Senior Communications and Media Officer

Job Description

Responsible to: Communications and Media Manager

Responsible for: The Senior Communications and Media Officer will be responsible for leading the direction, development and delivery of a strategic Communications and Media plan for their assigned Directorate, ensuring consistent, high quality, professional support to Education Authority (EA) Directorates, wider sectoral organisations, media and a wide range of stakeholders.

They will lead on the delivery of an annual programme of work, aligned to key Directorate and organisational priorities. They will also form part of a press and media function for EA.

Job Purpose

The Senior Communications and Media Officer will be responsible for supporting the delivery of a modern, professional and high quality communications and media service in line with industry best practice.

They will develop, implement and review an overarching, evidence-based plan for the delivery of communications, campaigns and media activity for their assigned Directorate aligned to an overarching professional framework, and the Communications and Engagement Strategy.

The post-holder will play a key role in providing advice to their Directorate Management Team (DMT), projects teams and across other forums as required.

They will lead on an annual programme of work, including a portfolio of campaigns, projects and initiatives, aligned to key communications and Directorate priorities, with clear objectives, targets, and outcomes.

Communications and Media Officers will work collaboratively as part of a team to ensure key priorities across Directorates and the wider organisation are delivered, providing cover and support as required.

They will also work in partnership with wider sectoral partners and other stakeholders on key strategic priorities, providing support and advice to a range of staff, and leading on the delivery of key communications outcomes.

A key part of the role will be working closely with schools, youth services, children, parents/carers and wider partners to increase understanding and build confidence in the work of the EA.

The post-holder will also build strategic relationships with the media and ensure a timely, open, transparent and responsive approach to a wide range of high profile and complex enquiries and bids in line with EA’s values.

They will play a key role in supporting the development of a coherent narrative for EA and will be responsible for enhancing the profile of the Education Authority with the public, with all of our stakeholders and across all media channels to help achieve our strategic priorities and increase brand awareness both internally and externally.

They will shape the development of an overarching Communications and Engagement Strategy and support in implementing new communications structures, contributing to service development.

Specifically, they will be responsible to the Communications and Media Manager and will work closely with Directors and Assistant Directors, colleagues and teams to maximise communications and engagement with partners and colleagues in schools and elsewhere to listen to, understand and promote the voice of children and young people in the work of the EA, and champion the corporate vision, values and culture in all plans and activities.

The post-holder will be expected to provide support and guidance for communications staff, including line management responsibilities as required.

The Campaigns and Media Officer’s responsibilities include:

Strategic Communications Planning

• Supporting the Communications and Media Manager, the Public Affairs and Engagement Manager and the Head of Communications in all aspects of the planning and delivery of a Corporate Communications function for EA.
• Playing a key role in the development, implementation and evaluation of the EA Communications and Engagement Strategy.
• Accountable and responsible to their respective Directorate Management Team (DMT) for the development of a Directorate communications plan setting out key priorities, measurable targets and outcomes, aligned to the overarching Communication and Engagement Strategy and key Directorate and organisational priorities and objectives.
• Developing, implementing and delivering an annual prioritised programme of activity, aligned to the overarching Communication and Engagement Strategy and framework.
• Establishing baselines and targets as part of the Directorate communications plans and reporting on outputs and outcomes on a quarterly basis to DMTs and feeding into the overall Corporate Leadership Team (CLT)/Board performance reports.
• Providing strategic advice to Directorate Management Teams and a range of senior staff in relation to complex, high profile developing issues, as well as planned proactive activities.
• Working flexibly as part of a team across Directorate boundaries as required, leading and supporting key strategic projects and issues as required.
• Proactive monitoring of the media and the political environment and reporting on EA related issues to the Communications Manager, the Public Affairs and Engagement Manager, the Head of Communications, the relevant Directorate(s) and Senior Leadership Teams and Board members, as required.

Campaign Management and Communications Strategies

• Building, developing and enhancing relationships with a range of key stakeholders, including schools, youth services, children and young people, our staff, parents/carers, sectoral partners (Department of Education, CCMS, CCEA, NICIE, CSSC etc) to strengthen opportunities for collaboration and enhancing the collective message.
• Developing, implementing and reviewing Communications plans and campaigns for major projects and initiatives, working closely with the wider team, sectoral partners, and other stakeholders, utilising a range of channels and methods including media, social media, stakeholder engagement and internal communications.
• Planning, managing and evaluating multiple communication campaigns, taking an evidence-based approach to delivering outcomes. This includes all internal and external communications, digital communications and events management.
• Delivery of EA’s annual publicity planner activities.
• Drafting and editing content for a range of stakeholder communications.
• Reviewing and updating content on the staff intranet, the EA website and other web based communications.
• Maximising opportunities for positive national and local media coverage.

