Director of Communications

Transcription

1 Job title: Working base: Reporting to: Liaises with: Salary: Contract status: Direct reports: Director of Communications Central London Chief Executive External: UK media, partners including major digital players and all major UK broadcasters, NGO and charity sector contacts, celebrities and Government. Internal: DEC Secretariat Executive Team and staff, key agencies (celebrity, web, digital, video, design), freelancers, member agency media teams ,000 per annum pro rata Permanent Full time Digital Communications Manager Freelance staff and multiple agencies Introduction The Disasters Emergency Committee (DEC) is a unique and dynamic membership organisation which comprises 13 of the UK s leading humanitarian agencies: ActionAid, Age International, British Red Cross, CAFOD, CARE International, Christian Aid, Concern Worldwide, Islamic Relief, Oxfam, Plan UK, Save the Children, Tearfund and World Vision. Since it was founded in 1963, the DEC has run over 60 fundraising appeals and raised more than 1.4bn to help save lives and protect livelihoods in disasteraffected communities around the world. The DEC launches appeals when there is a humanitarian emergency of such magnitude to warrant a national UK response. DEC fundraising appeals benefit from unique corporate partnerships through our Rapid Response Network and the combined expertise of our member agencies, resulting in wide reaching appeals across high profile TV, radio and an increasing number of digital channels. The majority of DEC funds are raised over an intensive two week period following a disaster. Appeal funds are specifically for overseas humanitarian work and are normally spent over a two or three year response period. An important part of the DEC s remit is in learning, accountability and sharing information. The DEC Secretariat is funded by contributions from member agencies and is responsible for the day-to-day running of the DEC. There are currently 17 permanent staff and a small number of dedicated volunteers, working together to uphold the values of dynamism, openness, collaboration, empowerment and innovation.

2 Role purpose To increase awareness and understanding of the DEC through mainstream UK media and digital channels in order to reach members of the public and decision makers disposed to supporting emergency appeals. To ensure that an integrated fundraising and communications strategy is jointly delivered including joined-up appeal communications. This includes approval of agreed public materials for the DEC, ensuring they are always on message. To ensure the communication strategy remains relevant to the changing media environment and DEC needs over time. In collaboration with Fundraising and Marketing colleagues, ensure DEC brand is actively promoted and reputation is protected. To work with the Programmes and Accountability team to enhance transparency and accountability for how funds are used. Key Accountabilities Leadership, Strategy and Planning 1. Provide strong and visionary leadership, individually and as a member of the Executive Team, in developing and implementing the DEC s overall strategy, its day-to-day management and monitoring its performance in line with strategy. 2. Take overall leadership of the communications function within the DEC. 3. Work collaboratively in leading the development and implementation strategic projects in own area of expertise, as well as promote the creation and sharing of knowledge across the DEC and its member agencies. 4. Jointly and collaboratively deliver: a. Integrated digital, communications, fundraising and marketing strategies and associated plans, b. Promotion of DEC funded programmes and accountability initiatives 5. Contribute to strategic thinking within the Executive Team and work with the DEC Secretariat Team and Trustees to ensure appropriate accountability. 6. Monitor changes in external trends and environment to bring thinking into DEC s strategy and planning. 7. Work with Chief Executive and other members of the Executive Team in setting an appropriate leadership culture for the organisation and act as a role model within the DEC ensuring that its values are upheld. 8. Build and maintain effective relationships with team, colleagues, member agencies and external partners and supporters. 9. Work across the Executive Team to support the digital strategy as set out in DEC s overall organisational strategy. During appeals 1. Lead the media communications during an appeal; develop a story grid and key messages to promote the appeal and maximise appeal income. 2. Achieve high quality and frequent media coverage of the DEC appeal in all media channels. Check DEC messages balance member agency positions and create opportunities for the Chief Executive and other spokespeople to promote the DEC appeal in the media. 3. Create and approve agreed materials for the DEC ensuring they are developed in collaboration with colleagues and always on message. Page 2 of 5

