PR And Media Copywriter

Position Identification

Position Title – PR & Media Copywriter
Organisation – Islamic Relief South Africa

Location – Cape Town, South Africa

Duration – One-year fixed contract

Reports to – Content Creation Coordinator

Purpose of Position

• The Media Relations & Content Writer is responsible for developing compelling long- and short-form content that strengthens the organisation’s brand positioning and visibility across PR, media, digital, and stakeholder platforms.
• The role focuses on creating impactful storytelling content, including human interest stories, case studies, press releases, website copy, feedback reports, and other communication materials that effectively communicate the organisation’s work and impact – especially for our work in South Africa.
• The incumbent will work closely with the Programmes and Fund Development teams and attend field and project visits to gather content, interviews, case studies, and visual coverage opportunities. Using these insights, the role will draft media materials and press releases, secure positive media coverage and features in prominent newspapers and publications, and support broader media relations initiatives.
• The role is also responsible for maintaining website content copy and ensuring all written communication is up-to-date aligns with the organisation’s tone, messaging, and strategic communication objectives.

Key Responsibilities

• Draft compelling press releases, media statements, opinion pieces, and key messaging materials that enhance organisational visibility and brand positioning.
• Identify, develop, and pitch strong media angles and story opportunities to secure positive coverage and features across newspapers, radio, television, digital platforms, and other relevant media outlets.
• Actively drive media engagement and follow-up to secure interviews, features, commentary opportunities, and ongoing media visibility for the organisation.
• Translate programme activities, emergency responses, and field initiatives into clear, engaging, and newsworthy content for external audiences.
• Support media engagement by preparing briefing documents, interview talking points, speech notes, and Q&As for spokespersons and organisational representatives.
• Build and maintain professional relationships with journalists, editors, media houses, and external stakeholders to strengthen media presence and support ongoing PR initiatives.

Storytelling & Case Studies

• Develop human-interest stories from the field, transforming programme data into inspiring content.
• Collaborate with programmes and fundraising teams to identify impactful stories and testimonials.
• Write case studies, success stories, and donor engagement pieces for reports and external communication.
• Attend field visits, project visits, and campaigns to gather content, interviews, testimonials, and visual coverage.
• Take compelling, high-quality basic images of programmatic activities in the field to support storytelling, reporting, and visibility efforts.
• Translate field insights and programme outcomes into compelling storytelling content aligned with organisational messaging and impact objectives.

Reports & Publications

• Contribute written content to donor reports, annual reports, and corporate publications.
• Ensure written materials are well-structured, accurate, and aligned with Islamic Relief’s tone and values.
• Proofread and edit content from other departments for consistency and clarity.
• Develop both long- and short-form written content for marketing, reporting, digital platforms, and stakeholder communications.

Email Marketing

• Assist in writing donor journey emails, newsletters, and calls to action.
• Help maintain a consistent voice across platforms and content types.
• Contribute to strengthening the organisation’s public image and brand identity through engaging and strategically aligned written content.

Website Content

• Write, edit, and maintain website copy to ensure content is accurate, up-to-date engaging, user-friendly, and aligned with SEO best practices.
• Create compelling written content for campaigns, emergency appeals, programme pages, landing pages, and organisational updates that strengthen brand positioning and audience engagement.
• Regularly review and update website content to ensure relevance, consistency, and alignment with organisational messaging and strategic objectives.
• Collaborate with the web master, marketing team and content team to ensure content is accessible, impactful, and optimised for user experience and digital performance.
• Ensure all website content reflects the organisation’s tone, values, and storytelling approach while effectively communicating impact and calls to action.

Qualifications & Experience:

• Bachelor’s degree in Communications, Journalism, English, Public Relations, OR equivalent experience
• Minimum 3–5 years’ experience in content writing, PR, media relations, communications, or a similar role, preferably in the non-profit or development sector.
• Demonstrated portfolio of written work, including web content, reports, and PR materials.
• Proven experience writing for multiple platforms, including websites, press releases, reports, social media, and donor communications.
• Experience securing media coverage and engaging with journalists, editors, and media platforms.
• Experience in NGO, humanitarian, nonprofit, or development sectors will be advantageous.
• Experience conducting interviews and gathering stories from field or project environments is advantageous.

Skills & Knowledge Required

• Excellent written and verbal communication skills with strong editing and proofreading ability.
• Strong storytelling skills with the ability to translate complex information into engaging human-interest content.
• Understanding of media relations, PR processes, and newsworthy content development.
• Basic knowledge of SEO principles and digital content best practices.
• Ability to write both long- and short-form content across various communication channels.
• Strong attention to detail, accuracy, and brand consistency.
• Ability to work under pressure and manage multiple deadlines simultaneously.
• Strong interpersonal skills with the ability to collaborate across departments and engage with external stakeholders.

Key personal qualities

• Creative, proactive, and highly organised.
• Passionate about storytelling and impact-driven communications.
• Ability to work independently and as part of a team.
• Professional, adaptable, and solutions-oriented.
• Alignment with the organisation’s values and mission.
• Self-motivated, self-sufficient in day-to-day working and confident in solving problems. with the ability to rapidly adapt to changing situations and priorities.
• A strategic mindset, focused on results and continuous improvement.

Key Islamic Relief Qualities Required

• It is essential that the post holder shows a good understanding and sympathy with Islamic values and principles as well as commitment to IR’s vision and mission as per below:

• Excellence (Ihsan): Our actions in tackling poverty are marked by excellence in our operations and conduct which are deserving of the people we serve.

• Sincerity (Ikhlas): In responding to poverty and suffering our efforts are driven by sincerity to God and the need to fulfil our obligations to humanity

• Social Justice (Adl): Our work is founded on enabling people and institutions to fulfil the rights of the poor and vulnerable. We work to empower the dispossessed towards realising their God-given human potential and developing their capabilities and resources.
• Compassion (Rahma): We believe the protection and well-being of every life is of paramount importance and we shall join with other humanitarian actors to act as one in responding to suffering brought on by disasters, poverty and injustice.

• Custodianship (Amana): We uphold our duty of custodianship over the earth, its resources and the trust people place in us as humanitarian and development practitioners to be transparent and accountable.