Job Title: Public Relations Manager (Classified, Exempt)
Virginia Museum of Fine Arts
Richmond, VA United States
Public Relations Manager (Classified, Exempt)
The Public Relations Manager will be responsible for media strategy and execution to include working with the Deputy Director for Communications on developing and implementing annual communication plans and other initiatives to raise the brand, visitation of programs, audience diversification, revenue-generating goals, and the quality and quantity of media coverage.
The position will identify, plan and coordinate targeted communications to local, regional, national and international media; write and manage the production of press releases and other public announcements; generate and identify stories and initiate contact for story placement and other publicity elements; collect content for press releases, blog posts, media pitches, and other uses; oversee the process for calendar listings and other publicity related placements; coordinate appropriate staff response to media inquiries; organize media site visits and manage arrangements for interviews with staff as well as media coverage of events.
The Public Relations Manager will also work with the Deputy Director to handle sensitive or controversial issues; prepare talking points, presentations and other supporting material as needed by the Deputy Director, the Director of the Museum, and/or other senior leadership; provide media training to management and staff as needed so they have the skills and confidence to deliver appropriate messages; analyze and regularly report on the effectiveness of communication efforts; develop and maintain strategic relationships with media throughout the state, nationally and internationally; develop and maintain media contact lists; and respond to requests from external media.
Qualifications & Requirements Considerable knowledge of the principles of public relations, publicity, electronic and print media, and advertising; of state and local media contacts; and of the programs and activities of the museum.
Considerable skill in the use of technology, social media and other media platforms, including Facebook, Instagram, Twitter, blogging, and YouTube, and the ability to incorporate new media as appropriate.
Demonstrated ability to communicate effectively orally and in writing; to plan, develop, implement, and evaluate media relations and advertising programs; to develop creative concepts for the promotion of exhibitions, programs, and events; to develop audio and video materials; to establish and maintain effective working relationships with a wide range of media representatives; and to maintain a high level of productivity while working under tight deadlines.
Demonstrated ability to negotiate effective media partnerships that generate quantifiable dollar and/or coverage benefits for the museum.
Graduation from a college or university preferably with an emphasis on Communications, Journalism, Public Relations and/or Art History. Master’s Degree or coursework in Journalism or Communications preferred. Considerable experience in non-profit public relations and/or journalism, preferably in the arts.
Applicants must submit a writing sample AND a portfolio/selection of public relations work/projects (i.e., press releases, public announcements, etc.).
NOTE: Please upload your documentation under the “Other Documents” option of the Commonwealth of Virginia – Online State Application.
VMFA is a state-supported, privately endowed educational institution created for the benefit of the citizens of the Commonwealth of Virginia. Its purpose is to collect, preserve, exhibit, and interpret art, to encourage the study of the arts, and thus to enrich the lives of all.