Position Description
Position Title
Manager Advancement and Public Relations
Position Number
TBA
Classification
Manager
Reports to
Executive Manager Business Development and Strategy
Directorate
Business Development and Strategy
Section 1
Purpose of this position
To strategically manage and deliver effective public relations, media and advancement services for the
organisation. The position works closely with Executive Manager Business Development and Strategy,
Manager Communications and CEO.
Section 2
Key working relationships
Internal
External
Chief Executive Officer
Corporate partners
Executive Manager Business Development and
Strategy
Media
Uniting Church Schools and Congregations
Donors
Executive Management Team
Current and potential future benefactors
Marketing Communications Team
Advancement and Public Relations Team
Service Area Managers and Team Leaders
Section 3
Key result areas (KRAs)
►
►
►
►
►
Relationship Management
Organisation Advancement
Communication Management
Personnel Management
Safety and Risk Management
This position description contains the key tasks and associated performance indicators for this position. The
list of key tasks is not intended to be complete. Other tasks will be assigned from time to time to meet the
needs of the organisation.
Revision Number
1
2
Final
Revision Date
9/5/17
12/5/17
22/5/17
Officer Making Changes
Rachael Hurdle
Rachael Hurdle
Rachael Hurdle
Page 1 of 5
KRA 1: Relationship Management
Key Tasks
► Develop and manage sound working
relationships with key external providers,
including relevant corporates, benefactors,
schools and other stakeholders;
► Develop and implement new strategies to
engage the community including innovative
ways to educate and promote UCW
► Shape and maintain a positive public perception
of UCW by increasing awareness about the
important work we do and our mission and
values
Performance Measures
► Public perception of the organisation is
maintained and enhanced;
► Ongoing and effective relationships with key
stakeholders are fostered;
► More stakeholders are engaged in a relationship
with UCW;
► Commitment to working effectively as a member
of the team is evidenced;
► Quality and timeliness of information are
evidenced;
► Feedback from senior management team, peers
and external stakeholders is positive and
indicates a collaborative culture.
KRA 2: Organisation Advancement
Key Tasks
► Develop, implement and review operational
plans that deliver a coherent, strategically
aligned and outcome focused set of services and
products to the organisation;
► Analysis, Research and identification of new
markets/gaps and impact of fundraising events;
► Provide support and training for external
volunteers in fundraising;
► Planning, coordinating and implementing of
events in accordance with appropriate protocols
and budget;
► Proactive in identifying event and sponsorship
opportunities;
► Develop and deliver specific advancement
strategies for the organization that results in
relevant growth in Fundraising, Bequests and
Donations.
Performance Measures
► Fundraising, bequest, corporate and major
donor strategies developed and implemented;
► Achievement of budgeted annual fundraising
targets;
► Database expanded to agreed numbers;
► Fundraising events are effectively and
professionally carried out and achieve their
intended financial and profile development
goals.
Revision Number
1
2
Final
Revision Date
9/5/17
12/5/17
22/5/17
Officer Making Changes
Rachael Hurdle
Rachael Hurdle
Rachael Hurdle
Page 2 of 5
KRA 3: Communication Management
Key Tasks
► Development and management of public and
media engagement;
► Development of and delivery of the
organisations media strategy;
► Develop and Deliver communication strategies
to improve external awareness of UnitingCare
West;
► Champion innovation and best practice
marketing and communications outcomes and
provide expert advice;
► Seek out media opportunities to promote UCW
► Provide media, presentation and communication
skills for internal staff;
► Prepare media releases, source and interview
clients and promote good news stories;
► Develop a concise public
relations/communications strategy that aligns
with the brand, and organisational and program
specific objectives;
► Ensure key messages and media materials are
delivered in all of our communications channels;
► Writing high quality media and communications
collateral, including press releases, media
briefing notes, case studies, corporate literature,
corporate newsletter content, thought
leadership material, social media content,
speaking proposals and annual reports;
► Researching media coverage and working closely
with UCW’s key subject matter experts and
Senior Leadership team to generate fresh and
positive story ideas;
► Developing and managing crisis communication
plans and working with the Senior Leadership
team to manage any potential reputational risks;
► Proactively identifying and taking advantage of
both proactive and reactive media opportunities
and to be the first point of contact for media
enquiries and requests for information and
interviews.
