To build and maintain media relations. To identify and place organizational messages in the media. Input into media planning for campaigns and take ownership of its implementation.
The role is expected to create and manage media lists in major Indian cities, particularly where Greenpeace India operates for programming and fundraising purposes. The individuals in this position will be expected to proactively engage with editors/journalists to build and strengthen media relationships, identify opportunities based on external developments to plug in Greenpeace campaigns and take initiative in ideating, planning and executing media strategies.
Main Duties:
Provide inputs in the development of media strategies for campaign projects and develop media plans along with senior media staff & line manager
Independently implement assigned components of the overall media plan/strategy
Work proactively in using all media outlets – including commercial print, radio and TV, as well as newspapers in education, educational television, the campus media, alternative media networks and internet-based publications to move Greenpeace’s campaign messages to key targeted audience
Build and maintain a sound general knowledge of all Greenpeace campaigns and issues, to respond to media inquiries
Monitor and respond to external media activities/enquiries which are related to Greenpeace and its campaigns
Analyse media activity and news coverage, identifying key successes and lessons for future
Write and initiate press releases and information for the media
Organize press conferences, coordinate with media for photo-ops and Op-Eds
Ensure adequate briefing of communications contractors like photographers etc.
Develop and maintain relationships with relevant journalists and commentators
Produce regular internal reports, evaluating media coverage of Greenpeace communications
Maintain a data-base of Greenpeace India activities as reported in mass-media (newspapers, magazines, radio, TV)
Ensure the interest of Greenpeace on content and copyright is upheld
Undertake any other activities as director by the manager.
Decision:
Decision making:
Campaign Strategies: Recommend a working media strategy based on campaign objectives for assigned campaign
Rapid Action Decision: Recommend media alternatives based on external developments
Action Implementation: Adapt to external situations, if required.
A media officer has the authority to call off events which would no longer serve campaign objectives based on ground realities and external situation
Guidelines/procedures:
All external communications must pass through the Communications Manager
Approval from the line manager necessary for travel
Approval from the line manager/budget-holder required for financial transactions relating to any organizational work
Risks/Impact of decisions:
Credibility- Greenpeace is perceived by what is presented in the media, hence a mistake may damage credibility
Legal hassles- External communications should be supported with evidence, there is always a risk of legal implications
Political risk- Since we run more than one campaign simultaneously, there is always the risk of losing political allies.
Knowledge & Experience:
5-7 years’ experience in the PR industry/ Journalism
A degree in mass communication/journalism with a fluency in written and spoken English and any other Indian language
A good understanding of how the media works and a strong news sense
Excellent conceptualizing, writing and editing skills
Strong coordination and team-working abilities
Ability to multitask and work under stress
A good network of contacts with the local media
Advanced computer skills; hands-on experience in photo/video editing tools will be an advantage
Organization Skills:
Planning and organizing:
Planning internal Unit meetings in coordination with other unit members
Recording minutes of the daily morning meetings, a shared responsibility
Implementing decisions taken in the morning meetings which pertain to internal functioning of the unit, in coordination with other unit members
Analysis:
Support line manager with analysis report of learning from previous and current learning
Discuss opportunities for improvising and increasing efficiency
Keep track of external developments and foresee opportunities and requirements
Initiative and innovation:
Is expected to find ways of improving office administration processes for the office and to make suggestions for improving Greenpeace India’s media dept.
Working with others:
Advise colleagues on media related planning
Provide analysis of external media environment to the campaign team
To Apply:
Do send your letter of interest (350 words or less) along with the latest resume to careers.india@greenpeace.org stating ‘Application for the post of Media Officer in the subject line.
We are a small team and would revert to applicants only after 8 working days from the last date of application. While we would put in our best to revert to each individual, in case you don’t hear from us in the 8 working days then it is likely that your application would not have been shortlisted.
