Public Relations Manager

Description

Job Scope:

The Public Relations Manager is a strategic communicator and relationship builder responsible for amplifying Sunward Federal Credit Union’s reputation and visibility in the communities we serve. This role leads day-to-day public relations efforts, ensuring messaging, campaigns, and community initiatives are executed consistently, accurately, and in alignment with organizational standards. This position collaborates with internal stakeholders, community partners, and media outlets to strengthen the brand, build trust, and support Sunward’s growth and purpose-driven mission.

Essential Functions

• Develop and execute a comprehensive PR & External Communications strategy that elevates Sunward’s brand and positions the credit union as a trusted, forward-moving financial partner, ensuring day-to-day operational execution meets organizational standards.
• Identify earned media opportunities and create storylines that align with business priorities and community impact, monitoring quality and adherence to messaging standards.
• Partner with Marketing, Community Engagement, and Executive Leadership to ensure alignment of brand voice and messaging.
• Build and maintain strong relationships with local, regional, and industry media outlets.
• Develop media pitches, press releases, media kits, and talking points to secure positive coverage, ensuring operational consistency and adherence to communication protocols.
• Support executive visibility and thought leadership through contributed articles, speaking opportunities, and industry recognition.
• Lead the submission process for local, regional, and industry awards, highlighting Sunward’s impact, innovation, and leadership.
• Partner with internal stakeholders to identify storylines, collect data, and develop compelling award entries, ensuring execution is accurate and timely.
• Cultivate partnerships with local organizations, nonprofits, and influencers to expand community impact and brand awareness.
• Oversee planning and promotion of community initiatives, events, and sponsorships in collaboration with cross-functional teams, ensuring operational workflows and deadlines are met.
• Coordinate with leadership on credit union league activities, advocacy efforts, and relationship-building with policymakers and community leaders.
• Support external communications related to legislative or regulatory initiatives when needed, applying practical judgment to maintain accuracy and alignment with policies.
• Serve as a key partner in reputation management and crisis response, preparing materials and statements as needed.
• Integrate social media strategy with broader external communications goals to tell cohesive, community-focused stories, monitoring execution and providing feedback to ensure alignment.

Requirements

Qualifications:

Experience and Education

• 6+ years of professional experience in public relations or communications, including hands-on experience in media relations, crisis management, and external communications. Demonstrated ability to manage day-to-day operational execution of PR initiatives while maintaining strategic alignment with organizational goals.
• Experience in financial services, technology, or mission-driven organizations is preferred, providing familiarity with regulatory considerations, member-focused communications, and community engagement priorities.
• Bachelor’s degree in communications, public relations, journalism, marketing, or a related field. This educational foundation supports strategic planning, effective storytelling, and professional credibility in media and community relations.

Leadership Competencies

• Skilled in building and maintaining relationships with internal stakeholders, media, and community partners. Capable of influencing outcomes without formal authority, promoting collaboration and alignment across departments.
• Applies strategic thinking to operational and programmatic initiatives, balancing immediate execution needs with long-term objectives. Strong creative problem-solving skills to address workflow, communication, and engagement challenges.

Knowledge

• Strong understanding of operational workflows, compliance standards, and communication protocols in a team-based environment. Knowledgeable in processes for media engagement, crisis response, and reputation management.
• Deep understanding of how to cultivate relationships with media, community organizations, and internal stakeholders to amplify organizational messaging and drive impact.
• Proficient in Microsoft Office applications (Word, Excel, PowerPoint, Outlook) to manage communications plans, reporting, and presentations.

Skills/Abilities

• Exceptional writing, storytelling, and interpersonal communication skills, with the ability to craft messages that resonate with diverse audiences. Strong presentation skills and executive-level poise for interactions with senior leaders, media, and external partners.
• Strong project management skills, including the ability to plan, prioritize, and execute multiple initiatives simultaneously while meeting deadlines. Exceptional attention to detail and accuracy in all deliverables.
• Demonstrates flexibility and composure under pressure, adjusting priorities as needed to respond to urgent issues, crises, or changes in operational requirements.
• Skilled at working collaboratively within a team environment, ensuring consistent execution of communications strategies.

Physical Requirements/Work Environment

• Primarily office-based, involving sedentary work with occasional walking, standing, or bending for meetings, events, or community engagement activities.
• Regular use of computers, phones, and other standard office equipment.
• Requires clear verbal and written communication with media and community stakeholders.
• Occasional travel to offsite events or media interviews, including moderate lifting of materials or supplies (up to 25 lbs).
• Fast-paced and collaborative work environment with standard business hours Monday through Friday.
• Occasional evenings or weekends may be required to support events, community initiatives, or crisis communications.
• Interaction with internal stakeholders, community partners, media representatives, and the public.
• May involve managing high-pressure situations related to public relations, crisis communications, or sensitive organizational matters.