Islamic Relief Worldwide Public Relation Officer BASE LOCATION: REPORTING TO: Birmingham, International Office Middle East Department Manager LINE MANAGEMENT RESPONSIBILITIES: None DEPARTMENT PURPOSE: The Middle East Department is part of the IFDD, the International Fundraising Development Division, within the organization. The department deals with sponsoring and marketing Islamic Relief s programmes and projects from the Middle East region and Arabic speaking countries. As well as advocating and raising funds, the department is responsible for managing the organisational image and reputation in those areas of the world. JOB PURPOSE: The Public Relations Officer will play a key role within the Middle East Department, developing brand awareness and taking a lead in managing the organisational image and reputation particularly within the Middle-East region and Arabic-speaking countries. This will include the provision of PR support to the Department s and its internal and external stakeholders particularly Fundraising Offices located in various countries in the Middle East. The post holder will also act as a focal point for all PR communications related entities, with particular focus on the Communication Department, and ensuring that activities are accomplished according to high standards and within the specified timeframe and allocated budget. As a core duty, the PR Officer will develop, manage and implement integrated PR and media plans to ensure relevant opportunities are fully maximised for the department and the entire organisation including support to internal teams with communications and media guidance. S/he will keep effective communications with relevant media contacts, ensuring positive and collaborative relationships are maintained. 1
IFDD and Middle East Department s Position within the IRW Structure CEO International Programmes Communication Human Resources & Organisation al Development Finance & Services UK IFDD Middle East Emerging Markets Waqf The International Fundraising Development Division (IFDD) Structure IFDD Director Waqf Manager Emerging Markets Middle East Manager PR Officer 2
KEY WORKING RELATIONSHIPS Daily contact with IFDD colleagues as well as other IRW internal and external staff in various countries around the world. Regular contact with IR Fundraising Offices and with staff in the Middle East countries where Middle East department is operating or has a representation. Regular contact with the International Programmes Division (Desk Officers and their line managers) to follow up in relation to PR and media material and activities required for the ME Department news, publications. Daily contact with key media institutions and their liaison officers in relation to reputation management (e.g. newspapers, magazines and TV channel). Regular contact with the Communication Department to ensure that IFDD PR and media requirements (such as leaflets, booklets, promotional items, IFDD website s content) are prepared on time and with satisfactory quality. SCOPE AND AUTHORITY Scope of the Role: The post holder has a mandate to cover all PR and media issues within the Middle East Department and directly reports to the Middle East Department manager. Regular PR and communication support should be provided to the IFDD Fundraising Offices and the line manager must be updated accordingly. Strategic decisions should be discussed and consulted in advance with the line manager. In addition, the post holder is mandated to contribute to the development to all strategies, policies and procedures related to the PR and media activities within the ME department and IFDD division. Responsibility for Resources: The post holder is responsible for keeping PR-related financial records, updating service providers information as well as TV and newspapers, regional representatives and other stakeholders database. KEY ACCOUNTABILITIES The job holder is accountable for fulfilling his or her roles and responsibilities in line with Islamic values and principles of fairness, humanity, honesty, respect and fair treatment of his/her colleagues, interns and volunteers. 3
1. Lead the PR activities within the Middle East Department Act as a focal point of contact between the ME Department and Communication Division within IRW for all matters related to PR, media and communication. Develop systems and procedures for the PR activities within the department. Maintain a PR system that can establish and sustain the relationships with Middle East stakeholders in a professional and adequate manner. Liaise with the relevant Arabic-speaking spokespeople in the department and within the organisation where relevant and when needed. Plan and develop the departmental PR budget and manage its expenditure as well as the activities ROI. Plan and ensure the production of ME Department s situational, progress and annual reports on PR activities within the department and the related offices in the Middle East in a timely manner according to agreed format and timescale. Work closely with the Communication Department in order to deliver rich content to support PR and media activity Perform quality checks on all PR sources data in the ME Department by focusing on completeness, consistency, and accuracy. 2. Provide PR support to IR Middle East Fundraising Offices Provide all PR required support to the ME-based Fundraising Offices and Arabic-speaking countries in a professional and timely manner. Liaise for, and take part in, the organisational events including press conferences, exhibitions and press tours representing the ME Department. Ensure all relevant publications and reports are sent out to the Middle East Fundraising Offices in a professional manner and according to agreed format and timescale. Gather the relevant compelling story angles, case studies and interviews with key stakeholders including donors, beneficiaries and partners and disseminate the approved information to ME Fundraising Offices. Arrange for Arabic-speaking IR ambassadors as well as opinion leaders and opinion formers to visit IR Offices in the Middle East to enhance the organisational image. Conduct and/or commission information research and analysis of findings and statistics in support of the ME Fundraising Offices. Coordinate efforts and liaise with key Arabic-speaking media contacts in the Middle East region and link them to the Fundraising Offices PR peers. Prepare monthly, campaign and live appeal reports, together with e- newsletters prior and after campaigns for IRW stakeholders. 4
