates to ensure managers and clinical staff are informed, engaged with the Trust’s priorities and supported with expert communications advice.
• Provide expert briefing, reputational management and crisis handling advice to senior staff.
• During major incidents and crises, execute internal and external communications plans to ensure key stakeholders are informed and reputational risks are minimised.
• Work collaboratively with communications and engagement teams across the Buckinghamshire place partnership, ICS and NHS England, supporting system-wide communications on transformational change.

Campaigns

• Lead on the design and delivery of innovative and creative communications and marketing plans to support key Trust campaigns, for example recruitment, transformation projects and public health initiatives.
• Support the development and maintenance of the Trust’s brand, including visual identity and house style, advising and guiding colleagues in correct use of templates and guidelines.
• Working with internal colleagues and external agencies where necessary, develop appropriate materials, information and marketing collateral which reflect the Trust’s brand, vision and values.
• Lead on communications activity for designated areas of Trust business, acting as a trusted communications advisor and the go-to person for internal and external communications advice.

Team Management and Development

• Lead the communications team, including appraisals, personal development planning, coaching, mentoring and discipline.
• Effectively manage the performance and projects delivered by direct reports to ensure a consistent and excellent level of work at all times.
• Talent manage and grow individuals within the team, ensuring continuous development in line with national, technological and organisational changes.
• Understand individual development needs and provide personal development plans that support their needs and contribute to the department’s business and skills requirements.
• Maintain and enhance own personal and professional skills and competences, contributing to own performance appraisals and development plan.
• Keep abreast of professional, technological and digital best practice that could enhance the role or team.
• Deputise for the Associate Director of Communications and Engagement at internal and external meetings and events as required.

Financial Responsibilities

• Identify suppliers and negotiate, manage and evaluate contracts with external contractors providing communication or engagement services not available in-house (e.g. video, specialist design, printing services), in line with procurement policy.
• Support other departments on briefing suppliers for specific projects.
• Ensure that use of resources represents value for money and is properly accounted for at all times.
• Manage contracts or agreements with suppliers of communications or engagement activity or products.

Information Management

• Ensure that patient confidentiality is protected at all times and the provisions of the Data Protection Act 2018 are adhered to.
• Demonstrate knowledge and understanding of equality of opportunity, diversity and inclusion, taking into account how individual actions contribute to the equality agenda.
• Act in a way that is compliant with standing financial instructions and governance, constantly striving for value for money and greater efficiency.