Job Description
Job Title: / Press OfficerFaculty/Department: / Marketing & Communications
Reporting to: / PR & Media Manager
Duration: / Continuing
Job Family: / Administration
Pay Band: / 6
Benchmark Profile: / Administrator Band 6
DBS Disclosure requirement: / N/A
Vacancy Reference: / AE0111
Details Specific to the Post
Background and Context
The University of Hull is operating in an increasingly complex, challenging and competitive environment, with further major change on the horizon. The University is well prepared for this with its Strategic Plan (2016-2020) which will steer the institution through this period, whilst driving the necessary growth and step-change in performance.
As referenced in the Strategic Plan (2016-2020), Marketing & Communication is key to positioning the University, enhancing our stature and reputation and making our voice heard. The enhancement of marketing and communication operations will be a high priority, particularly our online presence, including our website and social media interaction. Equally important is our ability to communicate with our internal audiences, specifically our students, staff and alumni.
We will:
• Develop our institutional organisational capability in marketing and communications by improving individual and team contributions, by adapting a new organisational construct, and by developing new systems, policies and procedures.
• Deploy a digital strategy encompassing web, social and traditional media with robust governance and quality assurance.
• Employ brand development to define our position and core proposition in the markets we seek to engage.
• Cooperate with our partners to amplify the effectiveness of our marketing and communications.
The Marketing & Communications team at the University is transforming, with the development of new, highly specialised roles to work in an agile and coordinated way, aligned to a shared strategy.
This will drive a step change in our quality and performance as well as creating the opportunity to gain competitive advantages through our marketing and communications activity.
Our marketing strategy will support:
1. the attraction of greater numbers of quality students
2. the improvement of the student experience through better communication
3. staff engagement a) to promote the University more effectively b) to ensure engagement in and understanding of key strategic messages/themes
4. the attraction of high quality staff
5. our research activity, showcasing its impact to grow our reputation & foster engagement with key stakeholders
6. our opportunities for business engagement, support & enterprise initiatives
7. the mobilisation of our Alumni to invest (interest, time or money)
8. public participation in our events and engagement activity, particularly before, during and after City of Culture 2017
Specific Duties and Responsibilities of the post
The Press Officer will play a key role in the delivery of PR & media engagement strategy.
The role holder will build and nurture highly productive relationships with colleagues – specifically in relation to developing content and stories for the press - across the University, as well as media and partner organisations.
Delivering the PR & Media Engagement Plan
With direction from the PR & Media Manager, the Press Officer will support the delivery of an audience focused PR & media engagement strategy, as part of the wider University communications strategy. The key objective will be to enhance our stature and reputation by making our voice heard across relevant media channels. Key components of this strategy will be to build our brand identity, voice, media output and media relationships.
The role holder – working with PR & Media Manager, relevant colleagues and agencies - will support the delivery and evaluation of sector leading, award-winning multi-channel PR campaigns that effectively position and promote the University to achieve its key objectives. Specifically, PR activity will involve gaining understanding and support for the University, as well as trying to influence the opinion and behaviour of our key audiences.
As such the Press Officer will plan, develop and implement different PR strategies to respond to a range of issues and opportunities. This will involve researching, writing and distributing press releases to targeted media.
As part of this, the role holder will proactively position University messages, spokespeople and stories across all forms of media spanning TV, radio, press and digital in order to reach our target audiences in order to build, maintain and manage the University’s reputation.
With the rapid evolution of digital media, the Press Officer will actively look to repurpose, place or develop relevant content on internal or external digital platforms. This will include maintaining and updating information on the University website as well as managing and updating information and engaging with users on social media sites such as Twitter and Facebook.
The Press Officer will also play a key role as part of a busy press office function, dealing with a high volume incoming media enquiries and supporting crisis communications activity as necessary. Specifically, this will include liaising with and answering enquiries from media, individuals and other organisations, often via telephone and email as well as managing the PR aspect of a potential crisis situation.
The Press Officer, working with colleagues in the Communications team, will collate and analyse media coverage. The role holder will monitor publicity and conduct research to find out the concerns and expectations of the University’s key stakeholder groups. Findings will then be reported and explained to other members of the team, using and sharing insight to improve the effectiveness of future activity.
The Press Officer will develop highly productive, operational relationships with key journalists - across the local, regional and national media – to share our story and key messages. The role holder will therefore be responsible for organising events including press conferences, exhibitions, open days and press tours for media engagement purposes.
As part of this activity, the role holder will play a lead role in building and maintaining an active message bank and image library. As such the role holder may need to devise and coordinate photo opportunities.
The Press Officer will also develop and nurture fruitful relationships with key academics and thought leaders across the University, to effectively develop relevant media content and to propose key spokespeople. In addition, the role holder will work closely with the Internal Communications Officers, to discuss and manage potential PR issues and opportunities which may develop.
There may also be a requirement to provide support in writing and editing in-house magazines, case studies, speeches, articles and annual reports. The role holder will also support the submissions for relevant awards and competitions.
Collaborating in a high performing team
The Press Officer will play a key role in a high performing team. Working in an agile way (being part of different project teams), the role-holder will work collaboratively with colleagues in the Marketing & Communications team, across the University and externally to support PR and media engagement activity.
The role holder will pursue the University’s excellence agenda and will continually look to deliver a step change in the team’s performance.
