2018 SCALE

Job Descriptions

2018 SCALE

Job Descriptions

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Job Description Public Relations Director

Short Description:

Responsible for the planning, directing, and coordinating of activities that create and/or maintain a favorable public image both during normal business and to manage the company’s image in a time of crisis.

Duties / Responsibilities:

  • Analyze media coverage and develop responses when needed.
  • Collaborate with marketing and public relations teams for new ideas and strategies.
  • Collect, analyze, and share media activity reports with leadership.
  • Commission market research as needed.
  • Create presentations, articles, reports, and information that enhance the company’s reputation for web sites, blogs, and social media accounts.
  • Develop public relations strategies for current and existing products, launches, and promotions.
  • Implement publicity strategies, campaigns, and social media calendars.
  • Maintain good relationships with the media.
  • Manage PR budgets, deadlines, objectives, and schedules.
  • Organize promotional events, press conferences, tours, visits, and exhibitions.
  • Produce high-quality, informative, and interesting press releases, press kits, and related materials.
  • Serve as the public face of the company in interviews and press conferences.
  • Work with the content team to produce relevant, compelling social media updates that support the company’s brand and image.

Skills / Requirements / Qualifications

  • Active Listening — Giving full attention to others to understand the scope and details of projects, asking appropriate questions, and gathering necessary information.
  • Communication — Effectively communicating information and ideas, both written and oral.
  • Complex Problem Solving — Identifying complex problems and reviewing related information to evaluate options and implement solutions.
  • Computer Proficiency — Using computers and computer systems (including hardware and software) to create and distribute materials that support public relations strategies.
  • Critical Thinking — Applying logic and reason to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
  • Decision Making — Considering the relative costs and benefits of potential actions to choose the most beneficial based on resources and deadlines.
  • Originality — Providing a wide range of innovative ideas about a given topic or situation, including discovering creative ways to communicate public relations messages and solve problems.
  • Planning and Prioritizing Work — Developing specific goals and plans to prioritize, organize, and accomplish work within deadlines.
  • Thinking Creatively — Writing, designing, editing, and/or creating new ways of elevating the company’s public perception.

Job Zones

  • Job Zone Four: Considerable Preparation Needed
  • Education: Most of these occupations require a four-year bachelor's degree, but some do not.
  • Related Experience: A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified.
  • Job Training: Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.
  • Job Zone Examples: Many of these occupations involve coordinating, supervising, managing, or training others. Examples include real estate brokers, sales managers, database administrators, graphic designers, chemists, art directors, and cost estimators.

SVP Range: (7.0 to < 8.0)

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