AVP, Brand and Communications (Public Relations)

Overview

Since 1972, Covenant House has served and advocated for youth and young families experiencing homelessness, human trafficking, and exploitation. Our overarching goal is to end homelessness among youth and young families by helping them achieve housing stability, heal from trauma, tap into their innate resilience, and hone their interests and skills to forge new pathways to independence. This work is carried out across Covenant House sites in 34 cities in the US, Canada, Mexico, Guatemala, and Honduras.

About the Role

The AVP, Brand and Communications is responsible for the planning and implementation of integrated and effective media, public relations, and external communications strategies that support organizational objectives, enhance Covenant House’s reputation, position Covenant House as a collaborative partner, and strengthen Covenant House’s position as a leader in the movement to end youth homelessness.

In this role, you will report directly to the SVP, Brand and Communications, and will be supported cross-functionally by a team of five. You will own the building and maintaining of relationships with media outlets and stakeholders to secure positive media coverage. This includes leading the creation of media lists, press releases, and advisories for all key moments and events and establishing a timeline for outreach and engagement. You will also cultivate and steward media partners similar to how we manage donor relations. You will have the opportunity to support the creation and execution of a new brand ambassador program that formalizes our partnerships with influencers and other talent. You will measure success by reviewing and refining existing public relations KPIs and establish a cadence to analyze and report on the effectiveness of our public relations efforts to inform improvement of strategies.

Essential Duties and Responsibilities

• Lead the organization’s public relations efforts to ensure that all media and editorial communications are consistent and in line with current goals and objectives and our brand standards and guidelines

• Build relationships with media outlets and journalists to secure positive media coverage and establish a rapport that identifies Covenant House as a valuable media partner for youth homelessness and other intersecting issues

• Relentlessly promote the mission and the many voices of the Covenant House community across all media with the goal of raising awareness, loyalty, and funds

• Position Covenant House as the movement leader by growing a speakers bureau of experts, leaders, individuals with lived experience, and influencers to represent our work in public-facing communications

• Research and prepare press releases, media advisories, and background statements for media for all key moments and events

• Produce and update talking points and briefs for leaders and influencers aligned with Covenant House

• Work across all departments at Covenant House International and Covenant House sites to gather information about key moments and establish a content calendar for newsjacking to boost visibility and engagement

• Arrange interviews with the media and prep and/or accompany talent, staff, youth, and alumni during interviews

• Accompany media during visits to Covenant House or events; arrange private or red-carpet interviews, as requested

• Monitor media coverage and other external factors to identify potential risks and opportunities

• Identify issues and topics for which Covenant House can differentiate itself and include in media pitches

• Respond to media calls as an agency spokesperson, as needed

• Create quarterly memos and status reports to public relations stakeholders with a goal of demonstrating current and future impact

• Manage and mitigate potential crises or negative publicity and initiate the crisis communications protocol, as needed

Required Qualifications

• In-depth knowledge of fundamental public relations principles, procedures, and applications

• Experience managing and maintaining strong interdepartmental relationships

• Proven knowledge of public relations strategy, preferably within the nonprofit sector

• Experience with online media relations tools, such as Meltwater

• Expertise in tracking and analysis of public relations efforts

• Ability to work effectively with key stakeholders, including executives, donors, volunteers, government officials, influencers, and brand ambassadors

• Must be available as emergency contact after business hours an