Public Relations Director

A public relations director is responsible for developing and executing strategies to publicize organizations in a positive manner. They cultivate and maintain relationships with key local, national, and international media. The strategies that a public relations director develops are used to bolster the reputation of the organization, raise awareness, and keep the public informed through the press and various media outlets including social media, print, and broadcast media.

They are responsible for managing crisis situations and work to repair an institution’s damaged reputation if negative incidents occur. They have publicists that work with them to write press releases; pitch, secure stories, and arrange interviews for media outlets; and manage scheduling of any media coverage from start to finish. Public relations directors also work with other senior-level management like marketing directors to ensure advertising campaigns are in line with the institution’s image, mission, and goals.