Ready to use the power of media to tell stories that make a difference?

Working as part of UGM’s Communications team, the Specialist, Media Relations

leads day-to-day media relations activities and key media campaigns, including Major Meals. The Specialist develops and executes media relations and strategic communications initiatives across multiple channels and regions to increase public awareness of UGM, strengthen the organization’s reputation, and support UGM’s mission and work serving communities across Metro Vancouver, the Fraser Valley, and Greater Victoria.

Working within the strategic direction established by the Manager, Media

Relations & Communications, the Specialist independently manages assigned media relations activities, relationships, and communications projects.

This is a permanent, full-time (37.5 hours per week) position. The starting

range for this position is $31.92 to $34.88 per hour.

Who We Are

Demonstrating the love of Christ, UGM feeds hope and changes lives through a

faith-based continuum of care. We are a proud member of the Canadian Council of Christian Charities and have earned the Best Christian Workplace award again in 2021. We provide competitive salaries, generous vacation and sick leave, an RRSP matching program, as well as the potential for educational assistance and flexible work arrangements. In addition, our extensive benefits plan is fully employer-paid and includes extended dental and medical, as well as $4,500 per year in pooled paramedical expenses. A focus on employee resilience, support for professional development, engagement in meaningful work, and a fun and caring environment are all part of being a member of the UGM team.  If you are someone who desires to learn and grow, has a passion to serve and make a difference, and connects with others with both humility and humor, then you will be a great fit at UGM.

Main Duties & Responsibilities

Media Relations

• Serve as a UGM spokesperson in media interviews and news stories, representing UGM to the wider public.
• Prepare and maintain messaging for proactive issues management and support the ongoing protection and strengthening of UGM’s reputation.
• Advise UGM Leadership on communications, messaging and media issues, providing recommendations and subject-matter expertise.
• Provide media training to UGM staff approved to serve as spokespeople and thought leaders.
• Oversee external communications consultants and vendors as assigned.
• Address, organize and facilitate media requests on behalf of UGM, acting as a key point of contact and media liaison.
• Escort media while onsite and support reporters in news gathering at UGM, while protecting UGM Community Members from unwanted media attention and safeguarding the anonymity of UGM clientele.
• Conduct interviews with UGM Community Members while protecting their dignity, privacy and interests.
• Develop and maintain strong relationships with major media outlets, including print, television, radio and emerging media such as podcasts.
• Maintain a current database of relevant reporters, editors and news desk contacts across the municipalities where UGM operates.
• Identify and recommend new and emerging media outlets and opportunities, including podcasts, blogs, online publications and community papers.

Story Development & Media Campaigns

• Lead and execute Major Meals media relations campaigns multiple times a year, including participating in planning meetings, coordinating communications activities on campaign days, identifying stories and people to feature, preparing featured Community Members for media engagement, developing messaging, writing press releases and pitching media outlets.
• Identify, develop, pitch and coordinate targeted media relations campaigns that promote UGM’s work in poverty, homelessness and addiction, as well as advocacy and fundraising initiatives.
• Plan earned media opportunities in collaboration with the Manager, Media Relations & Communications, considering UGM’s strategic and ongoing organizational priorities.
• Develop and write news releases, media pitches, media messaging, press statements and announcements.
• Work collaboratively with the Writer & Content Specialist to identify and develop compelling stories that showcase UGM’s impact and strengthen the organization’s reach. Stories may include personal experiences of transformation, new UGM initiatives, emerging trends, or the experiences of Community Members, program participants, tenants and staff.

Strategy, Planning & Measurement

• Participate in regular media monitoring and reporting, including news surveillance, measurement and analysis using appropriate tools such as Salesforce and Meltwater.
• Proactively align media relations activities and strategies with broader External Engagement priorities and UGM’s strategic plan.
• Prepare monthly and quarterly reviews of media relations activities, including analysis of results, opportunities, recommendations and alignment with strategic priorities.
• Contribute to the development and execution of media relations strategies as part of the Communications team.
• Review and contribute to the ongoing improvement of processes and policies that inform media relations work, including informed consent, naming and anonymity policies.

Strategic Communications & Projects

• Participate in the development and execution of communications strategies across UGM’s communications channels, including media relations, social media, content marketing, marketing and digital advertising, as assigned.
• Lead assigned long-term communications projects, such as podcasts or experiential public affairs campaigns, including:
  • Working with internal and external stakeholders to understand project goals, objectives, budgets, limitations and requirements.
  • Developing key messages, themes, timelines and communications approaches to achieve project objectives.
  • Conducting research to support data-informed planning and effective execution.
  • Providing recommendations on communications strategies and approaches.
  • Managing assigned campaign or project budgets.
  • Working with teams such as Development, Marketing and Creative Services to coordinate execution across calendars, campaigns and channels.
  • Preparing planning documents, project plans, campaign calendars, asset lists and reports.
• Write content marketing blog pieces, as assigned.

General

• Adhere to all UGM policies, practices and procedures, including Occupational Health and Safety requirements.
• Perform other related duties as assigned.

Knowledge, Skills and Abilities

• College or university certification, and/or a minimum of three years of experience in a newsroom, communications position or related discipline.
• Consideration will be given to alternate combinations of lived experience and education.
• Excellent verbal and written communication skills in English.
• Advanced computer skills.
• Proficiency with project management software such as Asana and collaboration tools such as Microsoft 365 and Salesforce.
• Working knowledge of DSLR cameras and professional video/audio equipment is an asset.
• Valid BC driver’s license.
• Public Relations or Journalism accreditation is an asset.
• A second language, such as French or Mandarin, is an asset.

Working Conditions

• Work Location

Work is generally performed indoors within an office environment, with standard

office equipment available.  

• Physical Requirements

Work is generally sedentary in nature, but may require standing, walking or

reaching for up to 30% of the time. Employee is required to look at a computer screen and use a keyboard for up to 70% of the time.

• Work Conditions

Working environment is generally favorable. Lighting and temperature are

adequate. Work is performed amid normal conditions of dust, odors, fumes and noise

• Hours of Work

Sunday – Thursday. Some on-call work and moderate overtime may be required.

Due to the nature of media relations and the 24/7 news cycle, this role may

require work outside of regular hours.

• Hazards

Hazards are considered minor and controllable.

• Other

Due to the nature of the job and UGM’s commitment to a safe environment, the

candidate is subject to a criminal record check and must submit a current Driver’s Abstract.