17/02/2011 1

PR & Media Relations Officer

Job Description and Person Specification Marwell Wildlife is dedicated to the conservation o f wildlife and other natural resources. As a charity, we are action oriented and at the forefront of conservation work around the world, working in partnership with communities, statutory agencies and other non-governmental organisations. We engage with over 35,000 children and young people through our conservation educational programmes, and welcome over 500,000 visitors each year to our 140 acre zoological park. In every contact we seek to encourage understanding, and inspire care for the natural world.

Role Profile part one – Role Requirements (Job Description) Job Title: PR & Media Relations Officer Grade/Salary: Available on Request Hours: 35 hours per week, occasional out of hours; the nature of the job

will require occasional evening and weekend work Location: Marwell Wildlife Reports to: Marketing & Fundraising Director Management: Animal Liaison Officer

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Role Purpose and Role Dimensions

To manage all media and public relations activity b oth internally and externally. To ensure that Marwell Wildlife has the profile and level of publicity which supports and ensures that the messaging is in line with the charity’s vision and brand . Effective PR strategy and planning:

- development of our PR strategy and annual PR plan, updated monthly

- development and implementation of a Crisis Management Strategy.

Responsible for managing Marwell’s Press office: - Co-ordinating major projects and campaigns including being

responsible for when film crews and production units are on site - Produce background briefings and prepare spokespeople for

interviews, and co-ordinating media interviews and filming requests

- Identify and exploit PR opportunities to maximise Marwell’s conservation work, from news to feature items, to relevant targeted sector specific media

- Crisis Comms - Ensure any negative coverage is swiftly and effectively responded to, including production of holding and position statements prior to any media interest

- Measurement and evaluation of all PR activity. - Monitoring press coverage and distributing to internal contacts - Maintaining media database with key media contacts - Coordinating incoming media requests for photo calls, PR

support, events, etc - Implement policy and costs in regard to agency and film

company requests - Key internal contact for researching and communicating park

news and developments within the Marketing team, and circulating position statements to relevant departments

- Production and delivery of our annual members’ publication, Marwell News, including background research, interviews, print quotations and fulfilment.

- Maintaining and keeping Marwell’s photo library up-to-date, in conjunction with Marwell’s Design Manager

Oversee the following:

- Development and implementation of PR campaigns to gain coverage on park animal stories, new births etc including the management of media launches, briefings, photo calls and press conferences.

- Events PR – writing editorial to support our events programme – targeting sector specific press relative to the theme of the event

- Fundraising PR – raising awareness of Marwell’s community based fundraising initiatives and successes with a view to raising our profile as a charity

- support for agreed marketing campaigns and competitions in line with our “Connecting people with Nature” brand promise

- building an online presence within publishing sites and social media – including Facebook, Twitter, FLICKR and Youtube

- Production of both photographic and video content to back up news stories and ensure that our website remains current and contemporary.

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Key Internal Contacts:

• Marketing & Fundraising Director • Head of Marketing Communications • Event Manager • Fundraising Team

Financial Dimensions:

• Management of PR budget for media launches etc, and production of Marwell News

Key Accountabilities and Result Areas

• To be the first point of contact for all media enquiries • 20% year on year growth in followers on social networking

website – Facebook, Twitter • AVE – achievement of targets agreed on specific projects • Check press cuttings and distribute each day

Other Considerations:

• Ensure that all media communications comply with Marwell Wildlife’s brand identity and guidelines

• Adhere to health and safety policy and procedures, identify hazards and undertake appropriate risk assessments as required

• Work as part of the Marketing and Fundraising Team, providing help and support to colleagues as required.

Role Profile part two – Person Specification Qualifications • Educated to degree level in a relevant subject or

equivalent qualification

Experience • Demonstrate a strong track record of working within the media sector, and understanding of how to build relationships with diverse range of media

• Comprehensive up-to-date understanding of media and PR developments

• At ease of dealing with the broadcast and print press and media, and a thorough understanding of the needs and workings of national and local media.

• A minimum two years of working as a journalist, PRO, or similar in a Press Office or busy news environment.

• Experience of managing production of print materials: e.g newsletters and magazines.

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Skills and Abilities • Excellent copywriting skills – ability to position stories relative to the target audience

• Flexible approach - able to adapt to turn around media requests quickly

• Good communication skills – able to work with a broad cross section of both internal and external contacts

• Media savvy & persuasive – able to “sell in” stories on Marwell to both local and sector specific press in order to maximise coverage

• Multimedia skills – familiar at producing both photographic and video content at short notice

• Social media strategy – innovative in approach to building our online presence

• Highly motivated and fiercely organised – able to manage a varied workload to tight deadlines

• IT Skills – Comfortable with Microsoft Office applications

Other • Interested in the natural world/conservation • Demonstrate commitment to CPD • Strong team player • Full driving licence valid for the UK due to the use of

park vehicles to transport guests and equipment

Living the values • Warm in approach – able to build strong rapport with both internal and external contacts to gain trust and support

• Contemporary – atuned to and quick to respond to media trends

• Wise – knowledgeable about PR tools and tactics

Charitable outputs • Gain media coverage of park based events and activities in order to increase awareness of Marwell Wildlife and encourage visits