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    JOB TITLE: Head of New Media & PR REPORTS TO: Director of Communications Location: London

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    (1) This role is Head of New Media & PR for the communications department at Breakthrough, a charity focused on breast cancer. (2) The role will lead and manage New Media and Media Relations teams to increase awareness, support, and influence for Breakthrough through integrated online and offline communications. (3) Key responsibilities

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    JOB TITLE: Head of New Media & PR REPORTS TO: Director of Communications Location: London

    Uploaded by

    api-25900234
    63 views4 pages
    (1) This role is Head of New Media & PR for the communications department at Breakthrough, a charity focused on breast cancer. (2) The role will lead and manage New Media and Media Relations teams to increase awareness, support, and influence for Breakthrough through integrated online and offline communications. (3) Key responsibilities

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    (1) This role is Head of New Media & PR for the communications department at Breakthrough, a charity focused on breast cancer. (2) The role will lead and manage New Media and Media Relations teams to increase awareness, support, and influence for Breakthrough through integrated online and offline communications. (3) Key responsibilities

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    63 views4 pages

    JOB TITLE: Head of New Media & PR REPORTS TO: Director of Communications Location: London

    Uploaded by

    api-25900234
    (1) This role is Head of New Media & PR for the communications department at Breakthrough, a charity focused on breast cancer. (2) The role will lead and manage New Media and Media Relations teams to increase awareness, support, and influence for Breakthrough through integrated online and offline communications. (3) Key responsibilities

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    of 4

    JOB TITLE: Head of New Media & PR

    REPORTS TO: Director of Communications

    LOCATION: London

    BACKGROUND

    The Communications Department

    Led by the Director of Communications, the department supports all Breakthrough’s


    communications. It is responsible for managing and creatively communicating the Breakthrough
    brand to ensure the organisation can attract and retain the support, reputation and influence it
    needs to deliver its vision of a future free from the fear of breast cancer.

    In particular, it provides expert support through New Media, Media Relations, Brand development,
    Design & Communications teams.

    The New Media & Media Relations Teams

    The New Media & Media Relations teams are responsible for managing Breakthrough’s public
    profile and reputation (on & off line). We provide a creative communications service to internal
    ‘clients’ which offers integrated media solutions and a 24/7 Press Office service to journalists and
    other media representatives. We are charged with ensuring that our on and offline
    Communications are fully integrated and maximising every opportunity to achieve Breakthrough’s
    Mission. We lead on all New Media and Media Relations work including our broadcast and print
    PR, online presence and e-marketing programmes, social media, and celebrity management and
    marketing.

    PURPOSE OF THE ROLE

    • To lead, manage and strategically develop Breakthrough’s New Media efforts to increase
    understanding, awareness and support for Breakthrough and all its work.
    • To lead manage and strategically develop Breakthroughs Media Relations programme
    ensuring that we provide a first class service to internal ‘clients’ and external stakeholders.
    • By working across the charity and a wide range of audiences the role will help ensure
    that we are the charity of choice for all those affected by breast cancer.

    KEY AREAS OF RESPONSIBILITY

    Leadership & Management


    - Play an integral role in the Departmental leadership team. Actively contribute to and take
    shared responsibility for development of the department as a whole.
    - Work in close partnership with the Head of Brand and Communications to deliver fully
    integrated 360 degree Communications solutions.
    - Work across the charity to embed a culture which fully utilises the opportunities presented
    by New Media
    11/03/10
    - Lead, direct and inspire the New Media Manger and Media Relations Manger in order to
    deliver a highly respected and fully integrated communications service to internal and
    external stakeholders.
    - Recruit, manage, develop, support and motivate the team, and ensure it is capable of
    achieving the team’s objectives.
    - Champion innovation and encourage and demonstrate creativity as routes to achieving
    success.
    - To be an active member of the Management Team. (The Management Team is
    responsible for the planning and budgeting of Breakthrough’s work and for carrying out
    Breakthrough’s work in accordance with the plan and budget, as well as other operational
    issues relevant to Breakthrough. Each member of MT will have a responsibility to hold the
    position of Vice Chair followed by Chair of the Management Team on a rotating basis for
    six months).
    - Deputise for the Director when required.

    Strategy, Planning & Evaluation


    - Work with the Director in the development, implementation and evaluation of
    Breakthrough’s New Media and Media Relations strategy
    - Work with relevant teams to build New Media & Media relations strategies and plans
    to support their areas of work.
    - Develop and manage the team’s annual budget. Monitor the team’s expenditure budgets
    on a monthly basis.
    - Ensure effective evaluation, KPI’s, reporting and development of activities and results.
    - Write reports as necessary for the Senior Management Team and Trustee Board.

