POSITION DESCRIPTION

Transcription

1 POSITION DESCRIPTION Salary range: Senior Administration Band 4 Hours of work: In Accordance with the New South Wales Nurses and Midwives Association (NSWNMA) Employment Enterprise Agreement Status: Final Position: Media Advisor (Officer) Reporting to: Communications Manager Positions directly reporting to this position: Nil 1. Purpose and scope of your position: The position is primarily responsible for the development and execution of media strategies that will deliver the objectives of the NSWNMA communications plan as it relates to campaigns Purpose The role manages, optimises and protects NSWNMA s reputation and promotes NSWNMA campaigns through the strategic use of media channels both traditional and social. The role ensures that NSWNMA has a visible, engaging and agenda defining presence in the media and that the Associations profile is leveraged to garner support and achieve change. The role reports to Manager Communications and provides strategic advice to the General Secretary, Assistant General Secretary and Manager Communications on external communication developments and opportunities including issues and crisis management, media relations, speech writing and associated activities. Develop and execute a media plan to increase the NSWNMA profile and meet the communication objectives of NSWNMA Daily media and information monitoring and analysis. Responsibilities Prepare and provide advice to Elected Officials, as the NSWNMA spokespeople, on current affairs and media activity and responses. Undertake activities that will maximise coverage of the NSWNMA and its campaigns and set the agenda on media and community debate. Media Advisor (Officer), Communications. Page 1 of 6

2 Be the NSWNMA initial point of contact for media and prepare releases, statements and opinion pieces for media. Coordinate, research and prepare high quality written responses on behalf of the NSWNMA including briefing notes, submissions and reports Undertake research and analysis to prepare background information, briefing notes or responses to issues and as required write speeches for NSWNMA Elected Officials. Lobbying on issues identified by Elected Officials and Communications Manager Work collaboratively with the communications team Research, write and edit articles as required for NSWNMA publications Participate in regular meetings with the communications team and organisational meetings Work with media officers of key stakeholders to ensure that issues based campaigning has far reaching consequences. 2. Specify critical competence (skills) requirements for this position: Previous substantial experience as a journalist or media advisor Demonstrated ability to strategically manage media relations processes and practices High level written communication skills, suitable for print and online channels High level oral communication skills and the ability to clearly articulate issues to various audiences Stakeholder (internal and external stakeholders) and relationship management skills Demonstrated ability to work as a team member including a capacity to be adaptable and flexible, working within an environment subject to work pressure, competing priorities and change High level strategic, research and analytical skills and the ability to provide viable high-level advice and options Demonstrated ability to be self-directed, establish priorities, use initiative and be proactive in raising and dealing with issues Speech writing 3. Describe how NSWNMA Vision Statement will guide behaviour in your position: NSWNMA Vision Statement The NSWNMA will be a union that Examples of how this value is expressed in your position This value underpins NSWNMA communication Media Advisor (Officer), Communications. Page 2 of 6

3 provides quality representation to a growing number of active members who see the NSWNMA as a vehicle of their own empowerment. The NSWNMA will work to be recognised by nurses and midwives and all others as a positive contributor to a fairer and just society. objectives. Driven by these values, communications becomes a vehicle for members to share experiences, strategies and tactics in order to build power in the workplace so we can achieve our union goals. The role is to develop communications that aim to broaden the industrial, political and professional horizons of nurses and midwives so that the Association has the backing of its members to be a progressive and active force in the health sector and an effective participant in social campaigns. This role will promote the activities, goals and objectives of NSWNMA members to the public and political decision makers. 4. Define the authority and influence of the position: Develop and execute media strategy as part of the communication strategy Provide strategic advice on media including crises and issues management Advance NSWNMA strategic and campaign objectives. 5. List the goals and deliverables of the position: Main objectives Develop and execute an annual media plan Media relations and monitoring Expected deliverables Develop and execute a media plan (traditional and online) to increase NSWNMA profile and meet the objectives of NSWNMA communication strategy Develop, implement and report on practical media relations strategies that will enhance NSWNMA campaigns and objectives Contribute to the development and implementation of annual communications and campaign teams plans. Develop and maintain relationships with key journalists ( all channels) Respond to media requests and write and distribute media releases, statements, media packs, and opinion articles Identify, plan and coordinate media opportunities and media events to maximise coverage of the NSWNMA and its campaigns. Media Advisor (Officer), Communications. Page 3 of 6

4 Monitor media daily, and review reports and other information, disseminating and advising on issues to the Communications Manager and Elected Officials. Issues and crises management Identify, plan and coordinate media opportunities to maximise coverage of NSWNMA campaigns Provide high level media analysis and advice to the NSWNMA leadership team Undertake research and analysis to identify opportunities for the NSWNMA to increase its profile, position to set the agenda of relevant media and community debate. Coordinate, research and prepare high quality written responses on behalf of the NSWNMA including briefing notes, submissions and reports Undertake research and analysis to identify opportunities for the NSWNMA to increase its profile, position to set the agenda of relevant media and community debate. Stakeholder and reputation Management Manage internal and external stakeholders at times with conflicting agendas Lobby key influencers on issues identified by Elected Officials and Communications Manager Work with international affiliates to identify strategic international media opportunities and events based on common issues. Research and advice on Conference speaker and panellists for NSWNMA events Research, write and edit articles for NSWNMA publications Speech writing for the General Secretary Assistant General Secretary or others. Media Advisor (Officer), Communications. Page 4 of 6

5 Providing Support 6a. Specify who you need support from: Key relationships (manager, co-workers, external contacts) and scope of support: Communications Manager: reporting to this position. The communication strategy must be clearly defined and articulated to ensure the effectiveness of the media relations role. General Secretary: needs to clearly articulate the goals of the NSWNMA as the basis for a strategic direction for media and stakeholder management. Needs to provide direction to the media role and guidance in negotiating what may at times be a dotted reporting line. Assistant General Secretary: to contribute to media angles and general messaging. To be available as an authoritative source on the key issues in the union s media. Other managers: support to facilitate cooperation with all other teams of the Association. To ensure media relations leverages the work of all members of the Association. To be a source of stories contacts and information for the media officer. Communication team members: team members need to meet the objectives and deliverables of their jobs according to achievable deadlines. Other NSWNMA staff: Staffs in the NSWNMA need to be available as sources of information, member contacts and information for the media officer and to commit that these be delivered in a timely way so deadlines are adhered to. Outside contractors: these need to work seamlessly with the communications team so that our communications maintain a consistently high standard and meet set deadlines. 6b. Identify who you should provide support to: Key relationships (managers, co-workers, external contacts) and type of support to: Communications Manager: Support the communications manager in the delivery of the communications strategy and goals. Provide specialist advice on area of media relations, crises and issues management. General Secretary and Assistant General Secretary: provide advice and suggestions on media strategy, crises and issues management. Provide briefing notes, specialist advice and speech writing as required. Other managers and teams: provide strategic advice on media. Communications Unit members: Participate as a supportive team member providing specialist advice on media. Media Advisor (Officer), Communications. Page 5 of 6

6 7. Provide a quality service: Provide a quality service to NSWNMA members by: Promoting the NSWNMA profile and campaigns in traditional and social media Stakeholder management 8. Improve own professional knowledge and skill relevant to position: Ensure knowledge and adoption of contemporary practice in media relations Network with colleagues internally and externally I have read and understand the requirements of this position. I agree to undertake the responsibilities as set out in the position description. Employee s signature: Date: Media Advisor (Officer), Communications. Page 6 of 6