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…