The Press Officer will champion best practice and client service across the University and with key partners, ensuring that excellent customer service is delivered at all times.
Brand Champion
The Press Officer will be a ‘brand champion’; an advocate for the University’s proposition and reputation. The role holder will support the activation of the University’s narrative and key messages, as part of the brand strategy; developing and taking to market a compelling and differentiated proposition.
GENERIC JOB DESCRIPTION
The job duties and responsibilities listed below are intended to describe the general nature of the role. The duties and responsibilities and the balance between the elements in the role may change or vary over time depending on the specific needs at a specific point in time or due to changing needs in the department. Candidates should note that there may not be an immediate requirement to carry out all the activities listed below.
Overall Purpose of the Role
· The role holder:
o Will have practical working knowledge of the systems, processes and procedures across a section or area of work
o Will plan and prioritise own work and may be required to supervise the work of others and monitor progress within agreed objectives ensuring the effective use of resources
o Will be expected to contribute to longer term developments within the department such as implementing improvements to working methods, policies and procedures
o May have detailed knowledge of specialist systems and/or a broad understanding of a wide range of activities. This knowledge is gained by extensive practical experience and/or through formal instruction
· The work requires the use of initiative and judgement on how to address and resolve problems with minimal guidance and instructions from senior colleagues.
Main Work Activities
Communication
· Provide advice and guidance to managers, staff, students and visitors
· Deliver established presentations to communicate information across Faculty/Dept/University
· Attend meetings to report on information/data
· Take notes and produce formal minutes at meetings when required
· Format and edit publications
· Draft and type formal documentation
Teamwork
· May be required to supervise the work of others
· Provide advice and guidance to other members of the team
Liaison and Networking
· Represent the University at various events and working groups
· Co-ordinate with other Faculties/Departments to develop and maintain communication channels to enhance service provision and ensure best practice is followed
Service Delivery
· Provide administrative support to colleagues including academic and administrative staff
· Provide administrative support to specific projects as required
· Manage small projects that contribute to improving service delivery
· Identify, develop and manage office systems to improve the efficiency and effectiveness of the Department
· Administer and monitor procedures to ensure effective delivery of the service
Planning and Organisation
· Organise and represent the area and University at events
· Plan and monitor the work of others
· Co-ordinate departmental processes in conjunction with senior colleagues
· Expected to organise, prepare and service committees as appropriate
· Contribute to the longer term operational planning of the Faculty/Department
Analysis/Data Inputting
· Record data and produce regular reports as required using Microsoft Office, other software and corporate systems
· Create spreadsheets to record relevant information
· Maintain, monitor and interpret information
· Provide and analyse statistical information to be included in relevant reports
· Use databases (internal/external) to support the work of the department
· Record data as required using Microsoft Office, other software and corporate systems
· Produce reports for routine analysis
Additionally the post holder will be required to:
· Fulfil the employees’ duties described in the University’s health and safety policies andco-operate with the health and safety arrangements in place within the department. May be required to undertake specific health and safety roles on request e.g. Display screen equipment assessor, departmental safety officer, fire warden
· Show a commitment to diversity, equal opportunities and anti-discriminatory practices This includes undertaking mandatory equality and diversity training
· Comply with University regulations, policies and procedures
COMPETENCY SPECIFICATION
To fulfil your role, you will need certain knowledge, skills and competencies. The following competency specification provides a framework within which your performance will be assessed. The interview assessment may include, for example, testing on IT skills.
The Competencies set out below are essential and are core requirements needed to perform the role and any candidate who fails the requirement will not be taken forward for further assessment or to interview.
Competency / Identified byKnowledge and Experience
Evidence of substantial experience in a busy PR /Press Office supporting the delivery of outstanding PR campaigns and media engagement activity. / Application/Interview
Can demonstrate the ability to use a broad range of products from the Microsoft Office suite and have the ability to learn new systems and software.
Has experience of using social media to deliver PR objectives Application/Interview / Application/Interview
Has an HND in relevant area or equivalent qualification and/or experience, preferably in a similar environment / Application/Interview
Has an active approach to continuing professional development/undertaking training as appropriate for personal and professional development. / Application/Interview
Communication (Oral and Written)
Can demonstrate the ability to provide information in a suitable format so that the others’ needs are met and adjusts the level of content to help others understand. / Application/Interview
Teamwork and Motivation
Can demonstrate the ability to delegate work to others and/or help to build co-operation to deliver team results. / Application/Interview
Liaison and Networking
Can demonstrate the ability to make contact with others to ensure that information is exchanged and circulated appropriately to the right person at the right time. / Application/Interview
Service Delivery
Can demonstrate the ability to seek ways to improve and adjust current levels of service. Deals with complaints and initiates contact with customers to obtain their reactions and views about the service and future needs. / Application/Interview
Planning and Organisation
Can demonstrate the ability to ensure that the work is carried out effectively and that resources are available to meet demand. Identifies the need for further action and resources by monitoring progress. / Application/Interview
Initiative and Problem Solving
Can demonstrate the ability to use initiative to recognise problems and offer solutions. / Application/Interview
Analysis/Reporting
Can demonstrate the ability to identify and use a range of data, with the ability to combine various data types to produce reports and perform basic analysis. / Application/Interview
Generic Job Description Template
Administrator Band 6
Version 2
February 2013