The Public Relations Specialist will lead and expand NEFF’s media relations program in order to build up NEFF’s reputation and to increase the public and key audiences’ awareness of NEFF, the organization’s accomplishments, and the organization’s work at a time when NEFF is poised to make a real impact on climate change. S/he will independently execute certain media tasks—including building relationships with reporters, writing and sending press releases, and pitching stories—while collaborating with the Communications Manager to develop and implement a multi-year media relations strategy. The specialist will also write for various NEFF print and digital platforms, create social media content, and assist the Communications Manager with other public relations projects as needed.
The Public Relations Specialist reports to NEFF’s Communications Manager and oversees contractors and interns. The specialist will play a key role in building public support for NEFF’s ambitious Exemplary Forestry Center projects.
Principal Responsibilities
Help lead a team in developing an organization-wide media strategy tailored to key NEFF markets, including Maine, the Boston area and western Massachusetts.
Grow NEFF’s press and media operations.
Develop and maintain relationships with reporters and editors.
Research, write, and edit press releases; pitch stories; and develop talking points, media statements, fact sheets and media kits.
Respond to and coordinate media requests, including identifying appropriate NEFF experts or spokespersons, scheduling interviews, coordinating site visits, and managing image requests.
Manage and post media resources and materials on NEFF websites, including press releases, media mentions, and media kits.
Maintain and update a database of media contacts.
Work with the Communications Manager to identify and train new NEFF spokespersons, and support existing spokespersons.
Help manage NEFF’s Twitter account to promote the most newsworthy elements of NEFF’s work, track relevant topics, engage with reporters and experts in NEFF-adjacent fields, and generally leverage the platform as a media engagement tool.
Track key media topics, and provide digest of relevant stories and happenings to staff.
Write and edit articles for NEFF’s quarterly print newsletter.
Write for other platforms, including NEFF’s blog and email newsletters, as needed.
Copyedit NEFF communications and outreach materials as needed.
Assist the Communications Manager with implementing NEFF’s strategic communications plan.
Preferred Experience and Skills
Bachelor’s degree in a communications-related field—including marketing, communications, English, journalism—or in a forest-related field—including forestry and environmental studies.
Media relations experience, preferably in the non-profit sector.
Must have excellent written and verbal communication skills, and editing and proofreading skills.
Established network of media contacts preferred.
Knowledge of how to gain access to the media by making an issue newsworthy.
Knowledge of how to utilize traditional and contemporary communication tools to create positive public perception.
Strong analytic, strategic-thinking, and research skills.
Proven ability to meet deadlines in a fast-paced environment.
Proven ability to work well independently and as part of a team.
Proficiency in Photoshop, Associated Press style, Microsoft Word, Excel, and PowerPoint.
Professional experience using Twitter as a public relations and media engagement tool a plus.
Videography and video editing skills a plus.
Keen interest in conservation and the environment required; experience in environmental communications preferred.
Must be able to drive and travel regionally.
Comfortable operating in remote locations, on rough terrain and in small planes (we do not expect you to pilot the plane).
Compensation and Other Information
Salary is commensurate with experience. New England Forestry Foundation offers a comprehensive benefit package for full time employees and a friendly working environment. NEFF’s headquarters are located at Prouty Woods in Littleton, Massachusetts, which offers access to hiking trails and a lake for swimming as well as ample parking and easy access to major commuting options. Through mutual agreement with NEFF, the Public Relations Specialist may be primarily based in a range of New England locations, with the expectation of at least monthly attendance at meetings held in Littleton. NEFF has long offered remote work options, and has offered a fully remote working environment during Covid-19. The organization will maintain options for flexible schedules and remote work.
New England Forestry Foundation is an equal employment opportunity employer that does not discriminate on the basis of actual or perceived race, creed, color, religion, alienage or national origin, ancestry, age, disability, marital status, veteran status, sexual orientation, gender, or any other characteristic protected by applicable federal, state or local laws.