Director of Public Relations & Communications

About the Role

The Director of Public Relations & Communications is responsible for protecting and strengthening the YMCA of Silicon Valley's reputation through strategic communications, media relations, public relations, crisis communications, executive communications, and social media oversight. This leader serves as the organization's primary communications strategist, builds trusted relationships with media and community stakeholders, and delivers messaging that elevates the YMCA's impact throughout Silicon Valley.

The Director serves as the primary communications advisor to the CEO and executive leadership team and partners closely with Marketing Strategy, Brand & Creative Services, Development, Human Resources, and Operations to ensure consistent, timely, and effective communications across the association.

Qualifications

• Bachelor’s Degree in Communications, Journalism, or related field or at least 5 years of experience as a communications professional
• Background in PR, including experience drafting press releases, pitching media, and developing long-term media relationships
• Exceptional communication skills, including speaking and writing, with experience developing executive communications and media materials
• Ability to maintain confidentiality with sensitive information
• Demonstrated success building relationships with journalists and securing earned media
• Experience serving as an organizational spokesperson and preparing executives for media interviews
• Experience developing and executing crisis communications strategies
• Experience with social media management and execution
• Experience working with nonprofit organizations, government agencies, or mission-driven organizations preferred

Responsibilities

Public Relations & Media Relations

• Develop and execute the YMCA's public relations strategy to increase visibility, awareness, and credibility
• Build and maintain strong relationships with local, regional, and national media
• Proactively identify and secure earned media opportunities
• Write and distribute press releases, media advisories, fact sheets, talking points, and media kits
• Monitor media coverage and identify opportunities to amplify positive stories
• Track media performance and provide regular reporting on earned media results

Executive Communications & Spokesperson

• Serve as the primary communications advisor to the CEO and executive leadership team
• Prepare executive messaging, speeches, presentations, talking points, opinion pieces, and public statements
• Coordinate media interviews and prepare organizational spokespersons for interviews and public appearances
• Serve as the organization’s spokesperson when appropriate

Crisis Communications

• Develop and maintain crisis communication plans and response protocols
• Lead communications during organizational incidents, emergencies, and reputation management situations
• Prepare holding statements, FAQs, internal communications, and media responses
• Coordinate with executive leadership to ensure timely, accurate, and transparent communication
• Conduct crisis communication training and media preparedness for leadership

Social Media Strategy & Management

• Develop and execute the YMCA of Silicon Valley's social media strategy to increase brand awareness, community engagement, and mission impact
• Create, write, publish, and manage content across the YMCA's social media channels, ensuring timely, engaging, and mission-driven communications
• Develop social media content for organizational announcements, community impact stories, advocacy efforts, fundraising campaigns, executive communications, and crisis situations
• Collaborate with the Brand & Creative Services team to develop compelling visual content and ensure brand consistency across all social platforms
• Monitor social media channels for community engagement, emerging issues, and reputation risks, responding appropriately and escalating concerns when necessary
• Stay current on emerging social media trends, platform updates, and best practices to continually strengthen the YMCA's digital presence

Organizational Communications

• Ensure consistency of messaging across all communications
• Maintain communication standards that reflect the YMCA brand and mission

Issues & Reputation Management – Public Affairs/Community Relations

• Monitor emerging issues, legislative developments, and community conversations that could impact the YMCA
• Position the YMCA as a trusted community leader on issues impacting youth, families, and healthy communities
• Develop proactive communication strategies to address sensitive topics and protect organizational reputation
• Advise executive leadership on reputational risks and stakeholder communications before issues escalate

Cause-Driven Leadership Competencies

• Change Leadership: Facilitates, co-creates, and implements equitable change for the good of the organization and/or community
• Engaging Community: Builds bridges with others in the community to ensure the Y’s work is community-focused and welcoming of all, providing community benefit
• Philanthropy: Secures resources and support to advance the Y’s work
• Volunteerism: Engages volunteers and promotes social responsibility at all levels of the organization
• Collaboration: Creates sustainable relationships within the Y and with other organizations in service to the community
• Communication & Influence: Listens and expresses self effectively and in a way that engages, inspires, and builds commitment to the Y’s cause
• Inclusion: Values all people for their unique talents and takes an active role in promoting practices that support diversity, inclusion, and global work, as well as cultural competence
• Critical Thinking & Decision Making: Makes informed decisions based on logic, data, and sound judgement
• Fiscal Management: Manages the Y’s resources responsibly and sustains the Y’s nonprofit business model
• Functional Expertise: Executes superior technical skills for the role
• Innovation: Creates and implements new and relevant approaches and activities that improve and expand the Y’s work and impact in the community
• Program/Project Management: Ensures program or project goals are met and intended impact occurs
• Developing Self & Others: Develops self and supports others (e.g., staff, volunteers, members, program participants), both formally and informally, to achieve their highest potential
• Emotional Maturity: Demonstrates ability to understand and manage emotions effectively in all situations