Responsibilities

• Develop and lead NWAA’s PR and media strategy, setting measurable objectives and reporting on performance and impact to senior leadership.
• Build and maintain strong relationships with regional and national media, acting as the primary media contact for the charity.
• Proactively generate and pitch compelling stories that raise awareness of NWAA’s missions, people, supporters and impact.
• Manage media enquiries, interviews, statements and briefings, including preparing spokespeople with key messages and media training where required.
• Provide strategic advice on reactive, crisis and sensitive media issues, supporting reputational risk management and stakeholder communications.
• Steward patient, crew and supporter stories sensitively and ethically, ensuring consent, safeguarding and dignity are upheld.
• Draft high-quality press materials, including press releases, briefing documents, Q&As, media statements and case studies in line with the charity’s five-year strategy and profile KPIs.
• Monitor, evaluate and report on media coverage, share of voice and overall PR impact.
• Ensure all external communications align with NWAA’s mission, tone of voice and brand standards.
• Work collaboratively with wider charity teams to align PR activity with wider organisational goals.