Manager, Media Relations

Organizational Profile

The Yellowstone to Yukon Conservation Initiative (Y2Y) is a collaborative effort between a U.S. non-profit organization and a Canadian public charity that together connect and protect habitat from Yellowstone to Yukon so people and nature can thrive.  Yellowstone to Yukon takes a scientific and collaborative approach to conservation, and highlights and focuses on local issues that affect the region.  Y2Y has partnered with over 700 scientists, conservation groups, landowners, government agencies, Indigenous governments and communities and businesses to stitch together this landscape. 

Without a unified vision for this deeply interconnected landscape, local conservation efforts may be isolated and less effective.  Y2Y seeks to ensure conservation efforts are aligned in support of large-scale objectives, and therefore become continentally significant.  Today, Y2Y is recognized as one of the planet’s leading mountain conservation initiatives. 

For more information, please visit www.y2y.net

Position Description

As the Manager, Media Relations, this is your opportunity to effect real change in one of our planet’s globally significant landscapes – the Yellowstone to Yukon region, the world’s most intact mountain wilderness. As part of a passionate team of communicators and conservationists, your work will have a tangible impact on the reach and reputation of the Yellowstone to Yukon organization and region.

As the Manager, Media Relations, you are a strategic leader with the Marketing & Communications team, reporting directly to the Senior Director, Marketing and Communications. This role supports Y2Y’s mission and activities by taking a leading role in enhancing the organization’s awareness and reputation and increasing its visibility in the media.

Key responsibilities include developing and leading the implementation of an effective media relations and PR strategy, proactive media outreach, building and maintaining media relationships, managing media inquiries, overseeing the creation of press materials and performance reporting. The ideal candidate will be a strategic thinker with excellent communication skills and a proven track record in media relations.

Responsibilities

Media Strategy Development:

• Develop and implement a comprehensive media strategy to support the organization’s goals and objectives.
• Identify opportunities for media coverage and craft compelling narratives that align with the organization’s mission and values.

Media Outreach and Relationship Management:

• Build and maintain strong relationships with journalists, editors, and other media professionals, and maintain a comprehensive, international media contacts database.
• Serve as the primary point of contact for all media inquiries, ensuring timely and accurate responses; coordinate interviews with Y2Y spokespeople and fact check materials prior to publication/distribution;
• Proactively identify media opportunities; create and pitch stories to media outlets to extend Y2Y’s reach through a variety of media platforms;
• Coordinate press conferences, media briefings, and other public-facing events.

Media Materials and Distribution:

• Oversee the creation of press releases, media kits, talking points, and other materials (including key messages, FAQs, Q&As, statements, biographies, media kit materials, media pitches, Op-Eds and editorial columns);

Ensure consistency in messaging across all media channels to maintain brand integrity.

Media Monitoring and Analysis:

• Manage media coverage tracking, performance and reporting and provide regular reports on media performance and public perception.
• Monitor and share media trends; analyze and provide strategic recommendations to enhance engagement.
• Proactively share media stories with staff, Board of Directors and advisory council.

Internal Collaboration:

• Work closely with Marketing & Communications team members involved in marketing, social media and content creation to ensure cohesive messaging and integrated communication strategies.
• Collaborate with leadership to develop and refine key messages.
• Support various corporate initiatives within tight timeframes, including managing crisis communications and Y2Y’s response to emergencies and issues.
• Support internal teams with communications activities to ensure staff, donors, partners, and the community receive timely information about Y2Y and its initiatives.
• Collaborate with Y2Y staff and partners to develop opportunities to promote programs and services to core audiences.
• Identify and train internal spokespeople or external influencers.

Public Relations:

• Develop and implement a public relations strategy to enhance the organization’s visibility, reputation and brand identity.
• Create and manage PR activities that increase the organization’s awareness and reach and generate new supporters, including various kinds of events and related event logistics and coordination and leveraging third-party publications and content about Y2Y (e.g., films, documentaries, books, etc.).

Corporate Sponsorship:

• Create and implement a corporate sponsorship strategy that identifies opportunities to develop short—and long-term partnerships with like-minded organizations, including drafting sponsorship proposals and managing sponsor relationships, benefits, activations, and commitments.

As the Manager, Media Relations, there will be opportunities to take on other duties as required.

Candidate Profile

SKILLS AND QUALIFICATIONS:

• Bachelor’s degree in Communications, Public Relations, Journalism, or a related field (or an equivalent combination of education and experience);
• Minimum five years experience in media relations, public relations, or communications, including experience creating a variety of materials for public dissemination (e.g., press releases, multi-media presentations and speeches, or branded marketing material);
• Minimum three years experience developing, project managing and running events;
• Proven success in securing media coverage and managing media relations.
• Strong understanding of the media landscape and emerging media trends.
• Exceptional written and verbal communication skills.
• Ability to work under pressure and manage multiple projects and deadlines simultaneously.
• Experience in crisis communications and media strategy development is preferred.

The following experience is an asset:

• Experience working in the non-profit/not-for-profit sector.
• Experience with media monitoring tools and analytics platforms like Meltwater.
• Knowledge of social media management and digital PR strategies.
• Sponsorship leveraging programs.
• Strong organizational skills and attention to detail.

Terms of Employment

• Full-time position (37.5 hours/week) with an outstanding benefits package.
• Salary is commensurate with experience, ranging from $80,000 – 90,000 per year.
• The location of the successful candidate is flexible within the Y2Y region with preference given to candidates located in the west coast part of the region.
• Intended start date: early 2025

Additional Information

At Y2Y we value diversity — in backgrounds and in experience, and we need people from all backgrounds to help achieve our mission of connecting and protecting habitat from Yellowstone to Yukon so people and nature can thrive. Y2Y’s team is empathetic, caring, and supportive. We are intentional about the team and culture that we are building, seeking team members that are not only strong in their own aptitudes but care deeply about supporting each other’s growth.

Y2Y is an equal opportunity employer and committed to diversity, equity, and inclusion in our workplace and in science, conservation, and society. We strongly encourage applications from members of groups that are underrepresented and/or excluded from these sectors, including but not limited to Black, Indigenous, and people of color, people with disabilities, and members of the LGBTQ+ community.  All our employee’s points of view are key to our success, and inclusion is everyone’s responsibility.

Short, preliminary interviews may be held via conference call or Zoom.   If you anticipate needing accommodations for any part of the application or interview process you may contact, in confidence, Robyn Barton, HR Consultant at mailto:robyn@y2y.net