Public Relations & Content Specialist

The Public Relations & Content Specialist plays a vital role as a part of Openlands’ External Affairs function, bringing stories of land, conservation, and community impact to life. This position works closely across teams, from program staff to development and leadership, to create and share compelling narratives grounded in Openlands’ mission. 

This role manages relationships with press, influencers, and community storytellers, ensuring Openlands’ messages reach diverse audiences throughout the region. The Specialist provides guidance and support to staff for media opportunities, including organization-wide and one-on-one media training, while also leading outreach to traditional journalists and digital creators. With a focus on collaboration, creativity, and responsiveness, this position strengthens Openlands’ brand presence and inspires public engagement with conservation.

This is a full-time, non-exempt, hybrid position. This role reports directly to the Assistant Director of Communications.  

Essential Job Functions: 

Media Outreach & Engagement 

• Develop and pitch story ideas, press releases, and media alerts to local, regional, and national outlets in both English and Spanish.
• Build and steward relationships with bilingual journalists, editors, and content creators to expand Openlands’ reach.
• Provide media training to staff, offering group workshops and one-on-one coaching for special press appearances.
• Monitor news coverage and manage a cross-departmental Slack channel and weekly news digest to share relevant stories and updates.
• Manage interviews, coordinate press attendance at events, and ensure strong representation at public appearances.
• Prepare bilingual press kits, press release, bios, b-roll, and multimedia assets.
• Track and report media coverage, documenting Openlands’ impact and reach across all channels.
• Partner with the Communications Coordinator to amplify coverage through digital channels and internal communications.

Content Creation & Creative Direction 

• Create original content in multiple formats, including images, short videos, social graphics, and branded materials, ensuring accessibility and cultural relevance for bilingual audiences.
• Lead event photography and capture small-scale video content to support storytelling and campaigns.
• Develop shot lists and coordinate with external vendors for large-scale video and photo shoots.
• Manage a digital library of media assets for use across campaigns and departments.
• Keep Openlands’ website media content current and accurate.

Influencer & Partnership Engagement 

• Identify and cultivate relationships with both traditional and non-traditional media partners and influencers, with a focus on bilingual communities.
• Create innovative influencer campaigns and cross-promotions to grow Openlands’ visibility and audience engagement.
• Collaborate with the Communications Coordinator to plan, edit, and post timely content in alignment with organizational goals.

Collaboration, Analytics & Reporting 

• Work closely with program, development, and communications staff to gather stories, updates, and visuals.
• Analyze social media and media outreach metrics, providing insights to improve performance and storytelling.
• Collaborate on campaigns and strategy to ensure Openlands is reaching and engaging bilingual audiences effectively.

Other duties as assigned  

Requirements

Knowledge, Skills, and Abilities 

• 3–5 years of experience in PR, journalism, or communications with bilingual media engagement.
• Fluency in Spanish (oral and written) preferred, with ability to manage bilingual relationships and translate complex ideas for diverse audiences.
• Exceptional writing, editing, and proofreading skills in both English and Spanish.
• Experience cultivating and stewarding press and influencer relationships.
• Strong organizational skills and ability to work on multiple projects with quick turnarounds.
• Familiarity with content creation tools (Adobe Creative Suite, Canva, CapCut).
• Knowledge of conservation, environmental justice, or related fields preferred.
• Valid driver’s license and reliable transportation for travel to program sites and events.
• Experience with social media analytics and digital engagement tools.

Preferred: 

• Master’s degree or additional certifications in communications or digital marketing.
• Experience managing vendors or contractors for creative production.
• Knowledge of conservation or nonprofit sectors.