JOB TITLE: Senior Media Relations Officer

REPORTS TO: Media Relations Manager

LOCATION: Breakthrough Head Office, Holborn

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 work with the Media Relations Manager to develop a fully integrated and strategic New
Media and Media Relations vision for Breakthrough.
• To work across a wide range of audiences through traditional and online media, to help
ensure we are the charity of choice for all those affected by breast cancer.
• To promote the work and aims of Breakthrough by providing comprehensive Media
Relations support for internal ‘clients’.
• To deliver a first class media relations service to journalists and other media
representatives

KEY AREAS OF RESPONSIBILITY

Client Service
• Work closely with other Breakthrough teams to propose, develop and deliver
creative media relations plans to support client accounts and projects.

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 • Work closely with other Breakthrough departments to propose, develop and deliver
creative medium to long term media relations strategies to support clients in achieving
their objectives.

• Work with the Media Relations Manager to help drive efficient working, including
planning, reporting and evaluation of team activity.

• To liaise with clients to ensure that media materials and position statements are up
to date, appropriately worded and readily available.

• Evaluate media coverage achieved for activities in order to compile evaluation

reports for internal and external use. Evaluate own projects as required

Media Relations

• To write, co-ordinate and issue media releases/statements, briefing materials and

features. When necessary organise and manage media conferences, photo calls and
launch activities.

• To work with the New Media team to deliver engaging web content which attracts
and interests journalists in the issue of breast cancer and the work of Breakthrough.

• Fully utilise social media opportunities in order to deliver on media relations work

• To respond to enquiries from journalists with speed and accuracy ensuring that
every opportunity is fully maximised. Build relationships with all on and offline media
(national, consumer, regional, trade) and maximise media opportunities via regular
briefings and meetings with key journalists.

• To act as spokesperson for the organisation and advise/brief staff who are
undertaking media interviews as a Breakthrough spokesperson.

• To identify matters on which the Breakthrough should comment or take action and
to bring them to the attention of the Media Relations Manager or Head of New Media &
PR.

• To form part of the daily news desk rota and the out of hours media team rota.

• Keep up to date with the media environment, including latest developments, trends
and campaigns and proactively identify opportunities to promote Breakthrough.

• To be responsible for ensuring effective environment scanning (on and off line)
and maintain a watching brief for Breakthrough. Champion a proactive response to
media opportunities.

Partnership working

The three senior media relations officers will work closely to:

• Deliver an integrated service between the Media relations and New Media teams
helping to deliver a 360 degrees vision for our communications

• Assist the Media Relations Manager in system and process design and
implementation

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 • Build, maintain and develop a strong network of media contacts across all relevant
media channels

• Deputise for the Media Relations Manager as and when necessary

In addition to the above partnership working each role will have some specific areas of
responsibility based on their specialist knowledge/area of expertise. These will include:

Health & Campaigning

 Act as specialist point of contact between Breakthrough’s Policy, Education and
influencing team and the media relations department.
 Work with the media relations manager to identify and plan Breakthrough’s health &
campaigning media relations priorities

Core Charity

• Assist the media relations manager in providing in-house media training and
ongoing support for Breakthrough spokespeople.

• Champion the use of the Breakthrough brand, outcomes and case studies in all
appropriate Breakthrough work.

• To undertake other duties specified from time to time by the Media Relations
Manager

KEY INTERFACES

Internal:
• Media Relations Manager
• Media Relations team
• New Media Team
• Fundraising
• Research, Policy, Education & Information, and Influencing teams
• Finance, Legal and HR – as and when required.

External:
• Media representatives
• Corporate partners, supporters, agencies
• Scientists, MPs, Healthcare Professionals, policy makers
• Supporters and beneficiaries
• Other charities & best practice organisations

KNOWLEDGE, SKILLS, EXPERIENCE AND COMPETENCIES

Essential
• Strong Media Relations/PR experience in a busy in-house press office or PR agency –
commercial, public, or not-for-profit sector.
• Demonstrable experience of developing and delivering successful Media Relations & New
Media plans
• An excellent working knowledge of the UK’s national, consumer, social and trade media (both
on and offline) and a proven track record in securing publicity within them – with strong media
contacts.

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• Clear understanding of the importance, synergy and opportunity available between traditional
media channels (press & broadcast) and new media channels (online).
• Excellent written and verbal communications skills – in particular, the ability to produce
engaging copy on and offline.
• Ability to sell pitch and sell stories - a confident phone manner when speaking to the media.
• Experience of delivering consistent messages with the media and act as an effective
communicator of an organisation’s key messages
• Excellent attention to detail – proof reading skills in particular.
• Demonstrable experience of issues /crisis management
• Excellent organisational and administrative skills, including experience of working with press
office administration systems such as media monitoring and evaluation.
• Demonstrable experience of managing work in pressurised situations; prioritising workload
and multi-tasking without sacrificing quality of work.
• Computer literacy (Microsoft Word, Powerpoint, Excel).
• As with most media roles, the candidate must be prepared to work outside of office hours on
occasion, e.g. join the on-call media rota and attend events where necessary.

In addition to the above, the three senior media relations officers will each be required to have an
individual ‘specialist’ area of knowledge spanning one of the following areas: Science &
Research; Corporate & fundraising; Health & Campaigning.

Desirable

• Communications /PR/ NUJ qualifications (IPR affiliated).

PERSONAL QUALITIES AND ATTRIBUTES

• Excellent interpersonal skills and the ability to work effectively with a wide range of people
across different teams internally, supporters, scientists, journalists and other organisations.
• A team player with the ability to work flexibly and proactively, actively seeking partnerships
with others.
• Able to share ideas and constructively challenge the status quo.
• Able to influence others to gain buy in and support for media activity.
• Able to anticipate problems and identify solutions.
• Demonstrates respect for individuals and the environment in which they work.

TERMS AND CONDITIONS

Salary range: £27000 - £31000 per annum

Term of appointment: Permanent

Hours of work: 35 hours per week. 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

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