Jobs specs - Zoological Society of London



Job Description

Job Title: ZSL Head of PR (Maternity Cover)

Division: Communications

Responsible to: Commercial & Communications Director

Outline description

The post is responsible for devising and implementing an ongoing programme of media activity aimed at positioning ZSL as one of the leading animal conservation charities in the world. Through effective external media management and relationships with journalists this role is critical in raising awareness, understanding and generating support for ZSL and its work.

This will involve establishing clear goals for media coverage and developing a process for generating a consistent supply of hard hitting mission related news releases, from the field conservation projects, science programmes, on-site breeding programmes and education work. Implicit in this is the effective day to day management of the busy press team.

A key role is managing the reputation of the ZSL brand and its perception in the media. Sustained planned media activity is critical in achieving this, including heavyweight media campaigns, opportunistic media coverage generated off the back of effective inbound press office management plus management of reputation issues including crisis management and careful planned handling of any sensitive media matters.

Key accountabilities

• To produce an annual PR plan including detailed rolling 6 month campaign calendar of activities.

• To develop and implement a programme of hard hitting news stories profiling all ZSL’s diverse activities including science, conservation, zoos, education, commercial and fundraising activities.

• Meet and grow KPIs for EAV, news items, sentiment, media value. Plus ensure the agreed balance of share of voice in terms of ZSL message is reflected in the media.

• To manage an effective process of identifying and creating media opportunity across ZSL as a whole

• To work alongside the ZSL Marketing Team to ensure a high level of media coverage for both London Zoo and Whipsnade Zoo at key marketing peaks and for the commercial and fundraising teams at key trading or campaign periods.

• The effective day to day management of the ZSL press and publications team

• To foster and improve ZSL’s relationships with key national and local journalists including the TV wildlife production units and long lead magazines

• To build on international media coverage and specialist media coverage as defined in the ZSL PR department KPIs. Set the KPIs for the department for each planned year and for key campaigns and ensure the team understand their contribution to the KPIs.

• To evaluate all ZSL media coverage for quantity and quality – reporting to the ZSL Council of Trustees on a monthly basis

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

• To produce position statements on any controversial issues and ensure they are regularly kept up to date. To regularly run crisis management scenarios to ensure plans are in place for damage limitation.

• To manage the process of media training for all ZSL key spokespeople

• Effective press office management of inbound media enquiries – ensuring ZSL PR teams responds in an effective and responsive manner maximising opportunites for positive media coverage.

• Ensure ZSL Press Office is manned 24/7 with out of hours rostering of press mobile and contact details across team.

• Build and maintain a robust database of key media contacts and foster relationships with key journalists

• Raising awareness, understanding and support in various forms for the work of ZSL across all of its mission areas. Where possible promoting a unified society and demonstrating impact of the organisations activity.

• Ensure ZSL maintains a high profile with relevant opinion formers, Government and organisations well placed to help ZSL meet its long-term objectives.

• Guide the direction and management of our interactions with celebrities and high-profile influencers to maximise potential and opportunity, while minimising risks to our reputation.

• In addition to PR, oversee management and execution of editorial deadlines for a suite of publications including annual reviews, guide books, member magazine, internal newsletter and commercial publishing activity.

• Internal communication responsibilities for the whole of ZSL also form part of the role

Key responsibilities

• The production of an annual press strategy

• To produce a six month rolling programme for news releases and campaigns

• To produce an annual press office budget

• To ensure expenditure is kept within the agreed budget

• The day to day management of the press team, including goal setting, training and appraisal

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

• To produce regular media evaluation reports across all media

• To provide a media monitoring service for relevant stories and mentions of ZSL

• Manage press conferences, media launches, briefings and photocalls

• To set up and manage effective press office systems for logging and responding to media calls, including out of hours

• To maintain up to date contact lists of key media

• Ensure PR activity is proactive, consistent and effective, meeting all KPIs within budget and with only appropriate risk.

• Manage publications for ZSL including production and engagement

• Manage internal communications across ZSL

Direct reports

The post would have 5 reports and be directly responsible for a team of seven.

• Senior press officer – ZSL London Zoo

o Press office assistant reports to Senior P.O. (LZ)

• Senior Press Officer – ZSL Science and Conservation

o Specialist Media Press Officer reports to Senior P.O. (S&C)

• Press Officer – ZSL Whipsnade Zoo

• Celebrity Liaison and Press Officer

• Publications and 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. The role will be expected to liaise with senior management including ZSL Directors and Trustees on important PR matters.

Knowledge and experience

The post requires a strong track record in producing a programme of high impact media relations as well as exemplary people management skills. The role is a senior role within the organisation and requires a high calibre individual with a proven track record in PR and Media Relations. The person will need to fully understand the world of the media and have the authority and experience to deal at the highest editorial level, including an impressive portfolio of contacts.

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.

They must be cool under pressure and manage sensitive issues quickly and effectively with gravitas and confidence to gain the support of senior management. They must also be tenacious and not be afraid to ask difficult probing questions to fully understand any issue management they are dealing with.

Human resources

Managing a team of seven ensuring they are all motivated and working to full capacity. The tough goals of the post will only be met if the whole team is 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 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 based at the offices in Regent’s Park. The nature of the job will require working away from the main office, either at Whipsnade 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. Management of the shared 24/7 press contact mobile with the team is also important. A driving licence is essential

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