Lead, Media and Public Relations

About the role

Canadian Blood Services is looking for a Regular full-time Lead, Media and Public Relations to join our dynamic Communications team in our Donor Engagement and Corporate Reputation (DECR) division.

The Communications team empowers and motivates individuals to join Canada’s Lifeline by creating engaging content, building brand affinity and preserving confidence in Canadian Blood Services.

As the Lead, Media and Public Relations, you are dynamic, adaptable and energized by challenge. You are imaginative, curious and always looking for new ways to capture attention and spark conversation. You will play a strategic role in building public trust, enhancing Canadian Blood Services’ brand, and advancing our mission, vision and values through proactive, data-informed, innovative communications. You will lead the development and execution of public and media relations strategies that reflect the evolving nature of communications and are designed to enhance the organization’s reputation and strengthen recruitment efforts. You will act as a thought partner to colleagues and senior leaders, identifying emerging trends, issues and opportunities. To achieve success, you will collect and analyze relevant data to inform effective communications strategies and plans. You will explore and embrace emerging technologies, incorporating new tools to enhance your work, and champion new opportunities for the broader communications team.

Formula for success

• Harnessing your demonstrated knowledge and expertise, you will identify and lead creative public and media relations strategies that strengthen brand credibility, build trust and support organizational priorities.
• Focusing on your innovative and continuous growth mindset, you will explore and recommend action on emerging trends, technologies and narratives that shape public perception and serve to enhance recruitment and community engagement.
• Using your excellent presentation and coaching skills, you will lead the organization’s media training program, preparing Canadian Blood Services spokespeople for interviews and public appearances, with constructive feedback, and coaching and supporting communications colleagues across the country to deliver training as needed.
• Leveraging your experience with media monitoring and analysis, you will use data analytics tools to listen, measure and report on communications effectiveness.
• Building on your key learnings from media and engagement metrics, you will translate your insights into actionable recommendations that inform strategy, identify opportunities, improve outcomes and support organizational priorities.
• You will advise on strategies that help ensure Canadian Blood Services is accurately represented, including in generative AI outputs and search results.
• Leaning into your experience with issues management, you will contribute to the development of communications playbooks for crisis and reputation management.
• You will provide informed public relations support around active issues involving social media and in addressing matters that may impact corporate reputation.
• As a seasoned spokesperson, you will represent Canadian Blood Services in media interviews and public forums, nationally and locally in British Columbia, to further corporate goals, build brand affinity and foster meaningful community connections.
• Applying your strong media relations and organizational skills, you will coordinate national media availabilities, including press conferences and scrums.
• Drawing on your strong multimedia content creation skills, you will identify opportunities and capture compelling content to contribute to multimedia content strategies aligned with Canadian Blood Services brand and mission.
• You will support internal communications efforts, including gathering multimedia assets and local storytelling.
• You will be responsible for providing on-the-ground communications support for regional initiatives and public engagement events. 

Desired education and skills

• University degree in Public Relations, Communications, Journalism or related field.
• Minimum 5+ years of professional experience in public/media relations, strategic communications, or journalism.
• Proven track record in public relations and engagement, proactive communications, earned media, and strategic storytelling.
• Analytical mindset with experience using data to inform strategy and measure impact.
• Leverage AI tools to optimize content creation, support strategy planning and development, and strengthen analysis and reporting.
• An exceptional writer with the ability to tailor messaging according to audience and medium.
• Ability to communicate complex, ethical, or scientific concepts clearly to general audiences.
• Strong multimedia content creation skills (video, graphic, written).
• Experience in a healthcare or regulated environment is an asset.
• Bilingualism or proficiency in a second language (e.g., French, Mandarin, Punjabi) is an asset.
• An equivalent combination of education, training and experience may be considered.

What we offer you

• 4 weeks' vacation
• Annual performance award up to 8%
• Comprehensive group health, dental and vision benefits for you and your family
• Defined benefit pension plan
• Employee discounts, wellness program, professional resources

What you can expect

• This role will work in a hybrid environment with requirements to be onsite at Canadian Blood Services location 40% of the time/days of the week.
• You will work Monday to Friday, 37.5 hours per week, 7.5 hours per day.
• You may be expected to travel a couple of times per year, and as required.