Media Relations

• Maintaining and enhancing the overall reputation of the organisation through the provision of an effective, open and proactive media relations function to gain coverage and positive publicity.
• Leading on media enquiries and bids in relation to complex and high profile issues, ensuring they are managed in an open, transparent and proactive way.
• Drafting news releases, statements, organising briefings, facilitating media interviews, and monitoring and analysing coverage.
• Providing advice, guidance and support for senior staff in relation to the management of a high volume of potentially complex, high profile and sensitive media issues, including drafting key messaging, Q&As and facilitating media training.
• Taking part in an on-call rota as required and in line with business needs.
• Development and delivery of EA’s programme of media training for key staff.

Support for Schools/Youth Services

• Providing communications advice, support and training for schools and youth services in relation to effective communications, media relations and management of social media on both proactive and reactive issues.
• Building strategic partnerships with schools and youth services to develop engagement and reach with school and youth service staff, parents/carers and children and young people. This will include developing resources for schools and youth services, including guides and training.
• Providing relevant training for teachers, principals, governors and youth services.
• Supporting schools and youth services to deliver EA’s planned programme of official openings.
• Providing communications and media support and guidance as part of EA’s critical incident and emergency management planning and response to schools as required.

Communications Development

• Contributing to the delivery of a range of communications related projects to help develop regional communications policies and processes for EA – for example (not exhaustive):
  • Media Policy
  • Media monitoring arrangements
  • Corporate identity
  • Social media policies and procedures
  • EA website and Intranet

Internal Communications

• Ensuring the provision of an effective internal communications function for the organisation, enabling staff to be kept well-informed and engaged with the most important issues for them at work across a range of communications and engagement channels.
• Supporting the delivery of strategic, informative and impactive internal and external publications.

Digital Communications

• Implementing digital plans for projects and initiatives, including a calendar of social media content and posts.
• Leading on the development of engaging content, including social media posts, infographics, videos, animations, branding etc.
• Reviewing and analysing social media metrics to build reach and engagement.
• Contributing to the development of an overarching Social Media Strategy and associated policies.

Systems and Processes

• Ongoing maintenance of all communications information management and filing systems to ensure that all communications activity is centrally recorded.

Leadership and Staff Management

• To line manage communications staff as required, supporting professional development, improving performance and helping staff reach their potential.
• To set clear objectives, targets and expected deliverables.
• To allocate key tasks to communications staff in line with the Communications Strategy and key plans.
• To provide professional communications support and direction to a range of staff from across the organisation, as well as key partners, in the delivery of key priorities and projects.
• To create new opportunities to broaden the communications and engagement skill base of our teams across EA Directorates, providing advice, direction and guidelines for staff as appropriate in supporting communications and engagement activities.
• To monitor and review progress against targets, objectives and outcomes.
• To liaise with the HR directorate regarding recruitment and selection processes and participate in selection panels as required.

Managing financial resources

• To ensure that any spend on communications and engagement resources is in line with budget, procurement guidelines and EA policies and procedures.
• To monitor any communications expenditure ensuring propriety, regularity and value for money within the allocated budget.

Other

• Deputising for the Communications and Media Manager and the Public Affairs and Engagement Manager as appropriate.
• Work flexibly outside of post holder’s normal working hours and take part in an on-call rota as required and in line with business needs.
• Comply with EA policies and procedures in relation to the duties and responsibilities of the post.
• Any such other duties that the EA may from time to time require.

This job description is intended to provide a broad outline of responsibilities and is not intended to be exhaustive or exclusive. The post holder may be required to undertake various other duties as deemed necessary and commensurate with the level of responsibility of the post. The EA reserves the right to update the Job Description to reflect the changing needs of the Service in consultation with the post holder.

In accordance with Section 75 of the Northern Ireland Act (1998), the post holder is expected to promote good relations, equality of opportunity and pay due regard for equality legislation at all times.

PERSON SPECIFICATION

NOTES TO JOB APPLICANTS

1. You must clearly demonstrate on your application form under each question, how, and to what extent you meet the required criteria as failure to do so may result in you not being shortlisted. You should clearly demonstrate this for both the essential and desirable criteria, where relevant.
2. You must demonstrate how you meet the criteria by the closing date for applications, unless the criteria state otherwise.
3. The stage in the process when the criteria will be measured is outlined in the table below.
4. Shortlisting will be carried out on the basis of the essential criteria set out in Section 1 below, using the information provided by you on your application form.
5. Please note that the Selection Panel reserves the right to shortlist only those applicants that it believes most strongly meet the criteria for the role.
6. In the event of an excessive number of applications, the Selection Panel also reserves the right to apply any desirable criteria as outlined in Section 3 at shortlisting, in which case these will be applied in the order listed. It is important therefore that you also clearly demonstrate on your application form on how you meet any desirable criteria.