Performance Measures
► UCW recognised as the “go to” organisation for
media on identified and agreed strategic subject
areas;
► External communication strategy developed and
implemented;
► Increased, positive profile of the organisation in
the community;
► Strong relationships with the media are
developed and enhanced;
► Build a bank of quotes and comments around key
areas.
Revision Number
1
2
Final
Revision Date
9/5/17
12/5/17
22/5/17
Officer Making Changes
Rachael Hurdle
Rachael Hurdle
Rachael Hurdle
Page 3 of 5
KRA 4: Personnel Management
Key Tasks
► Develop and coach staff within the
Advancement and Public Relations team;
► Ensures all staff have Work Plans in place and
intended outcomes and performance measures
are regularly monitored and reviewed.
Performance Measures
► Team is motivated and customer focused;
► All information provided is accurate, complete
and reflects current standards;
► No incidents relating to
discrimination/harassment occur in the
workplace;
► Reports and other information are provided on
time.
KRA 5: Safety and Risk Management
Key Tasks
Performance Measures
►
►
►
►
► No accidents in the workplace as a result of
poorly maintained equipment, appliances or
furniture;
► No accidents in the workplace as a result of
unsafe work practices;
► Incidents reported and effectively managed;
► Risks identified and mitigation strategies
implemented.
Identify and report hazards in the workplace;
Meet OSH responsibilities;
Exercise duty of care according to agency policy;
Ensure key risks related to service delivery or
projects are identified and mitigation strategies
implemented;
► Ensure that all systems are compliant with
legislation and current contracts.
Any other duties that may arise from time to time which fall within the parameters of this role and within the
level of skills, competency and training of the incumbent.
Section 4
Authority levels
This position reports to Executive Manager, Business Development and Strategy and works within UCW’s
Delegated Authority levels approved by the Board.
This position has the authority to authorise expenditure, within budget, but to a maximum of $.
Section 5
Competency profile
Competencies
► Strong strategic planning and marketing capabilities.
► Ability to develop personal and corporate relationships with potential future clients, key
stakeholders and the media.
► Networking capabilities external to the community sector.
► Ability to form ongoing, effective and influential relationships with key stakeholders, managing
business relationships with flexibility, innovation and diplomacy.
Revision Number
1
2
Final
Revision Date
9/5/17
12/5/17
22/5/17
Officer Making Changes
Rachael Hurdle
Rachael Hurdle
Rachael Hurdle
Page 4 of 5
► Well-developed communication skills – including traditional media, social media and public
relations.
► Highly developed interpersonal skills including excellent negotiation skills.
► Strong business administration skills including financial capability and commercial acumen.
► Ability to manage and work in a team.
► Strong presentation skills.
► Excellent written communication skills to support copywriting and brief articulation as well as
superior verbal communication, influencing and presentation skills
Qualifications
► Tertiary qualification in communication/public relations, marketing/fundraising with relevant
experience in the field.
► Demonstrated 3-5 years’ experience in the field.
► Membership or eligible for membership of a recognised professional body of fundraisers.
► National Police Clearance (to be provided prior to appointment).
Knowledge
► Sound knowledge of the principles of developing and managing integrated customer focused
marketing communications strategies.
► Knowledge of fundraising legislation, practices and the philosophy of charitable giving
Experience
Demonstrated and extensive experience in:
► Achievements in developing relationships with corporate businesses.
► Achievements and innovation in business growth and development plus revenue generation
relevant to this position.
► Experience in working with media
► Managing and working closely with the corporate sector and other stakeholders.
► Change management and continuous improvement.
► Financial and business planning, budgeting and reporting.
► Business planning and reporting.
Revision Number
1
2
Final
Revision Date
9/5/17
12/5/17
22/5/17
Officer Making Changes
Rachael Hurdle
Rachael Hurdle
Rachael Hurdle
Page 5 of 5