PR & Communications Executive

Job Title: PR and Communications Executive

Reports to: PR & Communications Manager

General Scope of Role:

As a proactive and creative PR and Communications Executive, this role is instrumental in helping to shape the internal and external communication strategy for the Trust.

This role will deliver engaging internal communications to ensure our people are informed, inspired, and connected, raise the Trust's brand profile and protect the organisation's reputation through external communications, and drive compelling content creation.

This role will liaise with a variety of stakeholders, including colleagues in other departments, residents and their families, volunteers, the media, and key partners such as local authorities.

Key Accountabilities:

Internal Communications

• Deliver clear and engaging internal communications to keep employees informed, supported and engaged.
• Oversee and develop internal communication channels and content, including e-newsletters, intranet, and other digital platforms.
• Plan and execute internal events, such as Town Halls and Trust in Bloom competition.
• Collaborate with the People Team on the internal communications component of employee engagement, recruitment and retention programmes, aligning with the Employer Value Proposition (EVP).
• Take the lead on internal communications projects, such as transformation initiatives, estate and service changes, wellness campaigns, internal competitions.
• Collaborate with cross-functional teams to develop appropriate materials and deliver projects and campaigns on time.
• Test and implement best communication and engagement channels using existing and new technologies and other mechanisms.
• Evaluate communications activity to assess effectiveness, documenting and sharing learning, insights and results.
• Provide additional support to the PR and Communications Manager as needed.

External Communications (PR)

• Work with colleagues to share externally what is going on at the Trust.
• Research, draft, and distribute corporate press releases and other press materials to generate brand awareness and drive occupancy.
• Act as the main point of contact for incoming media enquiries, ensuring these are logged and dealt with swiftly and appropriately.
• Prepare, maintain, and update databases of media contacts, media plans, media releases, and statements issued to the media.
• Arrange interviews and brief spokespeople with key messages.
• Monitor and report on media coverage relating to the Trust.
• Support the PR and Communications Manager and senior leadership team in responding to reputational issues or crisis communications.

Content Creation and Management

• Create internal newsletters, write your own segments, edit other people's contributions, and evaluate engagement.
• Collaborate with colleagues across the wider team and business to source potential content, including successes, key messages, case studies, thought leadership, stories.
• Manage production of the corporate magazine.
• Coordinate, write, produce, proof a range of print and digital materials, including but not limited to talking points, blogs, bios, video scripts, case studies, working with colleagues as appropriate.
• Ensure digital platforms (e.g., website, pay slip portal, intranet, employe app etc.) are updated with varying content (e.g., news items etc.).
• Develop and manage the shared content calendar.
• Ensuring content is high-quality, engaging, and consistent in tone of voice, reflects our values and expertise and complies with consent and GDPR.

Number of Direct Reports: None

Financial Responsibility: None

Knowledge, Skills & Abilities:

• Good written and numerical skills, with literacy in the English language
• Excellent organisational and planning skills, with keen attention to detail
• Proactive, self-starter, able to work on own initiative
• Strong communication skills
• Willingness to travel around the Trust, with occasional overnight stays required

Person Specification:

Qualifications

• Educated to degree level or equivalent experience (a minimum of 3 years' experience working in a communications department)
• Maths and English at Grade C GCSE or equivalent
• Post graduate communications-related qualification to diploma level or equivalent, CIPR, NCTJ, English/Media
• Membership of related professional body e.g., CIM, CIPR or IOIC

Experience

• Experience of developing and managing communications for a range of audiences, drawing on specialist knowledge from previous communications roles
• Experience of developing and delivering communications plans aligned to organisational objectives.
• Strong media awareness, journalistic mindset, and an eye for a good story
• Experience of working and dealing with national, regional, and local media to manage negative situations and 'sell-in' stories.
• Successful track record of leading and coordinating projects, initiatives, and/or campaigns.
• Proven experience of building positive, proactive relationships with colleagues to enhance and improve communication, problem solving where necessary.
• Technical awareness and working knowledge of using a range of on and offline tools to deliver effective communications.
• Proven experience in content management and appropriate internal organisational messaging via a range of offline and online channels including an intranet.
• Experience of dealing with high level and a range of personalities
• Experience of change management in relation to internal communications
• Able to use content management systems and other digital tools.
• Experience of Mail Chimp or equivalent
• Experience of SharePoint
• Experience of employee engagement apps

Knowledge

• An appreciation of media/communication issues and how to manage the media in both positive and negative scenarios.
• Good knowledge of communications and engagement methods and processes
• Knowledge of monitoring and evaluation techniques
• Understanding of the importance of confidentiality
• Knowledge of digital communication tools and social media applications for employee engagement.
• Knowledge of "correct form" in terms of social and business protocols

Skills and Abilities

• Confident, clear, and thorough communicator orally and in writing
• Able to liaise, negotiate and influence at all levels.
• Able to form and maintain positive relationships with colleagues and other stakeholders at all levels, exercising tact, diplomacy, and respect when dealing with stakeholders.
• Able to work independently, cooperatively as a member of a team and to coordinate efforts and collaborate with a variety of individuals, recognising that everyone has a contribution to make.
• Flexible and open to changing priorities and able to manage multiple tasks simultaneously to meet deadlines.
• Adopts a creative and critical approach to work, with strong copywriting and proof-reading skills and excellent attention to detail.
• Able to effectively plan and manage complex projects and deliver work of a high standard with conflicting and demanding deadlines.
• A team player with the ability to develop workplans in conjunction with key colleagues and stakeholders.
• Excellent time management, prioritisation, and organisational skills
• Good analytical and presentation skills
• Able to demonstrate ownership for his/her personal work.
• Able to work in and, where necessary, lead others
• Strong interpersonal skills and a professional demeanour
• Proficient in the use of IT and related technology
• Can produce formal reports.
• Project management experience
• Proficient in using AI

Personal Qualities

• Develops and maintains communication with people about difficult issues and/or in difficult situations, varying language, and style as appropriate.
• Designs strategies to ensure the engagement and involvement of essential stakeholders and adapts own style and impact to encourage positive and effective partnerships.
• Can draw together a range of disparate and complex information to identify options and make decisions.
• Manages own workload, working too tight and often challenging/changing timescales, whilst considering and applying new ideas to improve services
• Shows attention to detail, but with ability to keep an eye on the bigger picture.
• Shows discretion in the handling of sensitive and confidential information.
• Demonstrates sound judgement, independence of thought and can act independently, decisively, and effectively.
• Engaging and enthusiastic
• Keeps calm under pressure.
• A positive proactive/can-do attitude; willing to roll one's sleeves up when required to assist colleagues and get the job done.
• Enjoy interacting with older people and relate to them in a sensitive manner.
• Ability to negotiate solutions in difficult situations.
• Imaginative, forward-thinking, and open to new ideas

Other Requirements

• Full driving licence
• Successful individuals will be required to travel to Trust locations and events, as necessary.
• This role will be based on Aylesbury operations centre.
• The successful candidate will need to meet the Trust's hybrid working policy.