Thank you for your interest in the position of Public Relations Specialist at The Australian Ballet.

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1 21 st May 2015 Dear Applicant, Thank you for your interest in the position of Public Relations Specialist at The Australian Ballet. Please find below information related to the position. In accordance with the timeline for the selection process, the closing date for receipt of applications is Thursday 4 th June at 5:00pm. Yours sincerely Ange Park Human Resources The Australian Ballet

2 THE AUSTRALIAN BALLET PUBLIC RELATIONS SPECIALIST A unique opportunity to be part of public relations strategy for a global entertainment company Melbourne based Aspirational brand This is a rare opportunity for a bold and creative thinker to develop publicity and brand awareness initiatives for The Australia Ballet. We are looking for an energetic individual who will deliver exceptional communications that reach new audiences to elevate The Australian Ballet's brand. With our rich heritage, beautiful content and inspiring stories, you will be empowered to build coverage and relevance with influencers and everyday Australians. Reporting to the Public Relations Manager, you will assist with the PR strategy to increase brand awareness, audience growth and drive sales for The Australian Ballet. Key initiatives include promoting The Australian Ballet through campaigns, activities and events to the media, general public and external audiences as well as through relationships with key journalists, bloggers, and partners. You will work within the broader marketing and commercial division, with specialists across marketing, creative, digital, customer experience, content and broadcast. Desired Skills and Experience The Public Relations Specialist will bring solid understanding of the PR landscape with previous experience across the following specialty areas: corporate relations and communications, media relations, publicity, events and community engagement. Excellent contacts and a deep understanding of how to build relationships at all levels including media, influencers, internal and external stakeholders, bloggers and communities is critical. You will demonstrate creativity and fresh thinking and embrace collaboration across the team to showcase the essence of The Australian Ballet's brand. Our ideal candidate has outstanding written and oral communications skills with proven experience in media / consumer or brand driven environments.

3 POSITION DESCRIPTION PUBLIC RELATIONS SPECIALIST 1. KEY ROLE Deliver exceptional communications that reach new audiences to elevate The Australian Ballet's brand. Contribute to the PR strategy to define initiatives to increase brand awareness, audience growth and drive sales for The Australian Ballet. Promote The Australian Ballet through campaigns, activities and events to the media, general public and external audiences as well as through relationships with key journalists, bloggers, and partners. 2. THE COMPANY The Australian Ballet is a globally recognised performing arts organisation. Every year it presents upwards of 14 mainstage seasons across Melbourne, Sydney, Brisbane, Adelaide and Perth, as well as public programs, special events and an extensive regional tour. The company s output means a fast-paced and diverse marketing environment, characterised by many competing deadlines and challenges particular to each ballet and location. The administration offices, production department, music department and rehearsal studios are located at The Australian Ballet Centre, 2 Kavanagh Street, Southbank, Victoria. The Australian Ballet performs on a regular basis at Arts Centre Melbourne and Sydney Opera House, as well as other interstate venues. The company also tours overseas. 3. CULTURE & ENVIRONMENT The Marketing, Commercial and Audience Development division is responsible for The Australian Ballet s main commercial operations. It comprises marketing, public relations, digital, content, recording & broadcast and audience experience. The function is undergoing a significant brand, digital and communications transformation. As it enters a new phase of growth, the company is gearing up the brand and digital presence to evolve the content offering and to become more sophisticated in the way it engages with audiences. The core marketing goals are: Become globally recognised as a leading performing arts organisation and entertainment brand Attract new audiences Build and nourish an active and engaged community Embark on creative collaborations Become an effective content creator and media channel

4 4. SPECIFIC ROLES AND RESPONSIBILITIES Develop PR strategies and execute integrated, multi-channel communication plans to ensure The Australian Ballet attracts new audiences and exceeds its commercial revenue targets. Plan and optimise major PR activity, creating strategic alliances to optimise coverage. Generate compelling and creative story angles in line with the overarching strategy to build the profile of the company and our artists. Work on positioning the Artistic Director, Executive Director and other executives as authorities and spokespeople on cultural and brand issues. Drive and implement media events and lists including media calls and launches Drive publicity campaigns in support of The Australian Ballet s national performance seasons, audience engagement activities, brand profiling and key sponsor initiatives, achieving optimum media coverage in terms of placement and content as well as volume. Liaise with external suppliers and partners (including our Sydney-based PR agency, media monitoring agency, photographers, venues and sponsors) to maximise all opportunities and ensure optimum service for The Australian Ballet. Implement best practise publicity reporting on all campaign touch points. Continuously come up with new, creative ways of increasing brand awareness to attract new audiences Work closely with Public Relations Manager, Senior Marketing Manager, Senior Digital Manager and Community Specialist to create strategies to support new acquisition and brand awareness across the business. Other duties as reasonably requested by the Director of Marketing and the Public Relations Manager. Maintain and enhance relationships with the media and other influential commentators and spokespeople. 5. QUALIFICATIONS AND EXPERIENCE A proven track record of achieving and surpassing revenue targets A proven track record in developing and converting new audiences Bachelor of Communications or a similar discipline A minimum five years experience developing strategies and executing public relations campaigns for iconic brands

5 6. ATTRIBUTES To successfully fulfil the roles and responsibilities, the Public Relations Specialist should demonstrate the following skills, knowledge and personal qualities: An understanding and alignment with The Australian Ballet ethos A strategic and innovative mindset Creative thinker Digitally savvy Proactive Results driven Strong communication skills and the ability to influence A passion for brand, beauty and the creative industries 7. KEY PERFORMANCE INDICATORS Box office and other commercial targets activity achieve/surpass revenue targets Value of media coverage secured (using Media Monitors Advertising Value Equivalent methodology) Diversity of editorial coverage, in terms of content and placement Effective, timely issues management 8. RELATIONSHIPS: Reporting to: Work team: Key personnel: Public Relations Manager Events Project Manager Senior Marketing Manager Senior Brand Marketing Manager Senior Digital Manager Marketing Personnel Corporate Partnerships team Marketing Director Artistic Director Executive Director 9. DATE: May 2015 Authorised by: HR Director SELECTION CRITERIA Please apply to attention Ange Park. Please include cover letter, addressing desired skills and experience with resume. Applications close Thursday 4th June 2015 at 5:00pm Ange Park HR Advisor The Australian Ballet Level 5, 2 Kavanagh Street Southbank Vic 3006

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