JOB TITLE: Head of New Media & PR

REPORTS TO: Director of Communications

LOCATION: London

BACKGROUND

The Communications Department

Led by the Director of Communications, the department supports all Breakthrough’s

communications. It is responsible for managing and creatively communicating the Breakthrough
brand to ensure the organisation can attract and retain the support, reputation and influence it
needs to deliver its vision of a future free from the fear of breast cancer.

In particular, it provides expert support through New Media, Media Relations, Brand development,
Design & Communications teams.

The New Media & Media Relations Teams

The New Media & Media Relations teams are responsible for managing Breakthrough’s public
profile and reputation (on & off line). We provide a creative communications service to internal
‘clients’ which offers integrated media solutions and a 24/7 Press Office service to journalists and
other media representatives. We are charged with ensuring that our on and offline
Communications are fully integrated and maximising every opportunity to achieve Breakthrough’s
Mission. We lead on all New Media and Media Relations work including our broadcast and print
PR, online presence and e-marketing programmes, social media, and celebrity management and
marketing.

PURPOSE OF THE ROLE

• To lead, manage and strategically develop Breakthrough’s New Media efforts to increase
understanding, awareness and support for Breakthrough and all its work.
• To lead manage and strategically develop Breakthroughs Media Relations programme
ensuring that we provide a first class service to internal ‘clients’ and external stakeholders.
• By working across the charity and a wide range of audiences the role will help ensure
that we are the charity of choice for all those affected by breast cancer.

KEY AREAS OF RESPONSIBILITY

Leadership & Management

- Play an integral role in the Departmental leadership team. Actively contribute to and take
shared responsibility for development of the department as a whole.
- Work in close partnership with the Head of Brand and Communications to deliver fully
integrated 360 degree Communications solutions.
- Work across the charity to embed a culture which fully utilises the opportunities presented
by New Media
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 - Lead, direct and inspire the New Media Manger and Media Relations Manger in order to
deliver a highly respected and fully integrated communications service to internal and
external stakeholders.
- Recruit, manage, develop, support and motivate the team, and ensure it is capable of
achieving the team’s objectives.
- Champion innovation and encourage and demonstrate creativity as routes to achieving
success.
- To be an active member of the Management Team. (The Management Team is
responsible for the planning and budgeting of Breakthrough’s work and for carrying out
Breakthrough’s work in accordance with the plan and budget, as well as other operational
issues relevant to Breakthrough. Each member of MT will have a responsibility to hold the
position of Vice Chair followed by Chair of the Management Team on a rotating basis for
six months).
- Deputise for the Director when required.

Strategy, Planning & Evaluation

- Work with the Director in the development, implementation and evaluation of
Breakthrough’s New Media and Media Relations strategy
- Work with relevant teams to build New Media & Media relations strategies and plans
to support their areas of work.
- Develop and manage the team’s annual budget. Monitor the team’s expenditure budgets
on a monthly basis.
- Ensure effective evaluation, KPI’s, reporting and development of activities and results.
- Write reports as necessary for the Senior Management Team and Trustee Board.

New Media
- Deliver a fully integrated, 360 degree New Media & communications service to the charity
- Grow website traffic and deliver a new media presence which helps to increase support
for and interaction with Breakthrough
- Develop and deliver a content strategy for Breakthrough
- Develop and deliver an effective E-Marketing programme for Breakthrough. This will
include e-mail marketing, Search optimisation, social media development
- Maximise New Media opportunities for information provision and fundraising. Play a
leading role in identifying and implementing new information delivery mechanics for the
charity
- Deliver an analytics programme for our new media work which enables effective
monitoring and learning to be applied
- Develop and deliver a technical roadmap for the future of all Breakthrough websites.
- Work with colleagues in Scotland to develop a Scottish element to our New Media work

