Media Relations Manager (Sport) Media Team, External Relations Department

Transcription

1 Job description Job title Department Responsible to Salary Hours Based at Length of contract Media Relations Manager (Sport) Media Team, External Relations Department Head of Media and PR Grade E of Mind s salary scales 35 hours per week Stratford, London Fixed Term (Two Years) Purpose of the job We re Mind, the mental health charity. We won t give up until everyone experiencing a mental health problem gets support and respect. We provide advice and support to empower anybody experiencing a mental health problem and we campaign to improve services, raise awareness and promote understanding. As Media Relations Manager (Sport) you will have lead responsibility for overseeing the planning, development and implementation of our media and PR strategy for sport and physical activity. Encouraging more people to improve their mental health and wellbeing through physical activity is a strategic priority for Mind and this role will be essential in raising awareness and driving participation. We are about to embark on a game changing two year partnership with the English Football League (EFL) that aims to increase awareness and understanding of mental health amongst fans, communities, the 72 EFL clubs and their staff. You will develop a high impact media and PR campaign, in close collaboration with our partners, to reach and influence millions of football supporters. We are also working with Sport England on an exciting scheme that is helping thousands of people with mental health problems to access and benefit from physical activity. The Get Set to Go programme has already seen thousands of people take up a diverse range of activities from badminton to ultimate frisbee and over the next three years we aim to increase our reach even further through supporting the sport and physical activity sector and building on our work with the Mental Health Charter for Sport and Recreation, DCMS and UK Sport. Scope of the job This role sits within the Media team in Mind s External Relations department. Reporting directly to the Head of Media and PR and working as a key strategic lead in the EFL Project Delivery Team. June 2018 Media Relations Manager (Sport) 1

2 You will have a considerable level of autonomy with overall responsibility for designing and delivering media and PR campaign plans to support both the EFL partnership and Get Set to Go programme. You will find innovative and creative ways to showcase Mind s work and the achievements of local Clubs, community groups and individuals who are supporting the charity s activities by participating, fundraising and taking extraordinary steps to champion mental health in their communities. You will work closely with colleagues across Mind, particularly the Head of Physical Activity, Football Programmes Manager, Campaign Manager, as well as key contacts in the Networks and Communities and Fundraising teams and our independent network of local Minds and shops. You will also build relationships with our coalition anti stigma campaign, Time to Change. You will be required to deputise for the Head of Media and PR on occasion and the job will involve some out of hours work including providing an effective on-call service for the media team. There will be some travel across England and Wales. Mind aims to ensure that the needs and interests of mental health service users, women, black and minority ethnic communities, disabled people, lesbians, gay men, bisexuals, transgender and people of all ages are reflected in all its activities. You are expected to contribute to this aim. Key responsibilities 1. To develop, implement and evaluate a media strategy to support Mind s overarching strategic ambitions around sport and physical activity, to reach and influence target audiences, and to work effectively across Mind to maximise impact for all teams involved. 2. To lead all aspects of the media and PR campaign to support Mind s two-year partnership with the English Football League achieving target levels of media coverage and reach. Ensuring that the Mind and EFL partnership is always on and seek out opportunities to secure a consistently high profile in the media. 3. To design and deliver high profile PR activities that amplify and enhance the reach of our integrated, multi-channel marketing campaign aimed at football fans and the wider community. 4. To develop a PR strategy to promote Mind s mass participation fundraising challenge and bespoke fundraising events, in partnership with the EFL, across local and national media to boost registrations and donations. 5. To establish effective working relationships with the Media and PR team at the EFL and the press office representatives of the 72 EFL Clubs, agreeing well-coordinated media and PR strategies and approaches, providing advice and support on mental health, setting expectations and negotiating as necessary. 6. To design and develop media and PR templates and toolkits for Clubs, community groups and individual champions participating in the EFL partnership or Get Set to Go. June 2018 Media Relations Manager (Sport) 2

3 7. To support the Local Mind network and shops network with any proactive or reactive media opportunities relating to EFL and Get Set to Go. 8. To develop PR opportunities to position Mind and our partners as leading experts on mental health in the sports sector. 9. To develop a series of well-paced media and PR events that align with key milestones in the EFL calendar (Carabao Cup Final, Checkatrade Trophy Final, play offs and EFL Awards) and the mental health campaigning calendar (e.g. World Mental Health Day, Mental Health Awareness Week. 10. To identify and cultivate relationships with high profile individuals in sport to support Media and PR activities for the EFL partnership and Get Set to Go programme such as current professional players and athletes, local sporting legends and sport journalists or broadcasters. 11. To identify and support Media Volunteers, people with experience of mental health problems who are happy to share their stories in the media to promote Mind s mental health and sport work. 12. To monitor, evaluate and report on the impact of media and PR strategies, develop opportunities to promote and celebrate key outcomes through news stories and awards. 13. To act as key member of Mind s EFL Project Delivery team, contributing to regular cross organisational planning and delivery meetings, providing expert advice on media strategy and working in an integrated way with project leads across the three campaign workstreams (Community Delivery, Awareness Raising, Fundraising). 14. To work with the Head of Media and PR and Media Manager peers to jointly plan and organise the work of the media team, identifying and resolving operational issues and taking responsibility for the overall team s performance. 15. To provide a professional press office service to journalists, answering relevant media enquiries, writing targeted press releases, developing reactive statements, co-ordinating and overseeing press launches, photo-calls and visits to see Mind s work in action (liaising with outside suppliers and agencies when necessary). 16. To cultivate new contacts with sports journalists and broadcasters and to proactively secure media partnerships, building Mind s credibility and establishing effective working relationships. 17. To be proactive in monitoring events and trends in the areas of sport, mental health, the third sector and PR and to use this intelligence to Mind s advantage, developing contacts and spotting potential media opportunities which you can exploit. 18. To manage a crisis PR support service, alongside the Head of Media and management peers in the team, and to manage any adverse publicity that could have a significant negative June 2018 Media Relations Manager (Sport) 3

