Position Title: Media and Public Relations Coordinator
Team / Business Unit: Community Engagement & Media Relations
Location: Sydney
Manager: Media and Public Affairs Manager
Date Original Prepared: December 2006
Date Revised: June 2012
Status: Contract until 27 June 2014
Hours: Part time (45 hours per fortnight)
Primary Objective(s)
Working closely with the Media and Public Affairs Manager, this position has two main aspects:
(1) The role is responsible for leading the development, implementation and maintenance of a regional public affairs program that enhances the visibility, authority and credibility of AIA in the regions, in support of the broader national media and public affairs program. This role builds on the existing national media program to develop a regional presence using a coordinated approach that includes development of, and the training of individuals in, regional
(2) The role also contributes to the development and implementation of an integrated media and publicity networks, as well as publicity and media support for regional and local events.
national
The media and public affairs program is critical to the success of AIA’s growth and sustainable support base, requiring credible and visible profiling, promotion and positioning of Amnesty International Australia.
Reporting Relationship
This position reports to the Media and Public Affairs Manager as line manager. There are no direct reports. This role may manage interns and volunteers as required.
AIA Team
media and public affairs program that protects and strengthens the role of Amnesty International Australia (AIA) as the pre-eminent human rights organisation in Australia. As well, this role helps provide strategic media input on campaigns across the organisation and contributes to effective issues management ensuring stakeholders are informed of critical issues and developments.
The Media and Public Affairs Team’s role is to develop and manage the profile and positioning of AIA through the implementation of internal and external communication
Media and Public Relations Coordinator– March 2009 Page 2 of 7 strategies to achieve positive human rights outcomes. The Team is responsible for maintaining consistent presentation of AIA brand and message in the media and throughout the Australian community. The team is responsible for overseeing AIA’s media and public affairs strategy and managing the content, delivery and targeting of Amnesty International Australia’s message in print and electronic media. This includes key fundraising and awareness raising events and opportunities.
As part of the Communications Unit, this Team shares responsibility for promoting and supporting a culture of effective and coordinated communication across the organisation.
Key Accountabilities
KEY RESULT AREA MAJOR ACTIVITIES WEIGHTING
1. Develop, implement and evaluate regional media and promotional strategies for AIA
• Coordinate and support regional publicity and media networks
• Identify media opportunities regarding regional events and provide expert advice and support to activists and others in effectively using such opportunities • Manage and provide leadership for AIA’s
day-to-day regional media program; develop materials for staff and activists such as local/regional media releases, statements, templates, etc
• Build and maintain relations and networks with regional media and other relevant stakeholders
• Devise, arrange, facilitate and evaluate training for, and develop materials, templates and other documents for, AIA activists regarding their work in regional publicity and regional media relations • Manage budget relevant to regional
media program
70%
2. Contribute to the development of, and implement and evaluate, media and promotional strategies for AIA
• Increase Amnesty International Australia (AIA’s) profile as a leading and credible authority on human rights issues in Australia
• Provide expert advice and assist in the development of communications
strategies to promote AIA campaigns and priority campaigns, fundraising, special events and communication activities to maximise media opportunities
• In consultation with Media and Public Affairs Manager, assist in the
development and implementation of long
KEY RESULT AREA MAJOR ACTIVITIES WEIGHTING
lead media and public relations strategies • Manage and contribute to major media
campaigns and activities, including via production of feature articles, texts, articles, OpEd items, budget, evaluation and reporting
• Build and maintain relations and networks with media and other relevant
organisations and individuals
• Work cooperatively with the International Secretariat and Amnesty International country offices to publicise international issues and campaigns.
3. Provide high level support to AIA spokespeople
• Provide expert advice to AIA
representatives and spokespeople • Provide high level support through
research and production of quality speeches, presentations and other materials
• Conduct research as required
Media and Public Relations Coordinator– March 2009 Page 4 of 7
Key Relationships
INTERNAL PURPOSE OF CONTACT
• Communications Team
• Campaigns Team, Fundraising and Marketing Team and activist structures • Media and Public Affairs Manager • Director Communications
• International Secretariat
• Liaison with relevant teams to develop AIA’s media activities, promotional campaigns and profile in line with AIA strategic objectives
• Line Manager – daily liaison
• Periodic liaison on key media and public affairs matters
• Liaison with press office and relevant team
EXTERNAL PURPOSE OF CONTACT
• Local, regional and national media (journalists, producers, editors, chiefs of Staff)
• Parliamentary Press Officers
• NGO, Departmental and other relevant agency Press Officers
• External agencies working with AIA
• Media Liaison
• Periodic liaison on key issues
• Periodic liaison on key issues • Liaison regarding special projects
Knowledge, Skills and Experience Required (Selection Criteria)
Essential
• Demonstrated ability to develop and facilitate media relations training programs • Experience in developing and implementing communications and media relations
initiatives, and an ability to exercise sound judgment, combined with the experience to develop successful promotional campaigns and to evaluate campaigns.
• Proven experience in issues and crisis management in similar position.
• Highly developed oral and written communication skills, including the ability to write and edit speeches, produce briefing papers and media releases within tight timeframes.
• Developed understanding of Australian and international media and current issues.
• A working style based on mutual respect that encourages participation and collaboration, with a track record of building relationships with a broad range of stakeholders.
• Highly developed interpersonal skills with proven ability to liaise with a broad range of internal and external clients.
Desirable
• Knowledge of Amnesty International and Amnesty International Australia and its commitment to human rights.
• Sound understanding of the political, social and cultural environment in which AI operates.
Media and Public Relations Coordinator– March 2009 Page 6 of 7
Verification
This section verifies that the position holder has read the attached position description and agrees to perform the duties set out to the performance standards required. The position holder acknowledges that this list of duties is not exhaustive and that he/she may be required to perform other duties as directed within his/her range of competence as required.
Name _______________________________
Signature _______________________________
