Job Specification

Purpose of Position :

To provide senior communications expertise in the development and implementation of strategic communications planning, and media relations strategies, services and products (in French and English) for the Ontario Human Rights Commission (OHRC), to position program delivery and messaging to the public and the media.

Duties / Responsibilities :

Position functions within a unit responsible for providing quality communications products, advice and services to the Ontario Human Rights Commission which administers and enforces the Ontario Human Rights Code, and supports the creation of a climate of understanding and mutual respect for the dignity and worth of all individuals. Within this context the position:
-Develops strategic communication plans for OHRC initiatives, and contributes to an issues management process for the OHRC. Develops and maintains a resource bank of sources to anticipate, identify and clarify issues, that includes media reports, news releases, internet sites, polls, surveys,
conferences, etc. Advises executive management of identified contentious issues, responds to, and/or provides briefings and advice to the Manager on the content, tone, recommended approach and timing of responses and the handling of contentious issues, to ensure that the Chief Commissioner is
appropriately prepared.
-Acts as the lead OHRC media contact by developing responses (in French and English) to questions from media and media calls referred by the Chief Commissioner's Office. Researches answers by consulting OHRC executive staff and referring to the Chief Commissioner's briefings, issues papers,
files and data base. Develops media relations strategies to support OHRC announcements to bring attention to or heighten the media profile of OHRC programs and initiatives. Develops and recommends responses to be sent directly to the media or delivered by the Chief Commissioner during interviews. Contacts the media to correct or supplement information published or broadcast, and clarifies OHRC policies.
-Evaluates media consultation processes, products and materials, and recommends and establishes revised policies, procedures or protocol to support both media requirements and corporate interests/focus. Improves media coverage by writing fact sheets and responses to editorials. Analyzes and reports on reactions and the positions of media, other jurisdictions, OPS ministries, community and special interest organizations, non-governmental agencies, and individuals to OHRC communications activities including identifying potential issues, and outlining proposed strategies for repositioning
communications materials and events for improved acceptance. Provides instantaneous background information and situational responses to inquiries, identifies questions requiring follow up, and ensures that media relations functions are coordinated with other ORC activities.
-Writes and edits (in French and English) speeches, publicity material, and print, electronic and content development for social media platforms, communications and the website; coordinates, edits and publishes print/digital documents, social media and web content prepared by branches in accordance with OHRC communication objectives.
-Researches and reviews print and electronic materials (e.g., books, reports, speeches, documents, websites, social media) to obtain facts and identify information for inclusion in OHRC communications; writes and edits legal and/or specialized material (in French and English), ensuring clarity and plain
language for public consumption; writes and provides related editorial services for the production of various official documents, background notes, executive summaries, newspaper and newsletter articles, press releases, bulletins, memoranda, annual report, correspondence, and other written materials.
-Provides theoretical and practical expertise to support diverse communications planning strategies and implementation activities. Develops a close consultancy relationship with OHRC branches to gather and exchange information, understand branch communication needs and priorities regarding OHRC projects, issues, programs and services, and clarifies communications principles, strategies, processes and requirements; develops, discusses and advises on appropriately positioned communications strategies and vehicles consistent with overall OHRC objectives; provides planning, content and implementation support to marketing and public relations initiatives, electronic/print/social media, promotional campaigns, etc., and guides the work of external service providers.
-Recommends new/revised operational procedures and policies to improve effectiveness including accessibility protocol for persons with disabilities.
Analyzes social media/user feedback to determine changing needs and demands. Liaises with IT specialists on web site enhancements.
-Develops and maintains positive business relations with media representatives (in French and English) throughout the province in order to represent the OHRC, roll-out media relations campaigns, facilitate official responses to issues, define and initiate media opportunities, and develop and expand a
network of sources.

