The Director of Public Relations & Communications is responsible for protecting and strengthening the YMCA of Silicon Valley's reputation through strategic communications, media relations, public relations, crisis communications, executive communications, and social media oversight. This leader serves as the organization's primary communications strategist, builds trusted relationships with media and community stakeholders, and delivers messaging that elevates the YMCA's impact throughout Silicon Valley.
The Director serves as the primary communications advisor to the CEO and executive leadership team and partners closely with Marketing Strategy, Brand & Creative Services, Development, Human Resources, and Operations to ensure consistent, timely, and effective communications across the association.
SALARY RANGE: $115,000 - $135,000/year
ESSENTIAL FUNCTIONS:Public Relations & Media Relations- Develop and execute the YMCA's public relations strategy to increase visibility, awareness, and credibility.
- Build and maintain strong relationships with local, regional, and national media.
- Proactively identify and secure earned media opportunities.
- Write and distribute press releases, media advisories, fact sheets, talking points, and media kits.
- Monitor media coverage and identify opportunities to amplify positive stories.
- Track media performance and provide regular reporting on earned media results.
Executive Communications & Spokesperson- Serve as the primary communications advisor to the CEO and executive leadership team.
- Prepare executive messaging, speeches, presentations, talking points, opinion pieces, and public statements.
- Coordinate media interviews and prepare organizational spokespersons for interviews and public appearances.
- Serve as the organization's spokesperson when appropriate.
Crisis Communications- Develop and maintain crisis communication plans and response protocols.
- Lead communications during organizational incidents, emergencies, and reputation management situations.
- Prepare holding statements, FAQs, internal communications, and media responses.
- Coordinate with executive leadership to ensure timely, accurate, and transparent communication.
- Conduct crisis communication training and media preparedness for leadership.
Social Media Strategy & Management- Develop and execute the YMCA of Silicon Valley's social media strategy to increase brand awareness, community engagement, and mission impact.
- Create, write, publish, and manage content across the YMCA's social media channels, ensuring timely, engaging, and mission-driven communications.
- Develop social media content for organizational announcements, community impact stories, advocacy efforts, fundraising campaigns, executive communications, and crisis situations.
- Collaborate with the Brand & Creative Services team to develop compelling visual content and ensure brand consistency across all social platforms.
- Monitor social media channels for community engagement, emerging issues, and reputation risks, responding appropriately and escalating concerns when necessary.
- Stay current on emerging social media trends, platform updates, and best practices to continually strengthen the YMCA's digital presence.
Organizational Communications- Ensure consistency of messaging across all communications.
- Maintain communication standards that reflect the YMCA brand and mission.
Issues & Reputation Management -- Public Affairs/Community Relations- Monitor emerging issues, legislative developments, and community conversations that could impact the YMCA.
- Position the YMCA as a trusted community leader on issues impacting youth, families, and healthy communities.
- Develop proactive communication strategies to address sensitive topics and protect organizational reputation.
- Advise executive leadership on reputational risks and stakeholder communications before issues escalate.
WORKING CONDITIONS:- Regularly works in an office environment, with the ability to work remotely or in a hybrid setting as determined by organizational needs.
- Requires frequent use of computers, telephones, video conferencing platforms, and other standard office and communications technology.
- May require occasional evening and weekend work to support organizational events, media opportunities, community engagements, and time-sensitive communications.
- May require local travel to community events, partner meetings, media appearances, and other professional engagements.
- Must be able to manage multiple priorities, meet deadlines, and respond appropriately to time-sensitive communications and public relations matters.
- The position may require occasional availability outside of regular business hours for urgent communications, crisis response, media inquiries, or significant organizational announcements.
- Occasional attendance at events may require standing, walking, or working in varied indoor and outdoor environments.
- A Bachelor's Degree in Communications, Journalism, or related field or at least 5 years of experience as a communications professional
- A background in PR, including experience drafting press releases, pitching media and developing long term media relationships.
- Exceptional communication skills, including speaking and writing, with experience developing executive communications and media materials.
- Ability to maintain confidentiality with sensitive information
- Demonstrated success building relationships with journalists and securing earned media.
- Experience serving as an organizational spokesperson and preparing executives for media interviews.
- Experience developing and executing crisis communications strategies.
- Experience with social media management and execution
- Experience working with nonprofit organizations, government agencies, or mission-driven organizations preferred.
