Assistant Director PR and Celebrity Applicant Information Pack August 2017 Breast Cancer Now is the UK s largest breast cancer charity, created by the merger of Breast Cancer Campaign and Breakthrough Breast Cancer
Contents Page 1. Welcome from Fiona Hazell, Director of Policy, Communications and Engagement 3 2. Breast Cancer Now An overview of the Charity 5 3. Breast Cancer Now The Structure 7 4. PR and Celebrity The Structure 8 5. Role Profile 9 6. Person Specification 13 7. Role Information 15 8. Working for Breast Cancer Now What we do for you 16 9. The Recruitment Process 17 2
Dear applicant Assistant Director PR and Celebrity I am delighted at your interest in the role of Assistant Director of PR and Celebrity at Breast Cancer Now. Two years post-merger continues to be an exciting time, as we embark on a bold new five-year strategy aiming to bring us closer to our vision that by 2050, everyone who develops breast cancer will live and live well. With a growing reputation for driving progress in the prevention, detection, treatment and care of the UK s most common cancer, we re looking for a senior PR leader to join our talented Policy, Communications and Engagement Department, engage new audiences in our work and build our reputation and trust. We re already punching above our weight but to deliver our 2050 vision, we ve got a lot to do, right here and now. The experience of patients, the passion of our supporters, the creativity and commitment of our scientists and the friendliness of our staff make Breast Cancer Now a great place to work it s got me out of bed every morning (or thereabouts) for the last 15 years! Since merger I m proud to say that we ve worked as a collective force to rise to the challenge of communicating and campaigning successfully on critical issues affecting patients and we have significantly grown awareness of Breast Cancer Now from scratch. If the idea of leading the PR strategy to raise the profile of the UK s largest breast cancer charity and the experiences of those affected by the disease would get you jumping out of bed every morning, I d love to hear from you. I m looking for an experienced and senior PR professional who loves all forms of media, is passionate about compelling stories and content, understands from experience how a brand builds reputation and trust and thrives on leading and developing a team. In return you ll get a rewarding, challenging and varied role which will develop your strategic communications skills and your broader leadership skills in a high profile and bold charity. I hope the information provided in this pack encourages you to apply for the role. If before you do, you require further information, please do not hesitate to contact Martin Margrie, our HR Business Partner at martin.margrie@breastcancernow.org and Martin will be happy to help you. 3
You are kindly asked to submit your current CV and supporting statement by 11.59pm on Monday 11 September 2017. The selection process will be held in our London office and all shortlisted candidates will be invited to attend the first stage on either Wednesday 27 September 2017 or Thursday 28 September 2017. Candidates who are successful following this stage of the process will be invited back to attend the second and final stage which will be held on either Wednesday 4 October 2017 or Thursday 5 October 2017. The video below shows why the work of Breast Cancer Now is so critical and why our work makes such a difference https://www.youtube.com/watch?v=mc5xpljdmdo I hope you ll want to be part of it. Best wishes Fiona Hazell Director of Policy, Communications and Engagement 4
Breast Cancer Now An Overview of the Charity We re Breast Cancer Now, the UK s largest breast cancer charity. Established in April 2015 following the merger of Breast Cancer Campaign and Breakthrough Breast Cancer we have an annual turnover of 27.6 million and a headcount of 165. We are based in London with offices in Edinburgh and operate across the UK. We also fund research in Ireland and have just opened a grant round to main land Europe. We bring together patients and supporters with researchers and healthcare professionals and everyone else affected by the disease to fund world-class research and drive progress in the prevention, detection and treatment of breast cancer. To do this we: Support nearly 400 of the UK and Ireland s brightest researchers; Promote public health awareness campaigns that reach millions; Develop and deliver hard-hitting policy work and campaigning on behalf of patients and their families; Raise valuable income through our fundraising teams to ensure our work continues. Right now breast cancer is at a tipping point. More women are surviving, but more are being diagnosed than ever before. One in eight women in the UK will face breast cancer in their lifetime and every 45 minutes, another woman dies from the disease. Our cutting-edge research is focused entirely on breast cancer and we believe that if we all act now, by 2050, no one who develops breast cancer will die from it. But we ll only reach that point by working in a new, collaborative way. Right now, we re funding over 26 million worth of ground-breaking research projects, supporting nearly 400 of the world s brightest researchers at more than 30 institutions across the UK and Ireland. Together, they re working to discover how to prevent breast cancer, how to detect it earlier and how to treat it effectively at every stage so we can stop the disease taking lives. We re also committed to nurturing talent and encouraging potential by championing PhD students and those at the start of their breast cancer research careers. It means we re combining prestige with pioneer, expert with innovator, to tackle the disease from all angles. It means we ll always stay one step ahead. Our Research Centre in London established in partnership with the Institute of Cancer Research, the first of its kind in the UK, houses over 100 researchers across eight multidisciplinary teams. 5
