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Sarah Willoughby - NHS Comms

Having first discovered an interest in communications while working in project management at Edexcel, Sarah Willoughby is now a Communications Officer for NHS Hounslow.

Her job involves a wide range of external and internal communication tasks, as she helps this primary care trust communicate with its staff, patients, local community and the wider world.

We spoke to Sarah about her career so far, her thoughts on social media and diversity in PR, and her tips for aspiring communicators.

By Unicorn Jobs

How did you first get into PR?

I was working within project management at Edexcel, the awarding body [or “examination board”], and had very supportive managers who knew of my interest in writing and media, so they got me involved in project communication areas.

The role developed and I became specifically focused on communications within projects, and on comms specific activities. For example, I worked a lot on internal communications, including the development of our department’s intranet section, cross company project newsletters and the staff magazine. I also coordinated the production of an e-newsletter for NVQ assessors.

In doing all this I got to work with some members of the Edexcel corporate communications team, and it was through working alongside them that I decided this was an area where I wanted to work. Since the comms team structure at Edexcel didn’t include junior roles, I left there and joined the General Social Care Council as a Communications Assistant.

How has your career progressed since then?

I have been able to work with some great people and have learnt a lot. I have progressed from an assistant role to officer level, and from working on smaller projects to larger ones, and to having my own specific areas of focus and management.

While at the General Social Care Council I became interested in NHS communications, and decided that might be an area where I’d like to work. I managed to get a short term position at a primary care trust and, when that ended, I joined another, NHS Hounslow. Initially it was an interim role, but it became permanent, so I went for it and got it.

What does that job involve?

My current role involves working on a number of areas across the PR spectrum such as media relations, online communications, publications and internal communications. We have a small team so its all hands on deck for everything. I lead on the production of our staff and stakeholder newsletters and Freedom of Information. I also maintain relationships with local media and secure coverage.

Give us an idea of a typical day at work?

A typical day involves anything from dealing with enquiries from local people and GPs; to sending health campaign literature to GP practices; to writing, editing and collating content for the staff and stakeholder newsletters; to updating our website and intranet content; to checking our media coverage, to arranging radio interviews for our spokespeople and sometimes sitting in with them during the interview; to going along to a public health or staff events to take photographs; to collating answers to Freedom Of Information requests from around the organisation and sending out responses.

Tell us about some recent projects

I’m currently working with my team on the annual report. This is a massive project that involves input from across the organisation, which means it’s a great opportunity to gain further insight into all the work that’s going on here. I’m also working on an internal communications project which involves planning and administering a promotional strategy targeted at all of our staff.

Do you think social media is having a big impact on PR as a profession?

I definitely think that, as a PR officer, if you haven’t tapped into social media in some way yet you are missing something. NHS Hounslow has been a leader in developing social media within London PCTs. We have over 500 followers on Twitter and have posted video content on YouTube which is getting hundreds of hits.

Social media has changed the way we can engage with our audience. It offers stronger two way communication between organisations and their audience, and means we are getting much more back from our stakeholders in a much faster way than ever before. It has become a very important PR tool.

Do you think there is a lack of ethnic diversity in PR, and how should the industry tackle it?

Yes, definitely. It was something I noticed quite early on when trying to secure my first role. It’s a shame as we are a hugely diverse population here in the UK and that isn’t represented in this sector.

The industry needs to recognise the lack of diversity is an issue, and a key priority, before we can truly tackle it. Then, as a starting point, more promotion of communications as a career option for young people of any background is one of the ways we can begin to tackle it.

Wanting to do my bit in this area has led me to becoming a trustee and committee member of Ignite, a networking organisation set up to promote cultural diversity in public relations.

We hold regular networking events which focus on a specific PR related topic and include a guest speaker. To date we have covered topics like celebrity PR, online PR, broadcast media and public affairs. This summer we will be hosting an event for senior PR professionals in association with Leeds Metropolitan University and Edelman, which will be an opportunity to explore diversity in the industry in more detail.

We are continuing to work on other areas, so watch this space! I have been with Ignite from the very early stages and it’s been great to see it grow and flourish.

What advice would you have for anyone considering a career in PR?

Perseverance is one thing you need. This is an industry where you have to put in a lot of time and hard work just to get your first break. I did over six months of work experience before getting my first job. I think work experience is really important, because it shows dedication and self motivation, it can help you gain contacts, and enables you to learn what a job really involves. So anyone wanting to have a career in PR should apply for a work experience placement or internship.

Other tips: always keep examples of the work you’ve been involved in so you have evidence of what you’ve done; and if you have the opportunity to attend PR industry events, network and keep in touch with the contacts you make, because there is always a chance they may be able to help you with something in the future, or vice versa.

What’s the best thing about your job?

It covers a wide range of functions, so I’m always kept busy and engaged. Knowing that through doing a job I enjoy I am helping local people just like myself feels really good too.

Tell us something interesting about yourself that we couldn’t find on the internet.

I used to play the trumpet a very long time ago – don’t ask me to play anything now though!

Sarah on the web

NHS Hounslow website
NHS Hounslow on Twitter
NHS Hounslow on YouTube