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Associate Director of Media Relations - Location Flexible

San Francisco, CA

The Associate Director for Media Relations leads, develops, and implements the media relations strategy for The Trust for Public Land (TPL)and works to expand the quality and quantity of earned media coverage for The Trust for Public Land. This role is responsible for  planning and executing media relations, including managing inquiries and pitching proactive opportunities, while integrating and improving earned media outreach across our offices and programs. The Associate Director for Media Relations will work to help us tell stories in earned media, geared toward a future donor audience. This position reports to the Associate Vice President of Communications, supervises one position, and location is flexible near an existing TPL office. This position also requires occasional travel as well as evening and weekend work.

 Essential Functions

  • Work closely with the Associate Vice President of Communications to implement annual, national PR objectives and outreach to dramatically increase brand exposure.

  • Secure local, regional, and national publicity by developing story ideas, actively pitching and developing relationships with reporters across  national, regional media, non-traditional audiences, and industry publications.

  • Creates, implements, and tracks the effectiveness of an annual media strategy plan, against established key performance indicators.

  • Drafts op-eds, press releases and other written materials
  • Leverage current relationships with journalists and influencers, while establishing relationships with emerging journalists

  • Coordinate with Digital Marketing on all social media related to amplifying earned media content, public events, advocacy, and speaking opportunities

  • Develop talking points, tough Q&A, and train spokespeople as needed.

  • Work with a range of internal and external stakeholders to create media outreach materials..

  • Lead annual PR planning with state and regional offices; provide PR expertise and strategy guidance to marketing managers as they serve local/regional offices.

  • Supervise public relations coordinator 


  • 6+ years’ experience in public relations or similar outreach background.

  • Passion for the outdoors  and working to ensure outdoor equity in communities across the country

  • Equally adept across a spectrum of media: from national mainstream media outlets to niche publications to digital influencers to rural local media. 

  • Exceptional writer and verbal communicator.

  • Proven ability to develop tracking and reporting systems that successfully communicate and leverage earned media,

  • Must be a player-coach—willing to manage staff, external stakeholders and projects simultaneously.

  • Ability to maintain and build relationships with journalists across a range of beats

  • High-energy herder of cats: positive, upbeat attitude.

  • Highly organized, results-driven individual.

Essential Skills and Experience

  • Exceptional writing abilities and capacity to frame The Trust for Public Land’s work in a clear and compelling way to external audiences. 

  • Nuanced experience in creating social media content.

  • Experience securing impactful press placements, thinking outside the box to create media moments, and identifying elements with viral potential. 

  • Demonstrated ability to work with diverse partners, and ability to negotiate, unify and prioritize among competing interests.

    Join a diverse team of dedicated and passionate people working toward a mission you can believe in—creating parks and protecting land for people, ensuring healthy, livable communities for generations to come. The Trust for Public Land maintains offices in more than 30 locations nationwide.  Get to know more about us.


www.tpl.org/about/jobs | Conserving Nature Near You

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