Media and Communications Officer

Job Description

1. Main purpose of the job

Working in the Communications team to promote Parkinson’s UK and its activities, primarily
through national, local and specialist trade media and to support the work of the charity.

Write clear and concise copy for a range of audiences including the media; work sensitively
with case studies; focus on proactive and reactive policy and campaigns media work;
develop with other team members creative PR and communications campaigns; work with
the Media and PR Manager and other Media and Communications Officers on reactive
media enquiries and to assist in the development and implementation of projects and
events organised and or managed by the Communications team.
2. Position in organisation
Reports to: Media Relations Manager
Responsible for: N/A
Communications Team, Directors, staff in Policy, Campaigns and
Main relationships: Information (PCI), Fundraising, Research and
the Community Services Directorates (CSD)
Parkinson’s UK branches, members, volunteers, health and social
Direct contacts: care professionals, fundraisers, external agencies, celebrities and
the media.
3. Brief description of directorate
The Communications Department is responsible for the external profile of Parkinson’s UK
planning and implementing a proactive and integrated communications strategy working
across the organisation with Policy, Campaigns and Information; Fundraising; Research and
Community Services.
This includes promoting Parkinson’s UK nationally and regionally through media relations,
marketing, brand development and advertising. It also includes the development and
maintenance of the website and digital media and the responsibility for internal
communications.
4. Scope of the job
Assist in the development, co-ordination and implementation of an effective public
A.
relations programme to support the charity’s communications objectives.
B. Support the implementation of a proactive and reactive media relations programme.
Work with the Policy and Campaigns team to plan, deliver and evaluate a proactive
C.
media programme integrated into the main communications programme.
Work with other members of the communications team and other directorates to
D.
deliver Parkinson’s Awareness Week.
E. Encourage excellence in, and support media communications activities at a regional

Job Title, Month and Year

 level.
5. Duties and responsibilities
Assist in the development, co-ordination and implementation of an effective public
A.
relations programme to support the Parkinson’s UK’s communications aims.

• Assist with the development, co-ordination and implementation of an external publicity

programme for Parkinson’s UK initiatives and activities, collaborating with appropriate
colleagues.

• Manage or assist in the management of other key events under the control of the
Communications team e.g. launches, visits etc.

• Ensure the development and maintenance of promotional and exhibition materials

liaising with appropriate colleagues.

• Build an understanding of Parkinson’s, the treatments available, the advances made in

the area of medical research and the current health and social care issues.

• Work with the Policy and Campaigns, Community Services directorates and
the media team, assisting in campaigning activities, providing media and
communications expertise and developing materials as required.

B. Support the implementation of a proactive and reactive media relations programme.

• Write high quality news releases, statements, articles and case studies on
Parkinson’s UK, the condition and people with Parkinson’s and copy for promotional
materials– these to be well researched, produced and disseminated to maximise on
publicity.

• Deal with day to day media enquiries.

• Support the development and maintenance of a database of appropriate case

studies related to living with Parkinson’s.

• Use and maintain all the media management systems including the media
database.

• Assist with the collation of news cuttings and evaluation of PR campaigns.

• Assist with the updating of the home page of the website on a weekly basis.

• Assist with the briefing of helpline staff and other staff around news stories
which are expected to prompt enquiries.
 • Take part in the out of hours media rota in association with other members of
the communications department, to ensure that the views of the charity are always well
presented to the media.
Work with the Policy and Campaigns team to deliver a proactive media programme
C.
integrated into the main Communications programme.

• Work with all members of the Policy and Campaign and regional teams to
deliver creative proactive and reactive communications for the charity’s policy and
campaigning messages and local influence/campaigning activities.

• Establish agreed PR plans with fundraising and the Media Relations

Manager, and keep these updated.

• Promote good practice in health and social care for people with Parkinson’s
and their carers through relevant media, securing and writing articles and writing and
distributing press releases aimed at a wide range of audiences, including healthcare
professionals.

• Work with the Community Services and Policy and Campaigns directorates to
develop the profile of the charity as an organisation which campaigns for
improvements for people with Parkinson’s and their families.

• Formulate Parkinson’s UK statements on policy and campaigning issues in

response to requests from the media.

• Ensure that media activities promoting Parkinson’s UK services, campaigns,

and professional activities integrate into the overall media and communications
strategy.

