Director, Media Relations

Who we are at FCM:

The Federation of Canadian Municipalities (FCM) is the national voice of local governments, representing their interests with the federal government. With over 2,000 members, including Canada’s largest cities, small urban areas, rural and remote communities, as well as 20 provincial and territorial municipal associations, FCM represents more than 90% of the country’s population. Through its advocacy, funding offers and diverse programs, FCM’s work has a direct impact on Canadians’ quality of life. At FCM, we are committed to making the communities Canadians live in more prosperous, sustainable, and equitable. We aspire to be deeply respectful, collaborative, empowering and inclusive. All leaders in the organization embrace these values, the corporate culture and the passion for FCM’s mission.

About This Role:

The Director, Media Relations is responsible for shaping and executing a coordinated, national media relations strategy that advances FCM’s mission, advocacy priorities, program delivery, and reputation as the leading voice for municipalities in Canada and a successful implanter of Federal programs. Reporting to the Senior Director, Brand and Communications or designate, this role plays a critical part in elevating FCM’s public presence, strengthening media relationships, and ensuring strategic, proactive media engagement across all regions for both the Green Municipal Fund (GMF) and for the Policy and Public Affairs (PPA) Unit. The Director, Media relations supports the Policy and Public Affairs team and GMF in ensuring that FCM members and Government of Canada elected and senior officials recognize the value of FCM and of GMF programs and the impacts they bring to communities across the country. As a key senior member of the communications leadership team, the Director, Media Relations will bring strategic leadership and political acuity to FCM’s media relations function. A central mandate of the role is to strengthen FCM’s media relations capacity as a proactive, agenda-setting function that anticipates the news and political environment, builds sustained relationships with journalists, generates earned media opportunities, and positions FCM and municipal leaders to shape national conversations. The role provides the oversight required to deliver a modern, politically astute media relations function—one that focuses on strategy development and operational excellence to elevate municipal priorities to the forefront of the national dialogue, while promoting nationally funded GMF programs and events. This role is central to issues management and crisis communications, providing strategic counsel to senior leadership, elected municipal officials, and the Board on reputational risk, media strategy, public positioning, and GMF client and government relations. It balances the reactive needs of complex and often fast moving events with the strategic and detailed needs of program promotion and events planning. This role plays a critical part in shaping national conversations, protecting and enhancing the organization’s reputation, and supporting its influence with key audiences.

What you'll be doing:

Strategic Media Leadership & Narrative Development

Develop and lead FCM’s national media relations strategy in alignment with the organization’s strategic plan, advocacy priorities, and brand positioning. Own and evolve FCM's narrative strategy, ensuring communications and advocacy efforts reinforce long‑term organizational objectives and position FCM to anticipate, shape, and lead public discourse on key issues. Shape and advance a clear, consistent national narrative that positions FCM as a credible, authoritative, and solutions‑oriented voice on municipal issues and promote GMF’s programs, events and funding opportunities. Ensure media strategies reinforce and complement broader brand, communications, promotional, and advocacy objectives. Embed bilingual, regional, and community‑specific considerations into all national media initiatives. Oversees the development,implementationand evaluation of FCM and GMF‑wide media strategies; works with directors to ensure they integrate with the overall communications strategies and priorities of FCM’s Policy and Public Affairs and GMF.

Political Acumen & Strategic Alignment

Monitor and assess municipal, provincial, and federal political dynamics to inform proactive media planning and messaging. Provide strategic media counsel related to federal budgets, legislation, elections, mandates, and emerging policy debates. Ensure close alignment with Policy and Public Affairs to support integrated strategic, political and advocacy objectives and with GMF to support strategic objectives. Ensures the definition and protection of FCM and GMF’s brand,assesses risk, and refines positioning and voice.

Media Relations & Stakeholder Engagement

Build, strengthen, and maintain trusted relationships with national and regional media, including the Parliamentary Press Gallery. Position FCM/GMF spokespersons as authoritative media voices. Lead proactive media pitching, story development, and relationship cultivation to advance priorities. Support member amplification by equipping board members, council members and municipal leaders with aligned messaging and media guidance where appropriate. Lead media strategies for major announcements, policy launches, reports, campaigns, and issues management. Plan and implement media events in partnership with federal and municipal partners. Ensure GMF clients are supported in their event coordination and planning requirements. Ensure a strong relationship with Federal funding partners through regular touchpoints.

Measurement, Insights & Performance

Oversee media relations and events performance metrics Oversee media monitoring Ensure effective media relations and event evaluation, reporting and analysis. Regularly assess emerging issues affecting municipalities and FCM, including GMF.

