Overview
Public Relations Manager oversees and executes the Louisiana SPCA’s public relations strategies to enhance the organization’s reputation, raise awareness of its mission, programs, services, and needs and engage with current and potential supporters. The PR Manager is responsible for shaping and utilizing the organization’s voice, building brand awareness, and ensuring consistent messaging across all platforms. The PR Manager drives a unified, mission‑driven narrative that effectively communicates the LASPCA’s purpose, goals and objectives. The PR Manager’s success leads to increased awareness, higher donor engagement, growth in volunteers, expanded client reach, stronger community relationships, positive public image, media coverage and recognition.
Organizational Alignment: At the Louisiana SPCA, we make a difference in the lives of people and pets because we believe everyone deserves a humane community. We protect, promote and advocate for the wellbeing of companion animals in Louisiana.
Responsibilities
Public relations/Events Management
Create and execute communication strategies to promote the LASPCA’s program, services and acquire new clients, donors, and volunteers. Lead internal communication strategies including managing the internal communication channels and platforms to keep team members and volunteers informed and engaged. Leads content creation by collecting, writing and sharing stories for distribution through various channels that illustrate alignment with our core values, our impact, and strategic goals. Prepare materials for and attend tabling events to raise awareness of the LASPCA’s programs, services, and fundraising opportunities in addition to coordinating speaking engagements, panel discussions, and other public appearances for LASPCA team members and leadership.
Media Relations
Develop and maintain relationships with media outlets and influencers. Pitch stories and provide complete story packages to editors, reporters, and news stations to increase positive media coverage. When needed, manage press conferences and media tours. Craft and distribute compelling press releases, media advisories, speaking and award submissions. Manage and when possible, expand recurring media appearances including TV, print, radio and other emerging channels. Write and edit articles, blog posts, and other content for different media sources.
Branding
Create brand narrative, vocabulary and voice/tone to maintain consistency across all internal and external communications. Stay up to date on the latest technology and industry news and suggest proactive strategies and tools to increase efficiency and impact. Develop cohesive and impactful messaging for events, promotional materials, and donor touchpoints that inspire giving and build loyalty.
Crisis Communications
Conduct social listening to spot opportunities for real‑time engagement and emerging reputational issues, taking actions to de‑escalate when needed. Manage public relations issues, respond to media inquiries, and develop responses to potential negative situations. Develop and execute crisis and disaster communication plans and serve as the Public Information Officer during emergency events.
Customer Experience
LMA the team that response to inquiries online, via telephone or in person. Provide team members with key talking points, create scripts, and verify that the customer experience process is followed by all (FBA). Identify and implement strategies to increase impact as well as metrics that verify impact.
Qualifications
Education & Experience
Bachelor’s degree in Public Relations, Communications, Marketing, Journalism, or a related field. Minimum of 3-5 years of experience in public relations, media relations, or communications, preferably in the nonprofit or animal welfare sector.
Experience
Experience developing and executing PR campaigns, media outreach, and brand awareness initiatives.
Digital Communications
Strong background in digital communications, including social media, website content management, and email marketing.
Skills & Competencies
Excellent written and verbal communication skills, with the ability to craft compelling stories and messaging. Strong media relations skills, including experience pitching stories and working with journalists. Proficiency in social media platforms (Facebook, Instagram, X/Twitter, LinkedIn) and digital marketing tools. Experience with fundraising campaigns, donor communications, and event promotion. Ability to track and analyze PR performance using tools like Google Analytics or social media insights. Strong organizational skills and ability to manage multiple projects simultaneously. Passion for animal welfare and commitment to the organization’s mission.
Preferred Qualifications
Experience with graphic design and content creation tools (Canva, Adobe Suite). Knowledge of crisis communication and reputation management strategies.
Physical Requirements
The role primarily operates in an office setting. The work environment may include exposure to loud noise, chemicals used for cleaning, nut products used for animal treats, and animals (such as cats, dogs, rabbits, birds and horses) who may bite or scratch. Travel between multiple campuses and locations across south Louisiana for events is required. Ability to work on a computer for prolonged periods; lift up to 20 pounds of supplies for events.
Hours / Schedule
Schedule may vary week to week. Events or meetings on weekends and evenings may be required.
Compensation
$55,000 - $70,000 based on experience.
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