The Director, Public Relations and Reputation is responsible for developing strategic integrated public relations plans that elevate/increase perception of the YMCA brand on a national and local level. The Director also leads reputation/issues management efforts for Y-USA to preserve its reputation as a leading non-profit organization. The Director is responsible for assessing, monitoring and strategizing around organizational risks and advising local YMCAs on reputation management issues/best practices to mitigate individualized risk. In addition, the Director advises leaders of Y-USA and the Movement around Thought Leadership opportunities.
Bachelor's degree in Communications, Journalism, Public Relations or related field is required
Minimum 7-10 years of experience driving public relations/reputation management efforts for a matrix organization is required
Minimum 3 years of experience managing public relations/reputation management efforts within a non-profit/agency/similar environment working with national non-profit client(s) is required; additional experience as a reporter considered a plus
Adept across the entire scope of Strategic Integrated Communications (SIC), including internal/external communications, executive communications, thought leadership, public relations, issues management, etc. is required
Experience in public relations/reputation management within a decentralized organization is strongly preferred
Demonstrated success in developing results-driven public relations campaigns and media pitches/placements is required
Demonstrated ability to influence, set direction for and guide reputation management practices is required
Advanced level of developing Thought Leadership platform, and identifying and executing opportunities is required
Adept at developing and conducting message/media training is required
Adept at developing strong relationships with national media. Existing relationships with reporters who cover non-profits is a plus
Experience leading and working with cross-functional and intra-departmental teams is required
Experience managing multiple projects concurrently and meeting goals and deadlines is required
Excellent strategic and conceptual thinking, problem solving, and decision-making skills are required
Excellent collaboration, negotiation and facilitation skills are required
Excellent verbal, written, and interpersonal communication skills are required
Excellent project management and presentation skills are required
Excellent organizational and planning skills are required
Supervisory experience is required
Intermediate computer and Microsoft Office skills are required
Ability to travel as needed is required
Develops and directs the implementations of strategic public relations plans and campaigns
Executes plans to ensure increased brand perception across target audiences and the public at-large
Creates and communicates opportunities and tools/resources for local YMCAs to activate public relations plans and campaigns in their local markets
Develops campaign media pitch/placement strategies across target media outlets
Tracks, evaluates and reports on ad equivalency/success measurements on public relations campaigns
Conduct message/media training with key leaders/team members at Y-USA and local YMCAs
Collaborates with Y-USA’s leadership to (1) proactively identify, assess and monitor known and perceived risks and (2) proactively and reactively mitigate issues, crises or reputational risks to the YMCA brand, Y-USA or local YMCAs
Develops Y-USA’s crisis/issues management strategies and creates key messages to enable Y-USA to transparently communicate from a position of control and strength – to national staff, the YMCA movement and public constituents
Serves as advisor to local YMCAs seeking internal or external communications counsel for reputation management issues
Collaborates with executive leadership to maintain Y-USA’s crisis communication plan and, as needed, activates the plan
Works alongside the Vice President, Communications and Brand Reputation to ensure all audiences hear Y-USA speaking in a clear, unified voice and perceive Y-USA actions as the most ethical response to realized or potential issues that impact reputation
Ensures national and local employees have the resources, information and support needed to maintain the YMCA’s reputation
Supervises direct report(s) responsible for implementing public relations plans and campaigns
Manages assigned agency and vendor relationships
Values. Demonstrates in word and action the Y’s core values of caring, honesty, respect, and responsibility and a commitment to the Y’s mission, in all matters at all times.
Inclusion. Values all people for their unique talents and takes an active role in promoting practices that support diversity, inclusion, and cultural competence.
Relationships. Builds authentic relationships in the service of enhancing individual and team performance to support the Y's work.
Communication. Listens and expresses self effectively and in a manner that reflects a true understanding of the needs of the audience.
Developing Others. Recognizes and acts on the need to continually develop others' capabilities to attain the highest level of performance possible.
Project Management. Supports goal attainment by prioritizing activities, assigning responsibilities in accordance with capabilities, monitoring progress, and evaluating impact.
Decision Making. Integrates logic, intuition and sound judgment to analyze information to identify greatest opportunities, make sound decisions, and solve problems.
Change Capacity. Leads self and others through change by navigating ambiguity appropriately and adapting well to new situations, obstacles, and opportunities.
Quality Results. Demonstrates and fosters a strong commitment to achieving goals in a manner that provides quality experiences.
The Y is made up of people of all ages and from every walk of life working side by side to strengthen communities. Together we work to ensure that everyone, regardless of ability, age, cultural background, ethnicity, faith, gender, gender identity, ideology, income, national origin, race or sexual orientation has the opportunity to reach their full potential with dignity. Our core values are caring, honesty, respect and responsibility – they guide everything we do.