Public Relations Lead

Earned media doesn't happen by accident.

It's built through relationships, credibility, and knowing exactly when a story deserves to be told. Smart, Savvy + Associates is pleased to partner with VGH & UBC Hospital Foundation in their search for a Public Relations Lead. This is a newly created role within the Foundation's Marketing & Brand Engagement team and an opportunity to establish and lead the Foundation's public relations function.

Reporting to the Director, Marketing & Brand Engagement, you'll develop and execute the Foundation's earned media strategy, build relationships with journalists across British Columbia and Canada, and help shape how one of the province's most respected charitable organizations shows up in the public conversation. As VGH & UBC Hospital Foundation continues building awareness of the VGH+ brand, this role will play a key part in telling the stories behind groundbreaking research, world-class patient care, and healthcare innovation.

You'll help elevate the Foundation's profile, support major fundraising initiatives, and position senior leaders as trusted voices on issues that matter. This role is ideal for a strategic communications and PR leader who enjoys building something new, spotting opportunities others miss, and turning meaningful stories into meaningful media coverage. What You'll Do Lead the Foundation's public relations strategy Develop and execute a comprehensive public relations strategy that supports the Foundation's brand, fundraising, and organizational priorities Identify proactive media opportunities that increase awareness of the Foundation's work and impact Build annual PR plans aligned with key campaigns, announcements, and organizational milestones Measure and evaluate PR performance, using insights to strengthen future initiatives Build relationships and tell compelling stories Develop and maintain strong relationships with journalists, producers, influencers, and media outlets across British Columbia and Canada Identify and pitch stories that showcase the Foundation's impact, donors, researchers, physicians, and healthcare innovations Prepare media materials including press releases, briefing notes, backgrounders, and key messaging Partner with internal teams to uncover stories that deserve greater public attention Advise leaders and manage reputation Prepare executives, physicians, researchers, and spokespeople for media interviews, public appearances, and announcements Provide strategic communications counsel to senior leadership Lead issues management and crisis communications planning Monitor emerging issues and provide recommendations that protect and strengthen the Foundation's reputation Collaborate across the Foundation Partner closely with colleagues across marketing, brand, digital, content, fundraising, and executive leadership Work alongside the Foundation's in-house creative team to ensure earned, owned, and paid communications work together to maximize impact Manage external agency and vendor relationships as needed Contribute to annual planning and organizational priorities What You Bring 8-10 years of progressive experience in public relations, media relations, strategic communications, or corporate communications Demonstrated success securing earned media coverage and building strong media relationships Experience developing proactive PR strategies that support organizational objectives Experience preparing senior leaders and subject matter experts for media opportunities Strong judgment and experience navigating sensitive issues and crisis communications Excellent relationship-building and stakeholder management skills A proactive, entrepreneurial mindset and the confidence to build a function from the ground up Nice to Have Experience working in healthcare, nonprofit, public sector, or purpose-driven organizations Existing relationships with BC and national media Experience working with researchers, physicians, healthcare leaders, or scientific subject matter experts About VGH & UBC Hospital Foundation VGH & UBC Hospital Foundation is the leading charity investing in healthcare innovation in British Columbia.

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