Responsible to: Director of Communications
Location:
Overall Purpose:
Be a driving force in developing and implementing an integrated PR Strategy to significantly increase and maintain the charity’s profile in line with our awareness and campaigning goals. This is a crucial role in establishing the organisation as the champion of independent mobility and the ‘voice’ of disabled children and young people in the UK.
Key responsibilities and duties:
The PR Manager is responsible for building relationships with the media at all levels, developing creative ways to engage them and secure the best possible coverage. The planning and delivery of specific media campaigns, the recruitment and management of celebrities, as well as anticipating and managing any media crisis are also an essential part of this role.
Main responsibilities and duties:
1. STRATEGY PLANNING & DEVELOPMENT
- Develop, plan and implement the charity’s PR strategy against its core strategic goals and as part of an integrated communications strategy.
- Plan and implement the annual operational PR plan with clear aims, objectives, tactics, targets, resource requirements and time line.
- Increase internal understanding of the value of PR and secure ‘buy in’ from teams about how they can help us to respond to and meet the demands of the media.
- Meet regularly with team leaders across the charity in order to plan effectively and identify key media opportunities, as well as to increase integrated and cross team working.
- Develop new ways to get our key messages across utilising new media tactics e.g. social networking, podcasts etc and as yet other untapped PR channels.
- Effectively manage and forecast the PR budget to ensure all activities are cost effective in order to maximise on the resources available and where possible seek pro bono support to increase our capacity and outputs.
2. MEDIA RELATIONS & CAMPAIGNING
- Cultivate new and nurture existing media contacts, building our crediblity and effective working relationships with journalists, researchers and broadcasters (at all levels) across the UK media.
- Be responsible for the effective planning and implementation of specific media campaigns, working in an integrated with way with members of the Communications and Fundraising teams and other project managers/team leaders as required.
- Proactively identify issues or stories with high media value packaging them creatively for media ‘sell in’, focusing on issues that either directly relate to our work or the broader issues affecting disabled children and their families.
- Keep abreast of our parliamentary activities and seize on opportunities to create debate in the media and/or generate public support around policy developments and/or Government initiatives affecting disabled children and their families.
- Develop and manage the charity’s PR toolkit, including the production of fact sheets, journalist briefings, case studies (managed by the Young People’s Assistant), as well as commission new photography and develop other tools as required.
- Monitor our Response Source annual subscription and proactively pursue any new or relevant media opportunities that may arise.
- Act as a media spokesperson as required and an Ambassador for the charity at all times.
3. PARTNERSHIP & CELEBRITY RELATIONS
- Work hand in hand with the Corporate Fundraising team to compile the PR side of new corporate pitches, ensuring that mutual PR benefits, targets and resources are realistically defined.
- Play an active role in the planning and delivery of new corporate partnerships, ensuring any PR requirements and opportunities are met and maximised on, working in conjunction the partner’s in-house team or agency.
- Identify, secure and manage media partnerships, increasing our capacity to secure guaranteed coverage and awareness/income, including pitching for Christmas media appeals
- Identify, secure and manage celebrity support and co-ordinate all approaches to agents and publicists internally, maximising on their involvement and media value against identified needs.
4. CRISIS MANAGEMENT
- Develop, maintain and regularly review the charity’s crisis management procedures and manual in conjunction with the ‘crisis’ working group, ensuring that any crisis is managed effectively internally and that the relevant people are informed and kept abreast of the changing environment.
- Manage and maintain the charity’s reputation and brand in the media in the event of any press intrusion (in conjunction with the DoC where appropriate) and ensure a timely and effective response at all times.
5. MONITORING & REPORTING
- Produce regular progress updates and a monthly report for inclusion in the team's overall report for the DoC, Senior Management Team and Trustees.
- Manage and maintain effective monitoring and evaluation procedures for all campaigns and coverage gained, ensuring the results are collated, analysed and disseminated internally and externally as required.
- Ensure staff and other key stakeholders are kept abreast of our media successes, utilising internal and external communications channels as appropriate.
- Manage the Press Office on the web site, regularly uploading press releases and other media materials as appropriate (training given).
- Be aware of the changing media environment to pick up on potential awareness opportunities, current trends, circumstances or topical issues that will enhance the Communications team’s output.
6. LINE MANAGEMENT OF PR OFFICER
- Line manage PR Officer, delegating responsibilities as appropriate.
- Ensure PR Officer completes induction, define their 3-month objectives and empower them to manage own workload.
- Conduct routine appraisals and hold regular one-to-ones to monitor progress, providing guidance as necessary.
7. OTHER
- Act as an advisor to colleagues across the charity on PR and media related issues and ensure all activity is co-ordinated and in line with our strategic goals and operating plan at all times.
- Attend new business pitches as and when appropriate.
- Be aware of the changing media environment to pick up on potential awareness opportunities, current trends, circumstances or topical issues that will enhance the team’s output.
- Undertake any other responsibilities or duties as requested by the Director of Communications.