Job Description
The Director of Public Relations serves as a strategic communications leader, promoting awareness of and building recognition for CFP Board and the CFP® certification among external stakeholders, including the public, the media, thought leaders and federal and state policymakers. The ideal candidate brings a collaborative spirit, intellectual curiosity, and proactive, strategic mindset, consistently generating ideas, driving initiatives and delivering measurable results that advance CFP Board's strategic priorities. The Director of Public Relations manages CFP Board's Public Relations Manager, Social Media Manager and the organization's relationship with its PR firm, while collaborating closely with the CEO and Executive Leadership Team to ensure alignment of communications strategy with organizational goals and leadership visibility.
Essential Functions:
- Develop and execute proactive PR strategies to advance CFP Board's brand visibility, media coverage and thought leadership, particularly in financial trade media and Capitol Hill press.
- Serve as the primary media relations strategist, cultivating strong relationships with journalists, influencers, and communications leaders across financial services, regulatory and public policy communities.
- Lead crisis communications planning and rapid-response in collaboration with executive leadership.
- Identify and create compelling PR campaigns and narratives that elevate the value of the CFP® certification and support CFP Board's strategic priorities.
- Develop comprehensive media materials including press releases, media kits, op-eds, talking points and briefing documents.
- Provide strategic media counsel and media training to executive spokespeople, board leaders and subject matter experts to strengthen public presence and message delivery.
- Collaborate across departments to amplify organizational milestones, research, events and public awareness campaigns.
- Develop and execute comprehensive public policy communications strategies, including legislative advocacy campaigns and regulatory comment positioning on key policy issues affecting the financial planning profession.
- Serve as a CFP Board spokesperson with the media, representing the organization with authority and credibility.
- Oversee CFP Board's social media strategy and drive growth across all platforms using data-driven approaches to expand reach, engagement and influence among key audiences.
- Provide editorial oversight of external communications for clarity, consistency and brand alignment.
- Plan and execute high-impact external engagement opportunities including media events, sponsorships, policy briefings, Capitol Hill visits and speaking engagements to position the CEO, Board Chair, executive leadership, senior staff, and volunteer CFP Board Ambassadors as trusted voices in financial planning.
- Monitor emerging trends and technologies in communications, delivering forward-thinking insights and recommendations to strengthen CFP Board's public relations performance and thought leadership presence.
- Supervise and mentor a high-performing PR and social media team, fostering creativity, ownership and professional growth.
- Perform other duties as assigned.
Background/Skills/Abilities Preferred - Bachelor's degree in communications/journalism or equivalent experience.
- 10+ years of professional experience in public/media relations (corporate and/or agency).
- Strong background in journalism, media or public relations; financial services and/or public policy experience preferred.
- Proven expertise in media relations, social media, campaign development, strategic communication planning and issues management.
- Exceptional writing and editorial skills with experience in quality control of communications across diverse platforms and audiences.
- Strategic vision and analytical acumen to design, execute and optimize impactful public relations programs with measurable results.
- Excellent verbal and interpersonal skills with sound judgment and problem-solving abilities
- Management experience overseeing teams and multiple projects.
- Strong team player with the ability to meet tight deadlines and operate with urgency.
- A proactive independent strategic thinker who takes ownership, drives initiatives forward and delivers results with minimal supervision.
- Experience analyzing, distilling and communicating complex, technical, regulator or financial information.
- Ability to build and manage budgets.
- Some travel required.
About CFP Board CFP Board is the professional body for personal financial planners in the U.S. CFP Board consists of two affiliated organizations focused on advancing the financial planning profession for the public's benefit.
CFP Board of Standards (501(c)(6)) sets and upholds standards for financial planning and administers the prestigious CERTIFIED FINANCIAL PLANNER® certification - widely recognized by the public, advisors and firms as the standard for financial planners - so that the public has access to the benefits of competent and ethical financial planning. CFP® certification is held by more than 106,000 people in the U.S.
CFP Board Center for Financial Planning (501(c)(3)) addresses diversity and workforce development challenges and conducts and publishes research that adds to the financial planning profession's body of knowledge.
This position works on programs which are part of the 501 (c)(3) and 501 (c)(6).
This position is based in the Washington D.C. office and works a hybrid schedule which could be changed at any time.
CFP Board believes that diversity of experience and perspective are strengths and seeks to continue to grow a highly committed, skilled, and collaborative staff.
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