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Job description

Job Title: Senior Press Officer – Science and Conservation

Division: Communications

Responsible to: ZSL Media Manager

Outline description

This role will report to the ZSL Media Manager and working within the Zoological Society of London’s (ZSL) PR and publishing team this post will play a key role in formulating and implementing an ongoing programme of media activity for ZSL, specifically targeted UK national mass media. They will work to raise the awareness of the conservation and science work of ZSL and that the work is understood and support is generated.

Working closely with a dotted line into the ZSL Brand Manager in the Marketing department to ensure the annual media strategy and plan reflects and works to support the ZSL brand strategy and those consumer facing sub brands for ZSL science and conservation.

This role will have line management responsibility for a Specialist Media Press Officer who will be responsible for generating media coverage in international media and also across specialist targeted media including leading science publications and journals, trade publications and also blogs. The Senior Press Officer will manage the specialist media resource effectively in order to publicise ZSL content to targeted international and specialist media titles – not only on key stories being released to UK media but also on niche content that may have a regional or specialist interest bias.

In addition to establishing a clear programme for media coverage they will develop a process for generating a consistent supply of hard hitting mission related news releases. They must be a resourceful self-starter with a keen eye for potential news stories, have a thorough understanding of the needs and workings of national media, and ideally had first-hand experience of working as a journalist themselves.

Key accountabilities

• To develop and implement a media strategy for ZSL’s conservation and science work including an annual plan of activity.

• To create programme of hard hitting news stories for ZSL’s science and conservation work specifically aimed at UK mass media covering all target demographics as defined by ZSL Brand Manager and ZSL Media Manager

• To effectively line manage a Specialist Media Press Officer who will be responsible for generating media coverage in international media and also across specialist targeted media including leading science publications and journals, trade publications and also blogs.

• To establish an effective process of identifying and creating media opportunities to raise the profile of our conservation and science work.

• To act as an advocate within ZSL to ensure that the science and conservation departments are represented across ZSL, and that they also understand and support the goals of other departments.

• To ensure any negative coverage is swiftly and effectively responded to

• To develop relationships with broadcast production companies and develop a strategy for TV coverage for lifestyle and documentary programmes and channels for ZSL’s conservation and science work.

• To support the media manager, colleagues in the media team and marketing managers with their respective goals

Key responsibilities

• To produce a six month rolling programme for news releases for ZSL’s conservation and science work.

• Develop and foster good working relationships with national journalists, including TV production companies.

• Develop good working relationship with key members of ZSL staff – particularly within CP and IoZ.

• To ensure all expenditure is kept within the agreed budget.

• To produce and manage ZSL’s position statements on key controversial issues when required.

• Manage press conferences, media launches, briefings and photo calls when required.

• To maintain up to date contact lists of key media.

Direct report

Line management of x1 press officer.

Key interfaces

The post will be expected to be able to interface at all levels across the organisation in order to source and produce the necessary media schedule.

Knowledge and experience

Educated to degree level or equivalent. An understanding of science based communication is essential.

The post requires a strong track record in producing a programme of high impact media releases. It would ideally require experience of working as a journalist or similar in a busy news environment. Experience of communicating scientific information is extremely important.

They must be able to demonstrate their ability to spot and shape a potential story but most importantly have the discipline and organisational skills to make it happen to agreed deadlines.

Human resources

The tough goals of the post will only be met if the post secures the confidence and trust of the full ZSL staff and demonstrates they are working together in the same direction, operating a flexible but focused approach.

Communication

Exceptional communication skills are of course essential and also the ability to work with non media focused divisions motivating them to support the broader communication goals and understand their importance without being obtrusive.

Liaison

It is vital that the post holder is capable of understanding and interfacing with the whole of ZSL. This must be a two way process, requiring clear understanding of potential communication opportunities within ZSL but also the implication or impact the action will have on specific areas of the organisation as well as ZSL as a whole.

Mental demands

Judgement and decision making

The role will be instrumental in shaping the ZSL’s communication strategy and by so doing mould the external perception of the organisation. Considerable judgement is required in the recommendation of these strategies.

Original thought and problem solving

Creativity is a key attribute. Given the competitive communications environment, ZSL’s current profile and relatively small budgets there is a strong need to be innovative and distinctive. Given the need to do things differently, this will require an understanding of the risks involved and also the ability to sell ideas across the organisation. All activity needs to be mindful to safeguard ZSL’s reputation and position of authority in its subject.

Concentration

They will need to apply clear thinking and logic to the communications process. This will involve not only developing strategies that meet ZSL’s communications objective but also identifying potential risks and threats.

Flexibility

Flexibility is essential to this post. This is involved at a strategic level; where plans may need to be revised as event or opportunities arise. It is also required on a day to day basis in the management of internal and external contacts.

Working Conditions

The position will be primarily based at the offices in Regents Park site. The nature of the job will require working away from the main office, either at ZSL Whipsnade Zoo or in meetings at other locations where media services are based.

Working hours is a basic 37.5 hours; however the nature of the job will require occasional evening and weekend work.

A duty phone rota is in operation within the Press Office to cover weekend press enquiries. This generally involves being in possession of a work mobile phone one in every 4 or 5 weekends.

A driving licence is desirable

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