Alzheimer’s Society

Job Description
Senior Press officer

Pay band: £39,150 inclusive of out of hours on-call availability

Pay band: G
Location: Central London

Main purpose of job

To provide a high quality media service to the Alzheimer’s Society in order
raise the Society’s profile and promote its aims, activities and interests.
To work with the head of media to develop proactive media relations
strategies, primarily for our services, awareness and fundraising work.

Position in organisation
The Senior Press Officer will report to the Head of Communications and input
into the media strategy for the Society. The Senior Press Officer will be a
member of the external affairs department.

The Senior Press Officer will be required to work closely with other members
of the press team. The Senior Press Officer will be required to take a leading
role in the running of an efficient press office, working closely with a team of
press officers.

The Senior Press Officer has line management responsibility for the press
officer (fundraising) and will be required to manage project press officers
within the team. As the media relations team grows, the senior press officer
maybe required to take on additional line management responsibilities.

The post holder will be required to work very closely with the celebrity
manager and celebrity assistant and work with our high profile supporters.

He/she will deputise for the Head of Communications as required. He/she will
be expected to work closely with Senior Press Officer with responsibility for
policy, research and campaigns.

The scope of the job

Alzheimer’s Society’s vision is a world where, ultimately, dementia can be
defeated, the Senior Press Officer will play a key role in ensuring this
becomes a reality. The Senior Press Officer will play a leadership role within
the press team to champion the rights of people with dementia and their
carers.

The press team continues to develop and grow; this role will play a key part in
the team’s development.

The role operates at operational management levels, and significantly

contributes to the success of many other functions. Key responsibilities
include:
 • Devise and execute media relations campaigns
• Manage day-to-day media relations, and manage the Alzheimer’s
Society’s reputation in the media
• Provide expert media advice and deliver media training across all
levels of the organisation
• Relationship building with key stakeholders
• Manage staff and drive the efficient working of the press team
This post is key to raising the profile of the Alzheimer’s Society and increasing
understanding of dementia in the public domain.

Dimensions and limits of authority

As a specialist in media, the post holder will be expected to work largely on
his/her own initiative.
He/she will be required to manage major media projects for the Alzheimer’s
Society, driving creative pr strategies
The post holder comes into contact with almost every other department and
works with colleagues at senior levels. Developing spokespeople throughout
the staff and supporters of the Society is a key responsibility.
The Senior Press Officer will represent the Alzheimer’s Society and will be
required to manage and build relationships with key external figures.

Duties and key responsibilities

Developing the Society’s media strategy, developing relationships with

key stakeholders
• With the Head of Communications identify key media influencers with whom
to initiate and develop mutually beneficial relationships
• Manage relationships with key media stakeholders as identified
• Lead the development of key messages for the services and partnership
work of the Alzheimer’s Society
• Assist the Head of Communications with the development of the media
strategies for the Society

Manage staff and drive the efficient working of the press team
• Manage the press officer (fundraising) and project press officers, ensuring
that that the Society’s management policies are adhered to and providing
opportunities for learning and development
• Work with the head of communications to help drive efficient planning,
monitoring and evaluation
• To identify reactive opportunities within the external environment to
champion the work of the Alzheimer’s Society
• Approve media statements and releases for the head of communications
• Work closely with the celebrity manager and celebrity assistant to ensure
that the Society maximises the media opportunities associated with our high
profile supporters

Manage day-to-day media relations

• To respond to enquiries from all media, Society members, branches and the
general public
• Enhance and protect the Society’s reputation in the media
• To draft press releases and ensure their follow up
• Identify media opportunities and draft proactive or reactive press statements
on behalf of the chief executive and the Society’s directors
• To promote the Society in the national and regional press and radio, on
television and in periodicals as well as other identified media
• To manage press enquiries during any crisis for the Society as agreed with
the head of communications, to deputise for the head of media on any
reputation issues as appropriate
• Represent the Society, its policies and views at meetings with external
agencies and other bodies as requested
• Contribute effectively to the provision of a 24/7 media service to staff and
the media. Provide out of hours sign off as required
• Write articles and other materials when required for internal and external
publication. This will include material for publication via the Society’s
newsletter and web site

Provide expert media advice and media training across the organisation
• Manage relationships with key external figures who are involved with the
media work of the Society, eg Trustees, Society spokespeople, celebrities,
patrons, journalists, MPs etc
• Advise the Chief Executive, directors and senior members of other teams
• Deliver media training across the organisation
• Support Society spokespeople with media work, ensuring anyone speaking
on behalf of the Society is fully briefed

Devise and execute media relation campaigns

• To lead the development of media strategies for identified key media
projects, arranging press conferences and photo calls as appropriate
• Manage identified and prioritised media especially across the Society’s
services and fundraising work
• Participate in and support the development of pitches to corporate
companies working closely with the corporate fundraising team
• Identify opportunities to develop media partnerships and secure them for the
benefit of the Society
• Carry out research and prepare background briefings for media campaigns

Financial responsibility
Manage and control media budgets as assigned by the Head of
Communications
To ensure all financial policies are complied with.

Management of staff
The Senior Press Officer will have line management responsibilities for the
press assistant and project press officers. These responsibilities may grow as
the team develops and further line management duties may be required.
Wider Society brief
This role contributes directly to the success of the Alzheimer’s Society in
raising awareness of dementia. It also has a direct impact on the success of
many other departments across the organisation.

To undertake any other duties commensurate with the grade and nature of
this post

5 February 2010
1. Alzheimer's Society

Person Specification: Senior Press Officer

All of the following requirements are essential and will be assessed from a
combination of information provided from the application form, extended
interview process and references:

SKILLS:

Experience of developing creative media strategies and ensuring their

effective execution

Experience of developing media messages, and briefing spokespeople and

dealing with complex media stories

Strong writing skills and experience of writing for the news

Strong interpersonal, presentation, promotion and communication skills

Experienced in training and motivating others to engage with the media

Project management skills, ability to juggle many conflicting deadlines and

work under pressure

Track record of delivering high quality media relations coverage

Understanding and skills to evaluate media coverage against objectives and

achievements

KNOWLEDGE:

An excellent understanding of the UK media and its requirements

Able to use the media strategically to benefit an organisation

A passion to enable others to utilise the media

Comprehensive knowledge of communicating across different media.

Understanding of broadcast media in order to provide support and briefing to

senior staff

Training (directly or indirectly) people in working with media

Influencing
ABILITIES:

Ability to communicate effectively to a wide range of audiences

Ability to manage a project across a geographically dispersed organisation

Able to plan, prioritise and deliver to tight timescales

Able to build positive relationships with volunteers and staff across the Society

Ability to motivate and empower staff and volunteers to engage with the
media

Able to implement and promote organisational decisions and policies

positively

Able to demonstrate a consistent approach towards others and operate with

confidence and integrity

Able to demonstrate the drive necessary to achieve results and remain

undaunted by setbacks

QUALIFICATIONS AND SPECIAL CIRCUMSTANCES:

Minimum 3 - 5 years experience working in a media or PR capacity, ideally
but not essentially within the charity sector

Degree or equivalent level qualification required. Journalism or PR

qualification desirable.

Able to travel throughout England and to Wales and Northern Ireland and
undertake evening work and overnight stays as required.

Support the media team to deliver a 24/7 media service

5 February 2010