Director of Media Relations

The Communications & Marketing Department is responsible for advancing the Library’s mission and priorities through the promotion of its services, resources, locations, collections, programs, events, and exhibitions to a broad array of audiences and communities, both external and internal. Leveraging both print and digital platforms and channels, the Department positions the Library as a cultural and educational leader and seeks to attract and engage new audiences across New York City and around the world.

The Director for Public Relations (PR) develops creative, proactive press strategies to promote NYPL priorities and makes sure these strategies are properly executed. Additionally, the Director is responsible for overseeing incoming press requests. It is a fast-paced environment that involves every aspect of PR, from long-term planning for Library campaigns and initiatives to quickly turning around breaking news and crisis comms requests – sometimes all in the same day. Although there is a team of publicists who will report to the Director, because of the nature and volume of requests that the Library receives, the Director should be ready and willing to pitch reporters and handle incoming requests when the need arises.

Candidates must have strong management skills, a deep understanding of local and national news and what makes a story, as well as relationships with reporters and editors. The ideal candidate will be a hands-on manager who is passionate about finding and placing stories that promote the many offerings of the Library, both locally and nationally. This candidate will be the lead contact for press inquiries for the Library.

We are looking for someone we can count on to:

Own:

Strategy for upcoming Library events that are potentially of interest to the media, including op-eds, talking points, press releases, media advisories
Responses for all incoming press requests, including crisis communications
Management of the Media Relations Team, including helping to mentor and grow staff
Long-term press strategy and rapid response
Some external communications, including patron emails

Teach:

Media relations best practices for staff, including pitching, clear and concise talking points, statements to reporters
How to function as a team to ensure the best possible outcome for the Library, from planning to execution and results reporting

Learn:

Everything about the Library’s vast collections and offerings so that we can spread the word about all that NYPL does to inspire lifelong learning and strengthen communities

Improve:

Internal systems and processes to help the team run even more efficiently

Some expectations for this role are that within:

1 month, this person will:

Familiarize themself with the entirety of the Communications & Marketing Department, which includes graphic designers, editors, publicists, a videographer, a photographer, and digital communications (including social media).
Handle incoming press requests
Begin press strategy for upcoming Library events, campaigns, launches

3 months, this person will:

Lead press strategy for upcoming Library events, campaigns, launches
Begin putting in place systems and processes to make the Public Relations team run more efficiently.

6 months and beyond, this person will:

Develop a media strategy for the Library that targets the many communities we serve to educate patrons and future patrons on all of our programs, services and resources
Find stories in the Library and developing plans to pitch them to press
Develop processes and systems for the Public Relations team to achieve maximum efficiency

Responsibilities:

Manage a team of publicists
Develop and execute long-term press strategy for Library campaigns, initiatives, and events, as well as overseeing NYPL’s rapid response, including breaking news and crisis communications
Develop and manage press events
Develop and maintain strong media relationships
Work with staff across the organization to develop story ideas that support the strategic priorities of the library
Write talking points, remarks, op-eds, one-pagers
Preps NYPL leadership for interviews
Develops regular reports documenting the performance of Public Relations
Monitors expenditures and oversees Public Relations budget
Mentors staff with an eye towards their professional growth

Required Education & Certifications

Bachelor's degree preferred, but not required with 8-10 years of relevant work experience

Required Experience

8-10 years of relevant work experience working in and with media
Experience managing a team of employees
Crisis communications, rapid response, and long-term media planning
Project management experience is a plus

Required Skills

Excellent written and verbal communication skills
Strong manager
Creative thinker
Highly organized
Understanding of press and public relations
Ability to multi-task and perform under pressure
Develop strategy and execute on strategy

Managerial/Supervisory Responsibilities

Manages a team of five people

Core Values

All team members are expected and encouraged to embody the NYPL Core Values:

Be Helpful to patrons and colleagues
Be Resourceful in solving problems
Be Curious in all aspects of your work
Be Welcoming and Inclusive

Work Environment

Hybrid work environment (3 days in office; 2 days remote)/office setting

Physical Duties

May require travel within New York City