Media Relations Officer - Toronto, Canada - University of Toronto
Description
Date Posted:02/13/2023
Req ID: 29715
Faculty/Division:
Office of the Vice-President, Communications
Department:
University of Toronto Communications
Campus:
St. George (Downtown Toronto)
Position Number:
Description:
About us:
University of Toronto Communications is focused on promoting, enhancing and protecting the U of T's reputation through broader stakeholder engagement with the University's mission, both internally and externally.
Our award-winning team consists of best-in-class experts in media relations, news and magazine writing, video production, social media, digital design and development, communications planning and brand marketing.
Your opportunity:
The Media Relations Officer connects daily with leading experts from across the university and journalists across the country to conceive, pitch, deliver and track top-tier earned-media hits.
Some of these will exceed earned-media goals as part of challenging paid, earned, social and owned communication campaigns that advance university priorities.
Some will contribute to exceeding annual earned-media goals through enterprising efforts to uncover media-friendly stories, pitch them and land top-tier coverage that advances key narratives about the university.
In this role, you will get a head start on the daily news cycle by developing a list U of T experts of the day to send to news desks and targeted reporters.
You will also spread media-relations best practices across the university.
This includes helping communication colleagues deliver stronger earned-media results and training members of the university community to be more media savvy in areas such as media interviews and crafting op-eds.
Your responsibilities will include:
- Developing short
- Scanning the University's three campuses and consulting with faculty members, administrators and communications colleagues to identify and pitch stories that fit with the university's strategic communications priorities.
- Building close working relationships with targeted journalists in key media outlets; knowing at any time what those journalists are working on, matching those interests to stories and coverage themes that serve the university's communications strategy, and advancing those stories in a way that garners media coverage of strategic value to the university.
- Coordinating panuniversity media strategies, and responses to media enquiries ensuring that divisional counterparts are well served and aware of universitylevel communications strategy on specific topics.
- Identifying stories about academic research undertaken at the university with the potential to attract significant positive attention to the university, and advancing those stories to garner maximum impact.
- Assisting journalists wherever necessary in executing their coverage of the university and its faculty.
- Closely monitoring the daily news cycle and pitching U of T experts of the day to news desks and targeted reporters.
- Writing, editing or reviewing media releases, advisories, backgrounders, opeds, fact sheets and pitches ensuring they are aligned with the director's priorities; must deal with sensitive and confidential information.
- Providing ongoing guidance and support on media relations (e.g., pitching and interview tips, media releases and lists etc.) for faculty experts, communications colleagues and administrators. Equipping those who are representing U of T with the necessary briefing materials and best practices to enhance the university's profile.
- Ensuring the timely and effective coordination and evaluation of university media activities, including news releases, interviews and announcements.
- Delivering workshops to internal clients (divisions) on media relations, including media interviews, how to craft an oped, etc.
- Attending and assisting at mediarelated announcements, events, programs, seminars, etc. (which may occur outside of business hours) that are directly related to the university's strategic priorities.
- Managing onsite media and serving as liaison to camera crews.
Essential Qualifications:
- Bachelor's Degree in a related field (e.g. journalism, communication, ) or acceptable equivalent combination of education and experience.
- Minimum four (4) years' experience personally pitching toptier journalists with highperforming results.
- Demonstrated ability to formulate earnedmedia ideas within a mandate set by a manager and execute those ideas effectively.
- Demonstrated ability to exceed goals and targets set by a manager.
- Demonstrated ability to build and maintain close working relationships with key journalists.
- Demonstrated ability to manage relationships and reques
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