Communications Officer

October 2010

JOB DESCRIPTION

FOR

COMMUNICATIONS OFFICER

Reports to: Director of Communications

Base: Norfolk

Department Overview

The Communications Department consists of six posts. Its purpose is to raise the profile of World Horse Welfare, gain greater support, and act as the guardian of the charity’s reputation and image.

The principle roles of this post are:

The Communications Officer is responsible for identifying, reporting, writing and editing news stories from across the charity and disseminating those stories and other key messages across World Horse Welfare’s internal and external communications channels (supporter newsletter, website, social media, Equipedia, Annual Review, leaflets, events and others as may be determined).

Key Relationships:

The Communications Officer will work closely with:

·  Director of Communications - developing and implementing the Communications Plan around key messages, themes and audiences

·  The Communications Team - developing World Horse Welfare’s key messages and implementing the Communications Plan.

·  The Design and Publications Officer - producing literature and advertising material.

·  The PR Officer –identifying, writing and using stories.

·  The Film and New Media Officer – developing the website, social media, film and other relevant material.

·  Other Departments and key consultants / partners / freelancers – obtaining and exchanging information, developing stories and implementing the Communications Plan.

·  Staff in head office and based remotely from Head Office (Events, Visitors Centre, Farm, Field Officer and Loans Visitors) – ensuring that key information, messaging and activities are communicated across the charity.

Duties

·  Writing: proactively seek and identify stories from across the charity which support our Communications Plan; compose and disseminate these stories across channels

·  Create networks, cascade systems and other formal and informal relationships among charity staff to help generate news flow and facilitate internal and external communications

·  Work with the relevant members of the Communications Team and other Departments to ensure that all of the messages emanating from World Horse Welfare are correct, up-to-date, on-brand, on-message.

·  Ensure that it is possible for action to be taken by those affected by the specific communication (e.g. go to Facebook, donate, campaign, loan a horse, visit a Farm etc).

·  Develop and maintain a World Horse Welfare house style sheet to work in-conjunction with the brand guidelines. Provide assistance, guidance and training to relevant staff about producing editorial copy and utilising the style sheet across all literature and the website (e.g. leaflets, posters, presentations etc).

·  Coordinate the commissioning, production, writing and editing of copy for the newsletter, website, annual review and other relevant channels (to include story generation).

·  Working with other relevant staff, develop and coordinate the production schedules for the Newsletter, Annual Review and other relevant publications. Communicate key deadlines to relevant areas of the charity

·  Review existing information to ensure that it is up-to-date and relevant.

·  Work with the Director of Communications and the Design and Publications Officer and relevant external agencies to ensure that the layout and design of publications have the maximum impact possible.

·  Supervision of projects and Consultants.

·  Produce and implement plans (working in-conjunction with the relevant staff/departments) to develop the charity’s key communications objectives
These must include the aims of each activity, SMART objectives, key messages, defined target audiences, related resource implications (budget, staff etc) and a review and monitoring mechanism to assess impact.

·  Coordinate and monitor associated timetables and deadlines.

Review, Development and Evaluation

·  Undertake research and provide briefs to the Director of Communications on relevant issues and developments related to the charity’s publications and activities.

·  Assist in the evaluation, review and coordination of plans and activities undertaken in relation to the production and development of the charity’s communications channels, as well as the activities of the Department as a whole. Compile reports, statistical records, evidence of success and impact.

·  Develop mechanisms for collecting feedback and opinion about the work of World Horse Welfare and its communications publications.

Other Duties

·  To comply with the policies of World Horse Welfare to ensure that risks within the working environment are reduced as low as reasonably practicable (to include completing risk assessments and maintaining files).

·  To raise any health and safety concerns with line managers.

·  To ensure the effective implementation of the World Horse Welfare Health and Safety management system in relation to the Annual Conference.

·  Undertake other related tasks as directed by the Director of Communications.

Person Specification

Essential -

·  Relevant experience in Media, Publications, PR, Marketing or Communications

·  The ability to write quality copy in a variety of styles quickly

·  Attention to detail and experience of editing written work

·  Creative, pro-active, enthusiastic, highly-motivated, flexible

·  Confident, hardworking, pleasant

·  Capable of working with people at all levels, in a variety of spheres

·  Trustworthy and dependable

·  Ability to work as part of a team and on own initiative

·  Well-organised, conscientious, attention to detail, professional

·  Commitment to excellence in achieving the World Horse Welfare objectives

·  Excellent written and oral communication skills

·  Excellent interpersonal skills

·  Willingness to take responsibility, to prioritise workload and work to tight deadlines

·  Interest and empathy with the aims and activities of the World Horse Welfare

·  Willing to learn and a sense of humour

·  Computer literate – in Microsoft packages

·  Accurate and fast keyboard skills, working knowledge of Microsoft Windows

·  Be prepared to travel within the UK and occasionally stay away from home if required.

Desirable -

·  Equine experience and knowledge

·  An understanding and experience of CMS

·  Familiarity with writing for websites and/or social media