Thread by @Lindsay_Pantry, We have @Jeniharvey, Head of Communications and Research at Oldham Council, with [...]

We have @Jeniharvey, Head of Communications and Research at Oldham Council, with us speaking to our @sheffjournalism MA Communicating with the Media students. Jeni previously ran the module so we're thrilled to have her back to speak about her vast comms experience.

Jeni started as a journalist, working in regional news including at the @yorkshirepost before moving into comms, firstly at @syptweet and then working with @DanJarvisMP as Sheffield City Region Mayor, and now at Oldham

Jeni starts by talking about press officers 'don't really exist anymore' - you're more likely to come across communications officers or campaigns officers

Jeni says, in her experience, comms officers only spend around 5 per cent of their time dealing with the media. "It's a tiny fraction, it's just a small amount of the role of a communications person."

Time is split between proactive and reactive work. The split differs according to what sector you are working in. But whatever sector, it's vital that you're able to prioritise.
"Every journalist thinks their deadline is the most important."

But you'll also have competing demands from colleagues, other sources and members of the public

A comms officer "is the not there to serve the media," she says, "they are there to serve the public".
"Making sure members of the public, served by their organisation, get what they need."

But you will need to use intermediaries to reach those members of the public - including stakeholders (eg politicians, community groups, influencers), local/national media, specialist press and colleagues in your own organisation

"It's crucial to make sure people in your own organisation knows what's happening."
She uses an example of making sure every police officer in a force knows what a wanted suspect looks like - internal comms.

"As a communications officer, you're thinking all the time about the people you need to reach - and how to reach them. People think all we do is write press releases all day - that couldn't be further from the truth. It's a tiny part of what we do."

More often - they will write a news story for their own website, which media will pick up, hold a media briefing (on the record, or more often, off the record background chats)

Comms officers use social media a lot their 'go-to'. But doing a post is just a tiny part, they are more likely to do paid for content, or use groups, which are becoming 'increasingly important' in reaching people on specific issues.

There's no 'divide' in her team who is 'digital' and who is not - everyone is expected to be able to create video and social content

Communications officers also have to communicate with the organisation's own staff - face to face briefings to get across 'difficult' messages eg redundancies, taking care of 'the beast' that is the intranet, creating staff emails and briefing notes

They also create newsletters - and Jeni says the @SheffCouncil one is a great example of 'giving people information direct, bypassing the media'

They don't often use direct mail anymore - but the exception is during elections. It costs 'a huge amount of money' but is important to get something physical and tangible through people's doors

Comms officers are also responsible for electronic billboards, banners etc 'all the physical bits of communication across the city are run by communications officers as part of their campaigns'

Jeni is now talking about the challenges comms officers face. When she qualified as a journalist, she was 'under the illusion' that is she rang a comms officer with a question - they would know they answer. 'But no no no, they have to find it out. That can take a long time...'

"We then have to agree what information to release to the press. There's often more than one accurate answer. While we sign up to code of ethics and want to give out honest information...sometimes it can still be difficult to give out the best line on something'

"You need to be able to bear in mind all the different situations that effect the information that you are putting out. Then you have to find the right person to sign it off. Sometimes there will be several people, and there will be a bit of a stand off."

"You are the conduit trying to sort it out."

"It's a 24 hour role - journalists may not realise when they pick up the phone in the morning to call a comms officer, that they may have been up all night taking phone calls."

When she worked at SYP, she'd get calls through the night from officers updating her on incidents

One incident when she was on-call at @SheffCouncil, she dealt with a major gas leak in Endcliffe. She had to deal with multiple agencies, figure out who was leading comms, and making sure everyone has the most up to date information and that they are all saying the same thing

The size of the organisation also has an impact - she has worked in smaller teams and it's vital that you have a broad skillset and can 'turn your hand to just about anything'

The press release, she says 'is a tiny part of the picture'. A good journalist doesn't wait for the release to land in their inbox, they know what's being worked on. And a good comms officer is talking to their press contacts all the time too - off the record briefings...

Being trustworthy, and having a good relationship to ensure that when the story is ready to go, they can publish

Establishing good working relationships with press officers, for local journalists, is crucial. "Foster these relationships. Pick up the phone. Don't wait for the press release to land. Have a chat."

