Media & Comms officer


Amnesty: Media & Comms officer

Amnesty Intrnational South Africa
Opportunity closing date:
Friday, 29 January, 2021
Opportunity type:

AMNESTY INTERNATIONAL ENTITY: Amnesty International South Africa


To lead on facilitating the development and high impact delivery of Amnesty International South Africa’s (AISA) media and communications strategy and provide strategic support to the development of the brand and social media strategy. The goal is to use the media as a vehicle to advance the organisation’s human rights agenda, raise awareness of AISA’s work in the promotion and protection of human rights, support Amnesty International’s global campaigns and attract a growing number of supporters to the movement.


Amnesty International South Africa (AISA) is a national human rights entity that is part of a global human rights movement, established to address national human rights priorities as well as create the possibility for people in South Africa to join Amnesty International’s global human rights campaigns. Our mission in South Africa is to address pertinent national human rights issues through research and campaigning, and to empower South Africans to take action on issues that matter to them through AI’s international human rights movement; and to leverage South Africa’s influence regionally and globally to promote human rights domestically, bilaterally and internationally.


We campaign for meaningful human rights change; enable effective human rights activism and work to persuade governments and other actors to uphold universal rights standards.


Reporting to: Executive Director

Key relationships: International, regional and national Media and Amnesty International staff in the Media Programme, in the regional office and across the wider region, Regional Content Manager, Sections in the region, and Campaigns staff.


  • Generate press coverage in national media for Amnesty International South Africa in order to build Amnesty International’s profile in the region.
  • Work with the researcher and campaigner to proactively develop media quotes/positions on human rights issues.
  • Work with international media based in the region to generate coverage about Amnesty International’s human rights concerns in South Africa.
  • Implement a media relations programme which includes pro-active media liaison; pitching Amnesty International stories and spokespeople; organizing interviews; providing media briefings; recording videos and news bytes, writing op eds; and responding to media requests.
  • Set the strategic communications direction for Amnesty International South Africa, working as part of an integrated, multi-functional team; all campaigns and communications initiatives must be communicated in a manner suitable and relevant to the appropriate audiences.
  • Identify opportunities for media work and provide advice on what products or activities would work best to meet media objectives and achieve impact, ensuring all work is timely, with a strong news value targeted at defined audiences.
  • Undertake crisis media work, ensuring Amnesty International responds in an effective and timely manner to key external and internal developments.
  • Work with the growth team to Integrate social media into overall media plans and activity.
  • Monitor and report on Amnesty International’s media impact and metrics in South Africa – including social media. Use results to make recommendations for future work to ensure continued media impact.
  • Organise media events including news conferences and press briefings; provide media support to Amnesty International research missions and visits to the country by senior Amnesty International delegates.
  • Identify the need for and assist in implementing media training for spokespeople and act as spokesperson for the organisation, as agreed.
  • Support the global network of media workers, providing timely, well-messaged media materials and advice on Amnesty International’s response to human rights developments in South Africa.
  • Work with the programmes team to implement digital user journeys that result in cost-efficient membership and supporter acquisition via Facebook, Twitter, Google Display Network, Google AdWords and other digital channels.
  • Work closely with the Growth Team to effectively manage the use of Amnesty International’s social media channels from the national office managing the dissemination of content on relevant platforms, maintaining a record of all owned and operated digital properties in use by Amnesty International across the country and ensuring their proper use.
  • Carry out own administrative tasks related to the post in accordance with the guidelines on self-servicing and to provide coverage for team members as required.
  • Monitor progress and adherence to agreed standards, including establishing systems to ensure accountability and reporting.


  • Amnesty International is positioned as the leading human rights organisation with national media outlets in South Africa as well as with international media.
  • An over-arching media and communications strategy is developed and implemented for South Africa.
  • Amnesty International’s profile in South Africa increases through reactive and proactive media coverage on specific human rights issues and campaigns.
  • Amnesty International is established as a credible source of human rights information for the media.
  • Planning and implementation of media work is undertaken to agreed deadlines and positive coverage is secured in target media.
  • All media and communications targets are set.
  • Strong media contacts are developed in South Africa.


  • A bachelor’s degree with a minimum of five years’ experience in similar role in journalism/public relations/NGO. Experience of working in an international organization a definite plus.
  • Experience in writing/editing materials for multiple audiences in a clear and concise manner with high standards of accuracy and according to agreed editorial standards.
  • Proven experience in developing media products including press releases, Q&A’s, op-eds, news articles etc
  • Proven experience and skills in the use of desk top publishing software such as Adobe Suite including the management and production of newsletters, brochures and other materials as needed.
  • Strong editing and English writing skills.
  • Photography and video editing skills a definite plus.
  • Ability to communicate and work effectively with a diverse range of stakeholders.
  • An understanding of the importance of participatory approaches when working within a global movement.
  • Understanding of international political and human rights issues and specifically how these issues apply in South Africa.
  • Extensive experience in producing a wide range of quality materials for print and/or broadcast media, as well as for social media platforms as a vital communications channel: creating video content/creation tools, graphics as well as tracking report and analysis.
  • Strong knowledge of international, regional and national media – across traditional and digital platforms – with established contacts at key publications and broadcast outlets.
  • Sound understanding of media relations management including updating and maintaining relationships with media contacts.
  • Detailed knowledge of current and emerging media trends and developments.
  • Experience of developing and implementing successful media strategies and campaigns.
  • Ability to judge issues and impact with sound decisions as well as experience in issues and crisis management while maintaining Amnesty International’s brand internationally through the right messaging and framing.
  • Experience and innovative in the use of social media networks, within a business context and broader context of storytelling to engage with journalists, supporters, and other stakeholders.
  • Proven experience in utilising digital channels for media work, with an understanding of how digital tools can assist the gathering and dissemination of relevant information to specific audiences including youth.
  • Strong communication, interpersonal and negotiation skills.
  • Ability to work in high pressured environment while managing competing priorities and deadlines.
  • Experience in providing spokespeople support and in developing and conducting media training, including in effective interview techniques.
  • Experience in organising successful media events including press conferences, briefings and seminars in a range of contexts.
  • Experience in media monitoring, analysis and reporting.
  • Knowledge of Amnesty International’s work and interest in, and personal commitment to, the full range of human rights.
  • Fluency in written and spoken English.
  • Fluency in local language is ideal.


Equality and diversity are at the core of our values and staff are expected to work collectively and individually to promote a constructive and sensitive approach to others from a variety of backgrounds, where the work of others is valued and respected.


Public or other activity, affiliation to or support for any group or organisation, personal association or other factor which may generate a real or perceived conflict of interest with Amnesty International’s principles (specifically independence and impartiality), or raise a security concern, or otherwise prevent the candidate from carrying out key functions of the specific post and would therefore disqualify the candidate from being appointed.

To apply, submit a motivational letter and CV no later than 29 January 2021 to the following address:

If you have not heard from us by the 20 February 2021 please consider your application unsuccessful.