Team Leadership & Capacity Building

Provide strategic leadership, mentorship, and development to the media relations team. Foster strong collaboration with brand, digital, internal communications, GMF Programs, Policy and Public Affairs, advocacy and governance teams. Promote a culture of accountability, excellence, and strategic thinking within the media function.

Senior & Executive Advisory

Act as a trusted senior advisor to the Senior Director, Brand & Communications and FCM’s senior and executive leadership on media strategy and risk. Serve as the organization’s lead advisor on executive media readiness, shaping narrative positioning, preparing senior spokespeople, and supporting effective responses to complex, high‑profile, and reputationally sensitive issues. Prepare senior leaders, board and council members, and municipal elected officials for high-profile media engagements, including interviews, op‑eds, events and press conferences.

Knowledge and Experience

Bachelor’s degree in Communications, Journalism, Political Science, Public Affairs, or a related field; advanced education is an asset. Minimum of 10+ years of progressive senior‑level experience in media relations, political communications, journalism, or public affairs, with demonstrated expertise in highly political, national, or public‑affairs environments. Strong track record of cultivating journalists, generating earned media opportunities, shaping news narratives, and navigating the Canadian political media landscape with sound judgement and political acuity. Established relationships with, or demonstrated ability to rapidly build relationships across, the Parliamentary Press Gallery and national and regional media. At least 5 years in a leadership or management role within complex or high‑profile environments. Demonstrated experience navigating politically sensitive issues and multi stakeholder landscapes, ideally in advocacy, public sector, or membership‑based organizations. Strong background in issues management, crisis communications, and reputational risk mitigation.

Skills & Competencies

Strategic judgement: Ability to anticipate issues and translate complex policy environments into clear media strategies. Political acuity: Deep understanding of Canada’s municipal, provincial, and federal political contexts. Regional awareness: Strong appreciation of the diversity of Canada’s regions and municipal realities. Leadership excellence: Proven people leader with a mentoring and coaching mindset. Exceptional communication: Outstanding written, verbal, and spokesperson preparation skills. Strong relationship‑building skills: Proven ability to build relationships with media and both internal and external stakeholders. Collaborative approach: Ability to build trust and alignment across teams and leadership levels. Data informed decision making: Experience using media insights and analytics to guide strategy. The ability to work fluently in French and in English (both written and spoken) is considered a strong asset.

Salary Range

Salary Range: $127,342.00 - $144,942.00

What we offer

• We offer a flexible work model grounded in accountability, collaboration, and delivering results.
• It is designed to support both performance and well‑being.
• While work is primarily virtual, occasional travel to our Head Office in Ottawa is expected.
• The majority of the team is based in the National Capital Region.
• Where applicable, you may also have opportunities to travel across Canada to engage with the communities we support and better understand the impact of our work.
• Employee experience and supports: We are committed to creating an environment where people can do their best work while maintaining a healthy balance including:
• Flexible work arrangements that support productivity and collaboration.
• Summer schedule (July 1 to Labour Day): 7‑hour workdays Fridays off, aligned with team and operational needs.
• Ongoing commitment to employee development.
• Comprehensive range of employee benefits and services designed to support employee wellbeing and development.
• Please note: details and eligibility may vary depending on the role, Modern office space in Ottawa’s ByWard Market and downtown core.
• We’re committed to fostering an organizational culture that embraces equity, diversity, inclusion and belonging, where individuals from diverse racial and ethnic identities, ages, nationalities, social economic status, sexual orientation, gender identity/expression and physical and mental abilities can thrive and be fully engaged at their best level.
• We welcome and encourage applications from people with disabilities.
• Accommodations are available on request for candidates taking part in all aspects of the recruitment and selection process.
• The future of work at FCM includes a hybrid work model; therefore, this role will be a combination of virtual and on‑site work.
• The successful candidate is required live within 80kms of downtown Ottawa, unless otherwise specified, and be authorized to work in Canada.
• As part of our recruitment process, we use automated artificial intelligence tools to screen applicants. All AI‑generated assessments are reviewed and validated by our People and Culture team.

Equal Opportunity Statement

We’re committed to fostering an organizational culture that embraces equity, diversity, inclusion and belonging, where individuals from diverse racial and ethnic identities, ages, nationalities, social economic status, sexual orientation, gender identity/expression and physical and mental abilities can thrive and be fully engaged at their best level. We welcome and encourage applications from people with disabilities.