How can we raise awareness of hunger? Bringing humanitarian crises to the public’s attention
Hunger and poverty are among the most pressing challenges facing the world – but how can they be given the public attention they deserve? As Head of Communications at Welthungerhilfe, Simone Pott knows the challenges of communicating humanitarian crises. Not only does she have to convey complex situations in different parts of the world in a clear and compelling way, she also needs to understand the German and international media landscape. Being able to respond professionally and flexibly to new situations, even under time pressure, is essential.
Werksgelände: What does a typical day as Head of Communications at Welthungerhilfe involve?
Simone Pott: At its core, the job is about bringing Welthungerhilfe’s issues into public debate, raising awareness of hunger and poverty, and ensuring that our positions are heard. I am responsible for external communications with the media in Germany, as well as internal communications across the organisation, which also includes our 37 country offices. My team is also responsible for managing Welthungerhilfe’s LinkedIn channel. In addition, there is international communications, which includes planning the content for our English-language website. This means that my team and I handle all media enquiries, both from Germany and internationally, as well as all press appointments.
What experience or skills should you bring to the job?
You need to be able to understand complex issues quickly, get to the heart of them and have a feel for which stories will interest the public. That means enjoying writing and working with words. Curiosity and enthusiasm for political issues and a wide range of specialist topics are equally important. You need to be more of an all-rounder than a specialist. A good understanding of the media landscape is also essential: knowing what journalists need and what they expect. Time pressure should not cause stress; instead, it should give you a positive adrenaline boost, because texts often need to be produced quickly and decisions are also expected at short notice during crises. In my particular role, good English skills are an essential part of the job, as internal communications take place primarily in English.
What do you find most appealing about your job?
Every day is different, and most mornings I have no idea what will land on my desk or come my way through phone calls. You need to enjoy being extremely flexible and have a healthy dose of composure. I also love working with so many different people from different countries and cultures. And, of course, what appeals to me is the fact that my work allows me to help bring attention to issues that might otherwise not receive the attention they deserve.
What are the biggest challenges in your job?
One of the biggest challenges is getting our issues across in an increasingly fast-paced and overcrowded media landscape. This requires a good feel for the news agenda and media trends, but sometimes also the courage to try unconventional ideas. At the same time, as a manager, I need to bring my team along with me and strike the right balance between giving people freedom, delegating responsibility and setting clear priorities.
One of the biggest challenges is getting our issues across in an increasingly fast-paced and overcrowded media landscape.
- Simone Pott
What has been your biggest flop in your career so far, and what did you learn from it?
Taking a drip-feed approach to crisis communications. Despite my strong reservations, I followed instructions to inform journalists about a developing crisis only gradually, releasing information in stages. That was a mistake and damaged both my reputation and that of the organisation among certain journalists. Your gut feeling is an important early-warning system.
Simone’s tips for aspiring communications professionals
Always think carefully about who your target audience is and what they need. Trust your gut feeling and your common sense, too. Think through proposals and procedures from beginning to end: exactly how is the interview supposed to work? Who will answer the questions at the press conference? Who will be available to respond to follow-up questions after a press event? A good communications idea is only as good as its implementation. I often see projects that are planned brilliantly in theory, but where nobody has addressed the practical details. That’s why I like to ask a simple question: Who will actually pick up the phone in the end?
Simone Pott
… works as Head of Communications at Welthungerhilfe.
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