Download PR Manager - The Sick Children`s Trust

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PR Manager
37.5 per week
Head Office, Victoria
Chief Executive (to report to the charity’s board of trustees as and when
Job purpose
 Develop and implement a successful media relations programme and activities at a regional
and national level in order to increase public awareness and understanding of the
organisation
 Develop and manage external public relations communications with all stakeholders
 Advise and assist staff and special interest groups on media and PR issues
 Manage the PR and Marketing Junior Executive in all PR related activities (four days per
week)
Strategy
 Develop and implement PR strategies in line with the charity’s mission and five year plan
 Work with Head of FR and Marketing Manager to develop new campaigns and programmes
Work with upper management to develop team building
Media Relations
 Develop, co-ordinate, and implement a proactive and reactive media relation’s programme.
 Ensure that high quality news releases and statements on the organisation’s activities are
researched, produced and disseminated to appropriate media contacts to generate
maximum coverage
 Deal with any day-to-day media enquiries and act as a spokesperson
 Develop and maintain relationships with targeted media contacts
 Proactively liaise with colleagues to develop an ongoing programme of newsworthy articles
and media opportunities
 Advise and assist staff, and special interest groups on media and PR issues
 Maintain media relations guidelines and procedures for relevant members of staff,
volunteers and trustees
Publicity
 Work with Marketing Manager to ensure maximum publicity of Annual Campaign
 Work with the Community Fundraiser/s to ensure maximum publicity of community events
 Work with the Events Executive to ensure maximum publicity of SCT events
 Work with the Corporate Fundraiser to ensure maximum publicity of corporate support
 Work with the House Managers to ensure maximum publicity of each ‘Home from Home’
 Assist on the night of events by co-ordinating press activity and ensure photo-calls are
organised where appropriate
Celebrity
 Manage our existing celebrity supporters
 Develop and maintain new relationships with celebrities and public figures to support media
and public relations activities
 Secure celebrity support for events and campaigns
Website and social media
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Ensure that branding and content of The SCT website is maintained to an excellent
standard and up to date.
Develop a digital media strategy to better link up online SCT resources and roll out and
manage social media campaign
Family Ambassador Programme
 Work with the Marketing Manager to monitor and manage the collection of ‘Family
Ambassador Request’ forms, maintaining accurate records
 Speak with Family Ambassadors in order to write up a personalised ‘case study’ of their
experience in the house
 Collate authorisation forms for each family case study
 Collate digital photo’s for each family case study
 To add authorised Family Ambassadors to the Family Ambassador file for internal use
 Ensure that The SCT’s internal database is kept up to date with Family Ambassador
contacts according to the database policy
 Utilise Family Ambassadors to secure maximum publicity for The SCT
Annual Campaign (2014)
 Work with Marketing Manager to develop and manage Big Chocolate Tea Party campaign to
encourage high number of participants
 Work with Marketing Manager to secure celebrity endorsement
 Work with Marketing Manager to develop media relations programme
Appeals
 Develop and manage media programmes for Fundraising Appeals to encourage donors and
to secure media coverage to increase public awareness and understanding of the
organisation
 Secure celebrity endorsement for appeal
 Work closely with FR team to ensure campaign is promoted in all FR areas successfully
Finance
 Set and maintain expenditure budgets in agreement with the Chief Executive, providing
reports as required
Administration
 Take responsibility for own administration, including filing and handling a range of telephone
enquiries
 Ensure that The SCT’s internal database is kept up to date
 Quarterly reports for the trustees meeting
General
 Build an understanding, as far as possible, of the work, requirements and priorities of the
other department teams