Staffing and Licensing :

N/A

Knowledge :

-Principles and techniques of communications services within digital media applications and tools; communications theory, methods, techniques and practices in new media and web site design, content development and graphics; and social media tools to maximize the use of different platforms for
communication.
-Communications planning, methods and techniques, research practices, social media platforms and trends, to research questions and calls from the media, contact information sources, analyze reference materials on OHRC position and issues, and to develop responses to issues receiving media
attention.
-Issues management, crisis management and political acuity to analyze and assess media perceptions, and public and stakeholder opinions on a range of OHRC issues; and develop and recommend media relations strategies.
-Media relations techniques to assess and advise on potential/emerging issues, develop strategies, and provide media and issues management services to the OHRC.
-OHRC mandate, goals, organizational structure, services and activities, and the philosophy, intent and application of the Ontario Human Rights Code, to ensure adherence to the legal requirements.
-Research practices, editing, writing styles and techniques, to provide communication services to the OHRC.
-Branch program objectives, business requirements and services to identify sources of information, and to anticipate/assess potential reaction and controversy related to OHRC issues/activities when addressing the media or when preparing responses on behalf of executive management and program areas.
-Information needs of the media and the public to ensure communications plans and activities are targeted to stakeholders (in French and English); news release production process including all stages from conception to distribution; and public relations to initiate and define media opportunities.

Skills :

-Analytical skills to assess the information needs of the media; identify politically sensitive issues which may impact on the OHRC; and to respond to questions from the media regarding contentious issues or initiatives receiving media and/or public attention.
-Evaluative skills to identify data sources, conduct interviews, and compile information and assess what is to be included/excluded in responses (in French and English), and to verify information with OHRC officials and staff.
-Reasoning to recognize the complexity and political sensitivity of all responses given in order to avoid poor media perception of the OHRC or public misunderstanding of the OHRC's role and policies, and to identify and inform executive management on potentially volatile media requests.
-Analytical skills to meet with executive office staff for briefings to discuss issues and formulate OHRC responses for use by executive management in handling public and media queries.
-Project management skills and techniques to plan and coordinate concurrent activities and projects within competing priorities and deadlines, and to ensure that products and publications meet content and quality standards.
-Surveying techniques in order to use surveys to assess the reception and effectiveness of publicity, and other communications materials and initiatives.
-Evaluative skills to select style, approach and messaging for statements and written materials to achieve appropriate communication response to the nature/tone of media requests received.
-Analytical skills to determine the extent to which issues may become contentious and to ensure that executive management is alerted and fully equipped with suitable, timely responses; to identify measures to improve media coverage and develop pro-active media relations; and to assess
communication implications of messaging.
-Oral communication and interpersonal skills to consult with and discuss information and nature of issues with OHRC and executive office staff when conducting research for responses to media questions; and to contact the media to correct or supplement information published or broadcast.
-Writing and editing practices and conventions, techniques for organization of text, and writing styles to provide media relations services; develop strategies; and write, edit and coordinate the preparation of media advisories; and to write responses to media questions on controversial or contentious
issues receiving public/media attention.
-Superior oral and written proficiency in French and English to prepare materials and communicate in both languages.

Freedom of Action :

Job requires working within OHRC policies, guidelines, standards and procedures concerning information provided to the media, and working within recognized OPS communication practices, executive office protocol and writing style conventions.
The position assumes the role of lead media contact and issues management specialist for the OHRC. Examples of independent decision-making include: developing strategic communications plans; recognizing level of issue urgency and priority; functioning within an on-demand environment
requiring instantaneous responses and advice; providing media relations services in often unpredictable situations; maintaining the organization's professional credibility in the eyes of the public; developing strategic communications plans and media relations strategies; selecting and researching
sources of data/information; writing and editing materials prepared by others; determining style and tone; recommending short and long term media communication strategies, plans, policies and procedures to facilitate pro-active media relations; and demonstrating political acuity.
Job requires informing the Manager, Executive Director, or Chief Commissioner of politically sensitive matters, and issues that might delay the implementation of communication strategies or responses to the media.