Working in partnership with the Strategic Communications team (paid, owned and earned media), the Public Relations Specialist coordinates and executes public relations and earned media efforts across all channels — from strategic development through measurement and reporting. This role serves as a primary media contact for the Aquarium (and spokesperson when appropriate), leveraging internal subject matter experts to support accurate and compelling storytelling.
- This position is also responsible for managing and optimizing the Aquarium’s public relations platform, including media list maintenance, coverage tracking, analytics and ongoing evaluation of effectiveness.
- A successful candidate will be highly organized, responsive and data-driven, with the ability to measure performance, report on outcomes and use insights to refine future strategies.
Essential Functions:
- Collaborate with the Chief Marketing Officer and Assistant Director of Marketing & Strategic Communications to develop and implement comprehensive earned media strategies that grow awareness, reach and engagement at the local, regional and national levels
- Execute consistent and proactive media outreach to secure cross-channel earned coverage aligned with organizational priorities
- Manage the Aquarium’s public relations platform, including media contact list maintenance, press coverage tracking, analytics and ongoing assessment of effectiveness
- Develop and maintain reporting frameworks to test, measure and evaluate earned media performance; produce regular performance reports with actionable insights
- Serve as a primary point of contact for media and public inquiries, including requests for information, interviews and tours; respond promptly to all requests (same business day when possible, including weekends for time-sensitive media needs)
- Coordinate and manage earned media appearances in local and regional strategic drive markets
- Assess and act on reactive and proactive earned media opportunities as they arise
- Maintain and distribute press kit materials, ensuring accuracy and timeliness
- Write, edit and distribute press releases, media alerts, pitches and fact sheets in collaboration with the Strategic Communications team
- Generate and develop story ideas that highlight Aquarium programs, exhibits, research and achievements; build strong internal relationships to ensure awareness of timely and relevant initiatives
- Prepare Aquarium leadership and subject matter experts for media interviews and press events, including development of talking points and briefing materials
- Build and maintain select strategic relationships with community partners, media and influencers
- Collaborate with the Chief Marketing Officer and Advertising & Community Engagement Manager to identify and engage local, regional and national media influencers; pitch relevant news and conduct social listening to support relationship building
- Coordinate and host onsite media events to promote new exhibits, programs or major announcements, when appropriate
- Coordinate and edit pre-recorded short-form broadcast segments, ensuring accuracy, message alignment, and timely delivery in partnership with media outlets and internal stakeholder
- Assist with crisis communications planning and response as directed by the Chief Marketing Officer and/or Assistant Director of Marketing & Strategic Communications
Knowledge, Skills and Abilities:
- Excellent written, verbal and interpersonal communication skills
- Strong project management and organizational skills; ability to manage multiple priorities and deadlines
- Ability to build and maintain effective relationships with media, influencers, vendors and internal stakeholders
- Ability to communicate confidently with local, regional and national media representatives
- Comfort participating in interviews, live appearances and on-camera settings when required
- Understanding of mission-driven work and ability to translate impact through compelling storytelling
- Education or experience in biology, zoology, environmental science or a related field preferred
- Personal commitment to conservation and environmental issues preferred
- Proficiency in Microsoft Office applications, including Excel, Word, PowerPoint and Outlook
- Experience with task or project management software preferred
- Ability to handle sensitive and confidential information with discretion
- Familiarity with public relations and media monitoring platforms such as Cision, Meltwater, Critical Mention or Vocus preferred
Experience Required
- Education and Experience Required:
- Bachelor's degree or equivalent experience in English, Journalism, Public Relations or a related field Minimum of 3 years relevant experience implementing successful media and public relations program Experience working in the zoo and aquarium industry a plus, but not required
Perks
- Rich Benefits,
- Employer Matching 401K Plan,
- Generous PTO,
- Amazing Culture!
- (for real)
Salary
- Commensurate with experience and education
