Senior Manager, Media Relations

Job Purpose:

With the eyes and ears of a journalist, the Senior Manager, Media Relations will focus on identifying newsworthy World Vision Canada stories and successfully pitching them to print, broadcast and digital media outlets. 

Collaborating with local and international colleagues, the Senior Manager, Media Relations develops and executes strategic communication plans to manage World Vision Canada’s public brand image through proactive media outreach, crafting press releases, pitching stories, managing relationships with journalists, acting as a spokesperson when necessary, and monitoring media coverage, all while ensuring consistent messaging across various platforms and in response to potential crisis situations.  This role requires a deep understanding of the media landscape and strong writing and communication skills. 

Responsible for the development and execution of an integrated media relations strategy, reporting to the Director, Brand and working in collaboration with the teams across the organization as well as our international colleagues to drive awareness of World Vision Canada, our team and our impact. 

Responsibilities:

1. Media Strategy & Trend Analysis 

Monitoring & Insights: 
• Track Canadian news, international correspondent reports, and emerging trends to identify proactive media opportunities. 
• Leverage insights from global and local media landscapes to inform integrated media relations strategies. 

Strategic Planning: 
• Develop and implement media playbooks tailored to key events, policy moments, and executive travel. 
• Connect media strategies to World Vision’s overarching organizational objectives and key initiatives. 

2. Storytelling & Content Development 

Showcase Impact: 
• Craft compelling narratives that highlight World Vision’s work, impact, staff, supporters, and key initiatives across diverse media channels, including traditional outlets and new media formats like podcasts. 

Content Creation: 
• Develop key messages and tailored content including pitches, news releases, and opinion editorials for national and local markets. 
• Provide creative direction for multimedia storytelling that aligns with current news trends and organizational goals. 

3. Spokesperson Opportunities & Media Scheduling 

Opportunity Identification: 
• Find, evaluate, and schedule spokesperson opportunities including podcasts, keynote speaking engagements, panel discussions, and other relevant public forums. 

Coordination & Management: 
• Coordinate with internal stakeholders to align spokesperson engagements with key messaging and campaign objectives. 
• Ensure all engagements are supported with necessary briefing materials and follow-up strategies to maximize impact. 

4. Campaign & Corporate Activity Promotion 

Media Exposure for Campaigns: 
• Develop and execute strategies to create significant media exposure for key campaigns and company activities. 
• Collaborate with cross-functional teams to ensure that campaign messaging is consistent and amplified across traditional, digital, and social media channels. 

5. Crisis & Emergency Communications 

Rapid Response: 
• Lead agile media responses during immediate emergencies and manage communications in protracted crisis situations. 
• Work closely with internal stakeholders to ensure timely, accurate, and empathetic messaging. 

Issue Management: 
• Monitor, evaluate, and respond to emerging issues while tracking media opportunities and challenges. 
• Provide strategic counsel to ensure organizational readiness for reactive and proactive media engagement. 

6. Collaboration & Stakeholder Engagement 

Internal & External Partnerships: 
• Collaborate with World Vision International communications colleagues to localize global reports and statements. 
• Engage with policy stakeholders and partner with paid media teams to integrate and amplify key campaigns. 

Media Relations: 
• Cultivate and maintain relationships with journalists, media outlets, and influencers across diverse channels. 
• Position and support both internal and third-party spokespersons to secure positive, impactful coverage.

7. Training & Capacity Building 

Spokesperson Preparation: 
• Design and lead comprehensive media training programs for key spokespeople to ensure confident and consistent messaging. 
• Provide ongoing counsel and feedback to improve media interactions and engagement outcomes. 

8. Performance Metrics & Analytics 

Results Evaluation: 
• Develop and implement metrics to assess both secured and organic media coverage. 
• Regularly analyze media results, report on reach and quality, and adjust strategies based on performance data

Qualifications:

• A minimum of 7–10 years in media relations, communications, or public relations, with proven leadership in managing complex media environments. 
• Strategic Acumen: Demonstrated ability to translate global trends into localized, strategic media plans that align with organizational objectives. 
• Communication Skills: Exceptional written and verbal communication skills, with a talent for crafting clear, compelling narratives. 
• Crisis Management: Experience in handling crisis communications and rapid-response media situations, preferably in a non-profit or socially focused environment. 
• Collaboration & Leadership: Strong ability to work collaboratively across diverse teams and stakeholders, coupled with leadership and mentorship skills. 
• Analytical Skills: Proficiency in evaluating media metrics and using insights to inform strategy adjustments. 
• Adaptability: Comfortable working in a fast-paced environment with shifting priorities and emerging challenges. 

Preferred Qualifications:

• Familiarity with the Canadian media landscape as well as international news dynamics. 
• Experience working with both traditional media and emerging platforms such as podcasts and digital influencers. 
• Advanced degree in Communications, Public Relations, Journalism, or a related field. 

Why Consider Us?  

• World Vision Canada has consistently been awarded Canada and GTA top employer awards.
• We are Canada’s largest development, relief, and advocacy non-profit organization.
• We embody an Agile mindset here.
• We offer competitive pay and benefits. Our comprehensive health benefits start at day 1 which includes a Health Spending Account. 
• We match pension contributions up to 6% and provide a top-up for pregnancy & parental leaves.
• We offer extra time off for restoration by closing for an additional day on long weekends, 6 times a year.
• We provide up to six weeks’ vacation, plus paid sick days, personal days & wellness days.
• We offer a family-friendly, caring, and flexible work environment. 

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