4 impact on the reputation of Mind and to devise media strategies to respond to potentially damaging stories, provide advice to senior staff and prepare press statements as necessary. 19. To advise and brief senior Mind staff including our Chief Executive and Directors for media interviews. 20. To ensure that the media team involves people with direct experience of mental health problems from a full range of diverse backgrounds and that appropriate advice and support is given to people involved with Mind s media work. 21. To undertake media interviews as a Mind spokesperson and to represent Mind s media function at external events and meetings. 22. To draw up and manage the media team budget relating to the EFL partnership, Get Set to Go programme and wider sport PR priorities. 23. To prepare papers for and present to Mind committees and internal forums as necessary. 24. To deputise for the Head of Media when necessary. 25. To undertake other duties that may from time to time be necessary, that are compatible with the nature and grade of this post. Expectations 1. To attend and contribute to meetings, training, and other events as required. 2. To attend and contribute to the supervision and appraisal process. 3. To ensure that all responsibilities and activities within this post are in accordance with the terms and spirit of Mind s policies. 4. To occasionally travel to meetings in England and Wales, which may require the need to work unsociable hours e.g. attending evening or weekend meetings or for overnight stay. 5. To adhere to relevant legal and statutory requirements including the Data Protection Act and the Health and Safety at Work Act. 6. To use Mind s resources responsibly. 7. To contribute to making Mind a Greener workplace. 8. The nature of the post will require flexibility in undertaking the role. June 2018 Media Relations Manager (Sport) 4

5 Mind (The National Association for Mental Health) External Relations Department Person specification: Media Relations Manager (Sport) Essential criteria Experience: 1. Significant experience of working in an in house media team or at a PR agency. 2. Demonstrable and relevant experience of taking the lead in devising, planning, implementing, reviewing and evaluating media strategies. 3. Evidence of a strong news sense, with a proven track record of successfully developing media stories from scratch, working on high profile stories and dealing with complex enquiries from journalists. 4. Experience of establishing and managing complex relationships with a wider range of stakeholders to deliver joint media campaigns. 5. Experience of working directly with celebrities and their agents/staff on media opportunities. 6. Significant experience of planning and managing events such as photocalls and filming opportunities. 7. Experience of preparing and briefing senior spokespeople (e.g. Chief Executive, Directors) and service users (i.e. someone with personal experience) for media interviews. 8. Knowledge and experience of using social media as part of media and PR campaigns. 9. Demonstrable experience of responding effectively to crisis media stories that present reputational risk. 10. Experience of monitoring and evaluating the quality and impact of media campaigns. 11. Experience of managing budgets including forecasting, setting, monitoring and reporting. Skills: 1. Outstanding written communication skills with proven high standard of written English, and the ability to prepare accurate, targeted material for journalists, and internal documents. 2. Outstanding oral communication skills, and the ability to develop and maintain effective working relationships with groups and individuals with differing perspectives and agendas. In June 2018 Media Relations Manager (Sport) 5

6 this post this might include journalists, people with mental health problems, key stakeholders or colleagues. 3. Exceptional judgement and analytical skills and experience of applying these in a fast-moving environment. 4. Proven ability to take responsibility for tasks, and use own initiative when their manager is unavailable. 5. Well developed prioritising skills, and the ability to work to tight media and internal deadlines. 6. Flexible, adaptable and proactively responsive to change. Knowledge 1. Excellent knowledge of integrated working on complex campaigns or projects. 2. Excellent knowledge and understanding of media and PR approaches. 3. Empathy with Mind s aims and values, including an understanding of and commitment to equality and diversity. 4. Good IT skills and experience of using Office programmes, including Outlook, Word, Excel and PowerPoint. Desirable 1. Knowledge and understanding of mental health issues and mental health policy in England and Wales 2. Knowledge and understanding of the sports industry and audiences, particularly the football league community. 3. Established journalist contacts in the sports media. 4. Knowledge and understanding of the third sector and the current fundraising environment. 5. Previous experience working in the third sector, either in a similar capacity at another charity or through CSR partnership work with a charity. 6. Direct or indirect experience of mental health problems. June 2018 Media Relations Manager (Sport) 6