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| Sports Industry Newsletter |
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| Title: |
Media Manager |
| Salary |
- |
| Contract Type: |
Full Time |
|
| Employer: |
Sydney 2009 World Masters Games Organising Committee (SWMGOC) |
| Location: |
Australia |
| Expiry Date |
14/01/2008 |
|
| Description |
Purpose of Position
Organise, develop and implement a comprehensive international and national media and corporate communications strategy that promotes a positive position and high brand awareness for the Sydney 2009 World Masters Games.
Organisational Context of the Position
The World Masters Games was first staged in 1985. In 2009 the Games are to be held in Sydney.
The Games aim to motivate a “goal oriented long term approach towards sport and physical fitness” and “acknowledge that competitive sport may continue throughout life”.
The Games are open to anyone, with participants competing as individuals rather than international teams. The only selection criterion is that competitors must satisfy the age requirements relevant to their particular sport. Most competitors are aged between 35 and 50.
There will be a maximum of 27 sports represented, comprising 17 core sports and 10 optional sports.
The International Masters Games Association (IMGA) is the worldwide representative body for masters’ sport.
The Games in Sydney in 2009 are expected to attract in excess of 30,000 participants including 12,000 from overseas and 10,000 from interstate. This will bring an estimated
A$100 million in direct and flow on value added impact to the State. The community benefits of the Games include complementing programs targeting community health, fitness and obesity; and opportunities to link the Games to strategies on active and healthy living.
The Games will be managed by the Sydney 2009 World Masters Games Organising
Committee (SWMGOC) which is a limited life statutory authority to plan, organise and stage the Games. SWMGOC is managed and controlled by the Chief Executive Officer and is subject to the direction and control of the Minister.
SWMGOC’s functions include:
• Organising the sports competition program and program of associated events;
• Procuring and organising the competition and non-competition venues required for the Games;
• Organising transport for participants and officials;
• Marketing and promotion of the Games; and
• Coordinating Games related initiatives with NSW and Commonwealth Government agencies and private organisations.
A Games Advisory Committee advises the CEO and the Minister.
Nature and Scope of Position
(a) Work Performed
The Media Manager is responsible for organising and implementing a sound and comprehensive media program that will significantly assist in the achievement of corporate objectives. This “hands on” position offers the chance to think creatively at both strategic and tactical levels via the execution of marketing media programs that maximise frequently emerging opportunities.
This position is primarily responsible for:
• The Games media profile and managing all aspects of the Organising and Advisory Committee’s interaction with the media.
• Developing effective & efficient media programs by managing relationships with internal and external stakeholders.
• Measuring and reporting on the performance of marketing programs to facilitate development of future initiatives.
• Providing media resources to the Senior Management Group and other Organising Committee Members.
• Managing all Games time media activities including a media centre.
(b) Decision Making & Freedom to Act
The position holder requires a demonstrated capacity to resolve complex problems and issues, make prompt and appropriate decisions and assess and identify when and where to seek and obtain guidance and advice as required within or external to SWMGOC. At all times the position holder must operate within relevant legislation, government policies and SWMGOC procedures and guidelines.
The position holder must balance the interests and needs of the media and other stakeholders with the demands and expectations of SWMGOC management. In addition, the position holder must treat with discretion the matters of a sensitive and confidential nature that are dealt with in SWMGOC.
The position holder is expected to operate with day to day independence in implementing plans and managing functions and doing so within budget. The Media
Manager is the initial point of contact for media inquiries and will exercise a degree of autonomy in determining which matters require an executive or government response and which he/she can routinely handle.
The position holder will also take a proactive role in creating media opportunities for all SWMGOC stakeholders.
(c) Key Challenges and Problem-Solving
The position holder is responsible for making a wide range of decisions that largely determine how the Games will be represented in the media. Essential, is the ability to identify and analyse problems, consider options, develop solutions and decide on the most appropriate action to achieve desired outcomes. Further, due to budget considerations, it is necessary to develop a cost effective media program.
The publicity campaign is long in duration and as such, hard to sustain in the media.
Various appealing angles and campaign phrases will be required.
The diverse geographical nature and demographic range of the target audience necessitates that a well–structured communication approach is developed. Tight time frames require an ability to prioritise conflicting tasks and the ability to communicate clearly and effectively with others to achieve those deadlines.
