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Description

Position Overview

Public Relations Manager

Public Relations (PR) Manager oversees and executes the Louisiana SPCA's public relations strategies to enhance the organization's reputation, raises awareness of its mission, programs, services, and needs and engages with current and potential supporters. The PR Manager is responsible for shaping and utilizing the organization's voice, building brand awareness, and ensuring consistent messaging across all platforms.  The PR Manager drives a unified, mission-driven narrative that effectively communicates the LASPCA's purpose, goals and objectives.  

The PR Manager's success leads to:

1. Increased Awareness - More people know about the organization's mission, programs, and impact.
2. Higher Donor Engagement - More donations and long-term funding support.
3. Growth in Volunteers - More individuals contribute time and skills to support initiatives.
4. Expanded Client Reach - More community members access the LASPCA's services.
5. Stronger Community Relationships - Partnerships with businesses, media, and other organizations grow.
6. Positive Public Image - The nonprofit is seen as trustworthy and effective.
7. Media Coverage & Recognition - More press coverage, thought leadership opportunities, and credibility.

Organizational Alignment

At the Louisiana SPCA, we make a difference in the lives of people and pets because we believe everyone deserves a humane community.  We protect, promote and advocate for the wellbeing of companion animals in Louisiana.  Our team members are compassionate towards people and pets, adaptable, creative problem solvers, inclusive and humbly confident.  

Key Responsibilities:

Public relations/Events Management

• Create and execute communication strategies to promote the LASPCA's program, services and acquire new clients, donors, and volunteers.
• Lead internal communication strategies including managing the internal communication channels and platforms to keep team members and volunteers informed and engaged. 
• Leads content creation by collecting, writing and sharing stories for distribution through various channels (including but not limited to social, appeals, newsletters . . .) that illustrate alignment with our core values, our impact, and strategic goals.
• Prepare materials for and attend tabling events to raise awareness of the LASPCA's programs, services, and fundraising opportunities in addition to coordinating speaking engagements, panel discussions, and other public appearances for LASPCA team members and leadership.

Media Relations

• Develop and maintain relationships with media outlets and influencers. Pitch stories and provide complete story packages to editors, reporters, and news stations to increase positive media coverage.  When needed, manage press conferences and media tours.
• Craft and distribute compelling press releases, media advisories, speaking and award submissions.
• Manage and, when possible, expand recurring media appearances including TV, print, radio and other emerging channels.
• Write and edit articles, blog posts, and other content for different media sources.  

Branding

• Create brand narrative, vocabulary and voice/tone to maintain consistency across all internal and external communications. 
• Stay up to date on the latest technology and industry news and suggest proactive strategies and tools to increase efficiency and impact.  
• Develop cohesive and impactful messaging for events, promotional materials, and donor touchpoints that inspire giving and build loyalty.

Crisis Communications

• Conduct social listening to spot opportunities for real-time engagement and emerging reputational issues, taking actions to de-escalate when needed.
• Manage public relations issues, respond to media inquiries, and develop responses to potential negative situations.
• Develop and execute crisis and disaster communication plans and serve as the Public Information Officer during emergency events.

Customer Experience

• LMA the team that response to inquiries online, via telephone or in person.  
• Provide team members with key talking points, create scripts, and verify that the customer experience process is followed by all (FBA).
• Identify and implement strategies to increase impact as well as metrics that verify impact.

Reporting and Analysis

• Monitor media coverage and public perception of the LASPCA.
• Track the effectiveness of PR campaigns and adjust strategies as needed.

Requirements

Qualifications

Education & Experience

• Bachelor's degree in Public Relations, Communications, Marketing, Journalism, or a related field.
• Minimum of 3-5 years of experience in public relations, media relations, or communications, preferably in the nonprofit or animal welfare sector.
• Experience developing and executing PR campaigns, media outreach, and brand awareness initiatives.
• Strong background in digital communications, including social media, website content management, and email marketing.

Skills & Competencies

• Excellent written and verbal communication skills, with the ability to craft compelling stories and messaging.
• Strong media relations skills, including experience pitching stories and working with journalists.
• Proficiency in social media platforms (Facebook, Instagram, X/Twitter, LinkedIn) and digital marketing tools.
• Experience with fundraising campaigns, donor communications, and event promotion.
• Ability to track and analyze PR performance using tools like Google Analytics or social media insights.
• Strong organizational skills and ability to manage multiple projects simultaneously.
• Passion for animal welfare and commitment to the organization's mission.

Preferred Qualifications

• Experience with graphic design and content creation tools (Canva, Adobe Suite).
• Knowledge of crisis communication and reputation management strategies.

Physical Requirements

Work Environment

The role primarily operates in an office setting.  The work environment may include exposure loud noise, chemicals used for cleaning, nut products used for animal treats, and animals (such as cats, dogs, rabbits, birds and horses) who may bite or scratch.  

Travel between multiple campuses and locations across south Louisiana for events is required.  

Physical Demands

Ability to work on a computer for prolonged periods; lift up to 20 pounds of supplies for events

Hours

Schedule may vary week to week. Events or meetings on weekends and evenings may be required.  

Compensation:

$55,000- $70,000 based on experience.

Benefits include but not limited to:

• Health Insurance, Life Insurance, 401K match 
• PTO and paid holidays 
• Qualification and assistance for Public Service Loan Forgiveness