Director of Public Relations

The Director of Public Relations is responsible for the development of a comprehensive and integrated communications strategy for The Florida Aquarium. This position will oversee media relations, communications, photo and video content development, and social media. The Director will proactively identify, develop and implement public relations campaigns that capitalize on unique and newsworthy stories designed to bolster The Florida Aquarium’s reputation as a leading conservation-based aquarium. This position will build strong relationships with local, regional and national media; create engaged audiences through dynamic social media strategies; and support initiatives that drive attendance and revenue.

Essential Position Functions

• Develop and implement public relations strategies to enhance The Florida Aquarium’s visibility and reputation:
• Media Relations
• Cultivate and maintain relationships with local, regional and national news media
• Coordinate and manage media inquiries, press releases, and media events
• Monitor media coverage and provide reports on the effectiveness of media campaigns
• Manage the online newsroom and press materials, such as expert bios and fact sheets
• Manage crisis communications and serve as a spokesperson when necessary

Communications

• Oversee the creation and distribution of engaging content that connects key target audiences with our shared purpose including relevant website materials, e-communications, and online outlets
• Ensure consistent and accurate messaging that aligns with the organization’s shared purpose
• Collaborate with other departments to identify and share information relevant to public relations efforts
• Develop long-term long term external communications strategies that align with departmental goals
• Photo and Video Content Development
• Oversee the creation of high-quality photo and video content that showcases the Aquarium’s programs, events and community initiatives
• Manage the Videographer Production Manager to ensure creative and timely execution of content
• Oversee the organization of photo and video library
• Manage external filming and photography requests as necessary

Social Media

• Oversee the development and implementation of social media strategies that connect key audiences with our shared purpose
• Manage the Social Media Manager to ensure creative and timely execution of content
• Develop comprehensive reporting systems that share social media engagement and insights with key leadership
• Work closely with Director of Marketing on brainstorming and development of marketing and public relations plans including the development of initiatives in support of the goals and objectives or internal departments
• Develop new public relations and communications strategies as necessary to support the Aquarium’s positive reputation
• Manage external communications agency partner(s) to support the overarching public relations goals and objectives
• Serve as a proofreader for marketing, PR and social content
• Other related duties as assigned

Education Requirements and Technical Skills

• Bachelor’s degree in public relations, marketing or journalism preferred
• Minimum of seven years of work experience in public relations, journalism or marketing required
• Prior experience managing direct reports and/or teams required
• Aquarium/Zoo or tourism experience preferred
• Knowledge of Microsoft Office Software 
• Excellent verbal and written communications skills
• High comfort level with public speaking
• Competencies
• Customer Service Orientation — Listening and understanding the customer (both internal and external) and anticipating and evaluating the customer’s needs; making the customer’s satisfaction a high priority in all areas on responsibility
• Leadership (Supervisory) – Shows leadership by providing vision and strategies; sets clear expectations and goals for the team that support departmental and organizational goals. Guides staff toward individual accomplishments, departmental, and organizational goals. Exhibits and demonstrates core value competencies. Creates a positive environment in which people are motivated to do their best. Invites input from team and can delegate responsibility appropriately. Recognizes contributions and supports professional growth of staff
• Teamwork — Supporting, facilitating, and participating in activities that promote team effectiveness; demonstrating sensitivity for the feelings and needs of team members and supporting team goals
• Communication (oral and written) — Effectively expressing ideas verbally and non-verbally and actively listening to individuals and groups; preparing and focusing presentations to the characteristics and needs of the audience; expressing ideas clearly and concisely in written form, through memoranda, letters, reports, and other documents.
• Information Gathering and Monitoring — Effectively collects relevant data using questioning or research techniques to monitor and manage projects and people
• Planning and Organizing — Establishing a course of action with specific long-range goals for the aquarium; setting priorities among competing requirements and allocating resources in the most efficient and effective way; developing contingency plans that participate changes in the work environment.
• Collaboration — Works well with people outside his/her immediate work group
• Concern for Detail — Pays attention to every portion of any task, down to the smallest item
• Initiative — Taking actions to achieve goals; self-starting and proactive; asserting oneself to support others in the achievement of their goals; originating action rather than responding only to the actions of others; anticipating the needs of both internal and external constituencies.

Typical Physical Requirements

• Sitting (up 8 hours per day)
• Standing (up to 3 hours per day)
• Walking (up to 4 hours per day)
• Bending/Stooping/squatting — Occasionally
• Climbing stairs — Occasionally
• Reaching above shoulders — Occasionally
• Carrying (up to 10 lbs.) — Occasionally
• Lifting (up to 10 lbs.) — Occasionally
• Using hands for repetitive movements — Both
• Typing on a computer keyboard
• Viewing a computer screen for extended periods
• Excellent vision for proofing and detail work
• Coping with demands (stresses that are associated with the job and/or the work environment so that acceptable levels of performance and overall contribution are maintained)
• More than normal talking, including on telephone
• Ability to travel as needed — locally and/or national
• Flexibility in working weekends, evenings and holidays as needed

Perks

• Medical,
• Dental,
• Vision,
• EAP,
• Memberships,
• and more!