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Manager, Media Relations
FLSA Status: Exempt
Reports To: Senior Director, Integrated Marketing
Department: Marketing and Communications (MAC)
Date Posted: November 2, 2009
Purpose of Job
To promote RIF's mission, programs and public education campaigns through proactive outreach to national, local and online media. To build and sustain relationships with reporters and other media representatives that advance RIF's brand and public support. To provide media relations and promotional support for national and local RIF events, online contests, cause marketing campaigns, initiatives, and programs.
Scope
As an integral part of this award-winning department, the Manager reports directly to the Sr. Director, Integrated Marketing. Position requires frequent interaction and communication with senior management, RIF partners and funders.
Duties and Responsibilities
- Develops proactive media relations strategies for programs and campaigns and executes tactics to generate targeted media coverage for RIF and drive traffic to RIF.org and its campaign sites and social networks.
- Grows awareness through social media tools: develops relationships with notable nonprofit bloggers and blog influencers, increase awareness of brand and create grass roots buzz/conversations; contribute and execute new ideas for RIF's social media program.
- Maintains day-to-day media monitoring (blogs and mainstream media) to identify new venues for increasing RIF's visibility.
- Cultivates relationships with local, regional, and national media outlets to proactively pitch children's-related stories and actively responds to media's information requests.
- Coordinates phone interviews, on-site video and photo shoots for media outlets and ensures adherence to RIF's media policy. Works with RIF staff and RIF programs to explain interviewing procedures and obtain signed consent forms prior to filming and interviewing.
- Writes and issues news releases, advisories and fact sheets, and talking points, as merited, obtains necessary approvals internally, and from stakeholders. Categories of releases include: large campaigns with target markets, Programs of the Month and other volunteer engagement activities, GR literacy celebrations, new board members and senior staff, and releases to announce grants from foundations, or use of those funds for training or other activities.
- Develops and maintains up-to-date RIF media information kits in hard copy and online formats.
- Receives all media inquiries and develops strategies for response, including the creation of talking points or other briefing documents for RIF staff to be quoted.
- Tracks media coverage and writes/edits quarterly media coverage reports, in addition to campaign-specific media reports.
- Maintains department media lists, software, and other media-related resource materials.
- Develops, builds and maintains media partner relationships.
- Seeks media relations opportunities for RIF at conferences and conventions at which RIF has a presence.
- Manages relationships with PR consultants.
- 20% Travel Required.
Knowledge, Skills and Abilities
- Bachelor of Arts degree in journalism, public relations, marketing, communications, or related field, or have relevant work experience.
- A minimum of four years of experience in communications, public relations, or media relations in a nonprofit, association, and/or corporate environment, or in a public relations firm.
- Excellent copywriting skills with experience in writing press releases and marketing-related copy.
- Excellent communication skills with comfort and expertise in pitching media.
- A track record of media placement success, including national bookings and/or placements.
- Ability to work creatively within a team environment.
- Superior organizational skills.
- Ability to multi-task and work under tight deadlines.
- Interest in improving children's literacy in the U.S.
- Proficiency in Word, PowerPoint, Excel, and Outlook and other web-based programs.
- Spanish-language proficiency and experience with Spanish-language media, a plus but not required.
To apply, please submit a resume and a cover letter to employment@rif.org that addresses your fit with the duties, skills and experiences required for this position with two writing samples - one of which must be a press release that has been distributed within the last year.
Mail to:
ATTN: Human Resource
Reading Is Fundamental, Inc.
1825 Connecticut Avenue NW, Suite 400
Washington, DC 20009
The above statements are intended to describe the general nature and level of work performed by the incumbent in this position. They are not intended to be an exhaustive list of all responsibilities, duties and skills.
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E-mail: employment@rif.org
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