COMMUNICATIONSAND PR Manager - Job Share 2

Key Job Share Responsibilities

Main Purpose of the Job

The Communications and PR Manager (CPRM) is responsible for the Association’s external and internal communications and PR activity. The CPRM is also responsible for managing the Association’s reputation, by maximising PR and media opportunities, leading on reactive/crisis communications, acting as public spokesperson (when appropriate) and providing media management support and guidance to colleagues, branches and members. Through their activities, understanding of the Association’s activities is increased, its profile is raised and its reputation is protected.

The CPRM works under the direction of the Head of Marketing and Communications and operates closely alongside the Publications Manager, Marketing Manager, Digital Marketing Manager and the Senior Management Team.

Primary Responsibilities

PR/media

  • Planning, developing and implementing national and regional PR campaigns in support of agreed communications objectives and in accordance with the Association’s annual marketing plan
  • Identifying and maximising all PR and media opportunities both nationally and locally to promote every aspect of our work in the most positive light (working closely with fundraising, membership, volunteering, welfare and area teams)
  • Managing the submission of award entries
  • Achieving a media reach of in excess of one million people, from HQ-generated media coverage
  • Supporting and coaching Association branches to take full advantage of local PR opportunities
  • Developing and managing a portfolio of key media contacts (both within the military/charity sector and the wider media)

Information

  • Leading on the creation of beneficiary case studies; subject identification, interviewing, writing, imagery and consent management
  • Ensuring that access to information and case studies is properly regulated
  • Disseminating information/case studies internally and externally, both proactively and reactively, to ensure that all messaging about the Association is consistent and accurate
  • Proof-reading and editing articles written by senior management or other employees
  • Tracking and monitoring use of information/case studies in order to understand internal/external perception and to correct inaccuracies

Speeches/presentations

  • Drafting speeches and presentations, as required by SMT, trustees, ambassadors and individual departments

Influence

  • Recruiting and managing a cadre of celebrity supporters who use their public profile to support the Association’s work
  • Creating a ‘RAF influencers’ programme to ensure that the senior management of the RAF are appropriately informed about the Association’s work and become advocates as a result
  • Supporting the Events and Projects Manager to make best use of the Ambassador programme

Reputation Management

  • Managing crisis communications activity; drafting ‘lines to take’ for all issues which could potentially attract public/media attention
  • Identifying key employees to be media spokespeople and ensuring they are appropriately trained
  • Acting as a spokesperson for the charity as necessary

Communication and Relationships

  • Manage senior stakeholders (SMT, trustees, ambassadors, senior RAF), including in extremely difficult situations (crisis communications)
  • Provide training, guidance and advice to colleagues and to our branch and volunteer network in how to communicate effectively, championing best practice

Employees

All employees are required to:

  • Comply with health and safety policies, procedures and arrangements for safe working practices.
  • Promote a positive health and safety culture with safe working practice.
  • Participate in team meetings to keep up to date with health and safety information.
  • Discuss any concerns or issues arising from work activities.
  • Attend health and safety training as directed.
  • Report any significant risks or issues arising from risk assessments and comply with protective and preventative measures identified.
  • Ensure that buildings, equipment, goods, substances and vehicles are safely used, maintained and are not damaged.
  • Report to managers any faulty equipment, hazards or operational difficulties affecting safe systems of working, personal safety or well-being.
  • Record and report any accidents, incidents, near misses and significant events.
  • Take care of their own safety and that of others.

Other

This job description outlines the main functions and responsibilities of the post. The post holder may be required to undertake additional duties as required, commensurate with the level of the job.

Training requirements

One of the objectives of the RAF Association is to build an organisation based on quality. Accordingly, there will be an on-going need to review the training requirements of staff to meet the changing demands of the organisation. Training requirements will be discussed at the review meetings.

Review procedures

There will be an annual review of the post and job contents. In addition, there will be an interim review six months after the annual review.

Key Performance Indicators:

Annual Key Performance Indicators will be defined by the Secretary General and Trustees. These are cascaded to relevant directors who will inform staff of their own objectives and assess these in an annual appraisal.

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