Summary: The primary responsibility is to strengthen The Palm Beaches brand through earned media, social engagement, and local outreach. The role is to develop, manage and drive all aspects of the Company’s public relations programs contributing to the success of the strategic plan. This includes generating positive earned media coverage designed to raise awareness of The Palm Beaches in a manner meant to increase tourism visitation into the destination. The position will oversee a team of direct reports and manage the public relations agency of record.
~ Essential Duties & Responsibilities ~
+ Develops and executes a PR program of activities that sustain a specific targeted image for the destination on a global basis with a focus on key strategic markets, for all leisure, trade and meetings press. Accountable for ensuring key stakeholders (both internal and external) are informed, updated and supportive of direction and plans.
+ Acts as functional leader and contract monitor to provide direction to the contracted public relations and communications agencies (US and international) to develop, implement and optimize public relations campaigns including traditional media outreach, online content, video and photography distribution and social media strategies. Directs and monitors contracted agencies’ fulfillment of scope of work as outlined in approved contract and measures effectiveness.
+ Writes press materials that convey and strengthen the narrative of the brand and destination.
+ Engages in media relations by actively managing professional relationships with local, regional, national, and international journalists and editorial decision makers.
+ Initiates and creates public relations opportunities.
+ Prepares Executive Team and management personnel for media events and coordinates press conferences, as needed.
+ Fields press inquiries and works to secure positive national and international media placements.
+ This position must regularly interface with all other marketing/sales team and executive leadership members to implement multi-channel marketing campaigns and provide media and corporate communications support to develop print and online promotional content, promote member special offers, packages, niche markets and destination events.
+ Serves as company spokesperson, as appropriate.
+ Supports communications strategy relative to DTPB’s Cornerstone initiative.
+ Assists Executive office in crisis management including media and community outreach.
+ Advises senior management during emergency situations on communication plan to key markets, destination visitors and staff.
+ Oversees reporting processes and ensures all earned media clips are entered into Company CRM.
Social Media and Digital Influencer Marketing
+ Establishes and delivers performance reports including impressions, media touchpoints, social media engagements, social follower growth and other vital KPIs, including year over year analysis, competitive benchmarking.
+ Adheres to Destinations International reporting standards.
+ Sets goals to increase media outreach, monitors, tracks and reports on improvements.
+ Develops insights from reports and statistical information to adjust tactics and investments for public relations optimization.
Associations, Trade Shows & Events
+ Participates in industry events and trade shows as required to promote DTPB agenda and goals.
+ Maintain involvement with Public Relations and Social Media associations.
Online Media Newsroom
+ Oversees maintenance of online media newsroom to provide 24 x 7 media support online; inventory of tools to include photography, video, story ideas, press releases and evergreen backgrounders.
Finances & Budgets
+ Monitors department expenditures; adheres to budgetary and expense management guidelines.
+ Responsible for department budget and all contracts associated with PR and Social Media.
+ Oversees Request for Proposal and adheres to procurement procedures in contracting with PR, media, communications agencies, writers and technologies.
+ This position manages, sets priorities, motivates, and provides guidance and training to direct team.
~ Qualifications, Education, Experience ~
The successful candidate will be results-oriented, self-directed, diplomatically proactive and well organized. Will have the ability to establish and shift priorities in a dynamic environment and possess at a minimum, the following qualifications:
+ BA (4-year degree) in Communications, Public Relations, Marketing, English, Journalism, Tourism Marketing, Hospitality or degree that is relevant to duties of the role, and/or equivalent years of experience creating and implementing corporate identity, public relations and communication programs
+ Experience in travel, tourism and hospitality industry is essential
+ Combination of corporate and agency experience a plus
+ At least two years of management experience with supervisory responsibility of associated staff members
+ Keen awareness and understanding of destination promotion and the domestic travel, tourism, and hospitality industries
+ Proficient writing skills, with demonstrated experience in drafting news releases, talking points, copy for media, advertorial and promotional materials and speeches
+ Strong command of the English language. Spanish, German, or Portuguese desirable
+ Proven track record of high-level media contacts/placements
+ Practical understanding of media distribution and measurement services
+ Strong knowledge of the internet, blogs, social media strategies, online media distribution channels and utilization/implementation in active digital/print promotions
+ Direct experience and technical skills with special event budgeting, planning and execution
+ Extensive experience with latest suite of Microsoft Office programs, including Word, Excel, Power Point and Outlook
+ Must be able to communicate effectively both verbally and in writing and is required to make frequent presentations and occasional TV appearances.
+ Must have interpersonal skills with the ability to motivate teams and influence partners/suppliers to produce quality campaigns & materials
+ Must demonstrate a positive attitude and cooperate with staff
Equal Employment Opportunity: Discover The Palm Beaches is an Equal Opportunity Employer that does not discriminate on the basis of actual or perceived race, creed, color, religion, alienage or national origin, ancestry, citizenship status, age, disability or handicap, sex, marital status, veteran status, sexual orientation, arrest record, or any other characteristic protected by applicable federal, state or local laws. Our management team is dedicated to this policy with respect to recruitment, hiring, placement, promotion, transfer, training, compensation, benefits, employee activities and general treatment during employment.
Work Environment: Working conditions are normal for an office environment. Work will require occasional weekend and/or evening work and business travel. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Other Information: This position description is meant to describe the general nature and level of work to be performed; it is not intended to be construed as an exhaustive list of all responsibilities, duties and skills required for the position.
How to Apply: