Media Relations Strategist

Job Category

Job Profile

Job Title

Department

Compensation Range

The Compensation Range is the span between the minimum and maximum base salary for a position. The midpoint of the range is approximately halfway between the minimum and the maximum and represents an employee that possesses full job knowledge, qualifications and experience for the position. In the normal course, employees will be hired, transferred or promoted between the minimum and midpoint of the salary range for a job.

Posting End Date

Note: Applications will be accepted until 11:59 PM on the Posting End Date.

Job End Date

At UBC, we believe that attracting and sustaining a diverse workforce is key to the successful pursuit of excellence in research, innovation, and learning for all faculty, staff and students. Our commitment to employment equity helps achieve inclusion and fairness, brings rich diversity to UBC as a workplace, and creates the necessary conditions for a rewarding career.

JOB SUMMARY

This position performs a wide variety of media and public relations tasks designed to enhance the university's reputation by communicating activities, facilities, services, goals and objectives to audiences at the local, regional, provincial, national and international levels, as well as to faculty, staff and students. The position works proactively and through relationships: building trust with faculty, staff and students in order to surface stories at the source rather than waiting for them to be brought forward, and building trust with journalists, editors, producers, independent writers and digital creators to place those stories where audiences actually are. The role covers both established news outlets and emerging channels, including podcasts, independent newsletters, digital publications and creator led media, and it looks for opportunities to tell stories visually as well as in writing.

ORGANIZATIONAL STATUS

Reports to the Director, Public Affairs. This position works with independence and maintains close working relationships with deans, department heads, faculty and administrative unit communicators, researchers, staff and students across the UBC Okanagan campus, and with Media Relations colleagues on the UBC Vancouver campus.

WORK PERFORMED

Media relationships and outreach

• Develops and sustains positive working relationships with journalists, editors, producers and assignment desks across print, broadcast and digital outlets
• Develops relationships with independent journalists, newsletter writers, podcast hosts, documentary producers, digital publishers and subject matter creators whose audiences align with UBC Okanagan's areas of strength
• Proactively pitches story ideas, tailoring the approach, format and supporting material to the norms of each outlet or channel
• Responds to media inquiries, refers media to appropriate experts or other sources of information, and provides factual background information
• Builds and maintains UBC Okanagan's experts list and media contact lists, including contacts in new and emerging media
• Tracks how relevant outlets, formats and audiences are shifting, and adjusts outreach approaches accordingly
• Plans, organizes and conducts news conferences, media availabilities, campus visits and other events as required in conjunction with senior university administrators, faculty and outside organizations, including various levels of government
• Promotes UBC Okanagan research, people and events at local, provincial, national and international levels

Campus relationships and story development

• Establishes and maintains ongoing relationships with deans, department heads, campus communicators, faculty, researchers, staff and students in order to proactively identify stories early and consistently
• Meets regularly with faculties, research units and student groups to understand their work, build familiarity and proactively surface newsworthy activity rather than waiting for it to be submitted
• Provides media coaching and preparation to faculty, staff and students, including guidance on interviews, podcast appearances and other long form or conversational formats
• Provides factual background information and actively promotes story ideas across campus
• Works with researchers proactively to identify the public interest in their work and shape it into stories suited to a general audience

Content in support of outreach

• Researches and writes media releases, pitches, backgrounders, key messages and short form content in support of media and public relations activity
• Identifies opportunities to tell stories visually, and works with creative services colleagues to develop video, photography and other visual assets that strengthen pitches and support coverage
• Prepares supporting material appropriate to the channel, which may include audio, video, photography, other visual assets or written briefing material, developed in coordination with colleagues
• Ensures material meets UBC brand standards and aligns with campus priorities and UBC Okanagan's strategic plan

Reporting and coordination

• Coordinates with Media Relations in Vancouver to report on quarterly statistics and high impact stories for internal reporting
• Monitors and reports on coverage across traditional and emerging channels, and contributes to the ongoing assessment of which approaches are reaching intended audiences
• Participates in university committees and working groups, as required
• Other duties, as required

CONSEQUENCE OF ERROR/JUDGEMENT

This position is expected to function with a high degree of autonomy and independence, working under broad guidelines. The consequence of error in this area could be very serious for the university as it concerns the public image and profile of the UBC Okanagan campus on a provincial, national and international level. Incorrect or insufficient information and advice subsequently passed on to senior administration could have grave consequences. The position must exercise tact, diplomacy and discretion when working with confidential or sensitive information. Judgment about which outlets, journalists and creators are credible and appropriate partners for the university is a significant element of the role.

SUPERVISION RECEIVED

Reports to the Director, Public Affairs and works under broad guidelines with minimal technical guidance.

SUPERVISION GIVEN

None. May provide direction to work-study students or co-op students assigned to specific projects.

QUALIFICATIONS

Minimum

• Undergraduate degree in a relevant discipline. Minimum five years of related experience, or the equivalent combination of education and experience.
• Willingness to respect diverse perspectives, including perspectives in conflict with one's own
• Demonstrates a commitment to enhancing one's own awareness, knowledge, and skills related to equity, diversity, and inclusion

Preferred

• Undergraduate degree in a relevant discipline (e.g., journalism, communications, public relations, English, marketing). Relevant graduate-level education will be considered an asset.
• Demonstrated experience, in journalism, media relations or public relations, including demonstrated experience pitching and placing stories.
• Experience at a post-secondary institution or large, multi-faceted organization considered an asset
• Experience working with digital, independent or creator led media, such as podcasts, independent newsletters or digital first publications, considered an asset
• Demonstrated experience with visual storytelling, including video, photography or short form vertical content, considered a significant asset
• Demonstrated ability to work proactively, identifying and pursuing story opportunities rather than responding only to incoming requests
• Demonstrated ability to build and sustain professional relationships across a range of internal and external audiences
• Strong interviewing and listening skills, with the ability to draw out the substance of complex or technical work and identify its public interest
• Demonstrated understanding of the principles and practices of media relations, communications, new media, public engagement and stakeholder relations
• Ability to identify communications opportunities and select the most effective channel, format or tactic for a situation
• Sound judgment in assessing the credibility and suitability of outlets, journalists and creators as partners for the university
• Superior oral, interpersonal and presentation skills
• Demonstrated ability to write clearly and quickly for a range of audiences and formats, with strong attention to spelling, grammar and accuracy
• Advanced understanding of digital and social media platforms and content strategies, including visual and video first formats
• Ability to determine the nature and urgency of inquiries and issues, and triage appropriately
• Ability to work effectively under pressure to meet deadlines
• Ability to work effectively independently and within a team environment
• Ability to work effectively with various levels of senior administration and university personnel at both campuse.