Manager Media Relations by vix66821


									   Strictly Confidential

Assignment Specification

    For the position of:

Manager Media Relations

       Prepared for

   Deakin University

       Prepared by

     Vivianne Nikou
     November 2007

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POSITION:          Manager, Media Relations

ORGANISATION:      Deakin University

LOCATION:          Burwood Highway, Burwood

CONTACT:           Irene Irvine

TITLE:             Director of Marketing

DATE:              November 2007

CONSULTANT:        Vivianne Nikou

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                        AND BACKGROUND

Deakin University's teaching and learning, its research, its partnerships and its
international programs, will be:

•   Relevant
•   Innovative
•   Responsive

Deakin will be recognised as Australia's most progressive university.

Core Commitments

Deakin University has three core commitments that shape its distinctive position in
higher education in Australia. In pursuing its mission and goals, Deakin takes account of
its core commitment to:

•   Rural and regional engagement
•   Continuing education and lifelong learning
•   Equity and access for individuals and groups who might not otherwise enjoy the
    benefits that flow from participation in higher education

Multi Award Winner

Deakin has won the prestigious Australian University of the Year award twice and has
also recently been commended nine Citations for Outstanding Contributions to Student
Learning in the 2007 Carrick Awards.

Courses Valued by Industry

Deakin maintains close links with government, leading corporations and professional
associations, ensuring that our courses are relevant, practical and deliver the skills in
demand, allowing our graduates to 'hit the ground running'.

Flexible Learning

Deakin’s courses are flexible so you can tailor your degree to match your career goals.
Off-campus, online or part-time study options give you plenty of options to choose how
to structure your course.

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Young and Innovative, with Excellent Facilities

Established in the 1970s as one of the new generation of Australian universities, Deakin
combines a university's traditional focus on excellent teaching and research with a desire
to seek new ways of developing and delivering courses. Deakin provides access to the
latest industry-standard facilities such as Deakin’s Motion.Lab at the Melbourne Campus
at Burwood and the Geelong Technology Precinct at the Geelong Campus at Waurn

International focus

Deakin’s students come from all over the world and can study on every continent via
distance education programs. These programs enable Deakin students to become
global citizens and develop a richer cultural perspective.

Metropolitan and regional

Deakin has campuses in Melbourne, Geelong and Warrnambool, providing convenience
and accessibility whether you want to study in regional or rural Victoria or in the city.

Big University, Small Campuses

Deakin is one of Australia's largest universities, with more than 32 000 students, yet the
campuses have a strong community feeling and provide a supportive study environment.

Acknowledgement of Traditional Land Owners

Deakin University would like to acknowledge that the present site of the Melbourne
Campus at Burwood is located on the land of the Wurundjeri people, the Geelong
Campus at Waurn Ponds and Geelong Waterfront Campus are located on the land of
the Wathaurong people, and the Warrnambool Campus is located on the land of the
Gunditjmara people. They belong to these lands, have walked on them for thousands of
years, and continue to care for them and nurture them.

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                      POSITION/JOB SPECIFICATION

To develop and manage the University’s media strategies and issues in the media to
protect and enhance the University’s reputation among its key constituencies, raise the
University’s profile and meet Deakin’s strategic objectives.


•    To initiate, develop and refine University media strategies and policies and ensure
     their execution and adherence to raise the University’s media profile and meet
     and/or exceed University media performance targets.
•    To provide advice and support to faculty, divisional and senior University staff on
     managing issues in the media and developing positive media opportunities
•    To represent the University in the media
•    To oversee the provision of media monitoring service and appropriate filing and
     reporting on media coverage and to ensure the effective distribution of University
     media statements
•    To prepare the Unit’s work plan and draft budget
•    To manage resources so that expenditure is kept within budget and service
     expectations are met
•    To ensure implementation of all relevant university policies, in particular those
     relating to equal opportunity, OH&S, staff development, and staff performance
     planning and review.

This senior position is supervised by and reports to the Manager, Public Relations. The
position is expected to act with a considerable amount of autonomy and exercise their
judgement on media and issues of management on a day-to-day basis and to capitalise
on media opportunities.

The Media Unit is responsible for the University’s media profile and manages all aspects
of the University’s interaction with the media. The Media Relations Manager is required
to exercise a high level of judgement in managing issues that could have considerable
impact on the University’s reputation, standing and influence in a high profile public
arena. The position is responsible for three staff and a budget of more than $350,000.

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Within the Marketing Division, the Media Relations Manager works closely with senior
managers and coordinators on specific projects that advance the Divisional Work Plan,
and ensure effective integration of the media liaison function with other marketing

Within the University, the position interacts closely and advises the Executive, Faculty
and Divisional staff on matters relating to media management.

Outside the University the position liaises with representatives of the media and media
adviser staff of University partners and key constituencies.

•    Develop and implement the work unit’s annual plan in line with University Strategic
     Plan and objectives through the development and implementation of strategies to
     protect and enhance Deakin’s reputation through the media.
•    Manage the timely response to media inquires to strengthen the University’s
     position as a reliable and credible source of media comment.
•    Build and maintain strong relationships with media representatives through
     networking and management of their inquiries and the provision of necessary data
     base of contacts
•    Identify emerging media issues and prepare strategies for either maximising the
     opportunity for Deakin University or averting negative comment.
•    Identify and develop possible media stories and assign staff to interview and write
     appropriate articles, including writing and issuing news releases on behalf of the
•    Brief and provide advice to the Executive, Senior Management, faculty and staff on
     media issues.
•    Represent the University in the media as agreed with Senior Management in
     response to issues as they arise.
•    Manage the University’s sponsorships relationship with the Melbourne and Rural
     Press Clubs.
•    Monitor, evaluate and make recommendations to improve the quantity and quality
     of Deakin’s media coverage.
•    Develop strategies and processes to communicate the unit’s services to the wider
     University community.
•    Monitor and report on financial performance of the work unit and identify
     opportunities for improvement.
•    Provide guidance to, and oversight of, the University’s Media Unit Staff.

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                          PERSON SPECIFICATION




•   Outstanding issues management and media liaison expertise
•   Excellent communication (written and oral) and interpersonal skills
•   A broad knowledge and understanding of the tertiary education market and issues
•   High level of creativity and strategic thinking
•   Extensive experience in managing people, budgets and projects
•   Strong interpersonal skills with the ability to lead, manage and motivate staff and
    instil confidence across arrange of internal audiences in the capacity of the Unit to
    deliver a service
•   Display high energy of involvement as well as demonstrate leadership and discretion
•   An inclusive, welcoming and consultative approach to service delivery


•   Relevant masters qualifications in and/or extensive experience at a high level in
    media liaison, journalism or related field.


•   Experience in media liaison and issues management in the tertiary education sector
•   Demonstrable experience in and understanding of journalism
•   Demonstrable success in managing a team; establishing rapport with work
    colleagues and building a satisfied internal client base
•   Project and financial management experience

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The University conducts its business on the Melbourne campus at Burwood, the
Geelong campus at Waurn Ponds, the Geelong Waterfront campus, the Melbourne
campus at Toorak, and Warrnambool campus. The primary location at the Melbourne
campus at Burwood, however the University will require staff to work on other


Pro Vice-Chancellor (Development


HEW9 Classification

Hours of Work:

Full time 36.75 hours per week - but flexible hours may be required to meet deadlines or
respond to issues.

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