Executive Director - Media and Government Relations

Position Overview

Reporting to the President/CEO of Shared Health and as a member of  the executive team of Shared Health the Executive Director, Media and Government Relations collaborates to establish, implement and measure the achievement of Shared Health’s strategic and operating goals and objectives and the mandate assigned by the provincial government.

Responsible for the safety and security of all the resources within the Media and Government Relations Department. The Executive Director  must maintain effective business relationships at the executive level, be prepared to contribute and be visible and proactive in response to media issues related to the services provided. They must model the behavioural standards of the organization as the senior leader within the media and government relations service area.

The Executive Director will manage, oversee, and engage a service focused team to contribute to strategy development, develop materials to support, and to execute a wide range of proactive and reactive media and government relations activities while managing the organization’s reputation and public profile as a trusted voice in health care. Collaboration in managing key strategic relationships and partnerships to ensure the communication involving the health needs of Manitobans are fulfilled compassionately, effectively and as close to home as possible.

Government Relations

Work areas include media, government relations and public issues management:

• Develop and implement a government relations strategy aligned with the organization’s healthcare priorities, values, and strategic plan.
• Monitor emerging legislation, policies, and funding announcements impacting healthcare delivery, workforce planning, and system changes.
• Advise senior leaders on political, policy, and regulatory developments affecting healthcare organizations and the broader health system.
• Identify opportunities to enhance provincial policy to improve patient outcomes and system sustainability.
• Build and maintain productive relationships with elected officials, political staff, and senior civil servants within health-related ministries and agencies.
• Participate in government consultations, advisory tables, and policy discussions where required.
• Coordinate government briefings, facility tours, and engagement opportunities that highlight organizational impact and innovation.
• Develop and articulate clear, evidence-informed policy positions on healthcare priorities (e.g., system integration, access, equity, workforce, innovation).
• Draft briefing materials, submissions, presentations, and correspondence for government and stakeholder audiences.
• Work with the communications teams to ensure consistent messaging on government relations issues and alignment with public communications.
• Conduct research and analysis on healthcare legislation and policy frameworks to inform appropriate key messaging.
• Prepare reports and recommendations summarizing implications for the organization and the broader health system.
• Liaise with our Data Monitoring team to track health policy trends across jurisdictions to identify emerging communications opportunities or risks.
• Partner with communications, strategy, operations, and clinical leadership to align government relations efforts with organizational objectives.
• Provide regular updates to executive leadership and the Board on policy changes and media and government relations  initiatives and outcomes.
• Support internal understanding of government priorities and healthcare system improvements.
• Maintain accurate records of government interactions, submissions, and advocacy activities.
• Develop performance metrics and evaluate the effectiveness of government relations initiatives.
• Manage all government related inquiries such as Ask Health inquiries.

Media Relations

Develop and execute a media relations strategy that supports the organization’s mission, vision, and strategic priorities:

• Lead day-to-day media responses.
• Position the organization as a trusted voice in healthcare through proactive storytelling and reputation management in collaboration with the Executive Director, Communications and Engagement.
• Identify media opportunities to highlight organizational achievements, innovations, and system contributions.
• Monitor healthcare issues, trends, and emerging stories to anticipate potential media inquiries or risks.
• Build and maintain strong relationships with local, regional, and national journalists, editors, and producers across print, broadcast, and digital media.
• Serve as the organization’s key media contact and spokesperson (or prepare leadership for media interactions).
• Coordinate and support media interviews, briefings and press conferences.
• Cultivate relationships with health and policy reporters to support balanced, informed coverage.
• Support leadership and staff in media training and interview preparation.
• In collaboration with Executive Director, Communications and Engagement, identify and profile compelling healthcare stories that highlight patient care, innovation, and community impact.
• Collaborate with internal teams to develop media materials, including news releases, backgrounders, Q&As, and feature articles.
• Partner with communications colleagues to ensure consistent messaging across media, digital, and internal channels.
• Support the development of multimedia storytelling (e.g., video, photography, podcasts) to complement earned media coverage.
• Maintain accurate records of media interactions and responses.
• Develop performance metrics and evaluate the effectiveness of media relations initiatives. Respond to inquiries and manage daily media requests, working closely with subject matter experts.

Public Issues Management

• During crises sensitive public situations or high-profile healthcare events, lead media responses and liaise with proper stakeholders to inform proper response and obtain required approvals. 
• Provide real-time media monitoring and analysis to inform decision-making and response.
• Advise executives and clinical leaders on media strategy and risk mitigation.
• Track and analyze media coverage, sentiment, and trends affecting the organization or healthcare sector.
• Prepare regular reports summarizing media activities, results, and recommendations.
• Use insights from media monitoring to refine messaging and identify emerging opportunities.
• Lead the strategic messaging development and ensure the proactive communication of key health system metrics including data related to wait times to the public and media.
• Lead and coordinate the organization’s efforts to guide and support public information sharing and the reactive management of issues and inquiries including coordination with SDO partners on shared initiatives to maintain and enhance public perception of Manitoba’s health system and Shared Health as a trusted health system entity and brand.
• Collaborate with the Communications and Engagement and contribute to the development and execution of scheduled and recurring social media content and digital engagement across a variety of platforms.

Internal Collaboration and Capacity Building

• Work closely with the Executive Director, Communications and Engagement to ensure message alignment.
• Contribute to organization-wide initiatives that enhance transparency, trust, and public understanding of healthcare delivery.
• Liaison with executive team members as required.
• Act as a champion of Shared Health’s culture and a brand ambassador in articulating the organization’s employer value proposition to employees and community partners.