PR Officer

About the role

We are looking for a proactive, creative and media savvy PR Officer to join our award-winning External Relations department.  

As part of this exciting and varied role, you will work closely with colleagues in the External Relations department and across the wider university to deliver a proactive PR strategy aligned to the University’s strategic objectives. You will work as part of the PR & Social Media team, with a remit to proactively identify opportunities to raise the profile, reputation, and influence of the University regionally, nationally and internationally, by promoting its achievements and successes, academic excellence, research impact, and the work of our students and staff. 

As well as excellent communication skills, you will bring to this role experience of delivering impactful PR and communications activity, a talent for writing compelling and engaging copy for diverse audiences, digital skills, and the confidence and ability to provide strategic communications advice and guidance to senior internal stakeholders. You will be comfortable forming relationships with journalists spanning regional, national, international and sector press, have a sound understanding of the broader media agenda, and a good nose for a story with the ability to identify the strongest news angle to secure coverage. You will also be able to work well independently, and as part of the team, with an appetite to take on new challenges and drive forward the collective impact of the External Relations department. 

While you may be called on to support the wider team across all areas of our remit when needed, the focus of your role will primarily be on PR and media relations to support our work to raise the profile and reputation of the University of Derby.  

For further information and informal enquiries regarding the role, please contact Kelly Severn, Head of PR and Social Media via k.severn@derby.ac.uk

For enquiries regarding your application and for sponsorship eligibility, please contact the recruitment team via recruitment@derby.ac.uk

As applicants are shortlisted against a unique candidate pool each time, we do not mandate that applicants cannot re-apply. However, we reserve the right to not re-interview applicants who have been unsuccessful at interview within the last 6 months applying for the same role.

Principal accountabilities

1. Work with the Head of PR and Social Media and the wider team to develop and deliver a proactive and impactful PR strategy that raises the profile, reputation and influence of the University of Derby on a national and international scale. Positioning the University as a first choice institution and supporting the wider student recruitment aims.
2. Take a proactive approach to work, monitoring the news agenda and sector/political environment to take full advantage of opportunities to get the University of Derby in the media.
3. Build a bank of key contacts within the local, regional, national, international and sector media to ensure the team is best placed to capitalise on opportunities to raise the University’s external profile and that Derby is seen as the ‘go to’ university for comment on a broad range of subjects.
4. Work with the team to proactively plan, manage and deliver PR campaigns and media relations activity that collectively raise the profile of our research and academic expertise and supports the University’s strategic ambitions.
5. Contribute to the ongoing development and management of social media channels and strategy, helping to drive engagement with the University and increase its external influence.
6. Support the management of a busy press office function, responding quickly to media enquiries and building up your knowledge of the expertise within the University to match up the appropriate academic with the opportunity.
7. Support with content development and contribute to key publications as required.
8. Support the development of the team’s existing evaluation and reporting system, to drive forward engagement and further develop the strategy, suggesting improvements based upon data and market insights.
9. Continually improve what we do by gathering and sharing best practice. Encourage the adoption of new, innovative approaches, make effective use of technology and social media and maintain awareness of best and emerging practice in the sector, particularly related to student experience, PR and communications.
10. Take part in an on-call rota to manage communications in the event of critical incidents/media enquiries which occur out-of-hours.  
11. Play an active role in the External Relations department and support colleagues to provide an excellent prospective student experience, by assisting with key activities such as Open Days and graduation.

Person specification

Essential Criteria

Qualifications

• Relevant degree or equivalent qualification, and/or equivalent professional experience

Experience

• Demonstrable experience of working in a PR or communications role, ideally within a PR agency
• Demonstrable experience of working with the media, pitching stories and identifying opportunities to secure coverage on behalf of clients or an organisation
• Experience of proactively planning, managing and delivering PR campaigns and media relations activity for an organisation/client
• Experience of working with senior colleagues in a ‘trusted advisor’ capacity 
• Experience of using a range of digital and non-digital communications channels 
• Experience of managing crisis communications, individually, and as part of a team
• Experience of working with in-house teams and external suppliers 
• Experience of building and maintaining beneficial relationships with target media, representatives from external organisations, as well as internal audiences
• Experience of delivering impactful communications activity

Skills, knowledge & abilities

• Exceptional copywriting skills, ability to craft and edit high quality, compelling copy on a range of topics for different audiences, publications, and platforms
• Knowledge of dealing with the media and managing media enquiries 
• Excellent editorial skills and a strong eye for detail 
• Research skills and the ability to identify and understand key issues
• Ability to use data and insight to evaluate and iterate content
• Strong planning, organisation, and prioritisation skills 
• Ability to understand client needs and plan appropriate communications solution(s) 
• Ability to develop and maintain effective relationships with internal and external stakeholders
• Excellent organisational and time management skills 
• Excellent interpersonal communication skills
• Proactive approach with the ability to spot opportunities and drive ideas forward 
• Strong knowledge of current and emerging trends in PR, as well as a grasp of the media/sector/political landscape 
• Excellent understanding of the media and social media, and how social media can be used to support a wider PR campaign/media relations activity
• Ability to work well independently, and as part of the team, with an appetite to take on new challenges and drive forward the collective impact of the team

Business requirements

• Willingness and flexibility to travel and work between all University sites and external sites in a cost effective and timely manner
• Willingness to occasionally work outside normal office hours, as and when required, to support key University events (graduation, Open Days etc.)
• Willingness and ability to take part in an on-call rota to support communications in the event of a critical incident

As well as competitive pay scales, we offer generous holiday entitlement. We also offer opportunities for further salary progression based on performance, and the opportunity to join a contributory pension scheme.

Find out more about pay and rewards

The University of Derby is committed to safeguarding and promoting the welfare of all our staff, students and children. At the University of Derby, safeguarding is everybody's concern.