    New Media
    - Deliver a fully integrated, 360 degree New Media & communications service to the charity
    - Grow website traffic and deliver a new media presence which helps to increase support
    for and interaction with Breakthrough
    - Develop and deliver a content strategy for Breakthrough
    - Develop and deliver an effective E-Marketing programme for Breakthrough. This will
    include e-mail marketing, Search optimisation, social media development
    - Maximise New Media opportunities for information provision and fundraising. Play a
    leading role in identifying and implementing new information delivery mechanics for the
    charity
    - Deliver an analytics programme for our new media work which enables effective
    monitoring and learning to be applied
    - Develop and deliver a technical roadmap for the future of all Breakthrough websites.
    - Work with colleagues in Scotland to develop a Scottish element to our New Media work

    Media Relations &Celebrities


    - Ensure that all media relations opportunities are fully utilised on breakthrough.org.uk
    - Deliver a sector leading 24/7, 365 day a year press office service which is highly
    respected by journalists and other media representatives.
    - Lead and manage the team to seize the breast cancer agenda in the media delivering
    speedy, credible, relevant media comment on issues related to the prevention diagnosis
    and treatment of breast cancer. Maximise any external and seasonal opportunities.
    - Through effective issues and crisis communication lead the management of
    Breakthrough’s reputation in the media.
    - Lead the development and implementation of a contact/networking programme to build
    relationships and partnerships with key media, and their key editors, columnists,
    journalists, publishers and producers.
    - Lead and support the team to deliver expert advice and training to Breakthrough’s media
    spokespeople.
    - Work with colleagues in Scotland to develop a Scottish element to our Media Relations
    work

    11/03/10
    - Lead and support the team in the development and delivery of our celebrity promotion
    work.

    • Cross-Organisational Working
    - Develop internal processes for the development and delivery of New Media and Media
    Relations throughout Breakthrough.
    - Act as an advocate for the use of expert and creative Media skills throughout
    Breakthrough.

    Legal & Compliance


    - Manage all legal requirements for activities undertaken by the team, so that all relevant
    legal obligations are met to protect Breakthrough from financial and non-financial risks.
    - Ensure compliance with relevant voluntary regulation

    DIMENSIONS

    Number of Staff:
    • Team Total: 11
    • Direct Reports: 2

    KEY INTERFACES
    Key Interfaces
    Internal:
    • Senior Management Team members
    • Head of Brand and Communications
    • Fundraising Heads and Managers including Head of Supporter Care
    • Research Management & Development Heads & Managers
    • Policy & Campaigns Heads & Managers
    • Legal

    External:
    • On and offline media
    • Celebrity and PR and creative agencies
    • Key supporters and volunteers
    • Relevant peers at other major charities, health, science organisations / institutions
    • Relevant professional networks and membership bodies (e.g. Institute of Public Relations
    (IPR); Public Relations Consultants Association (PRCA), National Union of Journalists (NUJ),
    Charity Communications Group (CCG), Institute of Fundraising (IoF).

    KNOWLEDGE, SKILLS, EXPERIENCE AND COMPETENCIES

    Essential
    • Proven experience of managing, motivating and leading teams
    • Experience of delivering highly effective, integrated Communications solutions across New
    Media and PR disciplines
    • Experience in delivering best of breed websites and a sound knowledge and understanding of
    the digital world
    • Understanding of media convergence and how to fully maximise the opportunities it presents
    to organisations such as Breakthrough
    • Strong understanding of E-marketing and how to deliver effective evaluation programmes
    • Experience in leading and managing PR campaigns
    • Experience of celebrity marketing and management
    • Experience of issues and crisis management on and offline
    11/03/10
    • Experience of recruiting and managing external suppliers, with strong ability to negotiate
    contracts
    • Experience of developing and managing budgets
    • Good network of media and celebrity contacts

    Desirable
    • Relevant degree
    • Experience of working with complex scientific data to translate into accurate and effective lay
    communications
    • Experience in cause related marketing
    • Commercial marketing or fundraising understanding / experience.
    • Knowledge of the Charity Commission Guidance on campaigning, and the ABPI Code of
    Practice, plus fundraising regulations and best practice e.g. Charity Commission, IofF and
    Advertising Standards Authority Guidance.

    PERSONAL QUALITIES AND ATTRIBUTES


    • Flexible, diplomatic, assertive, with good negotiating skills
    • Excellent interpersonal and communication skills – oral and written
    • Confident communicator with all audiences and in all situations
    • Ability to lead a team to achieve its goals
    • Ability to work under pressure and to deadlines
    • Passionate about New Media, PR and the charity
    • An understanding of, or interest in, breast cancer issues.

    TERMS AND CONDITIONS

    Salary: £43000 - £50000 per annum

    Term of appointment: Permanent

    Hours of work: 35 hours per week. On-call, out of hours to support the press
    office. We also operate a TOIL scheme.

    Pension: Contributory group personal pension scheme

    Annual Leave: 25 days per year plus 3 days between Christmas and New Year in
    addition to bank and public holidays

    11/03/10

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