Basic Function: 

• The Public Relations Director is responsible for the development and execution of an annual strategic and integrated plan that is comprised of public relations, social media and marketing communications strategies that support the hotel/resort’s business objectives, increase awareness and positive perception of the hotel, its Food and Beverage outlets, Spa, services and personnel, and contribute to driving traffic and revenues.  

Role and Responsibilities 

• Is proactive and creative in identifying and developingintegrated PR and Social Media programs which capitalize on unique and newsworthy stories as well as leveraging unexpected opportunities as they arise. 

• Engages in media relationsby actively managing professional relationships with local and regional media and influencers that will benefit the hotel and company as a whole. Includes hosting media visits, pitching targeted story ideas, organizing fam trips and photo shoots, entertaining key media and influencer contacts, responding in a timely way to media enquiries, and supporting social PR. 

• Oversees the hotel’s digital content strategy and manages all property social media channels, creating relevant and engaging content and increasing follower engagement. Ensures the hotel’s web and App presence is aligned with the Hotel’s positioning and business objectives and where possible links to other FS content channels. 

• Plays a key role in reputation management; acts as a strategic communications advisor to management by keeping track of public attitudes, flagging possible consequences of decisions, developing key messages and managing issues and crisis communications. The role can also be involved in the management or oversight of online reviews responses.  

• Understands Hotel’s marketplace; well-informed of market trends, including evaluating the competition’s marketing communications activity and implements change as dictated by market requirements. Monitors own media coverage and competitor coverage as well as online reviews for deeper market insight. 

• Works closely with the F&B and Spa teams to develop promotional and marketing activities and calendars to feed relevant owned channels so as to stimulate revenue opportunities. Able to forge alliances and maintain positive cooperative working relationship with other departments. 

• Able to manage relationships with public relations agencies, keeping them informed of relevant news and updates to maximize opportunities for exposure. 

• Uses a strategic approach in overseeing the Hotel’s community relations, CSR initiatives, internal communications and other activities specific to the Hotel and its VIP guests. 

• Assists Director of Marketing with SEO, digital marketing, PPC and e-commerce (as needed) to ensure messaging and creative is aligned across all activities. 

Skills and abilities: 

• A minimum of five to seven years’ experience in public relations and/or marketing communications 

• A university degree in journalism or communications or equivalent experience in public relations or journalism 

• Strong and effective interpersonal skills 

• Proven relationships with media, community and business contacts that have delivered demonstrable results, and the personality to maximize these contacts 

• Excellent communications skills (verbal and written), a strong sense of quality and a creative mind set 

• A self-starter that can multi-task and prioritize  

• Proficiency in leveraging social media networks and related monitoring tools  

• The ability to create newsworthy events, develop story ideas and follow through with pitch leads 

• A portfolio highlighting writing samples, project and media plans will be required.