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REPORTS TO:         Sr. Director, Global Communications


This position will lead all media relations for the Almond Board of California (ABC). This position will direct all proactive and reactive media related to almond production, working with internal and external stakeholders to manage media opportunities. This includes handling incoming media inquiries, developing talking points, lining up interviews, developing media statements and news releases, developing and pitching story ideas, and managing the Newsroom portion of the website.

This position supports senior management in their responsibility for communicating with industry and consumer media about the Almond Orchard 2025 Goals and other Almond Board initiatives. This person also interacts daily with the teams within the Global Communications Department, as well as other departments, to develop story ideas and respond to media inquiries with timely, accurate information. This position is located in Modesto, CA.


This exempt level position is distinguished by having primary responsibility for developing relationships with local, regional and national agriculture trade and consumer media on behalf of the almond industry. This person is also responsible for building relationships with internal     and external subject matter experts to serve as spokespeople for the industry and managing agency and staff resources to accomplish goals. This person should have a deep understanding of media relations and effective communications that will help build trust in the almond industry.


The following duties are typical of those performed by employees in this job title; however, employees may perform other related duties.

  • Media Relations
    • As first point of contact for inbound agriculture trade and consumer media, conducts media intake and provides recommendation to larger global communications team and public relations agencies for next steps
    • Manages all production-related media opportunities for agriculture trade and consumer media including coordinating interview logistics, identifying and confirming appropriate internal/external spokespeople, interview prep, staffing, and follow-up, including with the appropriate staff teams
    • Develops and maintains relationships with agriculture trade and consumer media and internal/external spokespeople
    • Pitches agriculture trade and consumer media proactively as prescribed by communications campaigns and as ad-hoc opportunities arise
    • Develop briefing materials for internal and external spokespeople to support media opportunities, providing phone or in-person briefings and media training refreshers as necessary
    • In partnership with ABC’s public relations agency, conduct formal media trainings for internal and external spokespeople
    • Develops media responses and statements with support from department leads and Director
    • Staff media opportunities by phone and in person, including attending key industry events as the Almond Board’s media representative
    • Plans and coordinates editorial board meetings with media to build relationships and increase transparency between important outlets and the almond industry
    • In partnership with Almond Alliance of California, provide counsel and materials for media relations activities that fall outside the scope of ABC, as necessary
    • Serve as Global Communications team lead for media inquiry support from regions, sharing initial recommendation with Reputation Management lead and Global Communications Director and corresponding with region on next step
  • Media Monitoring
    • Primary liaison with ABC’s public relations agencies on media monitoring, including managing and overseeing the daily media monitoring process that tracks almond and Almond Board-related mentions in English-language traditional and social media as it relates to a wide variety of issues and keywords
    • Monitor for and regularly share out trends coverage that is relevant to the almond industry and recommend strategy shifts as neede
    • Serve as team lead with regard to monitoring findings, sharing them with Global Communications teams, and others as needed, making recommendations for next steps as appropriate (ex. responses, sharing
    • Serve as Global Communications liaison to external industry stakeholders sharing key results from media monitoring as it relates to almonds and the Almond Board
    • With agency, and following global processes, maintains monitoring keyword lists and adjusts to ensure relevance and that new/upcoming issues are captured
    • Serve as team lead for monitoring questions from regions as well as share relevant regional coverage captured in monitoring
  • Global Coordination
    • Liaises with Global Communications department, Global Market Development team and others to track upcoming media announcements including press releases and statements
    • Work with marketing regions to ensure, following global processes, that traditional and social media monitoring are in place for key issues, and be a first point of contact for addressing any rising threats or proactively sharing media wins
    • Ensure Global Marketing team compliance with agriculture trade and production-related consumer media processes and protocols, working with Reputation Management (RM) lead and Global Communications (GC) Director to provide counsel for reputational threats
    • Work with RM lead and Shared Services team to disseminate global content toolkits pertinent to media-related content, following global processes


  • Ensure all designed, external materials are reviewed and approved through ABC Global Image compliance process and filed in the appropriate final locations
  • Oversee USDA/AMS content review process for relevant content
  • Prepare materials and presentations for Committee and Board of Director meetings
  • Travel as needed to meet with agencies, researchers and other experts, media and influencers
  • Suggest and implement approved processes/workflows to ensure subject matter communications uniformity including centralized documentation, development of media resources and ongoing training of staff/agency partners


Knowledge of:

  • Verbal, or written, summarization of technical and research material for lay persons
  • Principles and practices of effective written and oral communications, including knowledge of the Associated Press Stylebook (AP style), English grammar, spelling and punctuation
  • Communication media including print, digital, social, video and audio
  • Agricultural production, sustainability, food safety, regulatory, technical and communications practices

Skill in:

  • Media relations, monitoring and strategy
  • Strong media experience and interpersonal skills with the ability to confidently converse with any media outlet, skilled in shifting story angles as needed, and ability to build rapport with internal and external subject matter experts
  • Project/Team management, meeting deadlines; managing multiple tasks
  • Writing and editing briefing documents, news releases, pitches, and other support materials
  • Establishing and maintaining effective working relationships with those contacted on behalf of ABC, including managing and approving the work of contracted agencies
  • Ability to think clearly and act quickly in high-priority situations and with time sensitive matters
  • Understanding of social media platforms such as Facebook, Twitter, LinkedIn and Instagram
  • Computer applications including word processing, spreadsheets, charting and graphing, and general capabilities of website design and editing applications


  • Ability to travel within the U.S.
  • Must be able to obtain and maintain (a) valid passport(s) for international travel
  • Attend and participate in work activities outside of normal working hours

ILLUSTRATIVE EDUCATION AND EXPERIENCE: A typical way to obtain the above knowledge and skill is a combination of education and experience equivalent to:

A BA/BS degree in communications, journalism, public relations, or related field with 5-7 years of experience in communications with writing, editorial and publishing experience including management of communications program and external agency resources.

Agricultural background highly preferred.              

PHYSICAL CHARACTERISTICS: The physical abilities involved in the performance of essential duties are:

  • Ability to work extended periods of time at a computer
  • Vision sufficient to read handwrit­ten and printed documents and computer screens                                                                        
  • Speech and hearing sufficient to communi­cate by phone and in-person
  • Manual dexterity sufficient to use a variety of office equipment and tools, computer key-­boards, and to manipulate papers
  • May lift up to 30 pounds (15 kilos) and manipulate heavier objects using dollies
  • Travel 10-30% of time

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