Media Relations Manager (Bureau Manager)

City-of-Norfolk,-V; Norfolk (VA); On-site; USD 85,000 - 115,000; Full time

Job summary

The City of Norfolk, Virginia seeks an experienced Media Relations Manager to lead interactions with local, regional, and national media. The role develops media strategies, coordinates press activities, and serves as a spokesperson when designated, ensuring clear, timely communication on city initiatives.

Responsibilities include preparing executives and SMEs for media engagements, monitoring coverage, and integrating digital media into strategies.

Qualifications

• Minimum of five years of professional experience in public relations, strategic communications or media relations.
• Bachelor’s degree is required.
• Experience in government, public sector communications, or high profile organizations.
• Crisis communications training or experience handling sensitive/high-visibility messaging.
• Familiarity with media monitoring tools, analytics platforms, and newsroom software.
• Experience preparing executives or public figures for media engagement.

Responsibilities

• Develop and execute comprehensive media relations strategies across print, broadcast and digital media.
• Build and maintain relationships with journalists and communications partners.
• Draft/edit press releases, advisories, briefings and remarks.
• Plan and facilitate press conferences, interviews and media events with logistics and messaging.
• Monitor news coverage and provide analysis to leadership.
• Collaborate with internal departments to align messaging.
• Coach leadership and SMEs for media appearances.
• Manage crisis communications with leadership for timely responses.
• Maintain media contact lists and reporting on outreach.

Skills

Public relations

Strategic communications

Media relations

Crisis communications

Media monitoring

Education

Bachelor's degree

Tools

Newsroom software

Analytics platforms

Media tracking tools

Job description

Norfolk, Virginia is America's most authentic and urban waterfront city. Home to the world's largest naval station and the business, arts, and cultural center of Coastal Virginia, Norfolk has been rated a top place to live, work, play, and raise a family by numerous publications. Working for the City of Norfolk is an opportunity to make a real difference in the lives of others. With our commitment to competitive pay and a strong retirement package, you can do good for your community and do well for yourself. Join a caring workplace that proudly celebrates uniqueness, authenticity, and a shared commitment to improving the lives of our residents.

The City of Norfolk’s Department of Communications & Marketing provides clear, timely, and consistent communication to residents, media, and stakeholders. The department leads media relations, public messaging, strategic outreach, and emergency communications to support transparency and strengthen public understanding of city initiatives.

The Media Relations Manager leads the City of Norfolk’s interactions with local, regional and national media outlets to ensure clear, accurate and timely communication of key initiatives, programs and policies. This role develops media strategies, coordinates press activities, serves as a primary spokesperson when designated and works closely with internal stakeholders to promote transparency and strengthen the City’s public image. The Media Relations Manager oversees media inquiries, messaging and narratives while upholding communication best practices and organizational standards. The Media Relations Manager will also develop media and presentation training for subject matter experts (SME) and prepare SMEs ahead of media appearances.

• Develop and execute comprehensive media relations strategies that elevate the City of Norfolk’s priorities and support proactive communication.
• Build and maintain strong relationships with journalists, editors, producers and communications partners across print, broadcast and digital media.
• Draft, edit and distribute press releases, media advisories, briefings, talking points and prepared remarks.
• Plan and facilitate press conferences, interviews and media events, including logistics, messaging and speaker preparation.
• Monitor news coverage, trends and emerging issues; provide regular analysis and recommendations to department leadership.
• Collaborate with internal departments to identify story opportunities and ensure consistent messaging across initiatives.
• Prepare leadership and subject matter experts for media engagement through coaching, briefing materials and message alignment.
• Manage crisis communications activities in partnership with leadership, ensuring timely and coordinated response.
• Maintain media contact lists, evaluation metrics and reporting on outreach efforts and coverage.
• Support digital and social media integration into media strategies as needed.
• Serve in the Joint Information Center (JIC) when activated.

A minimum of five (5) years of professional experience in public relations, strategic communications or media relations is required. A bachelor’s degree is required.

• Experience working in government, public sector communications, or high profile organizational environments.
• Crisis communications training or experience managing sensitive or high visibility public messaging.
• Familiarity with media monitoring tools, analytics platforms, and newsroom software.
• Experience preparing executives or public figures for media engagement.

• Valid Driver's License required.