Sense
Job Description
Post:PR Officer
Location:Kings Cross, London
Reporting to:Head of Public Relations
Payscale:28-32
1. Description of the Role
1.1We have an exciting opportunity in the communications department for a new PR Officer. You will help us to raise public awareness of Sense, and the people we support, by securing media coverage to support key operations, including services, trading, and fundraising events.
1.2The PR Officer for Sense is a vital role which manages relationships across UK media and works with colleagues in the organisation to create new ways to generate stories and deliver ambitious media coverage.
2.Key deliverables for this role:
2.1To develop media strategies to support services, trading and key fundraising areas such as events and community fundraising.
2.2To be the PR lead for high-profile fundraising events, including the London Marathon.
2.3To provide support to the team on public policy and campaigns
2.4To write engaging press materials
2.5To build relationships with key media
2.6To support the PR team in monitoring and evaluating coverage
2.7To work with the digital team colleagues to create engaging content and maximise social media coverage.
2.8With a degree, or equivalent qualification, and evidence of executing successful PR campaigns, you will have strong organisational skills and a positive attitude. You will also have a strategic and proactive approach and experience of working closely with journalists and key stakeholders.
3.Specific Responsibilities
3.1.Public Awareness, Profile-raising and Media Relations
3.2To develop media strategies to support key operations, including trading, services, volunteering and key fundraising areas such as community fundraising and corporate partnerships.
3.3To work closely with the Head of PR and Senior PR Officer to deliver a programme of public awareness and campaigns.
3.4To proactively build up and maintain effective media contacts.
3.5To write press releases and ensure delivery to key media contacts
3.6To help monitor media coverage and to evaluate the effectiveness of PR activities.
3.7To work with the Digital team to increase the profile and awareness of Sense work on social media.
3.8To proactively identify media opportunities from Sense’s diverse work and use creative and, where necessary, lateral approaches to maximise coverage.
3.9To spot, and successfully follow up, media opportunities (columns, regular features etc.) which Sense could use to promote its work and raise awareness of deafblindness.
3.10To proactively work with Sense staff and directly with deafblind people, families and carers in order to identify potential case studies to appear in the media. To build excellent working relations with them, explaining media work and encouraging them to undertake media activities for Sense. To always handle this sensitively and appropriately, working with them and enabling them to tell their own story.
3.11To provide effective media training and advice, offering support around the development of key messages, to staff, deaf blind people and families participating in media interviews.
3.12To ensure the regular communication of PR initiatives to all internal stakeholders.
3.13At times, to work with colleagues to provide PR support to Sense’s Public Policy, Campaign and International teams,
3.14To develop an informed knowledge of disability issues.
3.15Towork with the team to integrate celebrity and deafblind ambassadors into PR initiatives where appropriate.
Person Specification
PR Officer
Education and TrainingEssential Criteria / Desirable Criteria
Educated to degree level or equivalent experience / Able to demonstrate a high level of communications knowledge appropriate to the modern environment.
Achievements and Experience
Essential Criteria / Desirable Criteria
Journalism / PR / communications experience / Experience or interest in disability issues
Proven experience in using social media to raise awareness around issues and campaigns / Experience of or interest of communications around information and/or research
Experience of using PR databases
Skills & Abilities
Essential Criteria / Desirable Criteria
Excellent written and verbal communications skills, with the ability to produce high quality creative, effective and accurate press materials / Ability to structure and manage high quality PR campaigns and to ‘sell in’ stories
Good organisational skills, with the ability to effectively plan and prioritise work under pressure and working to tight deadlines / Demonstrable ability to build and maintain effective relationships with journalists and broadcasters
Excellent interpersonal skills and the ability to exercise tact and diplomacy / Interested in current disability issues, in particular deafblind issues, the needs of Sense’s client groups and the Government’s policy agenda on disability
Computer literate with experience of MS Office packages and Internet / Ability to identify and communicate stories from often complex subject areas
Flexibility to work occasional unsocial hours / Ability to evaluate the effectiveness of communication activities
Creative, with the ability to think laterally / An understanding of politics and the UK political process
Team player with a positive and enthusiastic attitude
Persistent and determined
Sensitivity to and willingness to develop an understanding of, disability issues, communications methods and the particular needs of Sense’s client groups
An understanding of, and commitment to, Sense’s Equal Opportunities Policy and
values