Senior Director, Public Relations

Job Description

Job Description

Date : May 2025

TITLE : Senior Director, Public RelationsRESPONSIBLE TO : Chief Marketing OfficerDIVISION / DEPT : MarComSUPERVISES :

FLSA STATUS : Exempt

BASIC FUNCTION :

• Develop, implement, monitor, and manage strategies for Goodwill Industries International (GII) public relations, external communications, and media relations campaigns for the purpose of raising the visibility and understanding of Goodwill’s brand and mission.
• Lead and implement the plans, budgets, priorities, and operations of the public relations team to ensure effective and positive outcomes with external communications.
• Oversee public relations resources, consultations, and support for the PR efforts of local Goodwill organizations, including 1) consult on latest techniques, 2) media training, 3) review of their communication methods, styles and messages to ensure we are speaking with one voice, and 4) assistance in securing highly visible placement opportunities for the Goodwill brand across various media platforms (print, radio, broadcast and online).
• Serve as an accurate and trusted media spokesperson, and as an advisor and resource to vetted spokespeople and organizations throughout the Goodwill member network.

SPECIFIC DUTIES :

A. Serve as general Public Relations contact for GII and the member network. Lead and steward the PR Agency relationship.

B. Work with MarCom and other GII teams to strategically develop plans for organizational initiatives and campaigns, mission programs and key marketplace observances.

C. Oversee and manage GII PR team members (including contractors), providing coaching, guidance, and support for both their work deliverables and development.

D. Ensure development of high-quality and consistent external communication materials that inform, educate, and promote the organization’s strategic goals and objectives, across key initiatives, programs and services.

E. Demonstrable expertise in placing media stories and opinion pieces and handling difficult situations with the media

F. Intimate knowledge of the principles of strategic communications, including audience and message segmentation, editorial and content planning, and robust measurement and analytics

G. Oversee development of PR materials including video content, media interview briefs, pitches, news releases, letters to the editor, media talking points, website content, fact sheets, PR toolkits and Op-eds.

H. Master internal and external technology systems for regular PR-related updates on internal communication and project management platforms.

I. Support establishment of the President and CEO and other senior GII executives as a thought leaders through strategic channels, key placements, speaking engagements, and media opportunities.

J. Provide counsel to local Goodwill organizations on public relations, and other communication tactics as needed in conjunction with the executive team and GII’s Chief Marketing Officer.

K. Collaborate with Marketing and Communications team on planning the editorial calendar and provide strategic thought leadership and critical thinking in the planning process.

L. Monitor and measure news coverage and trends and work directly with the PR team on developing and maintaining GII’s news monitoring systems. Analyze news and social media data, and drive creation of media reports as needed.

M. Distill complex issues and public policy positions into effective messaging for external audiences.

N. Serve as a member of the Enterprise Risk Management team and oversee crisis communications plans.

O. Develop relationships with journalists and media outlets covering workforce development, sustainability, philanthropy and retail.

RELATIONSHIPS :

SKILLS NEEDED : Technical Skills

Personal Skills

Organizational Skills

EDUCATION : Bachelor’s degree in journalism, marketing, communications, or related field; or equivalent combination of education and experience.

Background in Public Relations and Communications preferred.

EXPERIENCE : A minimum of 10 - 12 years of communications work experience.

DECISION MAKING : Prioritizing work based on deadlines and objectives. Conceptual decision making regarding public relations, communications, media relations and multimedia campaigns and events in coordination with the Chief Marketing Officer.

PHYSICAL EFFORT : Sedentary, lifting 10 lbs. maximum and occasionally lifting and / o carrying such articles as dockets, ledgers and files. Walking and standing are required only occasionally. Long hours at a computer are common. Some travel to represent Goodwill Industries International at local Goodwill organizations as well as briefings, conferences, events, management and filming of video projects, satellite media tours, blogger tours, and professional development events.