Digital public relations officer job description

Job title:Digital Public Relations Officer

Reports to:Media and PR Manager

Salary: £25,000 per year

Department: Strategy Impact and Social Change 

Role purpose

To support the effective planning, delivery and analysis of Scope’s digital communication channels with particular knowledge and expertise of social media.

To ensure that Scope’s reputation, tone of voice and quality of content is effectively and consistently delivered.

To support others across the organisation to take responsibility for the creation of high-quality content.

This role will need to take proactive and creative guidance of Scope’s social media channels and blogs, creating engaging content. Planning how to use influencers, important events and how to utilise both proactive and reactive events. The role will also work to create messaging – with the Media and PR Manager – and ensure they are used within communications. Achieving agreed objectives and targets and providing outstanding leadership, client service, training and support to the organisation.

Main responsibilities

  • Day to day running of Scope’s social media channels increasing reach, engagement and providing excellent customer service 
  • Be familiar with social media scheduling tools like: Buffer, Sprout Social, Hootsuite, Tweetdeck
  • Ensuring that Scope’s tone of voice, our brand and our quality is consistent and of the highest standard 
  • Work across our website, email and all digital channels to protect and enhance Scope’s reputation 
  • Delivery of media and public relations, and messaging to specific audiences
  • To support the planning, delivery, administration, promotion, and analysis of social media content
  • Work to a minimum of AA Accessibility standards 
  • To provide outstanding client service, training and support to the organisation. This includes guidance on best practice and delivery of quality assurance
  • Work collaboratively with other members of the Digital team in the delivery of integrated digital services 
  • Working with the retail team to monitor and improve the output of over 100 shop Facebook pages 

Specific tasks assigned 

As part of your terms and conditions of employment this role required to act as cover to be on-call for any assistance on any Communication related matters. The periods of on call will be based on the fixed Monday to Sunday periods set out in advance on a rota basis. At Scope’s discretion this arrangement and allowance can be terminated at any time. For any out of hours basis you will receive TOIL to be agreed in advance with your manager.  These duties may be added to or deleted from, and may be subject to change

Key contacts

External

  • Marketing suppliers and contractors
  • Suppliers of social media and digital monitoring tools
  • Corporate partners and other funders
  • Disabled people and their families
  • Charity and third sector partners

Person Specification

Knowledge and experience

Essential

  • Proven ability to lead strategic marketing initiatives and develop multi-channel marketing plans.
  • Demonstrates excellent written and verbal communication skills
  • Writes engaging copy for social media channels
  • Has a clear and demonstrable vision of how to create, brief and curate social media content
  • Understands the implications of content and messaging on social media channels – specifically Twitter, Facebook and Instagram
  • Experience of leveraging social media trends, press opportunities and hot button issues to engage social media audiences
  • Astute to reputational risks, and confident to alert senior managers and suggest a course of action
  • Ability to be flexible, respond positively to change, and work effectively under pressure and deal with conflicting priorities
  • Demonstrates effective interpersonal skills
  • Demonstrates a facilitative style, able to broker internal and external relationships to ensure effective business solutions and resolve conflict where necessary
  • Excellent knowledge of social media tools and software, and Microsoft 365

Desirable

  • Demonstrable understanding of the social model of disability and clarity about the contribution of social media and public relations to achieving social change and what Scope does.

Role-based competencies

  • Excellent writing and copy editing skills, with good attention to detail
  • Excellent personal communication skills, in particular the ability to communicate verbally and persuade and influence others
  • Understanding of, and experience in, the design and delivery of social media/editorial plans and how they interact, support or lead public relations plans
  • A good understanding of social media and the charity sector and how to engage and grow charity audiences online.
  • Experience of managing campaigns using social media that have national objectives and aims, and work in tandem with national media coverage
  • An awareness of national, regional and local media – print, broadcast and online
  • Ability to develop relationships with internal and external stakeholders
  • Proactive approach to working and ability to direct own work
  • Proven organisational skills, with the ability to juggle conflicting and rapidly shifting priorities and to meet deadlines
  • Determination to change the way that the media and social media engages with and portrays disabled people and the issues which affect them
  • Good knowledge of the voluntary sector, disability and equality issues

Core behaviours

Essential

  • Supporting Scope: Communicates to journalists about what we do and give them great examples from our work
  • Taking responsibility: Builds effective working relationships to ensure inclusive and collaborative working
  • Solving problems: Finds new and better ways of doing the things within own area of responsibility
  • Valuing customers: Consults with customers (in this case, journalists), deliver what you say and ensure they are satisfied
  • Working as part of a team: Collaborates and communicates regularly and effectively with colleagues taking a different approach when useful
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