Job title Press Officer

Reports to Media Manager

Department Communications

Location Stoneleigh

Grade 2

Main purpose of the job

 Support the smooth running of the day-to-day press

office functions to include managing media cuttings

and distribution, identifying responses, take calls

from the media and facilitate media interviews.

 Work with the press team to ensure that journalists

are kept fully and quickly informed about information

and developments involving the NFU and the

agricultural industry.

Reporting Lines

 There are no direct reports for this role

Responsibilities

 Support the daily production and distribution of

national media cuttings and weekly distribution of

trade coverage.

 Lead the delivery of promoting press coverage across

the team’s digital channels, including on social media

and the NFU’s website.

 Working with the Media Advisers to identify reactive

communications needed.

 Maintain and manage an up-to-date press office

filing system of coverage and associated statistics to

keep the team on track to their 2000 days coverage

targets.

 Working with the Media Advisers, provide the media

with information about NFU policy and the

agricultural industry.

 Respond to enquiries from the media promptly with

due regard to journalists’ deadlines, working with the

appropriate advisor to develop responses.

 Draft and distribute press releases, position

statements, letters and other material to the media

as required.

 Support work to identify media opportunities and

develop and sell stories to the media.

 Assist in developing and maintaining strong contacts

with journalists and foster friendly contacts between

the media and NFU members and staff.

 Arrange and manage media interviews for NFU

spokespersons, using spokesperson briefings and

publicising these.

 Work with the editorial team to ensure the press

team’s work is communicated to members.

 Work closely with the NFU campaigns team and

media team to ensure effective media coverage of

campaigns activities and events.

 This job description will develop to meet the needs of

the NFU, and any additional duties will be

commensurate with the post holder’s grade.

Person Specification

Essential Skills/Attributes

Knowledge and expertise

 Educated to A level standard (or equivalent).

 Training in Communications and / or journalism.

 Experience writing for publications, as a journalist or

Press Officer

 Able to demonstrate an understanding of press

requirements and deadlines

Communication

 Excellent communications and interpersonal skills

 Ability to communicate effectively and persuasively

with staff, media and stakeholders to influence

positive outcomes for the NFU

 Able to handle media enquiries in a pleasant manner,

including challenging situations.

 Able to manage opposing views / approaches and

reach consensus

 Able to demonstrate excellent writing and

communication skills

with excellent spelling and grammar.

 Strong interpersonal skills across all mediums,

telephone, email or face to face to ensure a positive

image of the NFU is portrayed,

 Able to deliver accurate, engaging, and timely copy.

 Recognises and understands the need to balance

sometimes conflicting priorities while delivering the

right messages via the appropriate channels.

 Works across the NFU, helping to generate ideas and

opportunities for good media exposure

Practical Skills

 Basic to intermediate computer and keyboard skills.

 Able to keep up to date with relevant technology.

 Knowledge of publishing to the web.

 Proficient in the use of Microsoft Office

 Proficient in the use of social media

Decision making and problem solving

 Strong and demonstrable organisational and

prioritising skills.

 Able to work both within a team and under own

initiative.

 To have the ability to solve problems and forward

plan.

 Able to understand technical and policy issues

quickly.

 To be innovative and creative.

 Able to work accurately, demonstrate attention to

detail.

 Demonstrable experience working quickly and under

pressure to a consistently high standard.

Responsibility

 Ability to deal with confidential information.

 Contribute to updating the media database.

 Manage the process of collecting and evaluating press

cuttings and identifying issues.

 Share these internally in accordance with the NLA

licence

 Lead the delivery of promoting press coverage across

the team’s digital channels, including on social media

and the NFU’s website.

Physical and Mental Effort

 Must be prepared for some travel and unsocial hours

associated with launches, events and shows.

Personality

 Full driving licence.

 Must be interested in news.

 Be self-motivated, seeking career advancement in

communications and the NFU.

 Be passionate about delivering good quality work,

with attention to detail.

Desirable Skills/Attributes

 To hold a communication related HND/Degree or

NCTJ Certificate.

 Knowledge of agriculture

 Experience as a reporter on farming trade press

 The confidence and ability to present to small

groups of colleagues or stakeholders.

Competencies

Core Competencies

Understanding the NFU

Working Together

Personal Accountability

Communication

2 – Supporting

Functional Competencies

Technical Expertise

Planning and Organising

Representing the NFU

Influence and Persuasion

Flexibility

2 – Supporting

2 - Supporting