Public Relations Manager

Job Description

JOB SUMMARY:

The Public Relations Manager at Richmond Region Tourism is responsible for the strategy, collaboration, execution and measurement of PR & Media Relations campaigns with the goal of increasing visibility, generating earned media coverage, and positioning the Richmond Region regionally, nationally and internationally as an attractive, welcoming, thriving, accessible, diverse, and active destination for travelers, businesses and the community.

MANAGEMENT FUNCTIONS

• Public Relations & Media Relations
• Content Development including Annual Visitors Guide
• Media Monitoring, Analysis and Reporting

ESSENTIAL JOB DUTIES & RESPONSIBILITIES:

Media Relations

• Build and maintain relationships with domestic and international media and influencers as well as community partners from attractions, hotels, restaurants and meeting spaces
• Respond to domestic and international leisure travel media inquiries and monitor media leads
• Plan and host media events, FAM (“familiarization”) tours, and activations that show what the Richmond Region has to offer
• Conduct regular meetings with media in target markets
• Develop itineraries with regional/industry partners, arrange travel plans, and execute on-site hosting and logistics for visiting media
• Contribute to the development and execution of annual public relations strategies aligned with organizational goals and marketing priorities
• Serve as liaison with Virginia Tourism Corporation (VTC) to keep their PR/Content team abreast of Richmond Region news and to collaborate on domestic and international travel media initiatives
• Work with VTC and other entities to execute international media outreach strategies and provide relevant content for international media pitches
• Represent Visit Richmond VA at applicable industry events and travel media tradeshows such as the Mid-Atlantic Tourism PR Alliance (MATPRA) Media Marketplace and the U.S. Travel Association’s IPW
• Support community partners by providing them with media exposure

Content Development and Reporting

• Lead the planning, production, and execution of the annual Richmond Region Visitors Guide, managing all phases of development including coordination with an external publishing/design vendor; developing, writing, and editing editorial content; sourcing and securing photography; ensuring accuracy, consistency, and adherence to brand standards; managing timelines, approvals, and revisions; collaborating cross-departmentally to align messaging and priorities; and overseeing final production and distribution readiness.
• Write and distribute content for press releases, pitches, articles, fact sheets, itineraries and other media/promotional materials
• Create and assemble press packets and welcome packages
• Consistently produce quarterly media e-newsletters and support production of monthly consumer e-newsletters
• Monitor, measure, analyze and produce reports of PR/Media KPIs including published stories, media pitches, share of voice, and reach using media monitoring software
• Manage media section on the website at VisitRichmondVa.com
• Maintain and update media contact list in the CRM system
• Collaborate with the digital marketing team to amplify earned media and PR initiatives across owned and social channels

Other Responsibilities

• Coordinate with appropriate staff on sales, group tour, sports and convention services inquiries as well as community outreach and promotion
• Collaborate with the marketing team and other departments on campaign development and content marketing strategy
• Support the organization’s consumer marketing sponsorships, partnerships and promotions
• Represent the organization on relevant boards and committees and provide consultation for tourism industry events held in the Richmond Region (ie MATPRA, BMTC)
• Support and attend Richmond Region Tourism annual events, providing on-site assistance, coordination, and communications support
• Assist with editing and proofreading tasks

SKILLS PREFERRED:

• Excellent writing, editing, proofreading and overall communication skills
• Knowledge of the current media and travel & tourism landscape
• Experience with media and public relations
• A professional network that includes connections with regional and/or national media, freelance writers and influencers as well as RRT community partners who represent attractions, hotels, restaurants and meeting spaces
• Experience using media monitoring, CRM, and content management systems to track outreach, coverage, and performance
• Proven hospitality and interpersonal skills, travel planning, project and budget management skills
• Ability to be creative, resourceful, and self-motivated
• High-energy, outgoing personality with flexibility to adapt to changing priorities and schedules
• Demonstrated ability to meet deadlines, multi-task and remain organized under pressure

ESSENTIAL EDUCATION / EXPERIENCE PREFERRED:

