Own media strategy, press outreach, message development, media training, and internal communications while coordinating with senior leaders and managing relationships with local to international media.

Develop and execute annual PR plans
Coordinate media outreach and story placement
Analyze effectiveness and manage crisis/media responses

Job Description

Responsibilities

The Director of Media and Public Relations will be responsible for media strategy and execution to include working with the Chief Communications Officer/Deputy Director for Communications on developing and implementing annual PR plans and other initiatives to raise the brand, visitation of programs, audience diversification, revenue generating goals, and the quality and quantity of media coverage.
The position will identify, plan and coordinate targeted communications to local, regional, national and international media; write and manage the production of press releases and other public announcements; generate and identify stories and initiate contact for story placement and other publicity elements; collect content for press releases, blog posts, media pitches, and other uses; oversee the process for calendar listings and other publicity related placements; coordinate appropriate staff responses to media inquiries; organize media site visits and manage arrangements for interviews with staff as well as media coverage of events.
The Director of Media and Public Relations will also work with the CCO/Deputy Director to handle sensitive or controversial issues; prepare talking points, presentations and other supporting material as needed by the CCO/Deputy Director, the Director of the Museum, and/or other senior leadership; provide media training to management and staff as needed so they have the skills and confidence to deliver appropriate messages; analyze and regularly report on the effectiveness of communication efforts; develop and maintain strategic relationships with media throughout the state, nationally and internationally; develop and maintain media contact lists; and respond to requests from external media.
The Director of Media and Public Relations will also plan and write internal communications for key museum initiatives as needed.
This position may be eligible for hybrid telework opportunities; availability, hours, and duration will be in accordance with the Commonwealth’s Teleworking policy on a case-by-case basis.

Requirements

- Considerable knowledge of the principles of public relations, publicity, electronic and print media, and advertising; of local, state, and national media contacts; and of the programs and activities of the museum.
- Considerable skill in the use of technology, media management and reporting applications, project management applications, image editing tools, website CMS applications, social media and other media platforms, including Facebook, Instagram, X, and YouTube, and the ability to incorporate new media as appropriate.
- Demonstrated ability to communicate effectively orally and in writing; to plan, develop, implement, and evaluate media relations and advertising programs; to develop creative concepts for the promotion of exhibitions, programs, and events; to develop audio and video materials; to establish and maintain effective working relationships with a wide range of media representatives; and to maintain a high level of productivity while working under tight deadlines.
- Demonstrated ability to negotiate effective media partnerships that generate quantifiable dollar and/or coverage benefits for the museum.

Preferred

Experience in non-profit public relations and/or journalism, preferably in the arts. Demonstrated skill in written and verbal communication, media relations, and content development. Background in journalism or communications practices (including reporting, editing, storytelling, or public-facing messaging).

Benefits

The Commonwealth of Virginia offers a comprehensive total compensation package that includes health benefits, paid leave, and flexible work schedules. The following benefits are available to classified employees: • Vacation and Other Leave • 12 Paid Holidays • Health Benefits • Sickness and Disability Program • Deferred Compensation with Cash Match • Group, Optional Life, and Long-term Care Insurance • Employee Assistance Program • Wellness Program • Retirement Plans • State Employee Resources Additional information relating to the benefits available to eligible state employees can be found online at: https://www.dhrm.virginia.gov/employeebenefits

Virginia Information Technologies Agency

VITA connects, protects and innovates IT services, infrastructure and cybersecurity for 67 Virginia agencies, 55,000 state workers and 8.6 million Virginians. VITA's new guiding principles:Our new vision is to be Virginia's most customer-focused technology partner, empowering the Commonwealth to achieve more through innovative, efficient and secure technology.Our new mission is to deliver sustainable and effective results to our customers through innovative, efficient and secure services.Our new tagline is Connecting - Protecting - InnovatingOur agency personas: we are the Commonwealth's IT protector, our partners' collaborator and Virginia's innovator.Our new value statements:Accountability - We take ownership for delivering on defined outcomes, being transparent and responsible for the decisions we make.Inclusive Collaboration - We engage diverse individuals and teams from VITA, customers and suppliers to develop solutions together and foster mutually beneficial partnerships.Growth Mindset - We embrace challenges and opportunities for growth, striving to discover innovative solutions and never accepting the status quo.Effectiveness - We work decisively to deliver solutions by taking a data-driven approach that creates value for the Commonwealth.Persistence - We are dedicated to accomplishing our mission by delivering timely and innovative solutions for our customers despite challenges.

