Overview of Responsibilities
This role has the responsibility for developing and managing a full portfolio of external and internal communications channels, measuring, and assessing the overall effectiveness of communication systems through qualitative and quantitative data and building a mature communications infrastructure through processes and project management. The Director of Communications will build and execute against a Communications Plan that amplifies the voice of PWNA, aligns to the organization’s strategic plan and business objectives and proactively raises awareness of PWNA’s mission to a local and national audience. The Director is a critical player in defining the messages delivered by the organization, Executive team, and fundraising channels through internal and external mediums, including the development of success stories, videos, brochures, program briefings, annual report, press materials, internal and external keynotes, and written/face-to-face communications. The role is responsible for full end-to-end management of speaker preparation, briefing documents and supporting materials, driving collaboration with others on the deployment of communication tactics. The Director also oversees and is responsible for maintaining charity watchdog/rating systems and adherence to compliance and reporting.
Key Responsibilities/Essential Functions
Communication Strategy Setting and Planning
· Drives communication planning and strategy, focusing on critical priority areas to ensure PWNA is recognized as a national organization and remains ‘top of mind’ of stakeholders/donor.
· Enhances thought leadership, promoting the CEO and organization on a local and national stage to strengthen PWNA’s position as a trusted partner and matter expert.
· Understand the holistic landscape of available communication systems and ever-evolving technology trends to develop and manage CEO engagement plan.
· Curate and evolve the full portfolio of communication systems through the lens of necessity, effectiveness, and efficiency.
· Develop an intimate understanding of audiences and gather, analyze, and incorporate appropriate brand and industry research, trends, and best practices to ensure that communication systems resonate with and motivate key audiences, primarily stakeholders, donors, and prospective donors to boost revenue and position within the philanthropic landscape.
· Build strategies and plans to build awareness and adoption of new communication tools and capabilities across key audiences.
· Translate value proposition into effective communications strategies and storytelling that resonate with target audience(s).
· Understand, segment, and target audience needs and adapt communications strategies proactively and accordingly, and specifically support the build-out of fundraising messaging and collateral.
Storytelling and Messaging
· Lead the development of stories across internal teams in fresh ways that generate positive perceptions towards PWNA, and the need for PWNA’s services.
· Collaborate across teams (internal and external) to develop and drive story telling opportunities by using data, insights, and information.
· Guide others to determine the format of stories, while managing Program Information Coordinators to identify, collect and develop stories in the field.
· Review and apply programmatic content and data to incorporate into program messaging and storytelling.
· Develop annual program briefings and organizational open-source statistics to substantiate a compelling case for support and organizational ‘need’.
· Leverage expertise to determine what format is most appropriate and meaningful for a story and target audience(s).
· Attend to cadence of storytelling (e.g., duration, evolution), including content development and curation to land a story. Ensure confluence of content and audience across stories.
· Create narratives based on messaging framework that drives content development and deployment.
Execution of Communication Strategy
· Oversight for the bill of materials and ensuing alignment to the strategy and adherence to business objectives, while recommending and developing frameworks and commensurate collateral.
· Create ideas for and develops collateral materials (e.g., brochures, program briefings, decks, talking points, advertisements) for use in a range of communications initiatives and events for CEO, Executive team, and fundraising channels.
Media Relations & Agency Management
· Plan and lead the PR strategy toward more positive public perception and informed, diversified donors, including serving as primary contact and day-to-day media spokesperson.
· Cultivate an ongoing stream of positive messaging – through regular and online media, charity partnerships, research, and other publications.
· Drive decision-making in determining need for agency partnership, choosing an agency, and managing agency relationships.
· Lead and direct the agency team.
· Outline required media training and participate with designated spokespersons. Work with other Directors on media responses and training, as needed.
· Prepare and distribute press releases, research, articles, and partner accomplishments to media outlets, target partners and internal staff.
· Research, write, and effectively place articles supporting key messages aligned with business objectives.
· Regularly update Native American source sites, including ‘talking points briefing’ materials[HO1] .
Stakeholder Management
· Conceptualize and develop content to educate, guide, and advise stakeholders, donors, and partners on communications strategy and tactics.
· Establish rhythm of business (e.g., cadence, intent, content to keep stakeholders informed and up to date).
· Engage in business strategy discussions across teams, and in partnership with Development, to ensure alignment.
- Plan and execute trips to the communities where we work, when this is beneficial to charity partners, GIK donors, researchers, or media.
- Identify and coordinate opportunities for joint press with GIK donors, charity partners, and communities.
- Support education and events, as requested. Includes presenting our research, assisting with outside speakers, bringing invited partners or special guests, and assisting during events.
Internal Communications
- Develop vehicles for regular internal communications, such as the PWNA newsletter, email updates, and motivational PowerPoints.
- Keep a pulse on internal perceptions and recommend ways to positively influence employee communication and morale.
- Recommend opportunities to send special messaging or focus on outside events.
Reputation Management
· Identify opportunities to enhance reputation and perception and develop content, accordingly, including correcting inaccuracies when they occur.
· Lead action to address potential reputation risk issues. Develop content to mitigate those risks.
· Act as a trusted advisor within PWNA by advancing and protecting the corporate image and reputation.
· Anticipate, understand, and leverage factors that impact reputation (e.g., privacy, data).
Drive and Monitor Messaging and Impact
· Monitor, track, and analyze the impact of and responses to messaging for a given issue. Create responsive materials, as needed.
· Engage others appropriately in responsive efforts. Leverage insights to inform data-driven proactive approaches.
· Gather, leverage, and synthesize data and program reporting to guide insights and messaging.
· Set metrics and key performance indicators (KPIs) to evaluate effectiveness at outset of Communication tactics.
· Identify, develop, and implement measures to evaluate effectiveness and to iterate as content, platforms, and desired outcomes evolve.
Administrative
· Photograph partners or donors during education, event, or reservation visits. Obtain releases and ensure they can be used for promotional purposes.
· Oversee, monitor and leverage information in the program library and request program outcomes, success stories, or other coverage, as needed from Program Department.
Experience/Position Requirements
· Relationship management skills. Able to identify, establish, and influence cause-driven and business relationships.
· Able to work effectively and appropriately with diverse audiences and cultures.
· Writing and presentation skills. Creativity and insight to gather and align information with the goal and audience.
· Able to inform clearly through print, web, multimedia, and digital photo formats.
· Strong research and organizational skills.
· Project and matrix management. Ability to organize and manage a variety of projects and providers. Effective customer service skills.
· Experience with MS-Office, PhotoShop, Internet, e-tools and e-marketing.
Education Background Required
· Four-year college degree or equivalent and directly related experience.
· 7+ years’ experience in journalism, marketing, public relations, or related field.
· Experience in research and publishing, web and IT projects.