• BA/BS degree or equivalent vocational/technical training
• Minimum 2 years of experience including demonstrated skills and success in media relations/public relations, communications, copywriting, creative writing, influencer collaborations, and/or writer engagement

PHYSICAL DEMANDS:

While performing the duties of this job, the employee will be required to:

• Walk, sit, bend and squat
• Talk and hear
• Grab, pull or bend items
• Lift and/or carry up to 20 lbs.
• View items at a close and distant range
• Sit, walk and stand for extended periods of time
• Use computers for extended periods of time
• Must be able to travel by airplane and operate a vehicle

WORKING CONDITIONS:

Position is a mid-level management role. Position includes some weekend and evening hours as needed to host visiting media, represent the destination at out-of-town consumer activation events, industry events and trade shows, and some overnight travel for media visits and deskside appointments. Position may require access by direct supervisor, CMO, CEO and senior staff at any time, monitoring email and media activity after hours and on weekends. Requires use of personal vehicle and a valid driver’s license. Position must represent the organization with professionalism and integrity at all times. This job description outlines the general responsibilities and requirements for the stated position and in no way is an exhaustive list. The company maintains the right to assign or reassign responsibilities to this position at any time.

Heated and air-conditioned office environment. Noise level is usually low to moderate.

Note: Job Descriptions are not exhaustive lists of all skills, responsibilities, or efforts associated with a job. They reflect principal job elements essential for performing the job and evaluating performance. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of the position.

Richmond Region Tourism is committed to the principle of Equal Employment Opportunity (“EEO”) and to providing a work environment free from bias, discrimination or harassment.

Company Description

Richmond Region Tourism is the Region's primary destination marketing organization. Richmond Region Tourism (RRT) welcomes meeting planners, tournament organizers, tour operators, travel media and leisure travelers to our Region. A nonprofit organization, RRT offers a comprehensive array of information and services to assist the hospitality industry in benefiting from the powerful economic engine that is tourism. The organization is committed to the principle of Equal Employment Opportunity (“EEO”) and to providing a work environment free from bias, discrimination, or harassment.

Mission

Share a passion for the Richmond Region with the world.

Vision

As a thriving community, the Richmond Region is known for being inclusive and welcoming to all.

About Us

As the Region’s destination organization, we are experts who have a deep love for the community in which we live, work, and play.

We enrich the lives of our residents and visitors by sharing the unique culture and humanity that is the Richmond Region.

We generate economic prosperity through tourism by attracting conventions, meetings, sports tournaments, and visitors and ensuring that all have an unforgettable experience.

We enhance the quality of life for the people in our community by supporting the places that make the Richmond Region wonderful.

We strengthen local programs that drive tourism through our Richmond Region Tourism Foundation.

We do all of this through a lens of diversity, equity and inclusion.

Values

At Richmond Region Tourism, our people are our biggest asset. Our internal cornerstones define our organizational culture and provide a road map for engaging with our community in making the Richmond Region welcoming for all.

• Passion: Intense enthusiasm for our community and its people
• Inclusiveness: Deep commitment to equity and community engagement to advance, develop and sustain the Region
• Integrity: Dynamic culture built upon trust, honesty, and credibility
• Innovation: Leading-edge work that is rooted in creativity and transformational for the Region
• Stewardship: Ambassadors of our destination’s development, image and reputation
• Courage: Doing the right thing and upholding our values

More information: https://www.visitrichmondva.com/partners/about/employment/

Benefits

• Hybrid Work Life - ability to work a hybrid schedule which is a blend of in the office and remote work, but must reside in the Richmond Region.
• Medical, Dental and Vision Insurance
• Life Insurance
• Short-term and Long-term Disability Insurance
• 401(K) with Company Match
• Direct Deposit
• Bereavement Leave
• Parental Leave
• Paid Holidays
• Paid Jury Duty
• Paid Parking (downtown Richmond location)
• Vacation and Sick Time
• Health Savings Account
• Flexible Spending Account