Job Description
Job Title:
Press Officer – Specialist Media
Division:
Communications
Responsible to:
Senior Press Officer – Science and Conservation
Outline description
Working within the broader ZSL PR and publishing team this newly created post will take the
lead in developing and implementing an ongoing programme of media activity, specifically
focused on specialist and trade titles in the UK and also targeted international media titles.
Key accountabilities
 Working with the Media Manager and the Senior Press Officer for Science and
Conservation, develop a PR strategy for targeting specialist media including targeted
scientific and conservation publications and journals, trade and business media,
overseas media and bloggers.

To generate coverage for ZSL conservation and science, but also for other areas of
focus including education, arts and culture programme, fundraising, marketing and
commercial.

To look at developing channels for content not being distributed through mass market
media channels.

As part of annual planning process agree list of targeted media with key stakeholders
across the society. Through effective planning and implementation ensure KPIs
associated with the targeted media are met.

Keep a rolling 6 month plan of PR activity across all areas of ZSL and report against
monthly KPIs.

To work closely with science and conservation on regional or country specific content to
be positioned in international media.

To foster and develop relationships with key trade and specialist journalists and bloggers
in the UK and overseas.

Pitch regular columns by ZSL experts into key titles.

Pitch and write articles and news pieces for external titles.

To work closely with the PR and Publishing Assistant to produce evaluation reports on
outputs.
Key responsibilities
 Maintaining a six-month rolling programme for news releases and feature stories.

To produce a target list of relevant specialist and trade titles in the UK and overseas.

To determine the most influential overseas titles that are relevant to ZSL and develop a
PR strategy to target them including building and maintaining a network of international
journalists.

Maintain regular contact with ZSL employees in departments of focus.

Assist ZSL departments with the writing of position statements.

To ensure all expenditure is kept within the agreed budget.
Expectations of job holder
 Ensure the policy for equality of opportunities is adhered to and promoted in all aspects
of the post holder’s work.

Ensure effective quality control and continuous improvement is all aspects of the work
and responsibilities attached to the post.

Demonstrate professionalism towards sensitive and confidential information.

To comply with and promote Health and Safety policies and procedures and to
undertake recommended Health and Safety training as and when necessary.

Be committed to professional self-development, through participation in training and
continuous professional development.

Undertake such other duties as are commensurate with the grade of the post, as may be
reasonably required at the initial place of work.
This job description is designed to outline a range of main duties that may be encountered. It is not
designed to be an exhaustive listing of tasks and can be varied in consultation with the post holder
in order to reflect changes in the job or the organisation
Direct report
Not applicable
Key interfaces
The post will be expected to be able to interface at all levels across the organisation in order to
source and produce the necessary media schedule.
Knowledge and experience
Educated to degree level or equivalent. An understanding of science-communication is
essential.
The post requires a strong track record in producing a programme of high impact media
releases as well as exemplary people management skills. It would ideally require experience of
working as a journalist or similar in a busy news environment.
They must be able to demonstrate their ability to spot and shape a potential story but most
importantly have the discipline and organisational skills to make it happen to agreed deadlines.
Photography skills are particularly beneficial, and filming/editing skills would also be an asset.
An interest in animal conservation and science is desirable.
Human resources
The tough goals of the post will only be met if the post secures the confidence and trust of the
full ZSL staff and demonstrates they are working together in the same direction, operating a
flexible but focused approach.
Communication
Exceptional communication skills are of course essential and also the ability to work with nonmedia focused divisions motivating them to support the broader communication goals and
understand their importance without being obtrusive.
Liaison
It is vital that the post holder is capable of understanding and interfacing with the whole of ZSL.
This must be a two-way process, requiring clear understanding of potential communication
opportunities within ZSL but also the implication or impact the action will have on specific areas
of the organisation as well as ZSL as a whole.
Mental demands
Judgement and decision making
The role will be instrumental in shaping the ZSL’s communication strategy and by so doing
mould the external perception of the organisation. Considerable judgement is required in the
recommendation of these strategies.
Original thought and problem solving
Creativity is a key attribute. Given the competitive communications environment, ZSL’s current
profile and relatively small budgets there is a strong need to be innovative and distinctive.
Given the need to do things differently, this will require an understanding of the risks involved
and also the ability to sell ideas across the organisation. All activity needs to be mindful to
safeguard ZSL’s reputation and position of authority in its subject.
Concentration
They will need to apply clear thinking and logic to the communications process. This will involve
not only developing strategies that meet ZSL’s communications objective but also identifying
potential risks and threats.
Flexibility
Flexibility is essential to this post. This is involved at a strategic level, where plans may need to
be revised as event or opportunities arise. It is also required on a day to day basis in the
management of internal and external contacts.
Working Conditions
 The position will be based in Regent’s Park.

Working hours is a basic 37.5 hours; however the nature of the job will require
occasional evening and weekend work.

A driving licence is desirable.