Section 1 - Essential Criteria

The following are essential criteria which will initially be measured at the shortlisting stage and which may also be further explored during the interview/selection stage. You should therefore make it clear on your application form how, and to what extent you meet these criteria. Failure to do so may result in you not being shortlisted.

Factor Essential Criteria Method of Assessment Qualifications/
Experience

Hold a bachelor’s degree (QCF Level 6) or an equivalent or higher qualification in a Communications, Media, Public Relations or Marketing related subject and have two years’ demonstrable direct experience in a senior communications role*;

OR

Have five years’ demonstrable direct experience in a senior communications role*.

*A senior communications role is defined as:

• Leading on and advising senior staff in relation to at least three of the five following areas:
  • Communications strategy
  • Internal communications
  • PR and media relations
  • Engagement
  • Digital communications

Demonstrable experience of developing, implementing and evaluating communications strategies.

Demonstrable experience of leading on complex media queries and advising senior staff.

Experience of supporting and developing staff.

Shortlisting by Application Form

Skills/
Abilities

A high level of IT literacy using a range of Microsoft Office applications, social media platforms and software, and a working knowledge and understanding of the practical use of IT systems.

Excellent written and verbal communications skills, including a proven ability to write, edit and present information for a range of audiences.

Shortlisting by Application Form

Other

Ability to work flexibly outside of post holder’s normal working hours and take part in an on-call rota as required and in line with business needs.

The successful candidate will be required:

to have access to a suitable vehicle (appropriately maintained and insured for Education Authority business) that will enable them to carry out the mobility requirements of the post in an efficient and effective manner and thus meet this essential criterion;

OR

be able to provide sufficient information on the application form that will satisfy the employer that he/she has access to an appropriate alternative form of transport that will enable them to carry out the mobility requirements of the post in an efficient and effective manner and thus meet this essential criterion.

Shortlisting by Application Form

Section 2 - Essential Criteria

The following are additional essential criteria which will be measured during the interview/selection stage in line with EA’s Game Changing People Model.

Factor Essential Criteria Method of Assessment Knowledge

A sound knowledge of the current and anticipated challenges facing the Education sector

Interview

Skills/
Abilities

In line with EA’s Game Changing People Model we will look for evidence of:

A proven ability of providing strategic communications and media advice to senior staff and wider stakeholders.

Ability to lead on a strategic programme/action plan of communications activities.

A proven ability to establish and maintain productive working relationships with internal and external stakeholders at a range of levels.

A proven ability to successfully prioritise and manage a busy work programme under pressure and public scrutiny, working collaboratively and delivering key outcomes.

Excellent proven analytical and creative thinking and an informed evidence-based approach to decision-making and problem solving.

Excellent communication skills, with the ability to challenge people and processes in a constructive manner.

A customer focused passion for creating solutions with a positive attitude to implementing improvements/change.

Interview

Values Orientation
Evidence of how your experience and approach to work reflect EA’s ethos and values. You will find information about our Values here.

Interview

Section 3 - Desirable Criteria

Some or all of the desirable criteria may be applied by the Selection Panel in order to determine a manageable pool of candidates. Desirable criteria will be applied in the order listed. You should make it clear on your application form how, and to what extent you meet the desirable criteria, as failure to do so may result in you not being shortlisted.

Factor Desirable Criteria Method of Assessment

Qualifications/
Professional Membership

Hold a recognised professional qualification in Communications, Media, Public Relations or Marketing.

Membership of a Professional Communications, Public Relations or Marketing body.

Shortlisting by Application Form

Our Values

Through the selection process we will also seek evidence that the personal values of candidates align with those of the EA. This will include evidence of commitment to equality and excellence in service delivery. These reflect our aim which is to meet the needs of all our children and young people equally, removing barriers to learning and ensuring equality of access to excellent education services so that every child can develop to his or her full potential.

DISCLOSURE OF CRIMINAL BACKGROUND

The Safeguarding Vulnerable Groups (Northern Ireland) Order 2007 defines working directly with children or young people or in specified places as ‘regulated activity’.

In the event that you are recommended for appointed to a post that involves ‘regulated activity’, the Education Authority will be required to undertake an Enhanced Disclosure of Criminal Background.Please note that you WILL be expected to meet the cost of an Enhanced Disclosure Certificate. Details of how to make payment will be sent to you at the pre-employment stage.

Further information can be accessed on www.nidirect.gov.uk/campaigns/accessni-criminal-record-checks or www.justice-ni.gov.uk/articles/about-accessni

APPLICANT GUIDANCE NOTES

To view the applicant guidance notes, please click here.

The Education Authority is an Equal Opportunities Employer