The YMCA of Greater Toronto Communication Specialist (Public Relations and Social Media) Full Time in Yonge, ON

The YMCA of Greater Toronto

Branch Yonge ON CA

Communication Specialist (Public Relations and Social Media)
Yonge, ON

University degree in communications, public relations, journalism or a related field. Proactively manages external and internal editorial and events calendars,…


  • Cultivates and maintains relationships with key media contacts both main and social to raise the profile of and enhance the reputation of the Association
  • Conducts media monitoring activities and analysis; works with media monitoring service providers to fine tune media tracking; maintains database of media and stakeholder contacts
  • Writes and edits clear and compelling key messages, pitch letters, press releases, fact sheets, backgrounders, biographies, speaking notes, social media content, and potential bylined / advertorial articles; contributes stories to the YMCA Blog ; prepares and posts to official social media networks
  • Supports staff across Association involved in content development, in particular Social Media Specialists, to cultivate relationships with online members
  • Helps coordinate internal integration including online activities, conversation calendars and sharing of member service updates
  • Monitors and updates YMCA GTA social media channels and ensures best practice standards are maintained (Twitter, Facebook, Instagram, LinkedIn, YouTube)
  • Identifies impact stories, interviews key stakeholders, and develops credible story angles to proactively pitch print, broadcast and online media
  • Responds to requests from media and schedules interviews with appropriate internal thought leaders; helps prepare internal thought leaders for interviews through the creation of key messages, as well as media and Crisis Communications training; maintains internal spokespeople database
  • Identifies media trends, news cycles and “spin” opportunities, including opportunities to NewsJack, for review with Manager
  • Proactively manages external and internal editorial and events calendars, ensures quality and identifies public relations opportunities
  • Supports Manager in the implementation of strategic public relations and social media campaigns
  • Provides leadership and coaching to interns and volunteers, ensuring effective practices and quality in performance of objectives and shared goals within Communications team
  • Demonstrates appropriate behaviours in line with our Mission, Vision and Values as reflected in our YMCA competencies; takes a member-focused approach to increase their understanding of programs offered across the Association. Represents the YMCA and the Association in a professional manner
  • Understands the importance of the volunteer staff partnership and integrates the value of philanthropy and volunteerism in dealings with members, volunteers, donors and staff
  • Other duties as assigned


  • University degree in communications, public relations, journalism or a related field
  • Minimum two years of experience in a public relations communications role
  • Experience in understanding organizational strategies with the ability to implement supporting plans
  • An understanding of the how both public and media relations integrate within larger marketing campaigns
  • Strong understanding of local, regional and national print, radio, television and internet media with the demonstrated ability to pitch opportunities to media contacts
  • Knowledge and understanding of diverse media and community groups, including ethnic / multicultural, youth, business, as well as health and fitness
  • Demonstrated ability to write and edit compelling, clear, and concise content
  • Solid planning, analytical, and organizational skills with ability to manage demanding schedules and meet tight deadlines; demonstrated strong detail orientation
  • Well-developed interpersonal and relationship building skills; ability to easily establish rapport and excellent communication with members, volunteers, donors and staff
  • Excellent written and verbal communication skills
  • Commitment to working in a socially inclusive environment responding with sensitivity and personal awareness to the diverse needs of members including visible and non-visible dimensions of diversity
  • The position requires the following Association Competencies: advanced competence in: Effective Interpersonal Communications; Relationship Building and Partnering; Being Results Focused; fundamental competence in: Teamwork and Collaboration; Ethics and Self-Management; Being Member Focused; Valuing Diversity and Social Inclusion.
  • Self-confident and comfort in working with stakeholders at all levels; works well independently and in team environment; demonstrated ability to take initiative
  • Previous experience in media buying / sales

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Employment Type: Full Time
Location: Toronto, ON, CA
Posted on: 2016-11-01
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