Context: Under supervision of the Communications Manager, leads media and communications strategy for assigned Sierra Club campaign work across the country. Works with campaign strategists, grassroots organizers, volunteers, and legal advocates to develop and implement media and communications strategies and tactics. Responsible for writing both long-term strategic media plans and for crafting rapid-response media materials to position the Sierra Club as a leader informing both regional and national strategy with the Sierra Club’s priorities. Develops relationships with regional and national reporters and producers, pitches stories, provides Sierra Club’s viewpoints, and serves as a Sierra Club spokesperson. Oversees editorial production process for media communications ensuring timely and accurate materials with a consistent tone and message.
Scope: The Associate Press Secretary acts as a liaison between the media team and the campaign to plan and carry out communication strategies. Also serves as a liaison between the Sierra Club and key media contacts, to develop relationships that advance the Sierra Club’s media coverage. Serves as Sierra Club representative to key partners. Researches and prepares reports for release to media, writes media messages, op-eds, press releases, talking points and other materials, and coordinates media events as necessary. Provides and coordinates media trainings to staff and volunteers.
- Oversees strategy, messaging, and materials development for all aspects of the campaign. Serves as media team representative to various teams and committees.
- Develops and implements strategic tactics for promoting Sierra Club messages and narratives, including but not limited to press releases, fact sheets, talking points, letters to the editor, op-eds, report releases, radio tours, and creative visual events.
- Collaborates with the campaign team on strategy, providing recommendations based on media strategy and opportunities.
- Develops relationships with local, state, regional and national reporters. Pitches stories to reporters in order to gain media attention for Sierra Club campaigns.
- Works with campaign staff and volunteers to perform research and analysis using a variety of resources in order to craft appropriate media messages, press releases, opinion editorials, reports, and other materials.
- Trains and coaches staff and volunteers in media skills.
- Supports campaign with rapid-response situations. Creates strategic media responses to published comments regarding the Sierra Club and to the positions of politicians, institutions, or groups.
- Collaborates with the Communications Managers, Deputy Communications Directors, Communications Director, other Press Secretaries, and outside consultants to provide assistance and guidance to the issue team and the volunteer committee in developing a long-range media strategy.
- Contributes to staff strategy meetings, and stays current on substantive and political developments in major conservation campaigns by reading latest literature, attending meetings, and maintaining contact with relevant sources.
- Advises and assists communications staff to pitch other Sierra Club messages, events, and reactions to the working press as needed.
- Performs other duties as assigned.
- 2 years of prior experience as a journalist, media liaison, or other position involving media/press relations.
- Excellent writing and verbal communications skills.
- Ability to learn on the job and develop expertise in complex topics quickly.
- Ability to interact cooperatively effectively with staff, volunteers, and the public.
- Ability to meet strict deadlines and work under pressure.