Public Relations and Media Strategist

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

The Public Relations and Media Strategist is an experienced, high-energy, mission-driven PR practitioner able to identify and leverage opportunities to amplify and elevate recognition of PEC’s work in the Virginia Piedmont region and beyond. The role requires a deep understanding of a holistic approach to communications, ensuring our messages resonate across diverse platforms and audiences. As part of the Outreach and Communications team, this innovative self-starter will collaborate with other team members to develop and deploy multichannel communications strategies that integrate and strengthen our digital presence, relationships and interface with local, state, and national press, and traditional communications work.

Working within a collaborative environment, the public relations and media strategist will work toward advancing the following communications goals:

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 Public Relations and Media Strategist will report to PEC’s co-director of outreach and communications, collaborate with the communication team and PEC field staff, and support the work of our external PR consultants and other vendors. Examples of responsibilities and activities include:

• Work with PEC communications and field staff to proactively identify, build and deploy integrated, multi-channel communications campaign strategies and opportunities that support advocacy goals.
• Support message development for advocacy initiatives, conservation and habitat restoration activities, and advancement efforts.
• Research, write, disseminate, and coordinate with PEC staff on production of diverse media tools, including, but not limited to, press pitches, press events, editorial board memos, press releases, media advisories, media statements, op-eds, and paid media.
• Cultivate strong relationships and facilitate staff interviews with members of local, regional, and national press in order to secure earned media placements and positive media mentions, and that position PEC as the go-to resource for media representatives and entities.
• Train/advise PEC staff members on media interviewing, response, and relationship building.
• Assist in drafting, editing, and/or proofing of email action alerts, web content, printing and digital newsletters, social media posts, annual report, and other informational pieces.
• Research and write for content, including feature stories and informational material for PEC newsletters, social media channels, print/digital publications, and website.
• Collaborate with communications staff and cohorts at environmental and conservation partners in joint coalition efforts.
• Edit and proof copy with advancement, communications and outreach, and other program staff using AP Style Guidelines and with an eye toward accuracy, clarity, and messaging in line with PEC’s brand.

This position will be based out of PEC’s headquarters office in Warrenton, VA, with hybrid consideration and 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.

Required Qualifications

• Strong work ethic and commitment to PEC’s core values, mission and vision.
• Commitment to 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 and media relations principles.
• Demonstrated experience developing and implementing successful communications / public relations / media plans.
• Excellent verbal and written communications skills with ability to convey clear and compelling messages for varied internal and external audiences.
• Proficiency applying AP style and editorial rules.
• Strong editing and proofreading ability.
• Strong organizational and project management skills, with attention to detail and deadlines.
• Ability to work on numerous deadline projects simultaneously, at varying stages of production.
• Strong interpersonal skills and collaborative abilities, including the ability to work with people of diverse backgrounds and work styles.
• 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

• Strong relationships with local, regional, and national reporters and bloggers.
• Understanding of nonprofit communications concepts, best practices, procedures and

analytics.

• 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.

Application Process

Interested applicants should fill out our job application form. Only candidates who submit both a cover letter and resumé will be considered. Applicants are encouraged to include work samples, such as press releases, feature stories, and/or integrated public relations plans or campaigns. Applications will be reviewed on a rolling basis.

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 Justice, Equity, Diversity and Inclusion (JEDI) 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, not hard and fast rules. Your experience, which may include paid and unpaid experience, including volunteer work, helps build the competencies and knowledge that translates to our openings. 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 selected for this position, a background check will be conducted.