Director, Media Relations

Air Canada•Dorval, QC

About The Position

Being part of Air Canada is to become part of an iconic Canadian symbol, recently ranked the best Airline in North America. Let your career take flight by joining our diverse and vibrant team at the leading edge of passenger aviation. Reporting to the Vice President, Corporate Communications, the Director, Media Relations will act as the official spokesperson for Air Canada within his/her area of responsibility, helping to build relationships and awareness of the business. This position has primary responsibility for the design, strategic development and implementation of media relations strategy and tactical response to emerging issues on an ongoing basis to enhance and protect Air Canada’s brand and corporate reputation in social and mainstream media.

Requirements

Proven track record with at least 10 years of experience in communications/public relations, with significant experience in traditional media relations and social media.
Liberal Arts education with work experience in journalism or related field.
Strong national PR industry network and relationships, with a focus on Central Canada.
Broad knowledge and experience in Domestic and International economics, politics and industry customer service strategies.
Demonstrated excellence in written, oral, interpersonal, and presentation skills and track record of working collaboratively and effectively interfacing with senior management, Board of Directors and staff.
Superior analytical and problem-solving skills.
Proven ability to work under pressure in a fast-paced environment and willingness to be accessible 24/7 as business requirements dictate.
Expertise in reputation management.
Strong intuition for interpersonal relationships and relationship building; strong diplomatic and critical listening skills.
Demonstrated ability to secure positive media coverage through innovative and effective use of PR that meaningfully advance reputation strategies.
Positive, enthusiastic, presentable and comfortable speaking in front of large groups, to media and other stakeholders.
Demonstrated experience and understanding of issues and trends in corporate communications in a high-profile, multi-stakeholder, company in a regulated industry.
Demonstrate punctuality and dependability to support overall team success in a fast-paced environment.

Nice To Haves

Knowledge of the airline industry is an asset.

Responsibilities

Develop and implement a proactive media relations and public image strategy that supports the company's business plan, commercial activities and protects Air Canada’s reputation.
Act as corporate spokesperson on key issues.
Establish and nurture productive relationships with key members of the local, national and locally based international media to generate positive visibility for Air Canada and minimize negative coverage.
Provide CEO, executive management and other key internal customers with corporate communications and media relations support and counsel.
Identify developing media issues, evaluate the Company’s image, position with various external sources to provide feedback and recommendations to executive management.
Develop, recommend and implement communications strategies, positioning and plans through traditional, non-traditional and social media to emerging issues affecting the company’s reputation and business objectives in a positive, consistent and timely manner.
Prioritize media and other public appearance opportunities and oversee communication materials (speeches, presentations to investors and others, employee communications and other supporting material) for the CEO and executives.
Write and issue all press releases for the company and develop positioning on all issues pertaining to the Central Canada region. In this role, review and approve all such communications.
Personally give TV, radio, newspaper and magazine interviews as necessary to protect and enhance Air Canada's values and image with investors, customers, the airline industry and the community.
Provide leadership to integrated communications teams (including Sales, Marketing, Investor Relations, Employee and Labour Relations) on major issues requiring communication activity (e.g. route announcements, labour work stoppages and other major operational disruptions).
As a member of the senior communications staff, work closely with other communications professionals in the company (i.e. Corporate, Marketing, and Employee Communications; Government Relations; Regional Markets, etc.).
Participate in development, management and implementation of corporate crisis communications plan.
Seek and write feature articles for external publications.
Pitch stories and pursue leads with key non-traditional media influencers.
Develop and maintain deep industry networks, relationships, and partnerships including online media and influencers that help to drive reputation engagement and spark evangelism.
Lead from the forefront of a rapidly evolving PR profession, executing against traditional approaches with excellence, while aggressively embracing next-generation PR tools and techniques.