Public Relations Specialist

Location: Palm Beach Gardens, FL (Fulltime In Office)

Reports to: Group VP, Franchise Marketing

Department: Franchise Marketing / Communications

Type: Full-time

Role Summary

Midas is seeking a proactive Public Relations Specialist to architect and own a comprehensive communications strategy—internal and external—that elevates brand consideration, amplifies innovation and culture, and positions our leadership as credible, visible voices in automotive and franchising. This role will build and run an in-house PR/comms engine (with selective agency support), ensuring disciplined execution across media relations, executive visibility, franchisee communications, thought leadership, and social amplification.

Key Objectives

• Increase brand consideration for Midas across consumer and industry channels by shifting from reactive to proactive storytelling and consistent share-of-voice growth.
• Position leadership as visible, credible industry voices through strategic placements, speaking engagements, and executive profiles.
• Drive thought leadership via planned media calendars, op-eds, trade features, and conference participation—moving from “quiet in the industry” to recognized leadership.
• Amplify Midas’ innovation, culture, and community impact—internally and externally—to strengthen relevance, reputation, and franchise system confidence (including prospective franchisees).
• Integrate communications flows across the franchise system and parent-company liaison work to improve clarity, speed, and impact of business updates.

Core Responsibilities

Strategy & Planning

• Build a proactive internal and external PR/Comms plan with a quarterly editorial calendar, themes, and target outlets (national, trade, local).
• Establish a strategic counsel framework for leadership and cross-functional partners (Marketing, Franchise Development, Operations, HR, Legal, Social).
• Define the transition from third-party-led to in-house proactive engine; manage agencies selectively for scale and specialty.

Media Relations & Thought Leadership

• Lead media outreach (national consumer, automotive, franchise trade, and local market press); pitch, secure, and manage coverage.
• Own executive visibility: interviews, profiles, conference speaking slots, awards submissions, and bylined content.
• Develop and place content: press releases, media kits, op-eds, thought leadership articles, and talking points.

Internal Communications & Franchise System

• Design and run franchisee communications: bulletins, playbooks, town halls, and updates that support key business priorities.
• Produce quarterly updates (videos, leadership notes, dashboards) aligning the system around priorities and brand value propositions.
• Serve as the communications point for Convention, profit workshops, fall planning—own messaging, content, and run-of-show.

Social Amplification (in collaboration with internal teams)

• Partner with Social & Franchise Development to amplify earned coverage, leadership content, and franchise growth narratives across channels.
• Ensure cross-channel consistency and cadence for always-on amplification (LinkedIn, industry forums, owned channels).

Measurement & Reporting

• Monitor and report media coverage, share of voice, sentiment, and narrative penetration; deliver monthly and quarterly scorecards.
• Track executive visibility pipeline: speaking slots, awards, interviews, and bylines secured vs. target.

Parent Company & System Liaison

• Act as the communications liaison with parent company Mavis—own memos, alignment on key updates, and shared initiatives.
• Coordinate all system bulletins and key business updates (especially those requiring alignment/support from Mavis).

Issues & Crisis Preparedness

• Maintain a rapid response protocol and core Q&A; lead cross-functional communications during issues/crisis events.

Qualifications

• 4–7+ years in PR/Corporate Communications (brand-side or agency); experience in automotive and/or franchise systems preferred.
• Proven track record in media relations (national, trade, local) and securing executive visibility (speaking, profiles, bylines).
• Strong writing and editorial discipline—press releases, op-eds, speeches, executive messaging, and social-ready content.
• Experience building in-house PR engines, setting proactive agendas, and managing agency partners for scale.
• Comfortable with measurement tools (media monitoring, sentiment analysis) and building executive-ready dashboards.
• Video scripting and light production coordination experience for quarterly updates is a plus.
• High bias for action, executive presence, and exceptional organization in a fast-moving franchise environment.

Key Competencies

• Proactive Ownership: Plans ahead, sets the agenda, and moves the organization from reactive to disciplined execution.
• Story Crafting: Finds the narrative in our innovation, culture, and community impact—and tells it compellingly.
• Relationship Building: Strong rapport with media, industry groups, franchisees, and internal stakeholders.
• Executive Communication: Able to brief, prepare, and represent leadership with polish and clarity.
• Data-Driven: Uses coverage, sentiment, SOV, and engagement metrics to improve strategy and outcomes.

Success Metrics (KPIs)

• Brand Consideration Lift: Movement in aided/unaided consideration (tracked via brand studies/benchmarks).
• Share of Voice (SOV): +X% growth in target categories (automotive services, franchising) quarterly.
• Quality Coverage: # of tier-1 placements, trade features, and leadership profiles secured per quarter.
• Executive Visibility: Speaking slots, awards, interviews, and bylines secured vs. plan.
• Sentiment: Balanced to positive sentiment ratio in earned coverage.
• Internal Engagement: Open rates, CTRs, attendance, and sentiment on franchisee communications and quarterly updates.
• Amplification: Social reach/engagement of earned media and leadership content (in partnership with internal teams).
• Speed & Cadence: On-time delivery of editorial calendar, bulletins, convention/event communications.

Why Join Midas?

At Midas, we’re more than just a car care brand, we’re a community of entrepreneurs, innovators, and customer champions. Join us in shaping the future of automotive service through smart growth and strategic real estate leadership.