Senior Publicist – Travel & Lifestyle Media Relations

Fixed-Term 15 Month Maternity Leave: Start Date January 2027, with potential for extension

Toronto (Fully Remote)

Salary range: $80,000-$90,000 commensurate with experience

Position Overview

The Senior Publicist is a senior client-facing role responsible for leading media relations programs for Development Counsellors International's (DCI) destination and hospitality clients in the Canadian market. This position ensures client stories reach the right Canadian journalists, editors and producers, and that media relations efforts translate into earned coverage that builds visibility and inspires travel and bookings.

The Senior Publicist partners closely with account leadership and senior client decision-makers to turn destination and hospitality stories into compelling editorial opportunities. The role combines strategic counsel with hands-on writing, pitching and media event execution, ensuring media relations delivers measurable results for clients.

About DCI

Development Counsellors International partners with tourism boards, convention centers and hotels to turn their stories into earned media that inspires people to travel or book meetings. We're a collaborative, results-driven team that believes great storytelling moves people.

Key Outcomes

Media Coverage & Results

•     Develop creative, newsworthy story angles that align client objectives with media interests

•     Secure meaningful earned media coverage for destination and hospitality clients across Canadian print, broadcast and digital outlets

•     Track, report and evaluate coverage quality and impact for clients

Client Counsel & Relationships

•     Serve as a trusted media relations advisor to senior client decision-makers

•     Present strategic recommendations, plans and results with confidence and clarity

•     Set clear expectations with clients on opportunities, timelines and outcomes

Media Network & Industry Presence

•     Stay current on shifts in the Canadian media landscape, including outlets, editorial staff and story trends

•     Maintain relationships with Canadian journalists, editors and producers

•     Represent clients professionally and knowledgeably in front of media 

Competencies

The competencies below directly support successful delivery of the role's key outcomes 

Independence & Self-Management

•     Works proactively and independently in a remote environment.

•     Manages multiple clients, priorities and deadlines effectively.

•     Takes ownership of outcomes without needing close direction.

•     Remains composed and effective under tight deadlines.

Collaboration & Team Partnership

•     Keeps teammates informed and shares media insight openly.

•     Contributes to a supportive, high-performing team culture.

Adaptability & Responsiveness

•     Responds quickly to breaking news, editorial opportunities and client needs.

•     Adjusts strategies as media, market and client conditions change.

Qualifications & Experience

•     8–10 years of media relations experience, ideally within travel, tourism or hospitality

•     Established relationships with Canadian journalists, editors and producers across print, broadcast and digital media

•     Proven track record of securing editorial coverage

•     Strong strategic thinking and the confidence to present recommendations to senior-level clients

•     Excellent English-language writing, storytelling and pitching skills

•     Proactive and self-motivated, able to work independently while collaborating with a team

•     This is not an influencer marketing role, but please call out experience in this area if you have it

•     French language skills an asset

•     Must be legally authorized to work in Canada

DCI welcomes and encourages applications from people with disabilities. Accommodations are available on request throughout the recruitment process.