Media Relations &Celebrities

- Ensure that all media relations opportunities are fully utilised on breakthrough.org.uk
- Deliver a sector leading 24/7, 365 day a year press office service which is highly
respected by journalists and other media representatives.
- Lead and manage the team to seize the breast cancer agenda in the media delivering
speedy, credible, relevant media comment on issues related to the prevention diagnosis
and treatment of breast cancer. Maximise any external and seasonal opportunities.
- Through effective issues and crisis communication lead the management of
Breakthrough’s reputation in the media.
- Lead the development and implementation of a contact/networking programme to build
relationships and partnerships with key media, and their key editors, columnists,
journalists, publishers and producers.
- Lead and support the team to deliver expert advice and training to Breakthrough’s media
spokespeople.
- Work with colleagues in Scotland to develop a Scottish element to our Media Relations
work

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 - Lead and support the team in the development and delivery of our celebrity promotion
work.

• Cross-Organisational Working
- Develop internal processes for the development and delivery of New Media and Media
Relations throughout Breakthrough.
- Act as an advocate for the use of expert and creative Media skills throughout
Breakthrough.

Legal & Compliance

- Manage all legal requirements for activities undertaken by the team, so that all relevant
legal obligations are met to protect Breakthrough from financial and non-financial risks.
- Ensure compliance with relevant voluntary regulation

DIMENSIONS

Number of Staff:
• Team Total: 11
• Direct Reports: 2

KEY INTERFACES
Key Interfaces
Internal:
• Senior Management Team members
• Head of Brand and Communications
• Fundraising Heads and Managers including Head of Supporter Care
• Research Management & Development Heads & Managers
• Policy & Campaigns Heads & Managers
• Legal

External:
• On and offline media
• Celebrity and PR and creative agencies
• Key supporters and volunteers
• Relevant peers at other major charities, health, science organisations / institutions
• Relevant professional networks and membership bodies (e.g. Institute of Public Relations
(IPR); Public Relations Consultants Association (PRCA), National Union of Journalists (NUJ),
Charity Communications Group (CCG), Institute of Fundraising (IoF).

KNOWLEDGE, SKILLS, EXPERIENCE AND COMPETENCIES

Essential
• Proven experience of managing, motivating and leading teams
• Experience of delivering highly effective, integrated Communications solutions across New
Media and PR disciplines
• Experience in delivering best of breed websites and a sound knowledge and understanding of
the digital world
• Understanding of media convergence and how to fully maximise the opportunities it presents
to organisations such as Breakthrough
• Strong understanding of E-marketing and how to deliver effective evaluation programmes
• Experience in leading and managing PR campaigns
• Experience of celebrity marketing and management
• Experience of issues and crisis management on and offline
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• Experience of recruiting and managing external suppliers, with strong ability to negotiate
contracts
• Experience of developing and managing budgets
• Good network of media and celebrity contacts

Desirable
• Relevant degree
• Experience of working with complex scientific data to translate into accurate and effective lay
communications
• Experience in cause related marketing
• Commercial marketing or fundraising understanding / experience.
• Knowledge of the Charity Commission Guidance on campaigning, and the ABPI Code of
Practice, plus fundraising regulations and best practice e.g. Charity Commission, IofF and
Advertising Standards Authority Guidance.

PERSONAL QUALITIES AND ATTRIBUTES

• Flexible, diplomatic, assertive, with good negotiating skills
• Excellent interpersonal and communication skills – oral and written
• Confident communicator with all audiences and in all situations
• Ability to lead a team to achieve its goals
• Ability to work under pressure and to deadlines
• Passionate about New Media, PR and the charity
• An understanding of, or interest in, breast cancer issues.

TERMS AND CONDITIONS

Salary: £43000 - £50000 per annum

Term of appointment: Permanent

Hours of work: 35 hours per week. On-call, out of hours to support the press
office. We also operate a TOIL scheme.

Pension: Contributory group personal pension scheme

Annual Leave: 25 days per year plus 3 days between Christmas and New Year in
addition to bank and public holidays

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