Public Relations Director

This position reports to the Chief Engagement Officer and is eligible to work anywhere within our council footprint in northeastern or north-central Wisconsin (Appleton, Green Bay, Wausau).

Position Summary

The Public Relations Director leads GSNWGL’s public visibility efforts by identifying, capturing, and sharing the stories that demonstrate the relevance and impact of Girl Scouts throughout our council. This position serves as the council’s primary media relations professional, developing relationships with local media outlets while proactively identifying opportunities to increase awareness of Girl Scouts through earned media, storytelling, photography, video, and community engagement. 

Working closely with Brand & Communications, Mission Delivery, Community Engagement, Fund Development, Product Program, and Service Area Teams, this position travels throughout the council to document Girl Scout experiences to keep the impact Girl Scouts has on girls, volunteers, and families top of mind for communities.  

The Public Relations Director supervises the Digital Marketing & Communications Coordinator to ensure consistent storytelling across media relations, social media, newsletters, Rallyhood, and other digital communication channels.

Key Responsibilities

Public Relations & Media

· Develop and implement the council’s public relations strategy to increase visibility and awareness across all regions.

· Build and maintain relationships with local news outlets [newspapers, television stations, radio stations, digital publications, and community media partners].

· Write and distribute press releases, media advisories, feature stories, and public statements.

· Coordinate media interviews and serve as the primary liaison between media representatives and council leadership.

· Monitor media coverage and identify opportunities for proactive storytelling.

Storytelling & Content Development

· Travel throughout the council to capture stories, photography, video, testimonials, quotes, and Girl Scout experiences, along with the proper media releases.

· Attend programs, camps, ceremonies, volunteer recognitions, community events, and special activities to document the Girl Scout experience.

· Identify compelling stories that highlight girls, volunteers, alum, donors, community partners, board members, and staff.

· Build and maintain a library of high-quality photos, videos, testimonials, and success stories for council use. Prioritize local, GSNWGL, assets when possible.

· Collaborate with staff to identify stories that align with strategic priorities, fundraising campaigns, membership growth, and advocacy efforts.

Brand Visibility

· Partner with Community Engagement, Mission Delivery, Fund Development, Product Program, and Service Area Teams to increase community awareness through strategic storytelling.

· Ensure messaging reflects the Girl Scout brand while highlighting local impact.

· Support crisis communications and public messaging when necessary.

Leadership & Collaboration

· Supervise the Digital Marketing & Communications Coordinator.

· Collaborate on social media strategy, newsletters, Rallyhood communications, website, and Volunteer Collective content.

· Develop editorial calendars and storytelling priorities

· Support organizational campaigns including the Girl Scout Cookie Program, recruitment, fundraising, advocacy, and volunteer appreciation.

Additional duties as assigned.

Competencies and Areas of Expertise

· Communication – Exceptional written, verbal, and visual communications skills with strong attention to grammar, storytelling, and brand voice.

· Media Relations & Public Speaking – Builds on the organization’s strategic messages to foster relationships, and maintains composure under pressure, to shape public perceptions.

· Brand Management – Maintains consistent messaging and visual identity while protecting and strengthening the Girl Scout brand.

· Photography & Visual Storytelling – Designs, interprets, and communicates narratives effectively using images and design elements.

· Creativity & Initiative – Creates engaging communications that inspire action and engagement while following established brand standards.

· Project Management – Successfully manages multiple projects simultaneously, balancing competing priorities while consistently meeting deadlines with quality work.

· Collaboration – Builds positive working relationships across departments and incorporates feedback from multiple stakeholders.

· Interviewing & Relationship Building – Uses soft skills like active listening, empathy, and emotional intelligence to establish trust and confidence with girls, families, volunteers, and donors.

Qualifications

· Bachelor's degree in Communications, Journalism, Public Relations, Marketing, or a related field preferred.

· 3–5 years of communications, public relations, journalism, or nonprofit marketing experience.

· Experience writing press releases and working with media outlets.

· Strong photography and videography skills and experience with video creation software.

· Valid driver’s license, reliable transportation, and the ability to travel throughout the council as needed.

· While performing the duties of this position, the employee is occasionally required to sit and/or stand for prolonged periods of time, walk, lift and/or move up to 25 pounds, and operate office equipment manually.

Benefits

GSNWGL’s basic benefits for full-time staff include:

· Medical, dental, and vision plans

· Life insurance

· Employee assistance program

· 403(b) plan

Paid time off is available for all GSNWGL staff working more than 20 hours per week, and our offices are closed on major holidays and between Christmas Eve and New Year’s Day.

Our Culture

Our employees and members make up the heart and soul of GSNWGL. We are intentional about who we hire.  As a small non-profit, we value innovation and depend on the collaboration of our council. There are numerous ways for one to grow personally and professionally within Girl Scouting.

Girl Scouts of the Northwestern Great Lakes, Inc., is an equal opportunity employer. We encourage applications from people of any race, gender, age, or religion, members of the LGBTQ+ community, Black, Indigenous, people of color (BIPOC), people with disabilities, veterans, and anyone who wishes to make a positive impact on our movement.

* Girl Scouts of the Northwestern Great Lakes, Inc. employment requires membership in the Girl Scout movement.