Media and Public Relations Specialist

Title: Media and Public Relations Specialist

Supervisor: Co-Director of Outreach & Communications

Location: Warrenton, Va.

Job Classification: Full-Time, Non-exempt

Introduction

The Piedmont Environmental Council (PEC) conserves and restores the lands and waters of the Virginia Piedmont, while building stronger, more sustainable communities. Founded in 1972, PEC is a locally based, community-supported 501(c)(3) nonprofit and accredited land trust. At the core of PEC’s approach is a focus on educating, engaging and empowering people to effect positive change in their communities.

Your Role

PEC is seeking an experienced Media and Public Relations Specialist to join our Outreach and Communications Team in our headquarters office in Warrenton, VA. Effective communication is a critical component of PEC’s commitment to community and civic engagement as a means of achieving the mission, vision and goals of our strategic plan. The Media and Public Relations Specialist is an innovative, mission-driven PR practitioner who is able to identify opportunities to amplify, elevate and advance PEC’s mission and vision through strong media relationships, strategy, and earned media placements within the Virginia Piedmont region and in key state and national media markets as part of an integrated suite of communications tools.

The Media and Public Relations Specialist will be an integral part of PEC’s communications team in building multi-platform communications strategies that include traditional and non-traditional media relations. This work will be informed through regular engagement with PEC field staff and their county- and state-based land use and land conservation goals.

The work of PEC’s communications team is intended to advance the following communications goals:

1. 1. Grow our network of reliable activists, donors and members
   2. Influence decision-makers to reach better outcomes
   3. Increase positive awareness of PEC and support for a full range of PEC programs
   4. Change behavior and foster an ethic of good stewardship of the Piedmont’s natural resources, historic and cultural resources, and the environment as a whole.

Areas of Responsibility

The Media and Public Relations Specialist will report to PEC’s Co-director of Communications and Outreach and collaborate closely with all members of the communications team, PEC’s president, and the broader PEC staff. Essential functions will include, but are not limited to, the following:

• Through regular engagement with PEC field staff and in collaboration with communications colleagues, proactively identify story opportunities, and build and deploy media strategies as part of multi-channel communications campaigns supporting advocacy, conservation, land use, policy and advancement goals. Play a shared and collaborative leadership role in related narrative arc and message development.
• In collaboration with PEC staff, research, write, and distribute well-crafted press releases and pitches, media advisories, op-eds, editorial board memos, media statements, press kits, and other materials to secure positive earned media placements and position PEC as the go-to resource for local, state and, as appropriate, national press, on topics relevant to PEC’s work.
• Collaborate with PEC leadership and staff to plan and hold press conferences, media tours, press events and other media outreach opportunities when appropriate.
• Field media inquiries and facilitate staff interviews with members of local, regional and national press.
• Train/advise PEC staff members on media interviewing, response and relationship building.
• Monitor a variety of news media resources to produce and distribute PEC’s weekly roundup of news articles relevant to our interests and region; learn and implement processes for adding such content to PEC’s webpage and sharing with internal audiences.
• Maintain a current and accurate media list.
• Represent PEC as part of various partner coalition efforts and provide media and communications support on shared goals.
• Research and write compelling feature stories and informational content, and assist in editing/proofing content developed by others, for PEC’s quarterly newsletter, social media channels, print/digital publications, and website, using AP Style and Guidelines and with an eye toward accuracy, clarity and alignment with PEC’s brand.
• Share information with supervisor, team members and other PEC colleagues proactively and effectively, both orally and in writing.
• Attend and actively participate in in-person team and staff meetings, organizational events, cross-functional collaboration, to ensure clear communication, build strong relationships and foster a cohesive team culture.
• Manage and/or support the work of external PR consultants and other vendors as needed.

Working Location

This position will be based out of PEC’s headquarters office in Warrenton, VA, with occasional travel to locations within PEC’s nine-county service area, Richmond and the D.C. metro area (on average a few times a month). Occasional attendance at night or weekend events may be required. A progressive hybrid schedule may be considered by the supervisor after a period of onboarding and demonstrated understanding and implementation of the expectations of this role. PEC’s hybrid work policy includes a requirement of at least one day per week in the office to promote employee engagement and collaboration.