Masters Sport and the World Masters Games have a low profile through the wider community with few recognised role models or personalities. Further, the Games are essentially a sporting festival for participants and does not have a strong spectator component. Traditionally, media coverage has been low and concentrated on the very old masters athletes which constitute a modest minority of all participants. As such, there are engrained misperceptions of Master Athletes and a need to heavily influence how stories will appear in the media to correct this situation.
Finally, as the Media Manager is supporting a range of stakeholders, the position holder must have an understanding of the broad range of issues and relationships that are associated with the Games
d) Communication
Communication is a critical aspect of the position. Internally the Media Manager provides advice to the Senior Management Group and other staff across SWMGOC on media affairs, issues management strategies and positive media opportunities.
Ultimately the Media Manager needs to work collaboratively with all staff to ensure that key messages are communicated accurately and professionally.
Externally, the Media Manager has regular contact with a range of media outlets and other stakeholders. Cross Government liaison will also be required. Critical to this position is the provision of timely advice to media advisors and the Chief of Staff for relevant ministries, in particular the Sport and Recreation Minister.
Key Accountabilities
The position holder will:
• Develop and implement a comprehensive media plan with strategies that assist in the achievement of the Organising Committee’s objectives in a timely and cost effect manner
• Ensure the provision of timely and accurate advice, including briefings, to the
• Senior Management Group, the Games Advisory Committee and the Minister’s
• Office on corporate communications and media issues
• Create and maximise opportunities for positive media appearances for the
• Organising Committee and its spokespeople
• Write, edit and distribute media releases, background briefs, speeches and editorial for a wide range of publications
• Pro-actively liaise with media, provide timely and responsive answers to their enquiries and arrange briefings and interviews for media with key stakeholders as required
• Monitor, collate and evaluate media coverage of the Games in both broadcast and print media and distribute to the Senior Manager Group on a regular basis
• Support the competitor recruitment and sponsorship acquisition processes via identification of opportunities and coverage in the media
• Liaise with the government suppliers of media monitoring services to ensure they provide timely and comprehensive coverage of Games related articles
• Support the rollout of the National and International Roadshow by generating significant media in each of the fifty venues
• Organisation of media launches, conferences and events including major “buildup events” such as opening of registrations, at the “one year to go” milestone and in the months preceding the Games
• In consultation with and under direction from the Group Manager, provides advice to Games Ambassadors on handling media enquiries and issues management
• Co-ordinate “Visiting Journalist” programs, with event partners like Tourism NSW, to increase interstate and international awareness
• Assist in the securing of print radio and television media partners for the Games
• Assist the Games Services Division in the development of a media centre and manage the operational functions of the centre during the staging of the Games
• Assist in the research and development of key messages for different target audiences via surveys and focus groups
• Ensure consistency of message and branding through a close working relationship with the Marketing and Communications Officer
• Development of a media kits for each of the Games campaign stages
• Manage a project team of university interns assisting SWMGOC in the delivery of the media plan
• Develop a series of contingency media responses so that major issues can be promptly and adequately addressed after they arise
• Build and maintain a database of national and international media contacts and related publications
• Oversee delivery of the Organising Committee’s Annual Report
• Other general duties, as requested by the Group Manager, Marketing, Sales and
• Communications
Knowledge, Skills & Experience
The position holder should have:
• Extensive knowledge of corporate communication practices and demonstrated experience in developing and implementing communication strategies and plans.
• Media management experience together with a proven record of delivering timely and effective media services.
• Extensive knowledge of Sydney media market and an existing network of quality contacts especially in the areas of sports and lifestyle.
• Understanding of requirements in managing relationships with key stakeholders like the media, governments and sponsors.
• High level writing, oral communication and strategic planning skills.
• Strong presentation skills with the ability to act as a spokesperson for the Games
• Proven capacity to work to tight timeframes and meet deadlines.
• Ability to build quickly professional relationships with journalists and other stakeholders.
• High level of computer literacy and ability to undertake own administrative requirements.
• Demonstrated ability to operate with passion and tenacity in a rapidly growing and highly dynamic organisation.
• Knowledge of and demonstrated experience in adhering to EEO policies, Ethnic
• Affairs Priority Statement (EAPS), OH&S; procedures and regulations and ethical practice.
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