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Media Officer – PETA Australia

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Organisation : PETA Australia

Location : Sydney

Work type : Full-time

Sector : Animals, Media

Salary type : Annual Package

Application closing date : 15 Feb, 2019

About the role

Media Officer – PETA Australia

Position Objectives:

  • To cultivate and maintain relationships with the media, develop stories, and establish the approach for the presentation of those stories
  • To find opportunities to promote the animal rights message through television, radio, print, and online media
  • To generate media coverage for PETA’s activities

Term of Employment:


Reports to:



Melbourne or Sydney

Primary Responsibilities and Duties:

  • Research and identify appropriate media outlets, as well as specific journalists, for securing coverage of PETA’s investigation-related, scientific, legal, corporate, celebrity, and other animal-protection campaigns
  • Oversee the cultivation and maintenance of professional relationships with these media outlets and specific journalists
  • Establish and execute the strategy for presenting stories to select media outlets in order to secure coverage
  • Work proactively across PETA departments to ensure that any and all projects with media potential are identified
  • Create and pitch content specifically tailored to influential media outlets’ audiences or readerships
  • Act as a spokesperson and conduct interviews when required
  • Stay informed about current events and celebrity news
  • Prepare and manage news releases
  • Respond to media queries and prepare media statements
  • Follow up with media outlets and journalists to secure placement
  • Solicit free placement for print advertisements and video public service announcements
  • Track and analyse the results of each media pitch and adjust efforts accordingly
  • Maintain and update PETA’s media databases and other files
  • Prepare the agenda for and chair weekly media meetings and participate in brainstorming
  • Perform any other duties assigned by the supervisor


  • Prior experience in a similar role
  • Thorough commitment to and knowledge of animal rights issues and campaigns
  • Sophisticated understanding and appreciation of creative work
  • Excellent written and verbal communication skills
  • Proactive and self-motivated outlook, with the proven ability to work both independently and as part of a team
  • Demonstrated ability to communicate effectively with a wide variety of people
  • Proven excellent organisational skills and attention to detail
  • Ability to take initiative and follow through
  • Proven ability to work well under pressure and meet deadlines
  • Interest in celebrity culture
  • Adherence to a vegetarian or vegan lifestyle preferred
  • Supportive position with regard to PETA’s philosophy and the ability to advocate for PETA’s positions on issues professionally
  • Commitment to the objectives of the organisation


About the organisation

Organisation Name : PETA Australia

PETA Australia operates under the simple principle that animals are not ours to eat, wear, experiment on, use for entertainment or abuse in any way. PETA focuses its attention on the four areas in which the largest numbers of animals suffer the most intensely for the longest periods of time: in farms, the clothing trade, laboratories, and the entertainment industry.

PETA Australia works through public education, cruelty investigations, research, legislation, celebrity involvement and protest campaigns.

How to apply for this role

Applications not allowed for this job listing.

Please quote in application: Media Officer – PETA Australia via Pro Bono Australia.


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