Senior Officer, Regional Communications

• Proactively identifies and develops regional stories and acts as the lead for information gathering for any emerging stories within the region.
• Writes media releases, articles and content for newsletters focused on local and regional programs, which may include Animal Services, Community Services, local or regional fundraising activities, and volunteerism.

• Coordinates with Animal Services, other program staff and volunteers as required, on photo, video and content gathering within the region.

• Leads communications and fundraising asset gathering and assigned media outreach during large or high-profile Animal Protection cases or Emergency Response in the region.
• Participates in content development meetings, bringing forward regional content for communications, fundraising and internal use.

• Works with the Senior Director, Media and Internal Communications on drafting issues and crisis response materials regionally and supports issues management for the organization provincially.
• Flags upcoming regional events, campaigns or stories (internal and external) to team and cross functional staff as appropriate.

• Develops and executes regional media relations strategy, including creation of traditional media materials such as media calendar, news releases, pitch notes, media advisories, backgrounders, and media tracking.
• Proactively pitches stories to support strategic priorities and strengthening of regional brand identity.
• Strategizes, develops, tracks and supports regular media segments within the region (e.g. regularly scheduled broadcast segments).
• Builds relationships with local members of the media in the region.

• Acts as regional spokesperson where appropriate, which may include general inquiries, program questions, animal welfare trends, etc. as specific to the region or communities within.
• Monitors regional brand reputation and known or emerging issues, and flags, recommends, and/or implements organizational communications response when requested and based on recommendations.

• Attends community and fundraising events regionally, as required.
• Coordinates or supports non-fundraising BC SPCA events such open houses, grand openings, ground breakings, anniversaries, and media events.

• With support from and in collaboration with other departments, develops relationships with community leaders and related organizations (BIA, Chamber of Commerce, Service Clubs), representing the BC SPCA, where strategic.

• Works with the Senior Director, Media and Internal Communications to develop the strategy for media, traditional communications, and public engagement within the assigned region.

• Contributes to developing the corresponding provincial strategy which the regional strategy integrates with.

• Supports key message creation, dissemination and coaches staff in the region to help increase their confidence and excellence in engaging the public and telling the BC SPCA story.
• Collaborates with Volunteer Resources to recruit, train and manage volunteer ambassadors for strategic public engagement at community events around the region (including in community animal centres).

• Develops and maintains relationships with industry peers.

• Commits to continued education, learning and innovation as it relates to communications and media relations.

• Participates in team, portfolio, unit, department, and organization-wide staff meetings as required.

• Contributes to the growth of a culture of health and safety, and volunteerism.

• Actively seeks opportunities to involve volunteers in work in the portfolio and collaborates with Volunteer Resources on implementation.

• Demonstrates a commitment to BC SPCA values, work-life balance, and principles of equity, diversity, inclusion, and reconciliation.

• Other duties as assigned.

• Post-secondary education in communications, public relations, journalism or another relevant discipline plus 5-8 years of experience with media and general communications, or an equivalent combination of education and experience acceptable to the employer.
• Knowledge of media landscape and media relations best practices, including experience building relationships with journalists and pitching appropriate and engaging story ideas.
• Strong writing and editing skills, including but not limited to media materials, web content, articles, and internal briefings.
• Competent photography and videography skills, including editing.
• Demonstrated experience and confidence acting as a spokesperson, representing the organization publicly and building relationships with community leaders.
• Ability to manage, mentor, nurture and empower volunteers. Previous experience in leading volunteers would be considered an asset.

• Comfortable working with data: establishing data points, accurate record keeping, collecting, and analyzing data and using it to support initiatives, and to demonstrate success, needs, and/or areas of concern.
• Demonstrated commitment to continuing professional growth and education.
• Highly organized with a strong attention to detail to ensure consistent, error-free messaging.
• Demonstrated ability to organize work, manage projects, meet priorities and work within a high-volume environment with minimal supervision.
• Excellent communication skills and ability to work with a diverse audience of internal and external parties at all levels in a respectful manner.
• Intermediate to advanced skills with Microsoft products.
• Must have a valid BC Class 5 Driver's License.
• Able to travel throughout assigned region and do some weekend and evening work, as necessary.
• Working knowledge of concepts of equity, diversity, inclusion, and reconciliation; able to relate respectfully to a diverse audience.
• Philosophical harmony with the mission, vision, values, and strategic direction of the BC SPCA.

The British Columbia Society for the Prevention of Cruelty to Animals