Media Outreach & Audience Development

What will you be doing?

Dog Desk Animal Action CIC is a UK-based animal welfare organisation working nationally and internationally. Our activities include investigating systemic issues affecting stray and free-roaming dogs, publishing international animal welfare research, providing veterinary care and rescue support in Türkiye, and delivering community programmes in the UK.

We produce substantial original research, investigations and public information. We now want to extend our reach beyond our existing social media audience and introduce our work to new readers, supporters and communities.

We are seeking an experienced, self-directed Media Outreach & Audience Development Volunteer who can take responsibility for identifying and developing opportunities for wider exposure.

Key responsibilities

• Independently identify relevant journalists, publications, broadcasters, podcasts and digital media platforms that may be interested in DDAA's work.
• Research and develop opportunities for our investigations, reports and animal welfare programmes to receive external coverage.
• Identify organisations, professional networks, newsletters and communities that could introduce DDAA to new audiences.
• Develop media pitches, outreach proposals and introductory materials tailored to specific publications or organisations.
• Help establish relationships with external media contacts, organisations and potential communications partners.
• Identify opportunities for interviews, guest articles, features, collaborations and wider distribution of our existing content.
• Develop practical approaches to attracting new website visitors, readers, newsletter subscribers and supporters.
• Maintain a simple record of outreach activity, responses, opportunities and outcomes.

Working independently

This is a proactive role requiring initiative, sound judgement and the ability to work without close supervision.

We need someone who can identify suitable opportunities, develop a realistic approach and progress agreed outreach activities independently.

The volunteer will work directly with DDAA's leadership. External approaches and public statements will operate within agreed guidelines and approval arrangements.

What we want to achieve

Our priority is to develop new channels through which people discover Dog Desk Animal Action, reducing our reliance on our existing social media audience.

We are particularly interested in meaningful external coverage, new communications partnerships, increased readership and opportunities to introduce our work to people who would not otherwise encounter it.

We anticipate approximately 4–6 flexible hours per week, working remotely, with an initial three-month review.

What are we looking for?

We are looking for an experienced, proactive and resourceful communications professional who can independently identify and develop opportunities to introduce Dog Desk Animal Action to new audiences.

The ideal candidate will have at least three years of relevant professional experience in media relations, public relations, audience development, journalism, communications partnerships or a closely related field.

We are particularly interested in people who have successfully secured media coverage, developed external relationships or helped organisations reach audiences beyond their existing following.

Essential skills and experience

• Demonstrable professional experience in media outreach, public relations, audience development or external communications.
• Experience identifying relevant journalists, publications, broadcasters, podcasts or other media opportunities.
• The ability to develop compelling, targeted media pitches and outreach proposals.
• Strong relationship-building skills and confidence approaching external organisations and media contacts.
• Excellent written and verbal communication skills.
• A practical understanding of how organisations attract new audiences through earned media, partnerships and external exposure.
• The ability to work independently, identify opportunities and take responsibility for progressing agreed activities.
• Strong organisational skills, reliability and the ability to follow opportunities through rather than simply generate ideas.
• Sound professional judgement and an understanding of accurate, responsible public communication.

Desirable experience

Experience working with charities, social enterprises, advocacy organisations, investigative journalism or international issues would be particularly valuable.

Existing professional media contacts or experience securing coverage for smaller organisations would be an advantage, but are not essential.

An understanding of audience growth, referral traffic and measuring outreach outcomes would also be useful.

The person we're looking for

We need someone who enjoys opening doors and making connections.

You should be comfortable researching unfamiliar subjects, identifying where a story or organisation might attract interest, and developing practical ways to reach the right people.

You will be able to take an agreed objective, develop an outreach approach and progress it independently without requiring daily supervision.

Above all, we value initiative, professional competence, persistence and the ability to turn opportunities into meaningful outcomes.

What difference will you make?

Dog Desk Animal Action is a small organisation undertaking work that reaches far beyond its size and resources.

We investigate systemic animal welfare issues internationally, challenge harmful policies and practices, publish original research and reporting, and deliver practical programmes supporting animals and communities in the UK and Türkiye.

However, much of our public visibility currently depends on our own social media activity. Despite producing substantial original material, we have limited capacity to introduce that work to audiences beyond our existing supporters.

Your contribution could fundamentally change that.

By developing relationships with journalists, publications, broadcasters, professional networks and other organisations, you will help bring our investigations and programmes to people who may never otherwise encounter them.

Greater exposure can help ensure that evidence of systemic animal welfare failures receives wider scrutiny, important investigations reach relevant decision-makers, and public discussion is informed by reliable research.

It can also introduce new supporters to our practical animal welfare programmes, strengthen our organisational profile and create opportunities for future collaboration.

This role offers the opportunity to make a visible, measurable contribution to the growth and long-term sustainability of a small organisation doing substantial international work.

You will have the opportunity to take ownership of meaningful outreach projects, develop external relationships and see how your work helps bring important animal welfare issues into wider public discussion.

For DDAA, successful audience development means more than attracting attention. It means ensuring that our research, investigations and practical programmes reach the people who can learn from them, support them and help bring about change.

Anything else...

Approximately 4–6 hours weekly, arranged flexibly. The volunteer will independently develop agreed media outreach opportunities and provide regular progress updates. We request an initial three-month commitment, with the possibility of continuing longer by mutual agreement.