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The Senior Media & Communication Officer, under limited direction of the Media Relations Manager, will provide support to the Communication and Marketing section on a range of media relations, communication, advocacy support and stakeholder engagement activities. The core priority of the role will be to implement proactive and reactive media relations activities that promote the Memorial’s collections, projects, events and programs. Duties will include writing and editing key messages, media releases, feature articles, opinion pieces, briefing notes, speech notes and other stakeholder communication materials (eg letters, emails, presentations, Q&As) as required. Coordination of interviews, preparing Memorial staff for engagements with media, accompanying media crews on-site, briefing Memorial staff on media activity on-site, gaining internal clearances on the release of material (including photographs and film footage) will also be key day-to-day requirements of the role. The Senior Media & Communication Officer will analyse trends in media coverage and track how the Memorial’s key messages are received in mainstream media. Working in partnership with the Digital Experience team, the Senior Media & Communication Officer will also provide support on social media responses to ensure message alignment with proactive and reactive media relations activity. Maintaining relationships across the Memorial and building an understanding of the collection and the organisation’s key activities is crucial to this position.

The role will include on-call work after hours and on weekends.

The key duties of the position include:

Under limited direction of the Media Relations Manager and Head, Communication & Marketing, the Senior Media & Communication Officer will perform a range of tasks related to media and stakeholder communication activities including:

  • Field media enquiries (including monitoring email account and answering media enquiries phone line), update media call log and alert appropriate staff to enquiry, deadline and nature of request, gather information to answer query, develop first draft of appropriate response, and arrange interviews with Memorial experts.
  • Prepare media alerts and media releases, seek approvals to clear through internal processes, distribute to targeted contacts and proactively follow up with phone conversations and emails.
  • Provide historical material to the media (including photographs, film and background information), ensuring clearance through correct channels and processes as required.
  • Manage visiting media onsite at the Memorial and brief staff across the organisation about that activity in advance (booking online tickets where required, preparing Administration Briefs, notifying security team, preparing risk management and COVID-safe plans as needed, etc).
  • Oversee development of and/or generate media coverage reports as required (daily, monthly, quarterly and by specified program) – including all mentions of the Memorial and articles that should be noted in relation to museum sector, defence, tourism and topical issues. Reports will include analysis of ‘sentiment’, track key messages and include measures such as audience reach.
  • Contribute to development and delivery of strategic communication plans, key messages, templates and SOPs.
  • Assist with the development of key issue media briefs for Memorial executive and Council, both proactive and reactively.
  • Help to develop and maintain good working relationship with media advisors and operators at the Department of Veterans’ Affairs and Minister’s office.
  • Other duties as required to support CAM team involvement in large Memorial events such as Anzac Day and Remembrance Day.
  • Abide by and further the principles and practices of Work Health and Safety as outlined in the WHS Act, taking reasonable care for own health and safety and ensuring that acts or omissions do not adversely affect the health and safety of others.