Jane Gizbert
Communications Directorate
"The strategy gives everyone a clear focus for the next 5 years. This will mean more effective ways of working and greater impact in the health and care system."
What does your role involve? Help staff to understand a bit more about what you do day-to-day.
Jane Gizbert, director of the Communications Directorate
As director of the Communications Directorate, it’s my job to make sure we tell the story of NICE. That could be publishing new web content or answering enquiries from members of parliament on behalf of their constituents. More recently, it’s been organising a large virtual event to launch our new 5-year strategy.
Another important part of my role, and that of my team, is to manage and protect our brand. Promoting our brand is the responsibility of every member of staff. But, in my teams, we keep a very close eye on how we present ourselves to the world. This includes how we speak about ourselves and how we present our work. And, of course, how, when and where we allow our logo to be used by other organisations.
What does your directorate do? Give us an elevator pitch.
Our directorate covers a wide range of specialist areas. This includes media relations and issues management, public affairs and stakeholder communications. We manage social media channels, digital campaigns, events delivery and brand. We also look after internal communications, audience insights and enquiry handling. Finally, we produce key corporate documents such as the annual report and corporate newsletters, and we’re responsible for managing all corporate content on the website.
What makes you proud to lead your directorate?
I’m very proud of all the staff in my directorate. They’re among the very best in their specialist areas. They work very hard, and they really care about what they do. I know it means a great deal to them to be a part of such a vital organisation.
Jane Gizbert, director of the Communications Directorate
Jane Gizbert, director of the Communications Directorate
Why do you think it’s important that NICE has a new strategy right now?
We all know that the environment in which we work is changing rapidly and we need to change with it. Our 5-year plan sets out our ambition to continue to improve upon what we do best. All the while, keeping ahead of the challenges of a rapidly changing world and maintaining our position as a world leader.
How will the strategy improve the way your directorate works?
Ours is a relatively small team and our work spans the entire organisation. Sometimes it feels like we’re being pulled in many directions because there’s so much going on. The strategy gives everyone, including staff in the Communications Directorate, a very clear framework and strong focus for our work over the next 5 years. And this will mean more efficient and effective ways of working and even greater impact in the health and care system.
Jane in her London home
Jane in her London home
Looking at the strategy content, what will be the top 3 priorities that your centre/directorate will support with?
Jane in her London home
The strategy outlines a number of ways in which communications will enable delivery of the 5-year plan.
- We’re currently developing a new communications strategy. As part of this, we’ll deliver communications and marketing campaigns that target specific sectors and audiences in priority areas. This includes the life sciences, digital health technology and internationally.
- We’ll also develop a content and channel strategy, as part of our overarching communications strategy. This will clearly define our key target audiences, using push and pull strategies to build awareness of our work and encourage demand for our products.
- We’ll deliver a compelling corporate narrative that includes new key messages. Used consistently across all channels and outputs, these will promote and support delivery of the 5-year plan.
How will you measure the success of the strategy within your directorate?
We use a variety of techniques to measure, evaluate and continuously improve our communications. As we contribute to the delivery of the 5-year strategy, we’ll use feedback gathered by our audience insight team. We’ll use this to measure reach and sentiment and we’ll monitor the tone of our media coverage. We’ll measure engagement with our website, social media channels and other digital content. We’ll also track enquiries from stakeholders and the public. The Government Communication Service OASIS model (objective, audience insight, strategy, implementation, scoring/evaluation) will provide a framework. This covers the planning, delivery and evaluation of our new communications strategy, communications and marketing campaigns and a new content and channels strategy.
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