JOB DESCRIPTION
JOB TITLE: Senior Press Officer
POST NO:
DIVISION: Marketing
DATE EFFECTIVE: February 2015
REPORTS TO: Destination PR Manager
JOB HOLDERS SIGNATURE:
MANAGERS SIGNATURE:
DIRECT REPORTS SIGNATURE:
JOB SUMMARY
To generate maximum positive editorial coverage of English tourist destinations, reflecting the brand positioning and
objectives of the England marketing strategy, in support of the Destination PR Manager.
To build and harness relationships with a key group of stakeholders, ambassadors, journalists and bloggers.
ORGANISATION CHART
Acting Director of
Marketing
Head of PR
Destination PR
Manager
Senior Press Officer
PR Assistant
Senior Press Officer
Press Assistant
COMPETENCIES
SPECIFIC TO JOB
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Educated to University level or equivalent experience
Outstanding communication skills both written and
oral, with proven writing ability.
Ability and passion for building and maintaining close
relationships with diverse range of key journalists and
bloggers.
Strong experience in PR with a good understanding of
UK and Irish media and of journalists’ needs
People management experience
Familiarity with a cross section of social media tools
and techniques, including personal experience and
success.
Awareness of PR evaluation techniques – including
ROI
Excellent knowledge of England as a destination, its
various regions, its culture and its heritage.
Experience of working alongside agencies
Able to work on own initiative and be self-motivated.
Innovative, creative and an ideas person.
Experience in organising and hosting media events.
Senior Press Officer
GENERIC
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Able to act upon own initiative and work independently
Ability to balance and mediate interests
Strong team orientation with a willingness to share
and seek information and knowledge, and to support
and develop others in the team
Ability to sustain consistency whilst working in a highly
pressurised environment
Excellent time management skills and the ability to
prioritise a heavy workload with competing demands
Creative and practical problem solving, with a positive
“can do attitude”
Project management experience.
Strong negotiation skills.
First class written and verbal communication skills and
experience in creating presentations
Excellent computer/database skills.
Thoroughness and attention to detail
Good financial/budgetary administration skills.
Good diplomacy skills and ability to achieve buy-in
from strategic partners
Accountable and responsible
Shares best practice and builds internal relationships
Seeks continuous improvement
Builds external relationships and partnerships
Networks widely
KEY RESULT AREAS
What are the key objectives and the targets you have to meet
Delivery of a 24/7 PR platform and an efficient, creative press office by:
 Responding to incoming media enquiries with the right info, at the right time, in
the right way
 Liaising with Destination Management Organisations and other partners to
maintain a database of story angles, product, people and events
 Identifying stories for UK and international press
 Researching, writing and editing creative, newsworthy press releases
 Arranging individual and group press trips, ensuring that the Visiting Journalist
Programme reflects the England Marketing Strategy and obligations to strategic
partners.
 Organising and hosting media events and launches.
Build and manage a dedicated ambassador group. Harness relationships with journalists
and bloggers to maximize positive coverage of England as a travel destination among key
identified influencers. Conduct 2-3 media meetings each week.
Work across departments in VisitEngland to support organization-wide activities, including
marketing campaigns, digital output, research findings, business and events and
corporate comms activity. Keep strategic and industry partners and top management
informed about VisitEngland PR activity.
Contribute to the management of VisitEngland’s social media estates, posting relevant
and engaging content and shaping online conversations
DIMENSIONS
N/A
Senior Press Officer
% Time/Importance
50%
20%
20%
10%