NDCS is the national charity dedicated to creating a world without barriers for deaf children and young people.
So what's your background?
I've been working in PR for eight years; six of these were in the commercial sector, working in a variety of independent and multinational PR agencies for pharmaceutical companies in the UK and Australia. For the last two years I've been working as Head of Media at the National Deaf Children's Society.
I became interested in working in PR after undertaking a work placement in the Confederation of British Industry in Brussels, lobbying the European Parliament, as part of my degree in European Studies.
How did you get this job?
While in the commercial sector I worked with a number of charities to raise awareness of health conditions and did a variety of pro bono work, and I soon realised how fantastic it would be to work directly for a charity.
I knew I wanted to work for a cause that I feel passionate about and as I am moderately deaf myself, I jumped at the chance to work for the National Deaf Children’s Society.
What do you actually do on a daily basis?
The first thing I do every morning is check the news on my way to work, assessing whether there is something we need to respond to. My excellent media team then does a thorough check of all the news covered, and we’ll discuss current trends and opportunities for comment. I'll also review coverage generated of NDCS to check it's in line with our key messages.
After that, no two days are the same. That's one of the things I love about my job. My day may involve meeting with colleagues to discuss progress of current projects or planning for forthcoming projects, managing my team in the launch of a media campaign, approving media materials or contacting a celebrity to secure their engagement with the charity.
What's been your biggest achievement in this role so far?
My biggest achievement at NDCS so far has been leading the PR launch of the NDCS Save Services for Deaf Children Campaign to protect vital educational services for deaf children across the UK. The campaign has involved integrated communications activities involving media relations, online and social media engagement. To date, the campaign has reached more than 16 million people via media coverage and two local authorities subsequently reduced the severity of cuts to support for deaf children. We're continuing to promote the campaign nationally and locally, and are focusing our efforts on priority areas where cuts to deaf children's services are most severe.
What are the most challenging parts of your role?
One of the most challenging parts of the role is getting mainstream attention for a condition that affects a relatively small number of people. However, that is also one of the things I love about the role, as I see a lot of potential in the creative ways we can challenge the stigma of deafness and ensure deaf children get the support they need to achieve.
What do you enjoy most about your job?
I really love making a difference - generating media coverage that challenges misconceptions about deafness changes people's attitudes and influences government to break down barriers for deaf children.
Anything you don't enjoy?
There's not much I don't enjoy about my job. Perhaps the quantity of meetings could be cut down though!
What kind of personality is best suited to working in a job like yours?
No two days are the same so it's essential to be adaptable and have the ability to prioritise and manage your and your team's time effectively. It's important to think strategically so that you can constantly assess the climate in relation to your organisation's objectives and target audiences, and focus on the outcomes needed.
It's also important to be a people person as you come into contact with a range of people in the role, from journalists to celebrities. You need to have the ability to advise internal staff at all levels, including senior management, and be able to manage and motivate your team to achieve.
Any top tips for people wanting to follow in your footsteps?
Think of ways to do things differently, stay outcomes focused, find a good mentor, and continue to ask questions and learn from others.