Senior Manager for Media Relations
Company: The Greenlining Institute
Posted on: November 23, 2021
ABOUT THE GREENLINING INSTITUTE
The Greenlining Institute envisions a future where communities of
color can build wealth, live in healthy places filled with economic
opportunity, and are ready to meet the challenges posed by climate
change. With equity practice and systems change guiding us, we
incubate and advocate for new ideas and build bridges with diverse
communities and partners to ensure that race is never a barrier to
ABOUT THE POSITION
The Senior Manager for Media Relations focuses on growing
Greenlining's visibility and influence by elevating our profile in
all types of media outlets, preparing spokespersons on staff for
public engagements, and ensuring impactful campaigns and resources.
The aim is to position Greenlining as a racial equity thought and
policy leader, and to create communication strategies that deliver
the maximum possible influence on key decision-makers and
stakeholders. To achieve this aim, this role works closely with
journalists from mainstream to niche outlets for ethnic groups and
advocacy groups. This role also partners with staff and oversees
GLI's editorial processes to ensure all publications, blog posts
and other written products reflect Greenlining's narrative for
MAJOR AREAS OF RESPONSIBILITY
Oversees the editorial process to ensure all communications
materials are streamlined, branded and adhere to the strategic
Works to improve the impact and quality of all aspects of
communications across a variety of disciplines including content
strategy, writing, editing, and public relations.
Supports the development of a strategic communications plan for The
Greenlining Institute focusing specifically on maximizing our
impact through report publications, print media, broadcast, blogs
and online media, and other external communications.
Participates in organizational development and strategic planning
activities to effectively leverage Communications to advance
Greenlining's vision and strategy
Develops and implements data and metrics to effectively analyze and
measure impact and guide strategy improvement
Implements and maximizes search engine optimization for the
Earned Media Engagement
Leads the development of a coordinated earned media/spokesperson
strategy to effectively tell the story of The Greenlining
Institute's work, enhance the organization's visibility, and
increase awareness of our scope and mission to key audiences
throughout the state and nationally
Leads all media engagement efforts including writing all earned
media deliverables, fielding all reporter inquiries, pitching
stories, reporter education and engagement, list management, and
Leads the cultivation and training of key spokespeople to
effectively represent the organization, its point of view and
Assists in the production of publications and content development
for online platforms, including web, email marketing, social media,
paid social media, and search marketing
Provides comprehensive and detailed copy-editing and proofreading
of all organizational publications
Collaborates with program staff to design communications materials
that will amplify their work in advocacy, issue awareness, and
Ensures that communication strategies are integrated with overall
branding and messaging of organization or campaign
Leads and guides development of effective promotions strategy to
leverage publications to further Greenlining's advocacy and
Works with external third parties that support the graphic design,
writing, editing, and promotion as appropriate
The scope of responsibilities is not limited to those listed above
and may change as organizational needs evolve. Specific work plan
goals are developed each year to inform annual performance
QUALIFICATIONS, SKILLS AND ABILITIES
Three years in a similar role and organization, leading
communications efforts related to social change, advocacy or public
policy with a racial justice lens. Legislative or policy experience
Bachelor's Degree from an accredited college or university
Demonstrated commitment to Greenlining's mission, vision, values
and goals and an understanding of the intersectionality in
Greenlining's work, culture, and workplace.
Strong commitment and experience in advancing equity and inclusion
for people of color.
Working knowledge of the local, regional and national media
landscape, including key stakeholders, data points and trends for
the work done by the Greenlining Institute.
Demonstrated experience drafting and placing opinion pieces, press
releases and other earned media collateral in a wide variety of
Ability to effectively facilitate outcomes-oriented meetings,
retreat activities, and/or workshops.
A consensus-builder with strong emotional intelligence to relate
to, understand and be a part of a high-functioning team.
Demonstrated ability to develop and sustain people-centric
Excellent verbal and written communication skills and the ability
to confidently speak and represent the organization in local,
regional and national forums.
Ability and willingness to travel, as needed, to meetings and
conferences throughout the state and possibly other locations.
SEO expertise strongly preferred.
Experience using media relations software like Cision, Meltwater,
Critical Mention, etc. strongly preferred.
Keywords: The Greenlining Institute, Oakland , Senior Manager for Media Relations, Executive , Oakland, California
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