Public Relations Lead (PRL), Canada

Your Opportunity 

Reporting to the Public Relations Manager, North America, the PRL for Canada, is part strategist, part storyteller. The position plays a key role in leading public relations efforts, driving content strategies, and identifying opportunities to optimize PR campaigns and team processes.

Working in tandem with marketing, digital, and video teams, the PRL will help build PR strategies aligned with broader marketing campaigns and will execute related tactics to achieve success and drive visibility for Stantec in Canada. The PRL is a champion for best practices and new techniques, providing coaching and training both within the Public Relations team and company leadership. Finally, the PRL will identify, generate, and disseminate content for our external platforms including social media, traditional media, and the company’s website.

Your key responsibilities 

Media Relations & Research
•    Foster and grow relationships with members of business and industry media at the local, regional, and national level
•    Lead the identification, research, and development of targeted media materials (e.g., news releases, story pitches, etc.) based on notable projects, trends, and developments within Canadian regions
•    Maintain media databases to continuously strengthen our media outreach
•    Proactively contact media members (jointly identified with the Public Relations Manager) to communicate relevant stories and news items
•    Act as a key point of contact for media inquiries throughout Canada, working closely with the PR Manager, work on any internal briefing necessary for the spokesperson. 
•    Track industry trends and issues and identify strategic media opportunities in top tier and business outlets to raise Stantec’s profile in key markets
•    Diligently monitor, measure, and report on the company’s media presence, offering recommendations on opportunities to advance coverage goals in strategic outlets.

Crisis Communication & Management
•    Work closely with PR Manager to support and/or co-lead crisis response with regional leadership to protect company’s reputation.
•    Ensure timely, appropriate handling of issues, playing a key role with Crisis Management team. Help with meeting coordination, drafting key statements and messages, escalating issues to leadership, and monitoring media and social channels.  
•    Help drive a cohesive response through the conclusion of the crisis.

Social Media Content Support & Administration
•    Identify and create materials and content that align with strategic objectives and campaigns for use on the company’s various social media platforms, including the Stantec blog, Stantec.com, LinkedIn, and other social media platforms as needed. 
•    Translate content performance data into actionable strategies to improve social media outcomes
•    In partnership with digital team, embrace digital best practices and established corporate brand standards, providing mentorship to cross-functional partners and leaders

Content Development, Copywriting & Editing
•    Champion the Stantec brand and implement the Stantec Voice and Style Guide
•    Identify and edit technical content that can be tailored and translated for external communications channels and Stantec website (news site, blog)
•    Draft strategic content to promote thought leaders and subject matter experts 
•    Manage both internal and external stakeholder approval of content

Collaboration/Brainstorming
•    As part of the centralized Public Relations Team, embrace a collaborative work environment and meet regularly with the Public Relations Manager to establish weekly priorities, assignments, and progress toward long-term goals
•    Participate in larger Public Relations, Marketing and Communications team meetings, as needed, to discuss specific initiatives and contribute to brainstorm sessions for promotional campaign development and content marketing strategies
•    Manage multiple priorities and keep projects moving forward as expected through consistent status updates with relevant cross-functional partners
•    Take an ownership role in regular Public Relations planning and strategic campaign development
•    Serve as a trusted strategist during business planning and leadership strategy discussions

Data Analysis and Reporting
•    Compile regular campaign reports, pulling relevant data and analysis with some oversight from the Public Relations Manager and present outcomes to key stakeholders
•    Review performance data from multiple sources (e.g., Muck Rack, Hootsuite, etc.) to analyze campaign performance and make informed decisions for optimizing results
•    Leverage digital engagement tools to compile campaign analytics with recommendations on opportunities to improve results 
•    Update internal planning documents that support Public Relations Team collaboration

Leadership
•    Provide ongoing leadership, mentoring, and coaching to teaming partners
•    If applicable, provide guidance and performance supervision of direct reports
•    Manage team workload alongside Public Relations Manager, showing initiative and ability to proactively lead projects with minimal oversight 

Capabilities and Credentials

•    Strong storytelling and writing skills are essential
•    Detail-oriented and organized, with exceptional prioritization skills 
•    Ability to effectively balance multiple priorities and take initiative to identify projects
•    Fundamental understanding of the media landscape (traditional, social)
•    Familiarity with thought leadership strategies and tactics
•    Excellent interviewing, written and verbal communication skills 
•    Ability to collaborate effectively in a team environment, as well as to work autonomously  
•    Familiarity with photography and video preferred
•    Previous experience with digital content scheduling and tracking platforms preferred 
•    Professional writing samples required    

Education/Experience:

•    Post-secondary degree in communications, public relations, English, journalism, or marketing 
•    Minimum 7 years of experience in a marketing communications, public relations, or journalism-driven role
•    Experience in the A/E/C industry preferred, but not required
•    Proven experience driving successful campaigns

At Stantec, we have some of the world’s leading professionals passionate about enabling our business to be its best. Our business teams include finance, procurement, human resources, information technology, marketing, corporate development, HSSE, real estate, legal, and practice services. We bring diverse backgrounds, skills, and expertise and create a caring culture where everyone can thrive. Through teamwork and collaboration, we’re building a stronger, more resilient Stantec every day.