Full Time Job

Associate Director, Publicity


Arlington, VA 07-24-2020
  • Paid
  • Full Time
  • Senior (5-10 years) Experience
Job Description

Associate Director, General Audience Publicity

Team: Corporate Communications

Status: Full-time/Regular/Exempt

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.

Essential duties will include, but 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.

• 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 PressRoom 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.

• For assigned programs, serve as a subject matter expert and key point of contact. 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.

• 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.
Other duties as assigned:
• Work with General Audience Publicity team to manage relevant aspects of the GA Publicity budget to ensure that the budget is on track for the fiscal year.

• Supervise PressRoom backend and maintenance, including press and station registration, analytics, new builds, and other duties as needed to keep the site running efficiently.

• 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 PressRoom 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

• 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 celebrity talent 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.

• Photoshop skills preferred

• Sitecore or prior CMS experience preferred

PBS is an Equal Opportunity Employer of People of Color, Women, Protected Veterans, and Individuals with Disabilities

Company Profile
PBS and our member stations are America’s largest classroom, the nation’s largest stage for the arts and a trusted window to the world. In addition, PBS's educational media helps prepare children for success in school and opens up the world to them in an age-appropriate way.
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