3. Contribute to the management of the organisational image and reputation Cultivate relationships with key humanitarian journalists and NGO publications in the Middle East and Arabic-speaking countries. Follow up the international Arabic-speaking news and social media identifying opportunities or bringing issues to the attention of Communication Department. Organise the design and production of the department s Arabic publications, and coordinate with the relevant internal and external stakeholders to ensure harmony and consistency of publications. Deliver a fast, accurate response to media enquiries including off-work hours. Write, co-ordinate and issue interesting media releases and statements, briefing materials and features; organising and managing press conferences as required Develop and maintain a strong network of Arabic media contacts and journalists worldwide, ensuring contacts are kept up-to date in a central database Supervise and be responsible for up-to-date media monitoring and archive including evaluating media coverage and PR activity for internal and external reports and publications Pitch stories to the Arabic-speaking international media. Achieve highest visibility for in print, broadcast, TV and online media outlets. Write clear and compelling pitch letters, press releases and ad-hoc articles, share with the relevant stakeholders and ensure appropriate usage. Identify media trends, philanthropic programmes and spin opportunities. Analyse and measure results of the conducted PR programmes within the remits of the Middle East Department and its Fundraising Offices. 4. Take part in the development of overall PR strategies and policies Contribute in developing annual PR work plan. Contribute to the development of, and implement, strategic PR programmes and publicity strategies to achieve substantial increases in IR brand awareness in the Arabic-speaking world. Develop work plan and ensure the correct audience is contacted and that live campaigns are managed accurately and in a timely manner. Represent the ME Department in relation to PR during meetings and update the IFDD staff about the PR objectives, work plans, and achievements 5
Identify key Arabic-speaking media outlets and perform professional segmentation and adequate means of utilisation. Contribute to the formulation of PR related policies and ensure adherence by Middle East Department s staff and Offices. Clarify to the media stakeholders the relevant policies in relation to using the Islamic terminology including donations of Waqf (endowment), Zakat (almsgiving), penance, vows, gift, inheritance, orphans, and feed-the-needy, as well as Islamic Sharia ruling related views on various debateable issues Monitor, evaluate and assess the effectiveness of campaigns and advise on improvements Ensure the ME Department PR policies are comprehensive and accurate by regularly reconciling with other IRW internal and external sources. 5. Train and support IR ambassadors, volunteers and new staff Arrange for advertising for volunteers and establish/improve the process for their shortlisting, interviewing and recruitment in collaboration with the HROD Division. Provide formal PR induction to new staff/volunteers who join the organisation. Lead on interns and volunteers training and development through a personal development plan. Monitor the performance, attendance, punctuality, etc. of the PR volunteers and keep logs during campaigns and exhibitions. Lead new volunteers at campaigns and live appeals. Prepare work plans for volunteers based on pre-defined objectives. Conduct periodical appraisals for volunteers and report findings to your line manager. Advise and brief peers and volunteers on press releases and undertaking media interviews in order to provide professional support Help in recruiting IR Arabic-speaking ambassadors and ensure their understanding to the IR relevant policies. Identify key opinion leaders and formers within the Arabic-speaking countries and advice on best means of collaboration. Other responsibilities Undertake any other reasonable duties that are consistent with the job and at its level of responsibility as and when required by the line manager. Analyse reports and problems in his/her own areas of work. Support line manager in providing reports and presentations to senior management. 6
Contribute to the creation of policies and processes aiming for excellence across the IRW family. Prepare presentations for guests, ME Donors or other visitors as requested by the Head of the IFD Division or Middle East Department. PERSON SPECIFICATION It is essential that the post holder shows a good understanding and empathy with the Islamic values and principles as well as commitment to IRW s vision and mission. This section should detail the requirements of the role in the following sections: Essential Knowledge, Skills and Qualifications Knowledge and Skills: A good capacity to communicate fluently in English. An excellent command of the Arabic language; orally, in writing, reading and speaking and ability to respond to media, partners and public inquiries professionally. An excellent writing and editing abilities of the Arabic text. Considerable knowledge in Islamic Sharia ruling particularly on charity and donation concepts. Very good skills in databases and data analysis. Strong organisational skills i.e. ability to prioritise and plan work, set and achieve deadlines, establish and maintain monitoring systems with high attention to detail. A good understanding of the importance of effective communication in the context of Public Relations. Ability to multi-task. Ability to work under pressure, be self-motivated and deliver to target. Willingness and ability to represent Islamic Relief Worldwide at events. A flexible approach to work. Strong motivation and empathy towards the aims and objectives of the organisation. Good IT skills. Proven ability to conduct PR campaigns and researches. Excellent all round communication and interpersonal skills; both orally and in writing particularly in Arabic. Ability to contribute to the development of a team and help meet team goals. Strong analytical thinking and problem solving skills. 7
Qualification: A university degree is absolutely essential. However, a specialisation in marketing and communications or journalism is an advantage. Experience: Experience in similar role at any level. Considerable practical experience in drafting and editing contracts in Arabic and English, being able to write contracts for PR campaigns on Arabic TV channels, project contracts and endowment contracts. Experience in telemarketing would be desirable but not essential. Experience of training staff. Extensive organisational experience. Public Relation and communication experience. Planning experience Previous experience of working within the media environment social media would be advantageous Other: Desirable To work flexibly according to the demands of the organisation and to perform such other duties, within the competence of the post holder, which may be required, reasonably, from time to time, including work outside normal hours (that might include working during weekends sometimes). Proactively deputising all core activities undertaken by line manager during their absence Fundraising experience for charities Donor/customer care experience Marketing or advertising experience Work experience with international NGOs Work experience with any faith-based organisations Experience with media-related organisations Signed by: (Direct Line Manager) Signed by: (Department Manager) 8