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.

Responsibilities

Responsible to develop and implement a proactive media relations and public image strategy that supports the companys business plan, commercial activities and protects Air Canada’s reputation.Acts as corporate spokesperson on key issues.Establishes and nurtures 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 managementResponsible for developing, recommending and implementing 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.Prioritizes media and other public appearance opportunities and oversees communication materials (speeches, presentations to investors and others, employee communications and other supporting material) for the CEO and executives.Writes and issues all press releases for the company and develops positioning on all issues pertaining to the Central Canada region. In this role, reviews and approves on all such communications.Personally, gives TV, radio, newspaper and magazine interviews as necessary to protect and enhance Air Canadas values and image with investors, customers, the airline industry and the communityProvides 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, works closely with other communications professionals in the company (i.e. Corporate, Marketing, and Employee Communications; Government Relations; Regional Markets, etc.).Participates in development, management and implementation of corporate crisis communications plan.Seeks and writes feature articles for external publications.Pitches stories and pursues leads with key non-traditional media influencers.Develops and maintains deep industry networks, relationships, and partnerships including online media and influencers that help to drive reputation engagement and spark evangelism.  Leads from the forefront of a rapidly evolving PR profession, executing against traditional approaches with excellence, while aggressively embracing next-generation PR tools and techniques.

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 managementStrong intuition for interpersonal relationships and relationship building; strong diplomatic and critical listening skillsDemonstrated ability to secure positive media coverage through innovative and effective use of PR that meaningfully advance reputation strategiesPositive, enthusiastic, presentable and comfortable speaking in front of large groups, to media and other stakeholdersDemonstrated experience and understanding of issues and trends in corporate communications in a high-profile, multi-stakeholder, company in a regulated industry.Knowledge of the airline industry is an asset.Demonstrate punctuality and dependability to support overall team success in a fast-paced environment.

Linguistic Requirements

Diversity and Inclusion

As an equal opportunity employer, we welcome applications from all to help us build a diverse workforce which reflects the diversity of our customers, and communities, in which we live and serve.