Director, Media Relations and Content

The Director, Media Relations and Content oversees and manages the day-to-day responsibilities of Metro's external communications strategy, which includes media relations and all social media channels. The incumbent is a seasoned professional with proven experience in media relations, crisis communications, people management, and digital content strategy. The Director supports the Vice President of Communications and is tasked with developing and implementing strategic communication initiatives that enhance Metro's reputation, promote service excellence, and effectively convey key messages to internal and external stakeholders in a fast-paced, deadline-driven environment. The Director, Media Relations and Content plays a critical role in shaping Metro's narrative and ensuring effective communication with all publics, ultimately contributing to the organization's growth and brand affinity within the region.

Principal Job Duties

• Develops and leads comprehensive communications programs that articulate Metro's mission and values, focusing on enhancing public support for ridership and regional transit priorities. Ensures messaging highlights progress in critical policy areas such as safety, reliability, and financial stewardship.
• Directs all media relations activities and manage an active media team with rotating 24-hour on-call responsibilities. Leads the communications response during service disruptions or emergencies and demonstrate appropriate levels of sensitivity and discretion when responding to incidents in real time.
• Spearheads the creation of high-impact communications campaigns for priority initiatives, including key policy matters, talent recruitment, and customer experience enhancements, in alignment with directives from the Vice President of Communications and the Senior Executive Team.
• Actively monitors social media and owned channels for positive and negative sentiment, ensuring proactively response strategies are executed and implemented in a timely manner.
• Tracks technology and industry trends, helping to galvanize adoption around emerging platforms to keep Metro relevant.
• Leads communications and social media planning by collaborating with internal and external partners.
• Fosters strong relationships with internal departments to coordinate media relations and social media activities, including press conferences, interviews, and subject matter expert positioning, ensuring a cohesive and strategic approach to extending Metro’s narrative.
• Advises and prepares the General Manager, Senior Executive Team, and subject-matter experts for media engagements, ensuring they are equipped with key messages and talking points to maximize positive coverage.

Other Duties

• Advises and prepares the General Manager, Senior Executive Team, and subject-matter experts for media engagements, ensuring they are equipped with key messages and talking points to maximize positive coverage.
• Oversees the research, writing, and editing of a wide range of communication materials, including press releases, talking points, social media content, and media kits. Ensure that all materials align with Metro's strategic objectives and messaging.
• Evaluates the effectiveness of media-related coverage and social media campaigns across various channels, utilizing data and insights to refine communication strategies and enhance overall impact.
• Leverages technology and digital platforms to disseminate news and updates related to Metro across all owned channels, ensuring timely and accurate communication to stakeholders.
• Cultivates and maintains professional relationships with reporters and media outlets to establish credibility and foster fair coverage of issues critical to Metro.
• Identifies, monitors, and tracks key social media accounts.
• Provides mentorship and guidance to a team of direct reports in both media relations and digital communications functions.
• Maintains and promotes awareness and accountability with safety policies and procedures while performing job functions. Promotes a positive safety culture and encourages reporting of safety concerns consistent with our Agency Safety Plan, other regulatory requirements within the Safety Management System and just culture principles.

The functions listed are not intended to limit specific duties and responsibilities of any particular position. Nor is it intended to limit in any way the right of managers and supervisors to assign, direct and control the work of employees under their supervision.

Knowledge

• Demonstrated expert knowledge of abilities to and/or hands-on experience in how the media, both print and electronic, function in the Washington Metropolitan Area, the differing needs and philosophies of the region's various news outlets and the needs of reporters working under deadline pressure.
• Demonstrate expert knowledge of social media platforms and lead the development of content that aligns with Metro’s brand voice and builds engagement.
• Knowledge of the principles and practices of organizational communications, community relations and public information and the proven ability to conceive, implement and evaluate applicable communication plans.
• Rapidly acquire knowledge of, the laws, ordinances, regulations, policies, and procedures and collective bargaining agreements of Metro as they apply to this position.
• Well-versed in today's media and social media landscape.

Skills

• Skilled at communicating effectively orally and in writing with internal and external stakeholders at varying levels, including Executive Leadership.
• Strong leadership skills
• Skilled at the computer-based applications applicable to the position.
• Skilled at tracking issues affecting Metro and obtaining correct information from the right source of Metro subject matter experts or affiliated agencies.
• Effective interpersonal skills demonstrating a “can do” attitude and a willingness to problem solve towards solution-oriented outcomes necessary to establish and maintain positive rapport with departments and offices within Metro, public agencies and the general public.
• Multimedia skills, such as social media management, video editing and web development.

Abilities

• Ability to adjust and adapt to meet tight deadlines and perform effectively in a fast-paced, breaking-news environment
• Ability to respond to unexpected requests
• Ability to work varied hours as required
• Ability to provide professional, on-the-record comments on behalf of the Metro
• Ability to thrive in a dynamic environment with competing priorities and tight deadlines.

Machine, Tools, Equipment, Software, Hardware Required

• Laptop
• Company-issued cell phone
• Microsoft Suite

Supervisory Responsibility

Minimum Education

• Bachelor's degree in communications, journalism, marketing, public affairs, public relations

Minimum Experience

• A minimum of ten (10) years’ experience in public relations, communications, public affairs, media relations, and/or media management to include:
  • At least three (3) years’ experience managing teams of people and cross-departmental projects.
  • Experience in developing and executing successful communication strategies and campaigns.

Minimum Certification/Licensure

• N/A

Preferred Qualifications

• Master's Degree
• Former transit experience and/or in-depth knowledge of Metro.