Media Relations Manager – Almond Board of California

Modesto, CA. • Bachelor's Degree Required

This exempt level position is distinguished by having primary responsibility for developing relationships with local, regional and national agriculture trade and consumer media on behalf of the almond industry. This person is also responsible for building relationships with internal and external subject matter experts to serve as spokespeople for the industry and managing agency and staff resources. This person should have a deep understanding of media relations and effective communications that will help build trust in the almond industry.

KEY RESPONSIBILITIES: The following duties are typical of those performed by employees in this job title; however, employees may perform other related duties.

Media Relations

  • As first point of contact for inbound agriculture trade and consumer media, conducts media intake and provides recommendation to larger global communications team and public relations agencies for next steps

  • Manages all production-related media opportunities for agriculture trade and consumer media including coordinating interview logistics, identifying and confirming appropriate internal/external spokespeople, interview prep, staffing, and follow-up, including with the appropriate staff teams

  • Develops and maintains relationships with agriculture trade and consumer media and internal/external spokespeople

  • Pitch agriculture trade and consumer media proactively as prescribed by communications campaigns and as opportunities arise

  • Develop briefing materials for internal and external spokespeople to support media opportunities, providing phone or in-person briefings and media training refreshers as necessary

  • In partnership with ABC’s public relations agency, conduct formal media trainings for internal and external spokespeople

  • Develop media responses and statements

  • Staff media opportunities by phone and in person, including attending key industry events as the Almond Board’s media representative

  • Plan and coordinate editorial board meetings with media to build relationships and increase transparency between important outlets and the almond industry

  • Serve as Global Communications team lead for media inquiry support from regions, sharing initial recommendation with Reputation Management lead and Global Communications Director and corresponding with region on next steps

Media Monitoring

  • Primary liaison with ABC’s public relations agencies on media monitoring, including managing and overseeing the daily media monitoring process that tracks almond and Almond Board-related mentions in English-language traditional and social media as it relates to a wide variety of issues and keywords

  • Monitor for and regularly share out trends coverage that is relevant to the almond industry and recommend strategy shifts as needed

  • Serve as team lead regarding monitoring findings, sharing them with Global Communications teams, and others as needed, making recommendations for next steps as appropriate (ex. responses, sharing)

  • Serve as Global Communications liaison to external industry stakeholders sharing key results from media monitoring as it relates to almonds and the Almond Board

  • With agency, and following global processes, maintain monitoring keyword lists and adjust to ensure relevance and that new/upcoming issues are captured

  • Serve as team lead for monitoring questions from regions as well as share relevant regional coverage captured in monitoring

Global Coordination

  • Liaise with Global Communications department, Global Market Development team and others to track upcoming media announcements including press releases and statements

  • Work with marketing regions to ensure, following global processes, that traditional and social media monitoring are in place for key issues, and be a first point of contact for addressing any rising threats or proactively sharing media wins

  • Ensure Global Marketing team compliance with agriculture trade and production-related consumer media processes and protocols, working with Reputation Management (RM) lead and Global Communications (GC) Director to provide counsel for repetitional threats

  • Work with RM lead and Shared Services team to disseminate global content toolkits pertinent to media-related content, following global processes

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