3 4. Lead, manage and support the performance of the seconded short term appeal media team and oversee the digital communications team led by the Digital Communications Manager. 5. Ensure the appeal media team is the central hub of communications liaising with all member press leads involved: Provide a lead for all DEC and member agency media communication in appeals Check balance of member agency spokespeople Coordinate key contacts in member agencies to make the most of DEC and member agency media delivery Get stories, video and images from the field to give life to messages 6. Write learning report from review of appeal communications and report to Secretariat and wider DEC. Between appeals 1. Working with colleagues jointly develop and implement the integrated fundraising and communications strategy and associated plans. 2. Ensure that the DEC is ready for appeal communication including how we source stories, video and images from the field and to promote trust in the DEC that money raised is used effectively. 3. Develop relationships with opinion formers in the media in order to maximize opportunities for media coverage. 4. Work with the Chief Executive to maintain and develop the support of our broadcast partners and take a lead on continuing to develop our partnerships with key digital players. 5. Lead media communications between appeals to build trust from key stakeholders of the DEC to promote post appeal accountability, in collaboration with the Programmes and Accountability team and member agency media leads, including: Coordinate with others on media strategy in Wales, Scotland and Northern Ireland Risk identification and management for media communications 6. Develop accurate responses to out of appeal media enquiries including statements, quotes, lines to take. 7. Act as a spokesperson and represent DEC as required; and ensure relevant DEC staff are media trained to act as credible spokespeople. 8. Work with celebrity agency to make sure DEC maintains strong links with key intermediaries in the world of entertainment and with celebrity coordinators at member agencies. Ensure in this way that DEC has a large pool of high quality talent to support appeals at short notice, including, critically, by presenting broadcast appeals. 9. In conjunction with other team members, help to promote corporate and other high profile partnerships in order to raise awareness for DEC and the partnership, for example by developing communications plans for the partnership in conjunction with external contacts. 10. Work with the Digital Communications Manager to ensure the proper management of DEC s web and social media presence. 11. Work with the Digital Communications Manager and fundraising team to ensure the creation of appropriate content including stories, stills and video to support post appeal communications. Page 3 of 5

4 12. Production of physical documents or online PDFs where required, for example One Year On and Final reports for each appeal, to ensure accountability. 13. Create external and cross DEC network of media contacts. 14. Actively promote, encourage and support intra-secretariat working and member agency involvement. 15. Work with members of the Emergency Appeals Alliance to provide coordination and support on communication issues for international DEC organisations similar to DEC. 16. Monitor developing emergency situations, assess their potential to become appeals and prepare for potential appeals as far as practical. The post also involves acting as the main out of hours media contact between appeals, when calls are very infrequent. Please note: The post holder must, during appeal periods, be able to work long hours including at evenings or weekends, in response to an emergency. There will often be no notice of an emergency but time off in lieu will be available. This is a key role and the post holder s name will be included on an emergency contact list, for occasional urgent communications Occasional overseas visits may be required Page 4 of 5

5 Education/ Qualifications Skills / Competencies Experience / Understanding Person Specification Essential Degree or diploma in communications, journalism or related discipline; may also be qualified by experience Excellent written, spoken and communication skills, including copywriting for publications, press releases and online information Excellent planning and project management skills Ability to work under pressure and to tight deadlines Budget development and monitoring skills Ability to influence, direct, motivate and communicate with internal and external people at the highest level Considerable experience of working with the UK media, building one-to-one relationships with key journalists Experience of managing high profile media campaigns Strong awareness of the changing digital environment and how it is affecting communications Considerable experience of successfully managing a Press, Public Affairs or Communications team, including coaching and supporting performance Experience of managing a website and the social media presence of an organisation Experience of developing print and online publications Experience of using consultants for project delivery Proven success and evidence of developing and supporting a brand strategy for specific target audiences Demonstrable experience of applying analytical skills to strategic development An understanding of and commitment to the mission and values of DEC Desirable Post graduate qualification in communications or other relevant field Some experience of providing training skills (media, brand, etc.) Journalistic writing skills Experience of public speaking Active social media user Significant experience of working in humanitarian or development charity in an NGO environment Experience of media relations work during disasters and emergencies Experience of working with celebrities or high profile people Experience of acting as the spokesperson for a high profile organisation Page 5 of 5