For every 1 we invest in research at the Research Centre, our researchers bring in another 2. Our Tissue Bank opened in 2012 as the UK s first ever national breast cancer tissue bank. It currently makes tens of thousands samples from patients available to researchers across the UK and Ireland. These samples are vital to helping our researchers understand in exact detail how breast cancer develops and interacts with surrounding tissues in the body. But research on its own isn t enough. Everything we do is rooted in the realities of women and men affected by breast cancer. We re the catalyst that connects the laboratory bench with the hospital bedside, the GP s office, the MP s surgery and the policies that govern our health service. And it s only by working together that we ll truly make an impact on this devastating disease. Every aspect of our work supports our aim to end this disease s power over our lives. Through our policy work, we take the discoveries we make in the lab and work tirelessly to make sure that progress improves the lives of everyone affected by breast cancer whether that s campaigning for an innovative new treatment to be made available on the NHS or promoting proven ways to reduce the risk of the disease in public health messaging. Our campaigns make the voices of patients and their families heard. We work with the health service to champion patients needs and improve the services they re offered. Our effective public health campaigns are designed to give everyone impartial, evidenced information about breast cancer, its treatments, the signs and symptoms, and the risk factors for the disease. By arming women with the facts, we empower them to take action. If we all act now, we believe that by 2050 everyone who develops breast cancer will live and live well. We need to invest at least 300 million in research over the next 10 years if we re to achieve these ambitious goals. Further Information about Breast Cancer Now can be found at: http://breastcancernow.org/ and http://breastcancernow.org/about-us/what-wedo/annual-report-and-accounts 6
Breast Cancer Now The Structure Chief Executive s Office Communications Engagement Fundraising Supporter Engagement Research Scotland Finance Corporate Services Brand Communications Community Events Research Funding Press PR IT Facilities Digital Engagement Individual Giving Supporter Operations Research Strategy Policy Campaigns Finance Policy Campaigns Corporate Partnerships Insight Innovation Volunteer Services People OD PR Celebrity Philanthropy Research Resources Business Planning Public Health Information Legal Services 7
PR and Celebrity The Structure Assistant Director PR Celebrity PR Manager (Charitable) PR Manager (Fundraising) Press Officer (Charitable) Press Officer (Charitable) Press Officer (Fundraising) Press Officer (Fundraising) 8
Role Profile We re Breast Cancer Now, the UK s largest breast cancer charity and we re dedicated to funding research into this devastating disease. We believe that if we all act now, by 2050, everyone who develops breast cancer will live and live well. Role title Assistant Director, PR and Celebrity Directorate Communications Reports to Director of Policy, Communications and Engagement Direct reports 2 Our three values Freethinking Affirming Bright Inventive, Open, Bold, Fearless and Ready to challenge Trusts and Respects, Supports, Inspires and Makes a positive impact Expert, Focused, Shows Passion, Energy and Leads the way Overview of directorate Background The Policy, Communications and Engagement Directorate is responsible for bringing the public, patients and supporters together with healthcare professionals, politicians and policy makers and the media, to increase awareness, trust and influence of Breast Cancer Now. This will help to grow support and drive improvements in the prevention, detection and treatment of breast cancer and deliver our vision that by 2050, everyone diagnosed with breast cancer will live. This is an exciting time to join Breast Cancer Now. Formed in 2015 from the merger of Breakthrough Breast Cancer and Breast Cancer Campaign, we are the UK s largest breast cancer research charity. We fund the brightest minds to discover how to prevent breast cancer, how to detect it earlier and how to treat it effectively at every stage. 9
