Media Relations Specialist at Appalachian Trail Conservancy – REMOTE

Organizational Mission:

The Appalachian Trail Conservancy’s mission is to protect, manage, and advocate for the Appalachian National Scenic Trail.

The Media Relations Specialist will report to the Director of Communications and is responsible for developing, executing, and strengthening ATC’s earned media strategy to elevate the organization’s leadership in managing and conserving the Appalachian National Scenic Trail and its surrounding landscape. This role will create compelling digital and social content that showcases ATC’s work, expertise, and partnerships in maintaining an A.T. landscape that is protected, resilient, and connected for all.

As a key member of a small but dynamic Marketing & Communications team, the Media Relations Specialist will coordinate announcements, engage effectively with media outlets, and secure positive coverage that amplifies ATC’s mission.

• Develop and manage engaging written and visual content that highlights ATC’s mission-driven work, including press releases, media advisories, story pitches, talking points, A.T. Journeys articles, photographic assets, and digital narratives.
• Serve as a primary point of contact for media inquiries, collaborating with internal subject matter experts and the Director of Communications to determine appropriate responses and engagement strategies.
• Execute strategic media initiatives and outreach, working collaboratively with staff and partners to achieve organizational goals and secure positive coverage of ATC’s work.
• Monitor trends and news in the environment, hiking, outdoor recreation, and conservation sectors to identify opportunities for engagement and build relationships with journalists, reporters, content creators, and producers.
• Advise and coach staff on effective communication with media, including developing relationships with reporters, preparing briefing materials and FAQs, and participating in and staffing interviews.
• Track, analyze, and report daily media coverage of ATC programs, projects, and experts.
• Other duties assigned.

• Minimum of 3 years of experience in media relations.
• Bachelor’s degree in public relations, journalism, marketing, communications, or a related field required; or 4 years of relevant professional experience may be considered in lieu of a degree.
• Exceptional writing skills, with a proven ability to craft engaging news releases, pitches, articles, and newsletter content while maintaining technical accuracy and AP style.
• Strong verbal communication skills and comfort engaging with media representatives.
• Highly organized, with the ability to manage multiple priorities and adapt to shifting deadlines.
• Demonstrated success in interacting with writers, producers, content creators, and media outlets to secure positive earned media coverage.
• Experience with public relations management platforms, such as MuckRack.
• Ability to build and maintain relationships with journalists, influencers, and media contacts.
• Existing media relationships and experience covering topics such as environment, conservation, recreation, or related areas are a plus.
• Experience developing compelling core messages for projects or campaigns is a plus.
• Creative, strategic, and highly motivated, with strong attention to detail and adherence to deadlines.
• Versatile and collaborative, able to work independently and as part of a team on both internal and external initiatives.

• Requires prolonged use of a computer and viewing screens.
• Involves moderate writing and proofreading, requiring sufficient vision and focus.
• Frequent communication with colleagues, media contacts, and partners via email, online chat, videoconference, or phone.
• Occasional travel (approximately 15–20%) to attend in-person meetings, staff or media events, site visits on or near the A.T., and participate in Trail-related activities.
• This is a remote position; candidates must be located in one of the 14 Appalachian Trail states or Washington, D.C.
• Reasonable accommodations will be provided as needed to enable individuals with disabilities to perform essential job functions.

Additional Details:

• Annual salary range: ($55k - $57k).
• Location: This is a remote position; candidates must be located in one of the 14 Appalachian Trail states or Washington, D.C.
• Health, dental, and vision insurance available.
• Company paid long-term disability and life insurance provided.
• 403(b) Retirement Plan with up to 7% match after 1 year of service.
• Accepting applications until Monday, January 26, 2026.

ATC Equal Employment Opportunity Statement

ATC encourages collaboration, flexibility, and fairness with all employees and volunteers to enable participation and contributions to their fullest potential.

We are committed to being an inclusive organization and recognize that a broad range of perspectives, experiences, and backgrounds contributes to an effective and successful organizational culture and mission.

ATC prohibits discrimination in employment on the basis of race, color, religion, sex (including pregnancy, gender identity and/or expression), national origin, marital status, disability, genetic information, age, membership in an employee organization, retaliation, parental status, military service, political affiliation, union membership, or any other status protected by the laws and regulations in the locations where we operate.

ATC's Identity Statement