External Communications Officer - Primark

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Key Responsibilities:

• Strong media relations experience is essential; developing news hooks and spotting media proactive opportunities, drafting press releases and statements, key messages and Q&A documents, developing talking points and briefing notes for spokespeople, liaising with media, identifying potential issues
• Key team member on Primark’s press office team with significant responsibilities including; managing daily media enquiries to Primark, drafting media statements, keeping press logs updated, connecting with internal stakeholders to gather information for press queries and also liaising with in-market PR agencies. Must also be available for weekend rota-based press office duty
• Monitor media coverage daily, flagging key articles and issues with the External Communications team and wider business when required. Monitor coverage across industry and competitor landscape, keeping up to date on all things fashion and retail
• New store openings and supporting with Primark’s ambitious global expansion plans; Responsible for leading and managing external communications for some of our new store openings across Primark’s 14 markets
• Supporting the External Comms team and wider business with the ongoing roll-out and implementation of our Primark Cares sustainability strategy across all of our markets, including developing comms activities for various Primark Cares product campaigns and initiatives
• Working with the Head of External Communications and External Communications Manager on corporate reputation projects in top tier markets, working closely with Primark’s country leaders and external PR agencies to drive brand awareness and improve brand reputation
• Working with Customer Service and Social Media teams in responding to issues and customer complaints, helping to draft responses and track any potential brand damaging issues
• Coordinate and update key company messaging documents for external stakeholders and support Primark spokespeople training for media and stakeholder engagement
• Work closely with our Brand, Fashion Communications and Internal Communications teams to ensure alignment of strategy and messages across key campaigns and general comms activity
• Team administration tasks including managing PR agency purchase orders and invoices, ensuring they are processed in accordance to company procedures, team budget tracking. Coordinate any invoice queries with Finance and Suppliers

Essential knowledge, skills and experience:

• At least 4 years’ experience in a Communications / PR agency or an in-house Communications / Public Relations department
• Experience working with or for a consumer-facing brand is preferable
• Sector experience in Retail/Fashion/FMCG preferred
• Strong media relations skills and experience
• Proven experience in issues/crisis management, with the ability to work under pressure and operate in a reactive environment
• Excellent communications skills, including strong writing capabilities, and acute attention to detail
• Excellent interpersonal skills are really important in this role
• This candidate should be proactive, diplomatic & trustworthy with a flexible approach to work
• Highly organised with an ability to handle a high volume of work and to prioritise accordingly
• Creative and independent thinker with an aptitude for coming up with fresh and innovative ideas and challenging and evolving ideas already in place
• Well versed in social media tools and other related programmes including media monitoring and brand/reputation tracking
• Advanced IT skills including MS Word, Excel and Powerpoint are essential
• Additional language(s) an advantage
• Willing and available to travel internationally as required

Performance Matrix

• Teamwork

  • Acts as an ambassador for Primark both internally and externally and takes responsibility for all aspects of the business

• Communication & Influence

  • Provides a professional and credible view when representing the business
  • Builds and maintains effective communication channels internally and externally
  • Considers the impact of communication and prepares the ground in advance

• Quality Focus

  • Is highly focused on the delivery of quality outputs
  • Establishes, communicates and monitors quality standards whilst ensuring that work quality is of the highest order

• Commercial Acumen

  • Builds up a network of key external information sources
  • Regularly gathers internal and external information to enable business decisions to be made in the context of economic, social and business trends
  • Uses personal judgement to make key commercial decisions that have a significant impact on the success of the business

• Planning & Organisation

  • Keeps all priorities in clear perspective and ensures resources are appropriately aligned to meet delivery requirements

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