Job title:
PR Manager
Job family:
Brand, Audiences and Digital
Job ref:
C&D034
Job family definition
Roles within the Marketing function are responsible for developing and delivering the Eden Project’s brand strategy to build brand profile, awareness and reputation, extending and diversifying audience reach and engagement, and maximising the delivery of commercial and cause related revenue streams.
Role purpose
To support the brand in overall delivery and administration of communications and campaign activities that make Eden Project visible and upwardly drive audience engagement in the charity and visitation to destinations.
The post holder will be organised, creative and an exceptional communicator, able to accurately research, tailor, target and proactively develop compelling news worthy content that lands coverage across all national and regional media including television, radio, newspapers, magazines and online, also supporting socials.
Key accountabilities
- Works to increase brand visibility by devising news worthy media stories, planning and managing proactive and reactive activity, producing materials including press releases, briefs, blogs, reports and case studies, using assets to engage local and national media.
- Supports senior PR colleagues to deliver and execute campaigns, incorporating briefings, managing and tracking activity, and monitoring output against KPIs and budgets.
- Drives media sell-in to UK national and regional media, managing and tailoring content so that it is relevant, accurate and engaging for outlets and their audiences.
- Responsible for writing, disseminating and managing briefings for spokespeople across the organisation, including the senior leadership team. Provides verbal briefings to team members ahead of interview scenarios and supports media and spokespeople when interviews are conducted.
- Co-ordinates photo shoots/media calls, capturing or commissioning quality photography and video, sharing assets across the marketing function and maintaining photography and video archive.
- Builds and maintains our PR and media network using multiple strategies ensuring strong relationships with publications, journalists, influencers, broadcasters and media partners and external PR resource and is engaged and responsive to their requirements.
- Supports senior PR team to maintain its resources and records, monitoring media, tracking, archiving and analyzing coverage in a timely fashion. Is responsible for reporting PR results to senior colleagues and producing summary reports on request.
- Is the direct point of contact for media for Eden Project, Eden Sessions and new Eden Project destinations - liaising with journalists/photographers, facilitating media and on-site filming at Eden Project(s), and supports and develops Eden Project’s as a filming location.
General:
Reconciles budget expenditure to raise orders and track current spending, ensuring compliance with internal financial procedures (with aim that this will move to be picked up by Central pool)
Attends relevant media and PR events ensuring that pertinent information is disseminated to the relevant staff at Eden.
Carries out other tasks which may be reasonably required to support the PR team.
Demands of the role
Education & qualifications
The jobholder will be educated to degree level in a relevant subject.
Knowledge & skills
At least 5 years’ experience in a marketing, PR or comms role in a consumer facing organisation. They will have a broad overview of all aspects of the marketing and communications mix, including social media and digital advertising. The job holder will have excellent numerical and organisational skills, be able to juggle multiple projects at one time and flex to work to tight deadlines. A knowledge and appreciation of the tourism and cultural sectors particularly in the South West, Lancashire and Angus counties would be advantageous.
Decision -making
Working to short-term objectives where professional judgement will become immediately apparent, the jobholder will have experience of autonomous decision making and diplomatic stakeholder liaison management. Some additional decision making will be based on knowledge of the role and set procedures. Reports to line manager on a weekly basis, referring any complex decisions, however uses autonomy and initiative where relevant. An organized and methodical approach to managing a busy workload will be essential.
Resourcefulness
Practical and capable self-starter. Works within existing processes and procedures, but due to the fast-moving and often high-profile nature of the work will need to employ adaptive thinking and make quick decisions where necessary. The ideal candidate will take a pro-active and creative approach to solving problems and will work closely with the Head of Media and Engagement to develop and improve ways of working.
People & asset management
No direct reports but may oversee work of freelance and/or agency staff or volunteers to support campaigns or events.
Communication & visitor experience
Well-developed communications skills are integral to this role: They must be able to adapt their approach in order to engage and, at times, manage stakeholders at all levels both within and outside of the organisation, representing the Eden Project to the media and certain partner and industry groups. Excellent written communication skills, including good proof-reading ability and strong attention to detail.
Operational environment
Additional features
Needs to keep abreast of the latest developments and trends in the tourism and cultural sectors. Should demonstrate affinity with Eden’s ethos and values.