Information Officer, Leisure Services

entertaining your community

Introduction

As an information officer based in a local authority’s leisure services department, it would be your job to make sure that people - the press, the media, the public and other council staff - know about the department’s work and have a positive response to it. In some councils the job is about providing marketing materials; in some it focuses on press and public relations; in others it involves all these roles. So your job could involve any or all of:

  • researching and writing marketing materials
  • providing information via phone, fax, and the Internet
  • answering queries from the media, the public and Council colleagues or elected members
  • making sure that stories are featured in newspapers, magazines, TV and radio
  • building up a good rapport with journalists so you can contact the right person at the right time to have the best result.

As we become a more and more media-orientated society, so the emphasis on press coverage and public information grows - and information, marketing and publicity departments with it. In some councils, information officers within leisure services departments may be known as ‘marketing officers’, ‘press and public relations officers’, or any combination of those (such as ‘press officer’ or public relations officer’.)

Work Environment

Information officers are based in an office environment - but where their work involves a public relations or press emphasis, they may also go out and meet journalists, as well as spending time at the events they are publicising.

In local government, the majority of information officers work the usual 37-hour week. But some out-of-hours work is possible when tight deadlines need to be met or there is an evening or weekend function they need to attend.

Daily Activities

As an information officer you’d work as part of a team with the aim of:

  • conveying information about the department’s services and/or
  • keeping the leisure services department in the public’s mind - that could be nationally, locally, or both, making sure that the public and the media have the right information.

    • Your work could be proactive:

  • gathering information about events or attractions and the Leisure Services department’s work
  • writing press releases and/or marketing materials - which may include multimedia sources of information
  • writing in-house newsletters
  • gaining approval for them to be released
  • sending them to journalists and others on your mailing list
  • ringing journalists to see whether a story is of interest to them
  • sending out follow-up information
  • arranging photo and interview opportunities, including launch events
  • reading through newspapers and magazines and collecting press cuttings - to show where your stories have been featured

    • or reactive:

  • responding to requests for information from journalists, the public and colleagues
  • researching facts and figures when asked - from colleagues and other departments in the council, for instance.

You may also be involved in researching new contacts, ringing newspapers and magazines, radio and TV stations to find the most appropriate person to talk to and building a rapport with them. You’re likely to have to work within deadlines, both within your department - when an event is about to happen, for instance - and with journalists - when their publication or programme is about to be printed or broadcast. When an event is being arranged, you may be responsible for finding and booking a suitable venue, tracking down celebrities and arranging refreshments. And when it happens, you may be called upon to look after the press, photographers or VIPs.

Skills & Interests

Information officers need:

  • accuracy - it’s important that information is correct
  • good communication skills - both written and spoken. You’d need to be able to capture the essence of a story and convey facts clearly. When dealing with the media you’d need to catch a journalist’s attention quickly and make them want to use your feature
  • to be able to juggle several tasks at once
  • to be good under pressure - and willing to meet deadlines
  • an outgoing personality
  • perseverance - to make sure your message is conveyed.

Entry Requirements

There is no one route into this job.

GNVQs/GSVQs in media studies may be useful, as may BTEC/SQA qualifications - a Diploma or Certificate in Business & Finance with a Marketing option, for example.

There are a number of university degree courses that include PR, marketing or media studies as a speciality. There are also postgraduate diplomas and Masters degrees in Public Relations and Marketing.

Once appointed, you can work towards the professional qualifications of the Communication Advertising and Marketing Education Foundation or the Chartered Institute of Marketing.

Estimated salary range

£16,200 - £17,300

Please note that salary information is a guide only and there may be local agreements in place. For further information about salaries for particular positions, please contact your local council directly.

Future prospects & opportunities

The number of information officers varies dramatically according to the size of the local authority, as does the job title. It may be possible to gain promotion within the department, to manager and ultimately director. It is also possible to move to other authorities for promotion.

There are information, press and PR jobs in commercial settings, outside local government. Marketing and advertising roles may also be of interest.

Related Occupations

Follow this link to view a list of all related occuptions in Entertaining Your Community.
Alternatively, follow this link to view all career profiles placed in the same job area.

Further Information & Services

Institute of Public Relations www.ipr.org.uk

Chartered Institute of Marketing www.cim.co.uk

Communication Advertising and Marketing Education Foundation www.camfoundation.com

You may find further information about this area of work in your local Connexions service/careers office/school careers library - under K and M.

What should I do next?

Look for current local government Information Officer, Leisure Services vacancies in the following places:

  • LGjobs.com - the official recruitment website for local government.
  • Weekly, bi-weekly or monthly jobs bulletins produced by local councils themselves, available from libraries, community centres, town halls/main civic buildings and central council personnel departments.
  • Local council websites.
  • Local newspapers
  • National newspapers - The Guardian is particularly well known for its public sector job advertisements on a Wednesday.

Find out about the council and get some work experience if possible by:

  • Making the most of work experience placements arranged through your school, college or university.
  • Contacting councils close to your home to find out about the work experience opportunities they offer.
  • Talking to someone who does the job you are interested in - ring your local council to see if someone can spare some time.
  • Making an appointment to see a careers adviser for more specific information about jobs and training.