Required Qualifications

• Strong work ethic and commitment to PEC’s core values, mission and vision.
• Commitment to PEC’s Diversity, Equity, Inclusion and Justice (DEIJ) principles.
• Four to seven years of professional experience in public relations, media relations and/or communications.
• Demonstrated understanding and application of strategic public relations planning and implementation to achieve measurable outcomes
• Demonstrated understanding and direct experience implementing media relations principles to build strong media relationships that successfully achieve earned media goals.
• Must be an avid consumer of news.
• Excellent research, interviewing and writing skills.
• Excellent verbal and written communications skills with ability to translate complex issues into clear and compelling messages for varied internal and external audiences.
• Strong peer leadership skills; ability to inspire cross-functional teams toward shared project goals, leveraging expertise, coordinating efforts and providing guidance to achieve results, even without formal authority.
• Working knowledge of Google Business Suite.
• Ability to work effectively both independently, exercising sound judgement and professionalism with little oversight, and in a team environment where shared communication and collaboration is valued.
• Strong interpersonal skills needed to develop and maintain effective and collaborative working relationships with people of diverse backgrounds, work styles and perspectives.
• Strong editing and proofreading abilities, accompanied by a working knowledge of Associated Press (AP) style and editorial rules.
• Strong organizational and project management skills, with attention to detail and deadlines.
• Ability to work on and prioritize numerous deadline projects simultaneously, at varying stages of production.
• Reliable transportation.

Preferred Qualifications

• Accreditation in Public Relations.
• Bachelor’s and/or Master’s degree in public relations, strategic communications, media relations or a related field. Significant experience can be substituted for some education.
• Strong relationships with local, regional, and national editors, reporters and bloggers.
• Demonstrated use of various social media platforms for media management and integrated communication plans.
• Understanding of nonprofit communications concepts, best practices, procedures and analytics.
• Working knowledge of media monitoring and management platforms, such as Critical Mention, Notified, or other similar platform
• Working knowledge of WordPress, and familiarity with other Content Management Systems.
• Working knowledge of Asana or other project/workflow management platform.
• Communications experience in public policy, with an emphasis on environmental, conservation and/or land use issues.
• Experience in campaigning, organizing or advocacy.
• Working knowledge of local land use planning and zoning in Virginia.
• Working knowledge of conservation policies and conservation easements.

Working Conditions and Physical Demands

This position will be completed in an office environment. Office work requires extended sitting or standing and the use of a computer, keyboard and mouse. Occasional lifting of materials up to 30 lbs.

The Piedmont Environmental Council strives to increase diversity, equity, inclusion and justice (DEIJ) in all aspects of achieving our mission. We recruit, employ, train, compensate, and promote regardless of race, religion, creed, national origin, ancestry, sex (including pregnancy), sexual orientation, gender identity (including gender nonconformity and status as a transgender individual), age, physical or mental disability, citizenship, genetic information, past, current, or prospective service in the uniformed services, or any other characteristic protected under applicable federal, state, or local law. We are proud to be an equal opportunity employer. Read more about our Diversity, Equity, Inclusion and Justice (DEIJ) commitments.

We recognize that people come with a wealth of experience and talent beyond just the technical requirements of a job, therefore our job descriptions are guidelines. Your experience, which may include paid and unpaid experience, including volunteer work, helps build the competencies and knowledge. Diversity of experience and skills combined with passion is a key to innovation and a culture of excellence. Therefore, we encourage people from all backgrounds to apply to our positions.

In accordance with the Americans with Disabilities Act (ADA), reasonable accommodations during the application or interview process may be requested. If you have any questions or

concerns, please email apply@pecva.org.

If selected for this position, a background check will be conducted.

Benefits

PEC offers an outstanding and robust benefits package including:

• Two health plans (83% employer paid premium for employee only plan, 73% employer paid for added dependents)
• Short & Long Term Disability*
• Group Term Life*
• Accident, Critical Illness & Hospital Indemnity insurances*
• HSA account (with employer match up to $750 per year)
• FSA accounts (health & dependent)
• 403(b) pension plan with employer contribution after 1 year of service with 100% vesting from day one
• 12 paid holidays
• PTO leave – 24 days per year, accrued each pay period
• 1 day per year of paid leave to volunteer at another non-profit or charitable cause
• Salary Continuation Leave for employee or family illness – from 2 to 8 weeks fully paid leave eligibility every 24 months, depending on length of service
• Paid Bereavement, Jury Duty and Military Service Training leave
• Travel Expense Reimbursement
• Hybrid work environment and Flexible Work Schedules
• Professional Development support
• Payment for relevant licenses & professional membership fees.
• Indicates that this insurance premium is 100% paid by PEC for employee’s coverage.