Local government communications officers are responsible for the positive promotion of a local council and its activities. Some communications officers have a general role and promote all aspects of council services; others work for one department and have a remit to promote a particular area of work, for example, children’s services.
Local government communication officers might also be known as marketing or PR officers.
 

Work Environment

Local government communications officers are office based, but spend a lot of time visiting people in other departments, the public, and agencies who are carrying out work for them.
They work a standard 37-hour week but may be required to do extra hours to meet deadlines.
 

Daily Activities

The duties of a local government communications officer vary depending on which departments they work in, but usually include some, or all, of the following:

• investigating market potential for new or improved services;
  
• developing marketing strategies outlining relevant objectives;
  
• liaising with other council officers and working closely with other departments;
  
• consulting with members of the community via focus groups and questionnaires;
  
• planning and organising market research campaigns – possibly employing outside agencies who specialise in market research;
  
• co-ordinating marketing campaigns and monitoring the results;
  
• planning and preparing mailshots – writing the material, deciding on timing, and arranging printing and distribution;
  
• organising promotional and publicity activities to increase visitor numbers to local attractions;
  
• choosing the most suitable media to publicise events and liaising with them;
  
• developing promotional materials – leaflets, brochures, posters, websites;
  
• producing newsletters;
  
• reviewing performance and making changes if things are not going to plan;
  
• writing reports and presenting ideas/findings;
  
• providing content for the council’s web pages.
  

Skills & Interests

Local government communications officers need to be:

• proactive with drive and enthusiasm,
  
• good communicators – both in writing and orally,
  
• able to give good presentations,
  
• good at planning and organising,
  
• creative and outgoing,
  
• good researchers, with an ability to analyse data accurately.
  

Entry Requirements

It may be possible to start at a junior level and work your way up. Entrants would require at least four GCSEs/S grades (A*-C/1-3) or equivalent, including English and maths; or some previous relevant experience, in sales or market research for example.
Usually, a good honours degree, or equivalent, is required, possibly in subjects such as economics, statistics, media studies, business studies or marketing. A relevant professional qualification from the Chartered Institute of Marketing (CIM) or Chartered Institute of Public Relations (CIPR) is an advantage, but you may be offered the opportunity to study for these qualifications whilst working.
 

Estimated salary range

Local government communications officers might earn £23,000 - £32,000 per year.
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

There may be opportunities to move into other communications related areas within the council such as press/media officer or events officer.  You may also be able to develop into more senior managerial roles taking on responsibility for the council’s overall communications strategy.  You could also move into more specific project-based work using your marketing skills, such as reviewing the council’s recruitment advertising and making recommendations.
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