21st May 2015
Dear Applicant,
Thank you for your interest in the position of Public Relations Specialist at The Australian
Ballet.
Please find below information related to the position.
In accordance with the timeline for the selection process, the closing date for receipt of
applications is Thursday 4th June at 5:00pm.
Yours sincerely
Ange Park
Human Resources
The Australian Ballet
THE AUSTRALIAN BALLET
PUBLIC RELATIONS SPECIALIST
A unique opportunity to be part of public relations strategy for a global entertainment
company
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Melbourne based
Aspirational brand
This is a rare opportunity for a bold and creative thinker to develop publicity and brand
awareness initiatives for The Australia Ballet. We are looking for an energetic individual who will
deliver exceptional communications that reach new audiences to elevate The Australian Ballet's
brand. With our rich heritage, beautiful content and inspiring stories, you will be empowered to
build coverage and relevance with influencers and everyday Australians.
Reporting to the Public Relations Manager, you will assist with the PR strategy to increase brand
awareness, audience growth and drive sales for The Australian Ballet.
Key initiatives include promoting The Australian Ballet through campaigns, activities and events
to the media, general public and external audiences as well as through relationships with key
journalists, bloggers, and partners.
You will work within the broader marketing and commercial division, with specialists across
marketing, creative, digital, customer experience, content and broadcast.
Desired Skills and Experience
The Public Relations Specialist will bring solid understanding of the PR landscape with previous
experience across the following specialty areas: corporate relations and communications, media
relations, publicity, events and community engagement.
Excellent contacts and a deep understanding of how to build relationships at all levels including
media, influencers, internal and external stakeholders, bloggers and communities is critical. You
will demonstrate creativity and fresh thinking and embrace collaboration across the team to
showcase the essence of The Australian Ballet's brand. Our ideal candidate has outstanding
written and oral communications skills with proven experience in media / consumer or brand
driven environments.
POSITION DESCRIPTION
PUBLIC RELATIONS SPECIALIST
1. KEY ROLE
Deliver exceptional communications that reach new audiences to elevate The Australian Ballet's
brand.
Contribute to the PR strategy to define initiatives to increase brand awareness, audience growth
and drive sales for The Australian Ballet.
Promote The Australian Ballet through campaigns, activities and events to the media, general
public and external audiences as well as through relationships with key journalists, bloggers, and
partners.
2. THE COMPANY
The Australian Ballet is a globally recognised performing arts organisation. Every year it
presents upwards of 14 mainstage seasons across Melbourne, Sydney, Brisbane, Adelaide and
Perth, as well as public programs, special events and an extensive regional tour. The company’s
output means a fast-paced and diverse marketing environment, characterised by many
competing deadlines and challenges particular to each ballet and location.
The administration offices, production department, music department and rehearsal studios are
located at The Australian Ballet Centre, 2 Kavanagh Street, Southbank, Victoria. The Australian
Ballet performs on a regular basis at Arts Centre Melbourne and Sydney Opera House, as well
as other interstate venues. The company also tours overseas.
3. CULTURE & ENVIRONMENT
The Marketing, Commercial and Audience Development division is responsible for The
Australian Ballet’s main commercial operations. It comprises marketing, public relations, digital,
content, recording & broadcast and audience experience.
The function is undergoing a significant brand, digital and communications transformation. As it
enters a new phase of growth, the company is gearing up the brand and digital presence to
evolve the content offering and to become more sophisticated in the way it engages with
audiences.
The core marketing goals are:
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Become globally recognised as a leading performing arts organisation and entertainment
brand
Attract new audiences
Build and nourish an active and engaged community
Embark on creative collaborations
Become an effective content creator and media channel
4. SPECIFIC ROLES AND RESPONSIBILITIES
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Develop PR strategies and execute integrated, multi-channel communication plans to
ensure The Australian Ballet attracts new audiences and exceeds its commercial
revenue targets.
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Plan and optimise major PR activity, creating strategic alliances to optimise coverage.
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Generate compelling and creative story angles in line with the overarching strategy to
build the profile of the company and our artists.
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Work on positioning the Artistic Director, Executive Director and other executives as
authorities and spokespeople on cultural and brand issues.
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Drive and implement media events and lists including media calls and launches
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Drive publicity campaigns in support of The Australian Ballet’s national performance
seasons, audience engagement activities, brand profiling and key sponsor initiatives,
achieving optimum media coverage in terms of placement and content as well as volume.
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Liaise with external suppliers and partners (including our Sydney-based PR agency,
media monitoring agency, photographers, venues and sponsors) to maximise all
opportunities and ensure optimum service for The Australian Ballet.
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Implement best practise publicity reporting on all campaign touch points.
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Continuously come up with new, creative ways of increasing brand awareness to attract
new audiences
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Work closely with Public Relations Manager, Senior Marketing Manager, Senior Digital
Manager and Community Specialist to create strategies to support new acquisition and
brand awareness across the business.
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Other duties as reasonably requested by the Director of Marketing and the Public
Relations Manager.
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Maintain and enhance relationships with the media and other influential commentators
and spokespeople.
5. QUALIFICATIONS AND EXPERIENCE
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A proven track record of achieving and surpassing revenue targets
A proven track record in developing and converting new audiences
Bachelor of Communications or a similar discipline
A minimum five years’ experience developing strategies and executing public relations
campaigns for iconic brands
6. ATTRIBUTES
To successfully fulfil the roles and responsibilities, the Public Relations Specialist should
demonstrate the following skills, knowledge and personal qualities:
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An understanding and alignment with The Australian Ballet ethos
A strategic and innovative mindset
Creative thinker
Digitally savvy
Proactive
Results driven
Strong communication skills and the ability to influence
A passion for brand, beauty and the creative industries
7. KEY PERFORMANCE INDICATORS
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Box office and other commercial targets activity achieve/surpass revenue targets
Value of media coverage secured (using Media Monitors Advertising Value Equivalent
methodology)
Diversity of editorial coverage, in terms of content and placement
Effective, timely issues management
8. RELATIONSHIPS:
Reporting to:
Public Relations Manager
Work team:
Events Project Manager
Senior Marketing Manager
Senior Brand Marketing Manager
Senior Digital Manager
Marketing Personnel
Corporate Partnerships team
Key personnel:
Marketing Director
Artistic Director
Executive Director
9. DATE:
May 2015
Authorised by:
HR Director
SELECTION CRITERIA
Please apply to [email protected] attention Ange Park. Please include cover
letter, addressing desired skills and experience with resume.
Applications close Thursday 4th June 2015 at 5:00pm
Ange Park
HR Advisor
The Australian Ballet
Level 5, 2 Kavanagh Street
Southbank Vic 3006