• Support in the development of promotional and campaign materials used by

Parkinson’s UK locally and nationally.

• Ensure the case for funding is communicated appropriately in all media and
communications materials.

• Work sensitively with case studies and create a platform for people affected
by Parkinson’s to tell their own stories in the media.

Work with other members of the Communications team and other directorates to
D.
deliver Parkinson’s Awareness Week.
Working with other directorates as appropriate, and reporting to the Media Relations
Manager, you will be involved with, and take responsibility for a number of the following:
• Developing an appropriate theme or focus.

• Putting together a project timeline and monitoring progress against

 objectives, timings and budget.

• Communicating with branches and field staff at all stages in the run up to the
week.

• Commissioning appropriate research.

• Liaising with external suppliers to produce publicity materials and to mail key
audiences (as required)

• Ensuring media case studies are collated through all available channels and
through requests in Parkinson’s UK publications.

• Putting together media briefings for staff and media volunteers within
branches.

• Producing appropriate media materials, including press releases and articles.

• Identifying target audiences and ‘selling in’ appropriately.

• Ensuring monitoring and evaluation mechanisms are in place.

Encourage excellence in communications and promotional activities at a regional

E.
level

• Give information to staff, branches and special interest groups on promotional

campaigns as appropriate.

• Advise staff, branches, volunteers and special interest groups on PR issues.

• Attend branch forums and branch meetings to advise on PR issues in

agreement with the Media Relations Manager.

• Develop, implement and disseminate the production of agreed PR materials

for branches, special interest groups and staff, including posters, media guides and
Parkinson’s Awareness Week materials.
6. General responsibilities

• Contribute positively to the department and team meetings, team working and
implementing organisational priorities.

• Be flexible within the broad remit of the post.

• Take direction on projects and priorities, which may vary from time to time.
 • Abide by organisational policies and practices, including the equal
opportunities policy and code of conduct.

• Be self servicing and able to act on own initiative where necessary.

• Assist in administrative and promotional support at Parkinson’s UK

fundraising events outside normal working hours e.g. Christmas Carol Concert,
London Marathon.
7. Dimensions and limits of authority
Disciplinary action: None
Budgetary limits: N/A
Authorises expenditure within a budget to a limit of: N/A
Signs contracts and contractual matters on behalf of Parkinson’s UK: N/A

This job description does not form part of your contract of employment. The duties laid down in
this job description may change from time to time following a review and in consultation between
post holder and line manager / Director.

Updated Date:

Signed by post holder: Date:

Agreed Correct and

signed by Line Manager: Date:

Agreed Correct and

Signed by Director: Date:
 Media and Communications Officer
Person Specification

Essential Desirable
Experience Proven experience of working in a busy 
communications environment, including working
with or in the national and online media.
Proven experience of managing own workload 
effectively, planning and organising a number of
projects at one time to set timescales.
Proven experience of managing and 
implementing media and communications
projects from start to finish, including evaluating
their impact.
Proven experience of working effectively without 
close supervision, dealing with problems as
they arise.
Proven experience of managing databases. 
Proven experience of policy and campaigns 
media activity.
Skills and Abilities Ability to write high quality press releases, 
media statements, case studies and articles for
a variety of audiences.
Able to produce correspondence and written 
reports in plain English and to produce accurate
work to a high standard at all times.
Ability to sub-edit copy and to proof read 
accurately.
Ability to work with colleagues at all levels to 
achieve communications objectives.
Can communicate clearly and assertively with a 
wide range of people at all levels of seniority.
Ability to prioritise and work to tight deadlines. 
Ability to work sensitively with case studies, 
including people with Parkinson’s and their
carers.
Ability to work flexibly as part of a team. 
Ability to use media contact databases, such as 
Gorkana.
Knowledge Knowledge of Microsoft Office software in 
particular, Word, Power Point Excel and Outlook.
Strong working knowledge of broadcast, print 
 and online media
Knowledge of corporate identity issues. 
Education/ Educated to A level, or equivalent standard 
Training including English.
Other Willing and able to work flexibly – working 
Requirements evenings and weekends as required, taking part
in an on-call rota and travel around the UK with
occasional overnight stays.
Willingness to develop an understanding of 
disability issues.
Commitment to working within the principles of 
equal opportunities.
Empathy with the aims, goals and values of the 
charity, and a commitment to support delivery to
meet these.