Group Media, Content and Campaigns Manager

Job overview

Want to work on exciting documentaries such as 24 Hours in A&E, proactive news for national media and high-profile announcements?

Our Group Media, Content and Campaigns Manager develops strategies, stories and content to help us deliver our ambition of providing outstanding care, together.

You will take a lead on planning external campaigns, for example in relation to winter preparedness, and handling high-profile issues from national, local and trade media.

The postholder will also contribute to forward planning with the wider team and will follow current affairs, especially in relation to the NHS, and keep across breaking news.

They will brief and support staff for broadcast and print interviews and will advise senior colleagues on the best media approach, including lines to take.

The postholder will also be responsible for researching and writing positive and engaging stories for media; developing relationships with key journalists; creating engaging content for our external channels including social media platforms; and communicating with key stakeholders.

We proactively retain a high profile in the media – our stories are regularly featured in national news, on broadcast, in print and online. We have also featured in several documentaries including the hit Netflix show Critical: Between Life and Death, to showcase the exceptional work of our teams.

For an informal discussion, contact [email protected] or call 07940 535008

Main duties of the job

This role will also take a lead on planning external campaigns, for example in relation to winter preparedness, and managing media handling for high-profile issues including our performance.

The postholder will also contribute to forward planning with the wider team, including contributing to grid management and an issues log. This role will also follow current affairs, especially in relation to the NHS, and keep across breaking news.

They will support and train staff ahead of broadcast and print interviews including accompanying them when appropriate. They will also advise senior colleagues on the best media approach, including lines to take.

The postholder will be responsible for handling reactive media enquiries; providing media support in an emergency, major incident or other potentially reputationally damaging situation; overseeing our social media channels; researching and writing positive and engaging stories for media and corporate communication channels; developing relationships with key journalists; creating engaging content for our external channels including social media platforms; and communicating with key stakeholders.

The postholder will be required to continuously update their knowledge and skills to ensure that the Group makes maximum use of the most appropriate and proactive media channels and techniques. They will have out of hours on-call responsibilities (for which there is an on-call payment).

Detailed job description and main responsibilities

• Work with the Group Head of Media, Content and External Campaigns to ensure our media activity contributes to the delivery of the Group priorities.
• Actively seek opportunities to promote our teams, clinicians and other staff to the media and increase the public profile of the Group – or either Trust accordingly
• Support the management of the Group’s social media channels to ensure content works best across each platform, to optimise content accordingly, as well as understanding the different nuances of each platform
• Identify, plan, research, write to a high standard and deliver proactive communications (e.g. press releases and statements; social media content; website stories) about our services
• Collaborate with our partners including St George’s, University of London to publish stories of shared research and good examples of joint working
• Follow up leads of good news stories suggested by team members and other colleagues
• Build and develop relationships with key clinical staff, managers and other staff to promote the advice and assistance available from the communications team and encouraging the sharing of news and achievements
• Build and develop relationships with key journalists – broadcast, print and digital including trade (e.g. HSJ) – and brief them on reactive/proactive stories
• Manage and respond to media enquiries, providing expert advice on media handling, writing reactive lines and gaining sign-off in a timely manner
• Monitor and evaluate media coverage and carry out rebuttals and corrections as needed
• Participate in emergency planning activity by providing media support and responding efficiently, effectively and appropriately to major incidents
• Organise media interviews and brief spokespeople, including key messages and handling difficult questions
• Organise and support broadcast opportunities including media visits and documentaries, ensuring policies are adhered to (e.g. patient confidentiality, uniform standards)
• Ensure good records are maintained of national, regional, local and trade media contacts
• Ensure all press releases are uploaded to the relevant Trust’s website and social channels, ensuring that both Trust’s pages/channels are kept up to date
• Support – or manage, as necessary – VIP, MP or Ministerial visits, liaising with press/PR colleagues at the visitor’s office as necessary
• Plan media handling strategies for difficult or contentious topics
• Remain calm and polite in difficult situations – i.e. when journalists want more information than we can give, or when dealing with challenging news stories
• Show empathy, patience and understanding when dealing with patients, their families or staff on highly emotional news stories and features – balancing the ability to promote strong human-interest stories while protecting the dignity of those involved.