Public Relations Manager - Edmonton, AB | Servus Credit Union | | 18/08/11
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Public Relations Manager full-time

Location: Edmonton, AB
Company Name: Servus Credit Union ()
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Servus Credit Union is one of Canada’s 50 Best Managed Companies and recognizes that our most valuable assets are our employees. We offer continued growth and career advancement and reward employees for their efforts and achievements.  Servus Credit Union has also been recently recognized by Alberta Venture as one of the top 3 employers in Alberta for Human Resources Practices and Policies.

The Public Relations Manager plays a hands-on role in strategic communications planning and execution, and stakeholder engagement. The Public Relations Manager will enhance the reputation and positive awareness of Servus Credit Union by actively developing and executing strategies to profile the credit union through traditional and emerging channels. The Public Relations Manager will develop and coordinate a public relations strategy that includes all aspects of media relations, use of social media, plus activities including executive speaking engagements, presentations, advertising, award applications, events, awareness activities and support for marketing campaigns. This position will assist with issues and crisis management, emergency response and creation of communications materials.

Key Responsibilities:
Public Relations and Media Relations

  • Develop, execute and evaluate public relations strategies and tactics for Servus Credit Union to support the vision, mission and business objectives, consistent with corporate values
  • Ensure communications reflect the Servus brand and align internal stakeholders with strategic objectives
  • Seek and develop opportunities for positive exposure through the media and other mediums
  • Act as media spokesperson for Servus Credit Union
  • Coordinate or provide responses to inquiries from the mainstream media and specialized media, e.g. credit union system, by working with the Executive Leadership Team and management of the Marketing Department
  • Build and maintain a network of essential media contacts at local, provincial and national levels
  • Work with members of the Marketing Department to create media coverage for marketing and corporate activities, i.e. product campaigns, CSR events
  • Research and write media releases and supporting materials
  • Organize news conferences and other media events
  • Research and utilize the latest trends in media relations, including online and social media, to increase effectiveness of media coverage
  • Provide or coordinate media training, coaching and support for the President and Chief Executive Officer, Executive Leadership Team, Board Chair and other designated spokespersons

Responsibility:  Issues Management

  • Provide strategic advice and solutions to issues
  • Provide support to the Director Corporate Communications, Chief Marketing Officer, Executive Leadership Team, CEO, Board and management to facilitate issues resolution
  • Participate in developing and implementing crisis communication strategies.
  • Work with law enforcement and regulatory bodies to ensure corporate position is accurately represented
  • Proactively develop and maintain current briefing notes for Executive Leadership Team on all potential issues

Responsibility: Writing and Presentation Support

  • Researches and writes material for use in different mediums: web, print, broadcast, advertising, speeches
  • Supports opportunities to enhance corporate reputation of Servus

Responsibility: Social Media

  • Develop, execute and evaluate a social media strategy for Servus Credit Union to support the vision, mission and business objectives, consistent with corporate values
  • Stay current with and adapt to emerging social media trends and technologies

Responsibility: Management of Public Relations Team

  • Direct supervision of Public Relations Specialist
  • Participate in day-to-day team management decisions, including hiring of personnel, purchasing decisions, process improvements, policy development, client service, management issues, etc
  • Performance management as required

Required Skills:

  • Understanding of public relations practices, techniques and tools
  • Understanding and familiarity with brand building and brand management
  • Excellent communication skills, both written and verbal
  • Effective presenter in small or large groups
  • Proven ability to prepare accurate, timely and quality media materials, such as news alerts, press releases, fact sheets, etc. that result in editorial coverage
  • Ability to build and maintain relationships with key media outlets
  • Crisis communication and issue management experience
  • Solid understanding of social media and use of this channel to create awareness
  • Self-starter who works well independently as well as in a team setting
  • Able to form effective working relationships at all levels within the organization and with external agencies
  • Results oriented, while upholding the vision and values of Servus Credit Union
  • Proven team player who is both flexible and adaptable
  • Ability to work under pressure in emergency situations


  • 5-10 years experience in journalism, corporate communications or public relations
  • Education / Training:
  • College diploma or university degree related to Public Relations, Journalism, Marketing Communications or a related discipline
  • Licenses / Certificates:
  • Membership in a professional organization such as Canadian Public Relations Society or the International Association of Business Communicators is an asset.
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