Public Relations Manager

Girl Scouts River Valleys

In partnership with 9,000 committed volunteers, Girl Scouts River Valleys serves 30,000 girls through a 49-county council that spans Minnesota, Wisconsin, and Iowa. We are one of 112 Girl Scout councils that make up the national Girl Scout Movement, sharing the mission to build girls of courage, confidence and character, who make the world a better place.

Position Details

Public Relations Manager
Twin Cities Metro
St. Paul, MN

The Public Relations Manager is responsible for creating and executing public relations, external visibility, and social media strategies that build a broad public understanding of Girl Scouts and convey the Girl Scout brand, mission, vision, purpose, and values.

Essential Duties and Responsibilities:

The manager will develop, manage, and execute public relations, external visibility, and social media campaigns that meet specific program, revenue, or membership objectives and proactively support the organization’s DEIA/RJ framework and purpose of becoming an anti-racist organization.

The manager will:

  • Create and implement an annual public relations plan to increase awareness of the Girl Scout mission and impact throughout our market, including strategies for national and statewide council programs, initiatives, and events. 
  • Develop and maintain a positive public image for Girl Scouts River Valleys through public-facing communication. 
  • Understand and interpret the impact and benefits of Girl Scouts to external audiences. 
  • Identify newsworthy and socially relevant stories, and through cultivated relationships with members of digital and traditional media, secure integrated, multi-channel placements. 
  • Recruit and train strong girl and adult member spokespeople for media interviews who reflect the diversity of the community and the goals of the Girl Scout mission. 
  • Act as a spokesperson for the council when necessary. 
  • With the Vice President of Member Engagement and Director of Marketing & Communications, support and execute crisis communications strategies and tactics.

Social Media:

  • Develop and implement social media strategies that support River Valleys’ membership, revenue, and engagement objectives. 
  • Work closely with internal stakeholders to create engaging content that supports and highlights the Girl Scout brand and campaigns via social media while maintaining a consistent and unified brand voice. 
  • Ensure social media graphics, content, and video assets are developed in support of objectives and reflective of Girl Scouts brand and desired image. 
  • Manage the social media calendar and track social media performance and sentiment.

Team and Thought Leadership:

  • Ensure that all public/media relations, visibility strategies, and social media products and projects apply a diversity, equity, inclusion, access and racial justice lens, and critically and proactively seek to support the organization’s stated purpose of becoming an anti-racist organization. 
  • Ensure that all public/media relations, visibility strategies, and social media products and projects are culturally responsive, competent, and appropriate. 
  • Develop, target, and track metrics for all public relations, media, visibility, and social media campaigns and general social activity, including reactive and proactive engagement. 
  • Deliver reports and analysis for internal stakeholders to determine sentiment and ROI of campaigns. 
  • Provide leadership and supervision to the Writer/Editor and mentor their professional development. 
  • Contribute to the development of annual recruitment, retention, fundraising, advocacy, and other business function plans as a thought partner and public relations expert. 
  • Collaborate with external organizations, such as vendors, sponsors, program partners, members of the media, volunteers, other councils, and GSUSA to execute communications, customer service, engagement, public relations, and brand management strategies and tactics.
  • Assist in writing and editing for print publications, e-newsletters, videos, and other communications materials.

Education and Experience:

  • Bachelor's degree in public relations, marketing, communications or journalism or related field, or equivalent experience, required. 
  • Minimum 5 years of digital and traditional media relations experience required. 
  • Non-profit experience a plus. 
  • Demonstrated writing, editing, planning, and crisis communication experience required.

Knowledge and Skills:

  • Extensive knowledge of public relations principles and strategies. 
  • Strong verbal communication and writing skills with a proven ability to write in a journalistic style, as well as the ability to work cross-functionally with core teams to ensure social media posts and all external communications are on brand. 
  • Excellent interpersonal and networking skills with the ability to build and maintain positive relationships with media contacts and outlets. 
  • Proven success in social media strategy, execution, and social listening tactics. 
  • Strong relationships with media representatives and bloggers. 
  • Demonstrated ability to communicate and effectively interact with people across cultures, ranges of ability, genders, ethnicities, and races. 
  • Demonstrated knowledge of the history of discrimination and systemic racism in America and how that history has led to the disparities experienced by BIPOC communities, people with disabilities, LGBTQ+ communities, and others. 
  • Excellent organization skills, attention to detail, and time management skills, with the proven ability to meet deadlines. 
  • Well informed about emerging tools and trends in public relations and social media fields. 
  • Fluency with Microsoft Office as well as digital media tools, applications, and platforms, including web, social, and mobile. 
  • Experience with a plus. 
  • Demonstrated effectiveness as a manager and supervisor. 
  • A self-starter who takes initiative and works independently; is flexible, adaptable, self-manager, organized, and has a strong attention to detail; thrives in an ever-changing/fast-paced environment. 
  • Ability to read, write, and speak Spanish, Hmong, and/or Somali, and willingness to use this skill as part of their work is a plus.

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