Job Title:Senior Press Officer (Ambassadors)

Job description

Job title:Senior Press Officer (Ambassadors)

Location:Southwark

Department:External Affairs

Responsible to:PR Manager

Contract Length:Fixed-term contract (with an opportunity to extend for the right candidate)

Primary job purpose

This role will take responsibility for developing charity voices – from individuals and families to healthcare professionals and celebrity ambassadors – and securing proactive opportunities for them in the media.

These stories will fulfil our strategic aim of showing how others benefit from our work and ultimately increase our reach and engagement with potential supporters.

Your work will put people living with a muscle-wasting condition at the forefront of the charity’s work externally and position Muscular Dystrophy UK as the leading charity for muscle-wasting conditions.

You will also help to deliver our celebrity strategy, toraise the profile and position of the charity in the public domain, as well as increase opportunities for generating income.

In addition, this role will lead on PR events and press activity for nationalfundraising campaigns and awareness daysto encourage participation in these events, to help raise the profile of the charity and help achieve cross-organisation objectives.

You will have a flair for writing – whether it’s features, news, or for the web – and a passion for speaking to people from a wide range of backgrounds. You will have an eye for a story, be able to identify and interview media case studies,and act with sensitivity. Ideally, you will have worked with high-profile individuals.

An understanding of reactive media is equally important. You will be able to demonstrate initiative in taking advantage of press opportunities, journalist requests, and current affairs. You will have good relationship-building skills and will maintain regular contact with a selection of case studies to ensureavailability.

There is also an opportunity to take the initiative to develop digital materials for these areas of work.

While this is a senior press officer role, you will take the lead on key projects and will expected to manage your own workload, with guidance from the External Affairs Advisor and the PR Manager.

Main tasks and responsibilities

Case Studies – Reach and Engagement:

Working across teams, with the support of the PR Manager, to identify, develop and supply case studies for a range of purposes including press and campaigns
Following the charity’s case study strategy including processes for assessment, recruitment, retention, consent, sharing of information, recording activity, and making improvements where necessary

Maintaining the case study database to a high standard and ensure the charity follows data protection and safeguarding protocols at all times

Working with colleagues to deliver the case study strategy - ensuring we have a range of expert voices for different conditions across three key areas of work, and fundraising, with the aim of bringing to life not only our communications but also our fundraising applications and direct marketing, campaigns, and advocacy work
Lead on identifying and developing (interview and write-up) newsworthy case studies for cross department use (press, marketing, digital, fundraising, campaigns and reports)

Celebrity engagement – Increasing Awareness and Income:

To keep up-to-date on general engagement with celebrities including charity campaigns and events
Working with colleagues to identify creative opportunities to involve our celebrity ambassadors in promoting the charity’s work, maximising both awareness and fundraising opportunities to encourage donations and income generating partnerships
Working closely with fundraising colleagues to help deliver appropriate celebrities for fundraising events where celebrities are key to the success of the events, including co-ordinating follow-ups and general contact post event
Deliver the celebrity strategy, recording the day-to-day contact and use of celebrity supporters, including recruitment and “ask list”
To work with the External Affairs Adviser and PR Manager to identify new celebrity supporters and develop Celebrity Ambassador requests. Including working with external agencies to recruit new celebrity support

National Fundraising and Awareness Days:

DevelopPR plans for national fundraising events and awareness days

Project manage fundraising and awareness day PR plans including press releases, digital content, internal comms, supporter comms and other communication devices

Supporting the charity’s national fundraising initiatives (RDM projects: Move a mile; Make today count; GNR) by leadingon press and PR activity to promote the events and encourage participation – identifying news worthy case studies and opportunities for celebrity support
Fulfil a PR support and ideas role for a team of Regional Development Managers across the UK, who will undertake their own press work

Initiative/Analysis

Communicate effectively with colleagues across the charity, including those in the fundraising team, to identify strong media stories from among our supporter-base
Show initiative in identifying and developing useful contacts, including journalists, commentators, celebrity agents, high profile people and professionals
Demonstrate awareness of the position of the charity on key issues and knowledge of when advice on communications should be sought from leadership team
Demonstrate ability to lead projects taking initiative and drive with substance experience in the press office of a national charity, in dealing with sensitive case studies and celebrity ambassadors

Show willingness to share advice and ideas with colleagues, taking part in creativebrainstorms as required

Fulfil required tasks for digital media including social and web

Day to day tasks of the Press Office

Contribute to monitoring and analysing charity media coverage, overseeing daily and monthly staff updates, and ensuring coverage is correctly categorised and filed. Produce evaluations for media campaigns, and coverage books as required
Build and maintain charity media lists to a high standard, ensuring all contact is recorded and all lists are accurate
Administrate social media output, including planned and reactive Twitter and Facebook content
Support the PR team with administrative tasks as necessary, including helping with preparation for events and photocalls, booking meetings and training, and liaising with suppliers

Other

To behave in a manner that reflects the charity’s values.
To contribute to the overall development of the charity.
To ensure all actions undertaken comply with the Data Protection Acts.
To contribute towards regular reviews of risks and take steps to reduce them.
To be aware of health and safety issues and obligations.
To represent the charity as and when required.
To undertake general administration for the team as required.
To undertake other such tasks as required by line manager
To take part in the Out Of Hours rota as required, in return for Time Off In Lieu

Person Specification

1 Education and qualifications

Degree and/or relevant professional qualification / Essential

2 Experience

Significant experience working in a busy national communications team, preferably in the third sector / Essential

Proven success with securing celebrity ambassadors of all levels for national campaigns and events

/ Desirable

Experience working with celebrities and a good understanding of the celebrity market

/ Desirable
Substantial experience of working with case studies or vulnerable people and preparing them for use in the media / Essential
Experience writing case study-led stories for the press and web, ideally for a charity client / Essential

Working with the media on campaigns and fundraising initiatives to secure features and news

/ Essential
Understanding of issues relating to disability / Desirable
Project management / Desirable

3 Personal qualities and knowledge

Excellent IT skills / Essential
Communication - The ability to represent Muscular Dystrophy UK effectively and professionally. Produces clear and effective communications appropriate to the audience, utilising the most appropriate channel and in keeping with brand guidelines. Maintaining a calm outlook when meeting tight deadlines and when under pressure. / Essential
Planning - The ability to develop and implement clear and robust plans for self and others to follow. Ability to lead teams and project manage campaigns. / Essential
Organisational skills - The ability to manage own time and tasks effectively. Taking an approach that is results orientated and systematic making you personally effective in managing own workload complying with set (ie. in-house policies, legislations, etc). Must be able to react quickly to meet deadlines and cope with changing demands on workload, / Essential
Volunteers and supporters - The ability to work effectively with volunteers and supporters to deliver business goals. Recognises the value and contribution of volunteers and supporters – empowers others through provision of support, coaching and training. / Essential
Self Development - The ability to constantly challenge and improve self and others demonstrating ambition for self and charity to achieve goals. / Essential
Leadership - The ability to set instructions whilst empowering others to accomplish tasks. Demonstrates flexibility by adopting a management style to the given situation. / Essential