Job Specification

Purpose of Position :

To lead and execute communications and media relations activities that promote the Ontario Science Centre's exhibitions, events and films to the public and media through the planning, implementation and evaluation of proactive and reactive media relations strategies and proactive media and influencer outreach.

To provide communications advice and support to the Ontario Science Centre through the development of communications plans and materials, writing and editing services, and coordination of communications and media relations initiatives.

To act as the organization's lead media contact and develop key messages and position statements for the organization.

Duties / Responsibilities :

1. Promotes OSC programs/initiatives and OMNIMAX Theatre films by developing and implementing media relations strategies including: communications snapshots; briefing documents; Critical Paths; budget monitoring and budget breakdowns for approvals; project plans, reports and evaluations for events, corporate announcements, exhibitions, events, films, international marketing, education and other OSC activities while considering long term strategic communication plans.

2. Acts as the OSC's lead spokesperson and as the main point of contact for media inquiries with external print and electronic media, including radio, television and newspapers; recommends and connects media with subject matter experts within the OSC as appropriate.

3. Coordinates the identification of proactive media and social media influencer opportunities, makes recommendations to enhance the reputation and brand of the OSC and develops media and influencer relations strategies that aligns with the over-arching strategic communications strategy; supports the effective implementation of communications plans by developing scripts and pitching stories to the media.

4. Provides professional writing services for a variety of communications materials including news releases, publicity materials, speeches, promotional background for exhibits/programs, social media copy, and other media material to be used for editorial coverage, event listings, pitch letters to media,

5. Provides input and advice to program managers, colleagues and other OSC staff regarding media strategies to achieve specific objectives for promoting and communicating activities.

6. Identifies opportunities for the OSC to engage media and build and maintain relationships with media and influencers by:
- Developing and maintaining an outreach program for existing and potential media/influencer partners
- Creating contact lists for media and influencers who cover science and technology, family, children's, lifestyle, entertainment, news, film, etc.
- Responding to media inquiries in a timely manner and facilitating media needs regarding OSC news or events.
- Developing systems and materials for regularly updating websites in which the OSC is listed
- Researching media needs and interests and pitching appropriate story ideas
- Writing media releases in style and format appropriate to media needs
- Managing development of video “sizzle” reels on B-roll for distribution to media.
- Developing and maintaining the Science Centre's on-line media kit to meet industry standards
- Identifying and briefing OSC spokespeople to provide interviews to media including developing and providing key messages

7. Remains current on activities in the organization to ensure that planned media events and the dissemination of information are well timed and appropriately positioned. Oversees the OSC's media monitoring system and media analyses on all major communications issues.

8. Coordinates and organizes media requirements, plans and logistics for events/announcements such as press conferences, media previews/briefing sessions, CEO TV/radio interviews, on and offsite interviews and photography/film shoots.

9. Maintains familiarity with OSC vision and mandate and exhibit/program and education content by sourcing all required materials/information to accurately promote corporate brand through media relations; develops systems for effectively sourcing and fact-checking information to be shared externally about upcoming OSC activities and soliciting corrections from media when they broadcast or publish inaccurate information about the OSC.

10. Provides communication support for internal audiences; ensures effective internal distribution of promotional materials and information; briefs people/departments whose participation or support is required; prepares regular analytics summaries of media coverage for senior management (KPIs, earned media, evaluation of events, etc.).

11. Develops and maintains working relationships with colleagues, program managers, senior management, the CEO, and external agency partners to facilitate the design and development of media relations strategies and activities and to recommend methods for addressing contentious issues.

12. Liaises with film crews and photographers using the OSC as a location by determining (with Director when required) appropriateness of film crew's request and best use of OSC resources; ensures appropriate credit for OSC; communicates presence and needs of film crew to appropriate OSC personnel.

13. Works closely with the Marketing team to integrate communications plans for the OSC; represents the Strategic Communications department on project teams and working groups.

