Director of Public Relations & Communications

POSITION SUMMARY

The Director of Public Relations & Communications leads and manages all aspects of the Broward Center's public relations efforts and is responsible for developing and implementing comprehensive PR strategies that enhance the center's public image and reputation, promote its wide variety of performances, programs and activities, drive sales to all ticketed events, and support all fundraising and development goals. The Director of Public Relations & Communication is the leading storyteller and media ambassador for the institution, developing compelling content from across the organization for a variety of channels, increasing awareness of the impact of the Broward Center, The Parker and the Broward Performing Arts Foundation.

ESSENTIAL FUNCTIONS

• Develop and execute a comprehensive PR plan for media coverage of a broad portfolio of activities including performances at the Broward Center and The Parker, all education and community engagement initiatives, and activities, events and campaigns of the Broward Performing Arts Foundation.
• Formulate creative publicity campaigns for performances, series, events, classes and initiatives that build awareness, support revenue goals, and increase visibility of the Broward Center, The Parker and the Broward Performing Arts Foundation.
• Drive earned media coverage of the Broward Center as an institution in coordination with programming, social media campaigns, and other external communications as part of cohesive strategy to achieve organizational PR goals.
• Hold regular meetings with key internal clients (Marketing, Foundation, Education, Community Engagement, Volunteer Services) to understand range of products, programs and events;
• Brainstorm, package and pitch stories to appropriate outlets;
• Write, edit, distribute press releases with accompanying artwork (photo and video);
• Produce dynamic content in line with today's media environment;
• Follow-up with direct pitches to key media outlets.
• Serve as a primary media contact for the institution, responding to media and interview requests, coordinating and drafting responses, providing written replies and in-person appearances as needed.
• Develop and maintain network of media contacts to cultivate publicity.
• Assess opportunities and build relationships in traditional media as well as new and emerging media outlets including influencers, bloggers, staying current on industry trends and opportunities.
• Coordinate media ticket requests for shows at Broward Center and The Parker, greeting media and attending performances as needed to ensure effective relationship building.
• Maintain tracking, benchmarking, and archiving of earned media coverage and create quarterly reports to communicate the value of earned media efforts.
• Coordinate with Marketing team and with external press representatives to build and implement strategic public relations and earned media plans for all self-presentations, series, Slow Burn Theatre Co. Series, Arts Access presentations, sensory-inclusive programs, hospitality offerings and more.
• Coordinate with Broward Performing Arts Foundation to produce and distribute all press releases and dynamic content for special events, board announcements, sponsor and funder PR, and other events as needed.
• Coordinate with Education to produce press releases and dynamic content related to fee-based classes, special events, milestones, and extensive arts education programming.
• Increase public awareness and understanding Broward Center's commitment to inclusive arts programs, education impact, community engagement through earned media coverage, institutional content and digital and print channels and publications.
• Support all communications initiatives of the Broward Center and The Parker including content development (written, photo, video) for website, intranet, in-house publications, reports, presentations, brochures, etc.
• Maintain archive of press releases, photo and video assets for quick reference and historical purposes.
• Work closely with VP of External Affairs, Creative Services and Marketing team develop and maintain style guidelines consistent with institutional brand and ensure consistent application across all channels.
• Manage relationships with contracted writers, photographers/videographers, agencies who support PR and communications efforts.
• Nights and weekends may be required frequently for opening nights, on-sales, and other special events. Off-site media engagement may include escorting touring artists to television, radio, and new media appearances.
• Complete additional duties as assigned.

CORE COMPETENCIES

• Customer Focus- Understand the needs of the customer (internal & external) and act accordingly to create an exceptional experience.
• Teamwork- Work as a collaborative member of a group contributing to the overall mission, strategies and goals.
• Accountability- Take ownership for deliverables and actions and contribute value to the organization. Accept responsibility for actions and outcomes.

KNOWLEDGE AND ABILITIES

• Ability to maintain a physical presence at designated work locations, maintaining regular attendance, punctuality and work a flexible schedule including nights, weekends, holidays, and events, as needed.
• Able to communicate effectively in English, both in writing and verbally.
• A strong creative writer who knows how to use language, visuals and graphic elements to tell memorable stories; understands how to craft press releases and images to get the most attention.
• Understanding of the contemporary media landscape, including the integrated relationships between traditional media, social media, influencers, and emerging platforms.
• Excellent verbal and written communication skills with an understanding of what determines news value, how to pitch media, and how outlets plan coverage.
• Ability to establish and utilize local media contacts with demonstrated experience garnering local, regional and national feature coverage.
• Ease and experience responding to media (email, phone, etc.) and serving as on-camera spokesperson as needed.
• Strategic thinker with understanding of how public relations can support sales, brand awareness, institutional reputation.
• Understand AP style and brand standards.
• Outstanding editing and proofing skills.
• Ability to use media monitoring software tools to pitch, monitor and report on PR effectiveness (e.g., MuckRack, Cision, Critical Mention, TVEyes, etc.).
• Detail-oriented and highly organized individual who can operate effectively under tight deadlines with multiple, concurrent deadlines and manage needs of various internal departments.

DESIRED EDUCATION AND EXPERIENCE

• Bachelor's degree and 5 or more years of experience in PR, communications and/or journalism, or equivalent experience.
• Significant experience in media relations, developing media contacts, and building media plans for more than one event or client at a time.
• Familiarity with institutional branding and awareness building, data analysis, social media platforms, media monitoring, and executing multi-channel public relations campaigns is strongly preferred.
• Photography, videography and editing skills are a plus.