Sarah Yates

Lead communications and marketing activity for County Durham’s destination brand, shaping regional narrative, reputation, and engagement across tourism, culture, and economic development.

• Lead integrated communications and PR strategy across multi-channel campaigns supporting visitor economy growth and regional positioning.
• Shape organisational messaging and brand narrative to support inward investment, tourism growth, and regional economic development.
• Act as strategic communications adviser to senior leadership and elected members, providing guidance on messaging, reputation and stakeholder engagement.
• Using my extensive contacts I lead media relations strategy, securing increased regional, national and international coverage.
• Develop and maintain senior stakeholder relationships across media, local authorities, and industry partners.
• Deliver major campaigns contributing to a 46% increase in visitor spend.
• Oversee press visits, media itineraries, and stakeholder engagement programmes.
• Represent organisation at industry events and forums, building strategic partnerships.
• Use insight and performance data to evaluate campaign effectiveness and inform strategy.
• Manage communications and campaign budgets, overseeing resource allocation and ensuring delivery of high-impact activity aligned to strategic priorities.

Senior editorial leader responsible for newsroom output, team management, and high-impact broadcast journalism across regional TV and digital platforms.

• Led production of flagship ITV Tyne Tees 6pm news programme, contributing to RTS award-winning output.
• Directed newsroom teams in high-pressure environments ensuring accuracy, compliance, and editorial quality.
• Strategic editorial lead during COVID-19, translating complex national messaging into clear public communications.
• Led regional coverage for national operations including Operation London Bridge and Forth Bridge, managing highly sensitive information.
• Acted as Duty Manager responsible for organisational reputation during legal and sensitive incidents.
• Managed outside broadcasts including compliance, health & safety, scripting and production planning.
• Delivered disaster recovery and broadcast continuity planning.
• Line managed editorial staff, supporting development and internal progression.
• Contributed to major organisational change programmes and technology transformation.
• Coordinated multi-region editorial output with ITV national and regional teams.

• Presented and produced regional news programmes for broadcast and digital platforms, contributing to daily editorial output across television, online, and social channels.
• Developed and delivered audience-focused journalism, translating complex regional issues into clear, engaging and accessible storytelling for diverse audiences across the North East and Border regions.
• Worked closely with editorial planning and production teams to identify and shape story ideas, ensuring content aligned with audience priorities, news agenda requirements, and regional relevance.
• Produced digital-first content optimised for online platforms, including SEO-led writing, headline construction, and audience engagement strategies to increase reach and visibility.
• Contributed to newsroom editorial decision-making, demonstrating strong news judgement, accuracy, and awareness of audience impact across multiple platforms.
• Supported the delivery of breaking news and live output, working under tight deadlines in a fast-paced broadcast environment requiring agility, accuracy, and editorial discipline.
• Built early on-screen presenting experience while maintaining strong editorial and production responsibilities, strengthening multi-platform storytelling capability.

• Led editorial planning and content strategy for regional news agenda.
• Managed budgets, rosters, logistics and newsroom operations.
• Built and maintained extensive stakeholder and media contacts.
• Commissioned original journalism from complex data and policy.
• Coordinated multi-region coverage with ITV national teams.
• Planned international reporting trips, including hostile environments.
• Supported major national event coverage (Olympics, World Cups).

• Produced and assembled daily regional news bulletins for broadcast, taking responsibility for story selection, scriptwriting, editing, and sequencing to deliver coherent, audience-focused programmes under tight deadlines.
• Worked across the full bulletin production process, including writing and editing scripts, sub-editing copy, and preparing content for live broadcast to ensure accuracy, clarity, and editorial consistency.
• Selected, shaped, and structured stories for broadcast, applying strong editorial judgement to ensure relevance, balance, and audience impact across regional news output.
• Coordinated with reporters, editors, and production teams to ensure smooth delivery of live and pre-recorded content, including breaking news and fast-turnaround items.
• Edited video packages and assembled broadcast-ready content using newsroom systems, ensuring technical and editorial standards were met for transmission.
• Supported live output during breaking news situations, adapting bulletins at pace and maintaining accuracy under pressure.
• Contributed to a fast-paced newsroom environment requiring strong organisational skills, attention to detail, and the ability to manage multiple priorities simultaneously.

• Supported studio and production teams across fast-paced broadcast environments, assisting with the smooth running of daily production operations.
• Worked as a Runner providing essential production support including studio preparation, equipment logistics, contributor coordination, and general editorial assistance.
• Progressed to Edit Assistant, supporting post-production workflows including logging rushes, and preparing material for editors.
• Gained practical, hands-on experience across the full production cycle from studio and location support through to post-production delivery for broadcast transmission.
• Developed strong understanding of editorial standards, compliance requirements, and the technical processes underpinning television production.
• Worked closely with producers, editors, and production teams in building strong organisational discipline and attention to detail.