Director of Public Relations

Mountain America Credit Union•Sandy, UT

2d•Hybrid

About The Position

The Director of Public Relations is the enterprise leader responsible for shaping, safeguarding, and advancing Mountain America Credit Union’s public reputation across its multi‑state footprint. Reporting to the VP of Public Affairs/Chief Public Affairs Officer, this role leads an integrated public relations and crisis communications strategy that supports business objectives, mitigates reputational risk, and builds sustained trust with key stakeholders. Serving as a strategic advisor to executive leadership, the Director ensures public relations strategy is closely aligned with—and actively supports—government affairs, community engagement, and Foundation initiatives through intentional collaboration. As Mountain America’s lead media relations strategist, the Director drives proactive storytelling, develops original thought leadership in partnership with subject matter experts, and leads issue‑response communications, cultivating trusted relationships with key media and community partners to reinforce brand credibility and public confidence during high‑impact, reputation‑critical moments. This highly visible role represents Mountain America across television, radio, and digital media, develops strategic narratives for earned media placement, and engages media and community partners throughout the organization’s multi‑state footprint to strengthen trust, credibility, and respect for the Mountain America Credit Union brand.

Requirements

Seven to nine years of similar or related experience leading public relations, strategic communications, media relations, writing, and/or reputation management, including at least five years of experience in crisis communications.
Significant experience tracking and analyzing related data, including earned media valuation.
Experienced with all social media platforms and analytics.
Bachelors in Public Relations, Communications, Marketing, Business or similar field.
Valid Driver’s license with good driving record.
Position requires travel to PR events.
Executive presence with the ability to consult senior leaders during sensitive or high-pressure situations.
Sound judgment under ambiguity and reputational risk.
Experience influencing without authority at the enterprise level.
Ability to balance transparency, regulatory considerations, and brand trust.
Knowledge of html, expert in Microsoft Office Suite required.
General social media knowledge, and third-party advertising and reporting tools.
Excellent presentation, listening, interpersonal, written and oral communication skills.
This position requires a deep understanding of earned media strategies, solid judgment, financial literacy, and the ability to monitor social media networks for potential opportunities as well as measure results.
Proactive, self-starter, self-manager, and tenacity in finding solutions to problems.
Highly creative, energetic, and imaginative with strong conceptual skills.
Effective time management skills required; ability to organize and prioritize efficiently.
Ability to work under deadline pressure and extra hours if needed on assignments.
Strong project management skills.
Prominent knowledge of theory and organizational experience through extensive exposure to complex practices across several different disciplines within Public Relations and Community Engagement.
Leverages knowledge of trends in Public Relations and Community Engagement to influence strategy
Strategic thinking
Leadership and Organization Development
Creates a sense of urgency and accountability in delivering objectives and a culture which fosters innovation and creativity
Leadership and talent management skills
Develops multifunctional leadership
Coaches individuals to reach full potential, builds coaching capability in others
Helps orchestrate talent development and movement across the business unit or function
Leads work effectively and regularly across functions
Responsible for effectiveness of team(s) and performance results
Responsible for a business process in a function of notable risk and complexity
Directs multiple related teams or function with significant and critical organization-wide impact
Operates with autonomy on operational matters, accountable to Leadership
Has budget responsibility
Actively develops strategic plan for the function or business processes with CPAO
Sets objectives for self and/or a team/project members
Delivers the results that have a tangible impact for function or business process
Adapts strategy to changing conditions
Identifies external threats and opportunities and adapts strategy to changing conditions
Strategic planning horizon generally 1 - 3 years
Applies company-level financial and economic perspectives to decision making and problem solving
Uses substantial intuition and experience to complement data
Gathers and analyzes information at an expert level
Manages the resolution of complex or unusual business problems
Applies analytical thinking, problem identification and solving and decision making
Implementation of solutions requires a medium-term view
Ability to sit, talk, and hear consistently.
Close vision (clear vision at 20 inches or less)
Distance vision (clear vision at 20 feet or more)
Color vision (ability to identify and distinguish colors)
Ability to lift up to 10 pounds frequently and up to 25 pounds occasionally

Nice To Haves

Masters degree preferred.
Proficient in Photoshop, InDesign, preferred but not required.

Responsibilities

In partnership with the Chief Public Affairs Officer and Chief Marketing Officer, develop and steward the enterprise public relations and reputation strategy across the organization.
Design integrated PR strategies aligned to organizational priorities and risk posture with measurable increases in employee, member, and public engagement. Notable emphasis on increasing share of voice and earned media value.
Protects the credit union enterprise reputation and proactively mitigates reputational risk
Leads, manages, trains, develops, mentors, and hires qualified, capable, and talented individuals who will execute the PR strategy across Mountain America through effective and proper partnerships.
Lead and train the existing PR Ambassadors group at Mountain America, representing each of the multiple regions; collaborate with, and involve Community Engagement teams.
Lead internal media training for all selected spokespeople representing specific areas of expertise.
Builds media and business networks.
Boosts visibility, business growth opportunities, and share of voice across all communities.
Support Business Services to drive new business with identified audiences.
Achieves established goals for monthly and annual earned media, PR campaigns, media campaign objectives, as well as communication campaigns and event ROIs which directly impact the bottom line.
Provides monthly reporting and analysis of on- and offline metrics; campaign ROIs and recommendations for revising PR plans to increase performance.
Serves as spokesperson with media as needed; schedule and staff media engagement, in coordination with other members of the Public Affairs team; coordinate the weekly and monthly paid segments.
Identifies emerging issues, external threats, and opportunities to proactively adapt PR strategy to meet the Mountain America goals and objectives
Ensures compliance, integrity and security of organization’s off and online reputation as it appears in media.
Researches and analyzes current industry best practices and tools to recommend enhancements to the current plans.
Oversees writing of press releases and original subject matter expert articles.
Manages organizational projects and internal/external relationships to effectively serve the organization’s media/event needs.
Fortifies media relations (local, state, and national) to ensure Mountain America’s ongoing positive public image in the media.
Successfully pitches and places press releases and feature stories.
Owns Mountain America’s enterprise public crisis communications strategy, including preparedness, response protocols, escalation paths, and post-incident reputation recovery.
Serves as the PR lead consultant during crises, coordinating messaging across executives, legal, risk, operations, and marketing.
Consults senior leadership on reputational risk, message strategy, and external response during sensitive or high-impact situations.
Leads scenario planning, tabletop exercises, and ongoing readiness for potential reputational threats.
Performs other duties as assigned.