What do you do on a daily basis?
I handle all the media enquiries for Nacro. This can be anything ranging from handling bids for broadcast interviews, both nationally and locally, to answering calls requesting Nacro’s policy opinions around criminal justice issues. Nacro has three hundred projects around England and Wales so a huge amount of what I do is providing media support to help them gain positive media coverage in their region. I draft news releases and statements, try to spot media and lobbying opportunities, and do a lot of crisis management as well.
How did you get into your profession?
I’ve been at Nacro for just over two and a half years. I studied politics at university and started off working for the Liberal Democrats in their press office. Initially I thought I wanted to be a journalist but in the end I wanted a job that could combine an interest in journalism along with promoting organisations that I really care about, like Nacro.
What do you enjoy most about your job?
The best bit is working with the projects and working with the service users. For example Nacro’s service user group in Manchester has a really positive attitude to getting media coverage so they are really great to work with. They also understand the need to get service user voices into the media if we are going to change people’s opinions about crime and criminal justice. Although crisis management is quite stressful I also really enjoy this aspect of my job too.
Anything you don’t enjoy?
I don’t enjoy the constant requests for service user fodder and the idea journalists have that we are there to just provide them with ex-offender after ex-offender. I really don’t enjoy saying no to journalists but unfortunately I have to.
What’s your biggest challenge?
My biggest challenge is getting service user voices into the media but in a way that doesn’t compromise them. We get calls every single day from journalists wanting access to the ex-offenders and vulnerable young people we work with, so it’s hard choosing an opportunity that’s going to get across the right message but at the same time not hurt the service user in a way they’ll later regret.
What would be your top tips for working in a communications role?
Be a perfectionist if you want to be in communications. You have to really care about using the right words and grammar, and choosing the right messages.
What are your plans for the future?
I plan to stay in the voluntary sector as I can only see myself doing media relations in organisations that I really care about. The next logical step is managing people, although that is quite daunting!