14. Performs other duties and/or special projects as assigned.

Staffing and Licensing :

N/A

Knowledge :

Job requires knowledge of:

- journalism and communications theory, principles and techniques, communication planning methods, best practices and writing styles with specialization in media and public relations, print and electronic media to provide strategic advice on communication issues and development of media communication plans/strategies.

- issues management, public and media relations techniques to effectively respond to media calls/issues and coordinate media requirements for events/announcements.

- the principles and techniques of marketing, corporate brand communications, social media, media relations, media tracking, and issues management to develop effective strategies, plans and initiatives to communicate and market the programs, events, initiatives and operations of the Ontario Science Centre.

- the principles of writing, editing and Canadian Press Style to compose and edit a wide range of marketing, communication and promotional material.

- emerging trends and developments in communications, social and media relations to market and communicate programs, events, strategies, announcements and initiatives utilizing the most effective methods, techniques and processes.

- the Internet, email and other relevant technology to conduct research, prepare and produce plans, publications, media releases, etc.

- the annual and multi-year business plans of the Ontario Science Centre to ensure that all marketing, corporate brand communications, promotion, social media and media relations plans, strategies, announcements and other initiatives support the vision, values, objectives and mandate of the Ontario Science Centre.

- analytics and evaluation platforms including issues monitoring to evaluate the effectiveness of media relations activities.

Skills :

Expert level oral and written communication and interpersonal skills to:
- act as a primary contact for media inquiries and engage with media, influencers and the public on behalf of the Ontario Science Centre, potentially regarding sensitive issues
- respond to requests from the media and create and/or edit communication materials to support media relations and the issues management process
- compose and edit communications materials, news releases, publicity materials, reports, briefing material, letters, speeches and web and promotional copy
- make presentations and advise program management and senior management on appropriate media strategies and approaches
- provide training and support to colleagues and build/maintain effective relationships both internally and externally

Strategic thinking, tact, diplomacy and political acuity and superior skills in strategic media relations to:
- develop strategic media relations plans and proactive outreach approaches and to manage media issues effectively
- understand and assess the impact of issues management decisions
- ensure that a wide range of internal clients and the media receive accurate and timely advice and information.

Media research methodologies, analytical and problem-solving skills to:
- identify, evaluate and weigh issues, trends and opportunities in order to support decision making and solve problems
- provide technical guidance and expert advice on potential, emerging and existing contentious issues and media relations opportunities
- develop and implement strategic and tactful media responses
- analyze key performance indicators and evaluate success of communications initiatives

Research, project management and prioritization skills to:
- retrieve information and data from a variety of internal and external stakeholders and other sources to co-ordinate project deliverables
- simultaneously undertake, prioritize and complete daily and ad-hoc assignments and major projects to performance expectations, often within firm deadlines and varying urgencies
- co-ordinate projects to successful conclusion within established timeframes and budgets

Computer and technology skills:
- Word processing and Internet skills to produce reports, to write copy and to conduct research.
- Database management and electronic file transfer software to track, record, maintain and share communications materials.
- Basic photocopy skills to produce visual images for communication materials.

Freedom of Action :

Job exercises high degree of strategic thinking and independent decision-making in identifying media relations issues significant to the organization and providing timely and sound strategic advice and problem-solving and working directly with senior management and external contacts on media relations management and product development.

Judgement and political acuity are required to identify and analyze attitudes, emerging opportunities, issues and trends and ensure that strategic and tactical responses are available for the organization consistent with media relations policies and practices. Tact and discretion are exercised in the course of performing the duties of the position.

Functional independence and freedom of action are required to develop innovative media relations and communications strategies and plans from a broad range of alternatives. Judgement is required in developing, coordinating and amending communications strategies, developing proactive media outreach approaches and in considering the short and long-term impact on public perception of organization policies and programs.

Judgement is required to resolve issues and in the course of formulating the conclusions, recommendations, guidance and advice provided to the Director and senior management. The incumbent is expected to seek the advice of the Director when faced with contentious issues and developing recommendations that significantly impact the agency.

Decisions are guided by the annual and multi-year business plans of the Ontario Science Centre and its communications requirements; and relevant directives, guidelines and processes of the Ontario Science Centre.