Director - Media Relations

Director (Connector)

Position Summary

As Director (Connector) at Golin Toronto, you are a strategic media relations expert who bridges the gap between client objectives and impactful earned media coverage. You bring deep knowledge of the Canadian media landscape, established journalist relationships, and proven ability to secure meaningful coverage that drives business results. Working within our g4 model, you'll lead media strategy development while mentoring our growing team of PR professionals to elevate our earned media capabilities across all client accounts.

You’ll build on our existing skill set in Canada to establish a performance driven earned capability – training and mentoring MR specialists (connectors/ cata-connectors) to guide our earned work (including traditional media relations but also driving how we earn attention for our clients – working closely with our influencer specialists and creators).

You’ll be part of our CC360 team that delivers executive visibility and media training to C-suite and client teams that are front-facing with traditional media – or need support on speaking engagements or thought-leadership.  

You’ll also oversee our Canadian media monitoring and media database tools and technology – always looking for ways to optimize our time and elevate our work product.

This is the first senior connector role that we have had in Canada and thus, there is a lot of potential to make the role your own – and to grow your career and build a team as a result of the work you do. 

Key Responsibilities

• Develop comprehensive earned media strategies that align with client business objectives and integrated campaign goals - for major campaigns, product launches, and corporate announcements
• Provide strategic media counsel to clients, anticipating issues and identifying proactive opportunities
• Create compelling media angles and storylines that resonate with Toronto and Canadian journalists
• Oversee the development of media materials including press releases, media kits, fact sheets, and pitch notes
• Lead media POV development on industry trends, breaking news, and emerging issues
• Secure top-tier media coverage through strategic pitching and relationship building
• Plan and host media events, desk-sides, and relationship-building activities
• Stay current on media landscape changes, journalist moves, and editorial calendar opportunities
• Develop key messages, Q&As, and bridging strategies for clients on both clear and complex issues
• Prepare executives and spokespeople for interviews, speaking engagements, and media appearances; coach spokespeople on effective storytelling and message delivery
• Provide real-time support during live media opportunities
• Mentor junior and mid-level team members in media relations best practices
• Identify opportunities to expand media relations services within existing client relationships
• Stay ahead of media trends and bring fresh thinking to client challenges
• Build relationships with media partners and vendors to enhance our capabilities

Ideal Qualifications

• 10 years of progressive experience in public relations, with significant focus on media relations
• Proven track record at PR agencies with demonstrated and significant media wins
• Deep understanding of the Canadian media landscape – including Quebec
• Established relationships with journalists across consumer, business, and trade media
• Experience across multiple PR disciplines (corporate communications, consumer/brand PR, issues management)
• Exceptional written and verbal communication skills
• Strong strategic thinking balanced with flawless execution
• Experience training and preparing senior executives for media opportunities
• Track record of mentoring and developing PR talent
• Highly collaborative and aligned with the positive culture we have built at Golin Canada over the past 10 years (we are agile, responsive, flexible, collaborative and kind… all while being committed to driving superior results for our clients)
• Bachelor's degree in Communications, Journalism, Public Relations or related field
• APR designation an asset
• Bilingual (English/French) capabilities considered an asset

About Golin

Golin is a progressive public relations agency with expertise ranging from brand-building and cutting-edge content to corporate reputation and measurement. Our Toronto office serves as a hub for innovative PR work across Canada, representing leading brands and organizations across diverse industries.

Compensation & Perks

• Competitive salary commensurate with experience
• Industry leading LIFETIME program including UTO (Unlimited Time Off)
• Monthly wellness benefit and technology stipend
• Comprehensive health benefits package (including vision and dental)
• Ongoing professional development opportunities
• Opportunity to work with prestigious clients and campaigns
• Collaborative culture that values diverse perspectives and bold ideas

Ready to "Go All In" with your media expertise? Join us in shaping the future of earned media in Canada.

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