Media Relations Manager
The Creative Group - Toronto, ON

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Our client is a Financial institution and this position is 11 months in length. Pay rate for this position is approx. $29/h.

This position is responsible for providing expert media relations support and advice to assigned business units that is focused on helping them achieve their business priorities and objectives. Specific responsibilities include:

 Developing, implementing and monitoring proactive PR strategies for assigned business units.
 Advancing the priorities and objectives of assigned business units by building strong relationships with members of the national and business media..
 Providing a wide variety of proactive and reactive media relations support to their business units.

Key Accountabilities:
Lead the development, implementation, monitoring and reporting of Annual PR Plans for each assigned business units. PR plans will:
 Be focused on achieving the priorities and business objectives of each individual unit.
 Be developed collaboratively with leader of the business unit as well as senior marketing and communications staff within the unit.
 Include specific outreach measures to business/financial and consumer media.
 Include outreach to national media as well as media targeted geographically or topically.
 Be strategic in the use of PR resources to ensure efforts are targeted for maximum benefit.
 Use a variety of traditional and online tactics (including social media) to achieve the plans objectives.
 Include monthly update meetings as well as a comprehensive six month review with the head of the business unit.

Advance the priorities and objectives of assigned business units by building strong relationships with members of the national media, as well as the general public.
 Use a variety of tactics including: senior executive media days and lunches with reports, speaking opportunities, attendance at community events, etc).

Provide expert media relations advice and support to assigned business units.
 Identify and proactively pitch stories to the media and follow-up on media releases with phone calls to targeted reporters.
 Provide advice and co-ordinate responses to all media inquiries and requests from interviews from assigned business units on their products, services and key initiatives.
 Assist in preparing business units spokespeople for media interviews.
 Lead process of writing media releases for assigned business units.
 Develop relationships with media focused on topics of interest to business units.
 Provide regular reports/summaries to the head of the business unit as well as senior marketing and communications staff on ongoing media coverage of the business unit.
 Assist in preparing “issues reports” or holding statements when potential media issues related to their assigned business units become known.
 Support the implementation of a Division-wide experts program and targeted media training for key spokespeople within assigned business units.
 Prepare relevant promotional materials when required (video, backgrounders, FAQs, etc.).
Key Problems/Challenges:


1. This is a new position offering a new type of support (strategic public relations) to business units. The individual will need to be comfortable in dealing with senior members within the business unit to build this new role while responding to the challenges of changing an internal culture that is not accustomed to such a proactive and strategic approach to PR.

2. This position will have to take a truly national approach to securing PR opportunities and building strong relationships with members of the media in cities across Canada.

3. The changing pace of PR and media in Canada – and the connections to social media – mean the individual will have to stay on top of current and emerging trends so they can assess the landscape and make sound decisions or provide advice to their business units quickly.

Job Requirements (Knowledge/Skills/Competencies):
 Degree in Communications or Marketing or Public Relations.
 5 – 7 years work experience in Communications or Marketing.
 Demonstrated ability to plan and manage complex PR initiatives.
 Strong media relations expertise, including: pitching story ideas to reporters, writing media releases and coordinating media interviews.
 Strong communications skills including writing, public speaking and event management
 Strong customer service and relationship building skills.
 Proven track record of generating positive media coverage.
 Experience and fluency with social media.