Founded in 2003

Richmond, Virginia, USA

401 employees (15 in marketing)

www.vita.virginia.gov

Traffic Signals

Monthly Visitors

12.4M

Traffic Source Mix

47.4%

Direct

45.2%

Referral

6.5%

Social

0.5%

Paid

0.3%

Headcount Trend

Current headcount: ~402

Marketing Team

Marketing Team Size

15 (4% of company)

Median Career Experience

15 years

Median Tenure

12.3 years

Marketing Roles Posted (Last 30 Days)

People

HR / Recruitment

David Davidson

Employee Relations / HR Business Partner

At the company for 11 months

Responsibilities

The Director of Media and Public Relations will be responsible for media strategy and execution to include working with the Chief Communications Officer/Deputy Director for Communications on developing and implementing annual PR plans and other initiatives to raise the brand, visitation of programs, audience diversification, revenue generating goals, and the quality and quantity of media coverage.
The position will identify, plan and coordinate targeted communications to local, regional, national and international media; write and manage the production of press releases and other public announcements; generate and identify stories and initiate contact for story placement and other publicity elements; collect content for press releases, blog posts, media pitches, and other uses; oversee the process for calendar listings and other publicity related placements; coordinate appropriate staff responses to media inquiries; organize media site visits and manage arrangements for interviews with staff as well as media coverage of events.
The Director of Media and Public Relations will also work with the CCO/Deputy Director to handle sensitive or controversial issues; prepare talking points, presentations and other supporting material as needed by the CCO/Deputy Director, the Director of the Museum, and/or other senior leadership; provide media training to management and staff as needed so they have the skills and confidence to deliver appropriate messages; analyze and regularly report on the effectiveness of communication efforts; develop and maintain strategic relationships with media throughout the state, nationally and internationally; develop and maintain media contact lists; and respond to requests from external media.
The Director of Media and Public Relations will also plan and write internal communications for key museum initiatives as needed.
This position may be eligible for hybrid telework opportunities; availability, hours, and duration will be in accordance with the Commonwealth’s Teleworking policy on a case-by-case basis.

Requirements

- Considerable knowledge of the principles of public relations, publicity, electronic and print media, and advertising; of local, state, and national media contacts; and of the programs and activities of the museum.
- Considerable skill in the use of technology, media management and reporting applications, project management applications, image editing tools, website CMS applications, social media and other media platforms, including Facebook, Instagram, X, and YouTube, and the ability to incorporate new media as appropriate.
- Demonstrated ability to communicate effectively orally and in writing; to plan, develop, implement, and evaluate media relations and advertising programs; to develop creative concepts for the promotion of exhibitions, programs, and events; to develop audio and video materials; to establish and maintain effective working relationships with a wide range of media representatives; and to maintain a high level of productivity while working under tight deadlines.
- Demonstrated ability to negotiate effective media partnerships that generate quantifiable dollar and/or coverage benefits for the museum.

Preferred

Experience in non-profit public relations and/or journalism, preferably in the arts. Demonstrated skill in written and verbal communication, media relations, and content development. Background in journalism or communications practices (including reporting, editing, storytelling, or public-facing messaging).

Benefits

The Commonwealth of Virginia offers a comprehensive total compensation package that includes health benefits, paid leave, and flexible work schedules. The following benefits are available to classified employees: • Vacation and Other Leave • 12 Paid Holidays • Health Benefits • Sickness and Disability Program • Deferred Compensation with Cash Match • Group, Optional Life, and Long-term Care Insurance • Employee Assistance Program • Wellness Program • Retirement Plans • State Employee Resources Additional information relating to the benefits available to eligible state employees can be found online at: https://www.dhrm.virginia.gov/employeebenefits