Senior Director, Media and Public Relations

Company Description

Uncommon Schools is a nonprofit network of high-performing, public charter schools providing an outstanding K-12 education in historically under-resourced communities. We have proudly built schools that reflect our student population, with more than 60% of our teachers and staff across our network identifying as a person of color. Uncommon currently manages 53 schools serving 20,000 students in five cities: Boston, Camden, New York City, Newark, and Rochester. We are proud that Uncommon graduates persist in and graduate from college at five times the rate of their peers nationally. We achieve this by offering strong academic, co-curricular, and social-emotional learning that prepares students for success in college and beyond.

Job Description

Uncommon Schools (Uncommon) is seeking a Senior Director of Media and Public Relations to own the vision for and lead the execution of a comprehensive media and public relations strategy to drive brand awareness and communicate effectively with current and potential stakeholder groups (e.g., parents, students, staff, supporters). 

The Senior Director will reflect Uncommon’s mission and core belief in educational equity as they act as lead spokesperson and implement a consistent messaging plan to promote and enhance visibility of the organization.  Working in collaboration with marketing, this role will mine and source inspirational content about Uncommon and then work to ensure those stories are told in national and local media, including earned, social and paid editorial.

This position requires successful and ongoing collaboration across a range of internal and external partners and stakeholders. Strong candidates will be seasoned professionals with expertise in public relations and/or media relations, public affairs, and are skilled strategists, influencers, communicators and relationship-builders. The role reports to the Chief External Officer (CExO) on Uncommon’s Executive Team and is a member of the External Teams Group.

Lead development and implementation of a cohesive media and public relations strategy

• Craft media strategy to share our story externally, identifying key moments in time for creative storytelling opportunities to promote brand awareness.
• Create key messages and aligned communications across digital and other channels based on the organization’s mission and strategic priorities. 
• Identify the right media channels and communications outlets to effectively reach our target audiences.
• Plan and execute media relations initiatives, such as news releases, media pitches, media requests, organizational statements, messaging guidance and op-eds, conferences, and leadership interviews. 
• Institute and monitor ongoing KPIs and OKRs to evaluate effectiveness of media and public relations initiatives. 
• Cultivate and manage relationships with reporters/journalists, media channels, and other key external stakeholders. 
• Manage or leverage expertise of and relationships with external public relations consultants, as needed.
• Oversee the annual media and public relations budgeting process, identifying and securing needed resources and ensuring cost-effective strategies for optimal utilization.

Oversee the creation of compelling content to tell the Uncommon story

• Source, develop, curate and disseminate content that reinforces Uncommon’s unique story of longevity, scale and impact to engage key current and potential stakeholders including parents, students, staff, donors and board members, community leaders, district and charter educator partners, elected officials and other supporters.
• Leverage expertise as chief storyteller based on in-depth organizational knowledge and audience insights, in support of Uncommon’s goals and priorities.
• Partner with marketing to ensure aligned positioning and messages to target audiences across owned, paid and earned channels: website, social and other media.
• Ensure a regular cadence of positive media coverage, regionally and nationally, and steward media opportunities as they arise.
• Enhance visibility of Uncommon thought leaders through generating and supporting relevant media and feature opportunities to amplify Uncommon’s mission and results.
• Create relevant content or messaging based on relevant third-party research/studies on Uncommon or charter schools. 
• Develop annual editorial calendar to establish a cadence of focused and effective communications, with flexibility for rapid response to timely news or opportunities.

Proactively collaborate with and support schools, regional teams and the Home Office to execute on media and public relations strategy

• Act as a spokesperson for the organization and support leaders and team members with communication toolkits, talking points, messaging guidance and media training