Public Relations Specialist, Science and Horticult

Position Summary:

Advance The Morton Arboretum’s vision to plant and protect trees for a greener, healthier, more beautiful world where people and trees thrive together, and position the Arboretum as a leading tree science, conservation, and horticultural organization locally, nationally, and globally through public relations strategies.

Essential Functions:

• Proactively identify, develop, and pursue story ideas that showcase the Arboretum’s leadership and expertise in tree science, conservation, urban and community forestry, and horticulture and secure coverage via media, podcasts, blog articles, social media, and other communications.
• Develop strategic media plans and draft media relations materials, including pitches, briefing materials, press releases, talking points, and media coverage reports, demonstrating writing excellence throughout. Continually cultivate relationships with key local, state, national, and international media writers and producers to pitch and secure stories.
• Serve as the Arboretum’s primary media contact for tree and plant science and horticulture stories, serving as a media spokesperson when necessary. Coordinate media interviews with Arboretum experts, and provide media spokesperson training and preparation. Oversee the media interview process from start to finish on assigned stories under the oversight of the director of public relations.
• Work collaboratively with the Arboretum’s Science and Conservation and Collections and Horticulture teams to develop an annual editorial plan that reflects priority stories for media outreach and social media engagement, showcasing the Arboretum’s tree and plant collections, horticulture expertise, and work of the Global Tree Conservation Program, Center for Tree Science, Chicago Region Trees Initiative, and ArbNet.
• Collaborate and coordinate with the social media specialist to develop engaging and informative science, conservation, and collections-related social media content.
• Collaborate with the marketing team, including the Arboretum’s photographer and video production specialist, on the development of messaging and visual assets, including b-roll and photos for media use. Shoot photos and video as needed.
• Analyze and report media coverage results in collaboration with the PR specialist responsible for generating reports.
• Conduct environmental media scans related to topics identified as relevant to Arboretum communications, for example, how trees impact climate change and share them with the department, and proactively identify trends and topics in the media where the Arboretum can contribute its thought leadership and expertise.
• Demonstrate alignment with the Arboretum’s employee core values.

• Other duties as assigned.

Qualifications:

• Associate degree in public relations or related field required, bachelor’s degree preferred.
• 5+ years professional experience in public relations required, with proven record of media placements and effective press release and other PR material development.
• Excellent writing and speaking skills required.
• Experience in non-profit or higher education with a focus on science or conservation beneficial.
• Bilingual English-Spanish fluency a plus.
• Ability to communicate complex concepts into lay-friendly language for media outlets, with a track record of successfully pitching and placing these types of stories.
• Established media contacts a plus.
• Fundamental understanding of how to tell a compelling story to a variety of audiences, and a clear understanding of how public relations fits within an organization’s institutional goals.
• Ability to stay current with best practices and evolving trends in media relations, social media, and analytics required.
• Working knowledge of Cision media tracking software or other electronic media distribution and tracking service preferred.
• Proficiency with Google applications and experience with WordPress beneficial.

Success Factors:

• Creative, clear communicator with knowledge of AP Style and the ability to adapt to and sustain a brand voice.
• Curious and driven to understand the Arboretum’s scientific work.
• Ability to handle multiple assignments simultaneously and quickly with strong attention to detail.
• Self-starter, creative, innovative, and a knack for thinking “out of the box.”
• Ability to relate effectively with people of various backgrounds and ages, as part of an institutional commitment to diversity and inclusion.
• A commitment to, and ability to effectively convey, the Arboretum’s mission with genuine passion, and the willingness to continually learn about the programs and mission.
• Strong project and time management skills.