Director of Media Relations
Job Details
New York City / Washington D.C. - ,
Full Time
$79,937.00 - $103,815.00 Salary/year

The Director of Media Relations is a senior member of AIUSA’s Public Affairs Unit reporting directly to the National Director of Public affairs. S/He is responsible for the day-to-day management of AIUSA and its principles in the news and is held to high-performance standards for distributing Amnesty’s message to the media. S/He has an extensive background in media relations strategy, building and cultivating relationships with media outlets and reporters, and working directly with senior leaders on media engagement tactics.

External Responsibilities

  • Continuously develops, maintains, and strengthens relationships with reporters, producers, bookers, and editorial decision makers at national and local media outlets
  • Demonstrates expert skills in media planning, media pitching, producing media events, including press conferences (virtual for now), expertly promotes, develops and implements policies, procedures and programs to meet AIUSA’s responsibilities for dissemination of information to the media – both online and offline
  • Manages rapid-response and crisis communications
  • Develops and implements various outreach activities such as media interviews, editorial boards, television, digital, and/or radio to further educate members and the public on our human rights campaigns and programs
  • Prepares and distributes news releases, statements, advisories, announcements, fact sheets, notes, and other printed, filmed or recorded materials to the media
  • Maintains daily contact with print, broadcast, and digital media. Supervises media coverage of appearances by the Executive Director and other AIUSA spokespeople, arranges press conferences, and prepares briefing materials in advance of such interviews and appearances. Travels, as required, to supervise media work and the execution of scheduled media events for AIUSA spokespeople or on AIUSA missions
  • Focuses on media strategies to expand reach and authentically engage Black, Latino, and Spanish-speaking communities
  • Advances AIUSAs brand awareness to Spanish-speaking audiences through engaging with Latinx audiences
  • Closely monitors human rights news and events to identify and develop media opportunities
  • Keeps abreast of current and ongoing advances in digital strategy and communications including public relations developments and news
  • Serves as a spokesperson for the organization

Internal Responsibilities

  • Works closely with the National Director of Public Affairs, executive team members, the Impact and Law and Policy departments to ensure that critical human rights policies, programs, campaigns and goals of AIUSA are reflected in all press conferences, releases, and public appearances of all AIUSA staff.
  • Advises the Executive Director, National Director of Public Affairs, and other senior AIUSA staff on communications plans and outreach activities ensuring that members and the public are fully informed of AIUSA activities and given the opportunity to engage. The Director of Media Relations is recognized as the expert advisor on press matters by both AIUSA staff and the press
  • Manages the Media Relations Manager and Press Officer
  • Provides expert communications advice to senior staff of the organization
  • Leads on monthly media training and daily high-profile opportunity-specific media prep for spokespersons and senior management
  • Acts as the focal press point on specific programs like Criminal Justice, specific campaigns, like the campaign to End Gun Violence, as well as various regions, like Asia
  • Drafts and make edits to movement-wide and AIUSA specific messaging documents, shaping framing, messaging, and the larger current organizational and public discourse
  • Develops media training materials for staff and members and conducts trainings
  • Drafts and/or reviews op-eds and LTEs by staff and AIUSA members
  • Produces background information and context and 'if-asked' guidance notes for sharing across Amnesty’s movement
  • Advocates constantly for highest strategic communications standards internally for media work
  • Ensures processes and systems work properly and that staff understand and follow them
  • Reviews quarterly and bimonthly reports, analyzing data, sharing learning with staff, adopting opportunities, and responding to requests for further information
  • Compiles weekly clip reports, highlighting what worked best and what didn’t each week
  • Makes sure staff are aware of critical and newsworthy decisions and issues made the media team
  • Designs media outreach strategies for priority campaigns
  • Generates story ideas for campaigns and programs
  • Conducts sensitivity reading for campaigns and programs
  • Creates media plans for report and investigation launches and publications
  • Works fast on a results-oriented basis with teams in the U.S., sections around the world, as well as the International Secretariat Conceptualizes and plans compelling content with AIUSA and International Secretariat Producers and campaigners
  • Updates the Public Affairs media Intranet page regularly


Bachelor’s Degree in Journalism, English or related field, or equivalent professional experience; post-graduate coursework preferred.


  • 10 years experience in a fast-paced digital and/or communications role, minimum of 5 years of direct experience dealing with media
  • Experience developing and executing strategic communications strategies across multiple channels with track record of generating earned media
  • Extensive experience pitching reporters with strong relationships with national and regional media
  • Experience working with media outlets focused on diversifying audiences
  • Experience with rapid-response and crisis communications
  • Non-profit, electoral, and/or community organizing experience preferred
  • Experience working on international human rights issues preferred

Skills or Related Knowledge

  • Excellent writing, speaking, and presentation skills including specific experience in writing for the web across various online platforms and audiences
  • Knowledge of AP-style guidelines and editing experience preferred
  • The ability to persuasively present complex concepts, programs, and human rights policies to both internal and external audiences 
  • Knowledge and skill working in a fast-paced environment with the ability to produce high-quality online and offline content under tight deadlines
  • Outstanding media relations skills, including the experience and confidence to drive coverage and relevance among key audiences such as national media, regional media, etc
  • Relationships with regional and national media in the U.S., including proven success as a spokesperson. Strong experience using digital and social media as a lead element and as an integrated element in generating overall coverage
  • Skill in utilizing data to analyze the characteristics and needs of target audiences and determining the most effective communication techniques to use in reaching them
  • Basic knowledge of analytics software, including Cision, as well as a general technical proficiency
  • Proven ability to lead a diverse team of professionals and manage colleagues in analyzing, planning, developing, and implementing major strategic communications projects and initiatives
  • Basic understanding of budgeting and contracting procedures sufficient to establish and evaluate detailed contractor work plans, budgets and schedules, along with the skill and ability to direct contractor resources
  • Congeniality, flexibility, and a sense of humor required.


What do we want?