Associate Director, General Audience Publicity
Department: Corporate Communications
Corporate Area: Corporate Communications
Supervisor: Director, General Audience Publicity
The Associate Director, General Audience Publicity will work with the Director, General Audience Publicity and the larger communications team to develop and implement publicity campaigns for PBS primetime programs and digital initiatives. This includes, but is not limited to, the creation of strategic PR and event plans, securing earned media, developing press and promotional materials, and collaborating with internal teams to develop and execute press strategies to drive program awareness and tune-in.
Key responsibilities will include, but are not limited to:
• Working with Director, serve as publicist for priority programs and digital initiatives.
• With detailed knowledge of assigned programs, work with producers, external PR agencies and across various PBS departments to develop strategic PR plans and support new and ongoing series.
• For assigned programs, work in a timely manner to develop the shows' presence on the PBS PressRoom site to meet station and press deadlines while ensuring accuracy of information and following consistent editorial standards.
• Conceptualize, craft and pitch stories to share with national and local media to generate coverage of assigned shows. Work with PBS stations and partners to identify publicity opportunities and develop local pitch angles.
• Generate publicity materials including PR plans, press releases, show descriptions, talking points, bios, event remarks, briefing documents, etc.
• Serve as communications liaison with internal PBS teams and producers. Publish publicity materials (listings, bios, press releases, photos, video screeners) to PBS's internal platforms including PBS About, PBS PressRoom, MyPBS, The Source, and PBS_PR Twitter, etc.
• Develop and leverage relationships with internal and external teams. Work with PBS member stations, producers and partner organizations in order to execute PR plans.
• Working with Director, Event Strategy & Production, assist in the production of the Television Critics Association Press Tour, and media and fan screening events (both on-site and virtually) for PBS programs as assigned, including working with PR agencies on talent coordination and media training, and gathering assets, talking points, travel logistics and other event requirements.
• For assigned programs, serve as talent manager for featured experts, hosts or celebrities, while working closely with their personal publicists and managers.
• Review programs to determine key moments and newsworthy clips, and alert senior management to any sensitive content, potential controversies or issues.
• Collaborate with the PBS digital and social media teams on campaign strategy and execution for publicity efforts. This can include reviewing sensitive social media language; identifying sharable clips for digital and social platforms and as press exclusives; liaise with talent, producers and influencers on social media promotion; and coordinating with the digital team on press announcements and sharing relevant press coverage.
• Work with General Audience Publicity team to manage relevant aspects of the GA Publicity budget.
• Supervise PressRoom backend and maintenance, including press and station registration and monitor the PressRoom inbox.
• Assist team in creating, maintaining and updating relevant media lists to ensure that they are kept up to date and accurate.
• Working with PBS marketing team and external agency partners, facilitate the design and creation of press kits and influencer mailers for priority programs.
• Post on behalf of PBS from the PBS_PR Twitter account to share press announcements or other information.
Requirements for success:
• 5+ years of related work experience in the fields of communications, publicity and/or journalism. Those with a broadcast/television background strongly encouraged to apply.
• Bachelor's degree in related field or equivalent combination of education and experience accepted.
• Excellent writing, editing and communications skills
• Experience pitching media and placing stories preferred but not required
• Ability to work collaboratively across teams and work well independently
• Good project and time management skills, including the ability to effectively prioritize and multi-task on several program assignments
• Experience with on-air talent management and/or executive management
• Excellent customer service skills
• Ability to thrive in a fast-paced, high stress environment
• Comfortable taking initiative/leading projects, anticipating next steps and identifying controversies
• Ability to understand PBS's unique local/national model and positioning in the larger media landscape
• A respect and passion for public television and what it represents to its viewers
• A true team player who is willing to pitch in when needed.
• Basic photoshop skills, preferred
• Must have received or be willing to receive the COVID-19 vaccination by date of hire to be considered. Proof of vaccination required.
PBS is an Equal Opportunity Employer in accordance with the EEOC and the Commonwealth of Virginia.
Jobcode: Reference SBJ-gxok8o-3-236-232-99-42 in your application.