With 50,000 women diagnosed with breast cancer every year, and over 11,500 women dying from the disease, we urgently need to raise more money to save lives. More information on our research can be found at www.breastcancernow.org The Directorate aims to keep breast cancer on the agenda and significantly increase engagement with the new charity over the next five years, and grow our awareness, reputation and trust. We want to improve equal access to the latest progress in breast cancer prevention, detection and treatment for all patients across the UK. We also aim to drive forward the risk and risk and prevention agenda to increase the number of preventable cases breast cancer in the UK. The PR and Celebrity Team will play a significant role in building awareness and trust in the charity and the cause, as well protecting our reputation and building support and influence across the UK. The Assistant Director role is a really exciting opportunity to head up a critical team in a leading UK charity and high profile cause, for the UK s most common cancer. The PR and Celebrity Team The PR and Celebrity Team is made up of seven posts including this role and it is divided into two sub-teams - Fundraising and Charitable - each with a Manager and two Officers. There is also a further press officer in Scotland with a dotted line into the team. The team lead and manage the public relations, media relations and celebrity functions at Breast Cancer Now, regularly ranking in the top 50 highest profile UK charities. It promotes a huge variety of stories from breaking news of ground breaking breast cancer research or policy calls and campaigns around Access to Drugs, to flagship campaigns such as Fashion Targets Breast Cancer, wear it Pink and Breast Cancer Awareness Month. The function leads the management of the charity s reputation including its issues and crisis communications policy and processes. Purpose of the role To lead the UK PR and Celebrity Strategy for the charity to build awareness, trust and influence in Breast Cancer Now and the cause. Key accountabilities To devise and implement Breast Cancer Now s UK PR and Celebrity strategy, plans and budgets to raise awareness and trust in Breast Cancer Now to improve understanding of the need for and importance of work. To lead and manage the team to deliver the strategy and support their professional development. 10
To ensure the effective management and delivery of a UK wide, year-round, 24-hour press office including issues management and crisis communications policies and procedures. To provide PR advice and counsel to the senior team, partners and other stakeholders as and when required including the Chief Executive. To ensure effective support where needed for national and regional fundraising, campaigning, research and public health activities. To devise and ensure PR sits at the heart of the development of proactive and engaging content to raise awareness of Breast Cancer Now s brand to external audiences, including a focus on how digital PR can play a key part in this. To lead the management of selected high profile relationships including the charity s Patron and Ambassadors as well as case study management and stewardship for the charity. To work closely with the Assistant Director of Brand and Communications and Assistant Director of Digital Engagement to develop impactful and integrated communications and engagement that delivers wider Marketing and Communications objectives. To drive the development of media partnerships and key relationships to reach and engage new audiences. To oversee the selection and management of PR and Celebrity agencies and key suppliers. Any other duties as directed by and agreed with line manager. General responsibilities Monitor and manage the team s budgets and performance against plan on a monthly, quarterly and annual basis, including proposing alternative plans and activities when not on track/ahead of plan. Build internal relationships at all levels to ensure the work of the team is understood and actively supported by other teams and ensure that you and your team work actively with other colleagues and wider organisational goals. As a member of Breast Cancer Now s Wider Leadership Team (WLT), actively contribute to the wider charity s strategy and development. Ensure that organisationally we are maximising our interactions most effectively for the greatest return. 11
To maintain an expert knowledge of best practice and trends in public relations including networking within the charity sector as appropriate. Be an ambassador at events, supporting the delivery of Breast Cancer Now s vision and ensuring that the charities profile and reputation are enhanced. To ensure all of the public relation s activities comply with CIPR and charity regulations and best practice. 12
Person Specification Experience We would like you to have the following experience: Demonstrable successful track record of developing and implementing PR and celebrity strategies to grow brand awareness, trust, influence and support in a crowded market Demonstrable track record in leading media relations and PR activities across a broad range of fast moving and complex campaigns and issues from health and science news to consumer campaigns Experience of leading and delivering successful, large-scale, PR campaigns as part of public facing marketing campaigns - including maximising and integrating with social media engagement plans and teams as well as internal stakeholders and creative and marketing agencies Demonstrable experience of leading the reputation management of an organisation, from issues management to crisis communications planning and delivery Demonstrable experience of successfully building sustainable, innovative editorial, publishing and agent relationships and strategic media partnerships to grow reach and engagement Demonstrable experience of representing a brand as a trained media spokesperson Demonstrable experience of leading and developing teams to deliver and grow Demonstrable experience of working across teams, departments, senior management and at Board level, to advise and create PR opportunities, build understanding, and mitigate reputational risks Skills We would like you to have: Excellent interpersonal, networking and relationship building skills, with the ability to comfortably represent the charity to high level stakeholders, Trustees, the Chief Executive and Directors Excellent leadership and management skills with the ability to develop teams Leading creativity to foster imagination, problem solve, take considered risks, celebrate successes and learn from failure 13
