Director, Media Relations and Social Media

Washington Metropolitan Area Transit Authority; Washington (District of Columbia); On-site; USD 180,000 - 240,000; Full time

Job summary

Washington Metropolitan Area Transit Authority is seeking a Director, Media Relations and Social Media to lead Metro's external communications strategy, overseeing media relations, social channels, and crisis communications. The role partners with the Vice President of Communications and senior leaders to shape Metro's narrative and support regional transit priorities.

You will mentor a team, coordinate press conferences, monitor sentiment, and craft messaging for stakeholders across the region

Qualifications

• Extensive experience leading external communications programs.
• Proven ability to manage media relations and crisis communications at scale.
• Strong leadership and team mentorship skills.
• Strategic thinker with digital content strategy expertise.

Responsibilities

• Develops and leads comprehensive communications programs articulating Metro's mission.
• Directs media relations activities and manage a 24-hour on-call media team.
• Leads high-impact campaigns for priority initiatives in line with leadership.
• Monitors social media for sentiment and implements timely response strategies.
• Tracks tech trends to galvanize adoption of emerging platforms.
• Collaborates with internal/external partners for media and social planning.
• Advises leaders for media engagements with key messages and talking points.
• Oversees creation of press materials and media kits.
• Evaluates coverage effectiveness using data to refine strategy.

Skills

Media relations

Crisis communications

People management

Digital content strategy

Job description

The Director, Media Relations and Social Media oversees and manages the day-to-day responsibilities of Metro's external communications strategy, which includes media relations and all social media channels. The incumbent is a seasoned professional with proven experience in media relations, crisis communications, people management, and digital content strategy. The Director supports the Vice President of Communications and is tasked with developing and implementing strategic communication initiatives that enhance Metro's reputation, promote service excellence, and effectively convey key messages to internal and external stakeholders in a fast-paced, deadline-driven environment. The Director, Media Relations and Content plays a critical role in shaping Metro's narrative and ensuring effective communication with all publics, ultimately contributing to the organization's growth and brand affinity within the region.

Principal Job Duties

• Develops and leads comprehensive communications programs that articulate Metro's mission and values, focusing on enhancing public support for ridership and regional transit priorities. Ensures messaging highlights progress in critical policy areas such as safety, reliability, and financial stewardship.
• Directs all media relations activities and manage an active media team with rotating 24-hour on-call responsibilities. Leads the communications response during service disruptions or emergencies and demonstrate appropriate levels of sensitivity and discretion when responding to incidents in real time.
• Spearheads the creation of high-impact communications campaigns for priority initiatives, including key policy matters, talent recruitment, and customer experience enhancements, in alignment with directives from the Vice President of Communications and the Senior Executive Team.
• Actively monitors social media and owned channels for positive and negative sentiment, ensuring proactively response strategies are executed and implemented in a timely manner.
• Tracks technology and industry trends, helping to galvanize adoption around emerging platforms to keep Metro relevant.
• Leads communications and social media planning by collaborating with internal and external partners.
• Fosters strong relationships with internal departments to coordinate media relations and social media activities, including press conferences, interviews, and subject-matter experts positioning, ensuring a cohesive and strategic approach to extending Metro’s narrative.
• Advises and prepares the General Manager, Senior Executive Team, and subject‑matter experts for media engagements, ensuring they are equipped with key messages and talking points to maximize positive coverage.

Other Duties

• Advises and prepares the General Manager, Senior Executive Team, and subject‑matter experts for media engagements, ensuring they are equipped with key messages and talking points to maximize positive coverage.
• Oversees the research, writing, and editing of a wide range of communication materials, including press releases, talking points, social media content, and media kits. Ensure that all materials align with Metro's strategic objectives and messaging.
• Evaluates the effectiveness of media-related coverage and social media campaigns across various channels, utilizing data and insights to refine communication strategies and enhance overall impact.
• Leverages technology and digital platforms to disseminate news and updates related to Metro across all owned channels, ensuring timely and accurate communication to stakeholders.
• Cultivates and maintains professional relationships with reporters and media outlets to establish credibility and foster fair coverage of issues critical to Metro.
• Identifies, monitoring, and tracks key social media accounts.
• Provides mentorship and guidance to a team of direct reports in both media relations and digital communications functions.
• Maintains and promotes awareness and accountability with safety policies and procedures while performing job functions. Promotes a positive safety culture and encourages reporting of safety concerns consistent with our Agency Safety Plan, other regulatory requirements within the Safety Management System and just culture principles.

The functions listed are not intended to limit specific duties and responsibilities of any particular position. Nor is it intended to limit in any way the right of managers and supervisors to assign, direct and control the work of employees under their supervision.