PR Lead - Game Development

About the role

The AFL is looking for a PR Lead for its Game Development priorities, based at AFL House in Melbourne. You will lead integrated PR activity that grows participation, engagement and connection with Australian Football, turning important initiatives into compelling stories for community football and its participants. The role works across the AFL and with clubs, state bodies, government and partners.

Key responsibilities

• Develop and implement publicity plans for key Game Development programs, projects and initiatives
• Lead PR activity for participation programs, including NAB AFL Auskick and NAB AFL Superkick
• Support communications across community football, new and alternate formats, women and girls, cultural diversity, inclusion and facilities
• Identify new PR opportunities and pitch story angles to traditional, digital and emerging media
• Produce media releases, stakeholder briefings, speeches, key messages and other media assets
• Build relationships with journalists, commentators, influencers and editors, and brief senior leaders and spokespeople
• Work with state and territory media teams to deliver coordinated national outcomes
• Monitor media coverage and produce coverage reports, and manage publicity projects through to delivery

Required profile

• At least five years' experience in public relations and media relations
• Qualifications in communications, public relations, journalism or a related discipline
• Demonstrated experience delivering effective PR outcomes
• Strong knowledge of Australian Football at community and elite levels, or experience in a comparable sporting organisation
• Experience building relationships with media and diverse stakeholders, and interpreting media coverage

Required skills

• Excellent writing skills, including media releases, briefing documents, speeches and key messages
• Ability to identify engaging stories and run proactive publicity campaigns
• Understanding of the modern news and influencer landscape
• Project management, presentation and communication skills

What we offer

• Flexible working arrangements, including support on game days
• Development coaching, mentoring and on-the-job learning
• Health and wellbeing program
• Partner offers and discounts
• Silver memberships for permanent team members
• 6 months paid primary parental leave with no qualification period for permanent team members