Analytical thinking to simplify complex information, problems, processes or projects, explore and maximise opportunities and evaluate and communicate them clearly and systematically Attributes We would like you to have: The ability to inspire and lead a multi-function team and contribute to the wider organisational strategy and development Proven ability to lead and manage the PR function of a high profile, trusted brand to strategically grow brand awareness and reputation Proven ability to be a strong communicator both as a writer and orator. In particular, the ability to act as strong media spokesperson and representative for the charity at key events and meetings Proven understanding of, and passion for, traditional and social media and their interrelationship The ability to build strong networks of peers across the media industry to develop new collaborations and opportunities for the charity Ability to be decisive, stay calm and work effectively under pressure Complete commitment to working collaboratively with colleagues and managing your team to deliver the best outcome for the organisation and the supporter Drive, energy and resilience to grow your team and programmes of work Ambition for self and charity with a passion for PR, media, marketing and communications, and a commitment to your own personal development The ability to be flexible, diplomatic, assertive with good negotiating skills 14
Role Information Key internal relationships Director of Communications and Engagement Senior Leadership Team (other Directors, Chief Executive) Wider Leadership Team (other Associate Directors and Heads of team) Wider organization Key external relationships National and regional media journalist and publishing contacts Celebrities, VIPs, agents and their teams PR, creative and production agencies Senior PR contacts in corporate and charitable partner organisations PR suppliers, freelancers and agencies Key contacts at partner charities PR and communications networks and wider charity networks Other information Number of colleagues in the directorate 50 Number of colleagues in the team 7 Budget/income targets (If applicable) Location of role Hours of work Contract type Appointment subject to 400,000 expenditure including salaries Ibex House, 42-47 Minories, London EC3N 1DY 35 per week, Monday to Friday with the expectation of working out of hours and on call as required for delivering the role. For example, out of hours rota and evening or weekend fundraising events. Permanent Two satisfactory references Medical clearance Three months probationary period 15
Working for Breast Cancer Now - What we do for you Pension scheme Leave Benefits Other Group pension plan with Aegon Contributions made via salary sacrifice Tiered employee/employer contributions Automatic enrolment in month three Option to opt-in earlier or to opt-out 25 days per leave year increasing by one day for each year of service to a maximum of 30 days Additional half day on Christmas Eve Additional three days between Christmas and the New Year Paid dependants and compassionate leave Sabbatical leave Time off in lieu Paid volunteering days Childcare vouchers Discounted gym membership for London based employees Simplyhealth employee assistance programme Health cash plan Season ticket loan scheme Bike loan scheme Life assurance at 4 x annual salary Contractual maternity, paternity and adoption leave Occupational sick pay Volunteering opportunities at local and national events with Breast Cancer Now Commitment to staff wellbeing and engagement 16
The Recruitment Process In order to be considered you are kindly requested to submit the following in support of your application: A comprehensive and current Curriculum Vitae A supporting statement, explaining how you believe your skills and experience match the requirements of the role, directly addressing the person specification Closing date for receipt of applications The closing date for the receipt of applications is 11.59pm on Monday 11 September 2017. Shortlisting process The shortlisting process will be held on Friday 15 September 2017. The selection process Will be held in our office in London. All shortlisted candidates will be invited to attend the first stage interview and selection process which will be held on either Wednesday 27 September 2017 or Thursday 28 September 2017. Candidates who are successful following this stage of the process will be invited back to attend the second and final stage which will be held on either Wednesday 4 October 2017 or Thursday 5 October 2017. Equal opportunity and diversity Breast Cancer Now is committed to equal opportunity and diversity and is an inclusive charity. If you require any support in making your application or during the selection process please advise us and we will look to reasonably adjust the process accordingly. 17