What are the responsibilities and job description for the Director of Public Relations position at The Florida Keys & Key West?
Director of Public Relations
Reports to: Vice President of Marketing and Communications
Location: 1205 White Street, Key West, FL 33040 or new forthcoming office in Upper Keys
Overview: The mission of Visit Florida Keys is to provide outstanding service and resources with the highest degree of ethics and integrity to meet the needs of the Monroe County Tourist Development Council, the tourism industry, and to the public they serve. The Director of Public Relations is a key position on the marketing and communications team with responsibility for promoting and enhancing the destination’s image and visibility. The role requires close collaboration with internal cross-functional teams, stakeholders, and other external partners.
Duties & Responsibilities:
• Align PR efforts with overall marketing and communication objectives.
• Establish and maintain strong relationships with local, national and international media outlets.
• Pitch stories, distribute press releases, and secure media coverage for the destination.
• Follow up with media and provide press materials as appropriate to aid in developing stories.
• Create and execute public relations plans to enhance the destination’s image and visibility.
• Coordinate and host press trips for journalists, bloggers, and influencers to experience the destination firsthand.
• Ensure participants have a positive experience and generate favorable coverage.
• Develop and implement crisis communication plans to handle potential negative events (e.g., natural disasters, health crises).
• Track media coverage, online reviews, and public sentiment to assess the destination's reputation.
• Write and distribute press releases, media alerts, and news updates to promote new attractions, events, or initiatives.
• Create and manage comprehensive media kits with relevant resources for journalists.
• Organize press conferences, launch events, and special media events to generate buzz and media attention.
• Ensure seamless event execution and follow up with media to maximize coverage.
• Create content for blogs, social media and any other content needs.
• Create event news packages for media distribution.
• Write interview responses for senior leadership. When needed, serve as a spokesperson for Visit Florida Keys/TDC in interviews.
• Track media coverage, social media mentions, and public engagement related to PR efforts.
• Establish and analyze key performance indicators (KPIs) and provide reports on PR outcomes and ROI.
• Work closely with marketing, advertising, and sales teams to ensure consistent messaging across all channels.
• Coordinate with local government, tourism boards, and industry stakeholders to amplify PR efforts.
• Prepare speeches, talking points, and presentations for executives during public events, conferences, and media interviews.
• Ensure all PR communications align with the destination’s branding and follow legal and ethical guidelines.
• Maintain consistent messaging across all public communications.
• Attend industry conferences and media marketplaces representing Visit Florida Keys/TDC with top-tier media and industry peers.
• Secure brand partnerships with companies that align with and elevate Visit Florida Keys.
Education & Experience:
• Bachelor’s degree in public relations, communications, or a related field. MBA or equivalent advanced degree preferred.
• Minimum of 7-10 years of experience in a similar role, preferably within an agency, tourism or hospitality industry.
• Strong organizational and project management skills.
• Strong analytical and problem-solving skills.
• Excellent communication and people skills.
• Initiative-taking and self-motivated.
• Ability to oversee confidential information with discretion.
• Demonstrated ability to work in a fast-paced, dynamic environment and manage multiple priorities simultaneously.
• Outstanding ability to build partnerships across a wide range of stakeholders.
Working Conditions:
• Employee may sit for prolonged periods of time viewing computer monitor and keyboarding
• Tight deadlines, with multiple and rapidly changing priorities
• Interacting with internal and external stakeholders
• Open office floor plan means noise and a regular flow of people around the office
• Employee may be required to travel overnight on occasion
Hours of Work:
• Workweeks are five days, Monday to Friday, 8 hours per day, starting 9:00am to 5:00pm. However, due to the nature of this position, work after hours, on the weekend and on holidays may sometimes be required.
• This position provides the employee with a hybrid work option. Preference will be given to candidates who live in the Florida Keys or are willing to relocate.
Why Join Us?
• Opportunity to work closely with top executives in a leading global tourism company.
• A dynamic and collaborative work environment.
• Competitive salary and benefits package.
• Opportunities for professional growth and development.
Application Instructions:
https://www.monroecounty-fl.gov/328/Tourist-Development-Council