" A good press officer is a great contact for a journalist. They move around - from the council, to the NHS, wherever, that relationship will go with them."

How should journalists work with press officers?
- Get your call in early, and call not email.
"Tone can be lost on email. We get a huge amount of requests every day. We're more likely to prioritise those requests where we're clear on what they need and their deadline."

"Provide as much information as you can. And be fair and accurate. We know you are just doing your job. People starting out as journalists often think of comms officers as 'the enemy'. We started as journalists."

"We are fighting your corner most of time, telling people why their statement is needed."

She admits that students will have extra challenges.
"If you do have lots of competing requests, student requests do get pushed to the bottom of the pile." Tips: CALL, early, be polite.

"Comms officers do want to help you, but you may have to work that bit harder. Pick up the phone."

Jeni is now talking about WHEN you need a press office. As a journalist, you have sources. "It's your job to do the leg work and find out what the truth is. Press officers are just one source of info. I would not expect a journalist to ring me and find out what the story is."

Jeni is now talking on the topic of the moment - covering elections

Election counts, she says, are hard.
"It's a stressful environment. Everyone is tried." She worked a 25-hour shift last Thursday/Friday.

"Everyone wants to be first with the story, but no one knows what that story is going to be." This year had the added complication of covid restrictions.

Comms officers' jobs at election counts are the same as journalists - to make sure that the accurate information (the results) get out to the public, council staff etc - not primarily to look after the media

Skills like confidence, friendliness and professionalism are what she looks like when she's interviewing for a new member of their team. "If someone comes to me and they haven't passed their media law, I can teach them that, send them on a course. I can't teach them confidence."

News sense too - something she can't teach

You need to be able to prioritise: "A comms office is very much like a newsroom, competing things coming in all the time. You have to have the sense to cut through it all and work out what to prioritise."

Your copy needs to be spot on
"We need people who can write."

You also need a commitment to update your skills - "my team go on course constantly to keep them up to date with the latest social media and digital skills."

You need to be able to take complex data and break it down.
"It's the same skills as a journalist. You need to be committed and driven."

We're now starting with questions. Jacob asks if Jeni had any ethical concerns going from journalism to communication?

"When people first move...they talk about going to 'the dark side'. I'd been a journalist for a long time. I'd been a poacher, why did I want to be game keeper? It's all about the organisation you work for. I wouldn't work anywhere that wasn't committed to honesty and openness."

'A good comms officer seeks out honesty, integratory and transparency in everything we do."

"Fairness and integrity are just as much standard in communications than in journalism."

Her tips for students wanting to go into comms.
Make sure your experience is broad, that you have digital and social skills, and get work experience.

For every job she advertises, she gets 'huge numbers' of journalists apply - but being a journalist isn't enough, you have to have comms skills and experience

Jeni is talking about how she chose to work in the public sector rather than in private PR. "Our teams do things that make a difference". He coronavirus campaign had proven results reducing cases in young people in Oldham.

"I don't want to work for a brand, I want to work for an organisation that makes a difference to people's lives."

Yingshi asks about balancing life with a busy work averment.
"You need to realise this isn't a job where you turn your computer off at 5pm. Things break over night. But you need to set boundaries and have a balance. For me, it's running. You need something to help you relax."

"You need to be able to prioritise. Do the stuff that is urgent now, and put the others on the back burner."

Jacob asks if she'd go back to journalism - she would but it would need to be something that continued to give her the satisfaction. "It sounds cheesy, but I'm a committed public servant now. I want to make a difference. It's about finding the role that fits."

Rosie asks Jeni's perception of the employment opportunities for junior comms officers in the north in the current climate? Are there jobs out there?

"Yes, there are. I've advertised jobs recently, Sheffield has. There are jobs out there for comms officers, but you need to apply properly. Fill the form out properly. Read the personal specification. Those soft skills, influence, being able to cut through info, is so important."

"Evidence the criteria properly. It's that Jack of all trades stuff. I need people to be able to write a press release and run a media briefing, and do social content. If you have the right skills, you will get the job."

Time has absolutely flown by!
Thank you so much to @Jeniharvey - a really valuable talk, we appreciate it so much!!

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