With communications work, always ask: ‘What do I want to achieve?’

Rosie McIntosh, Head of Content at Third Sector Lab, will be leading a workshop on ‘how to write at communications strategy’ at SFHA's Communications Conference, which is taking place on 24 March.

What initially sparked your interest in working in communications?

Honestly? I was working in the fraud team in a bank and the people in communications seemed much more fun, so I moved my seat next to them, and I've never looked back.

Why do you think it’s important to implement a communications strategy, and, if you do not come from a communications background, where do you start?

Strategy is a bit of a scary word, but it's really just about knowing what you want to achieve and having a plan for how you’ll do it. The starting point for any communications work should always be to ask yourself: ‘What do I want to achieve?’.

Then we drill down and ask:

• Who do I want to speak to?
• What do I want them to know or do?
• What channels can I use to reach them?
• What will I say?

And then the big question for any strategy is: How will I know if it's worked?

What is the most rewarding part of your job, and what is the most challenging aspect of it?

I really love working with people and communities to tell their stories. So many people have never considered that anyone would be interested in what they have to say. We use really simple tools like smartphone video or animation, and people can pick it up really quickly. It’s amazing to see them share their experiences to change things in their communities.

The most challenging part is overcoming the fear that many organisations have – particularly around social media. It’s understandable, but we work with organisations to help them manage the risks in a positive way.

Finally, what are you looking forward to most about the conference?

It's all about meeting people and learning about the great things that housing associations are doing. I've been a few times now, and I've always learned something new.

The conference will also look at lessons learned during the pandemic, and the psychology of communication.  

Ticket prices start from £180 SFHA members.