Director, Public Relations

Synopsis of Role:

The Director, Public Relations will direct and implement APUS’ public relations strategies.

Essential Functions: 

• Collaborate with APUS executives and members of the Marketing Management team to proactively identify innovative and effective opportunities to build APUS’ awareness and reputation through target media channels. Develop and execute programs that establish APUS as a global thought leader in the minds of prospective students, peer institutions, and other stakeholders and which support APUS growth initiatives.
• Proactively create opportunities to communicate APUS news, messages and story ideas with target channels.
• Establish/cultivate relationships with traditional and new media reaching target audiences.
• Respond to editorial calendar plans and daily reporter requests, offering relevant experts and ideas.
• Expand and cultivate APUS subject matter expert program. Build relationships with and coach APUS leadership to create spokespeople for thought leadership. In conjunction with practice and corporate leadership, identify existing thought leadership that aligns to business goals and leverage it internally and externally.  Cultivate relationships with subject matter experts directly and key information conduits within APUS, identifying initiatives to promote and news opportunities to pitch to media.
• Manage the creation and distribution of global news releases; prepare media pitches and media briefs; and coordinate adaption and implementation of campaigns throughout organization.
• Work with cross-functional team members to build internal awareness and identify opportunities to leverage their initiatives and channels to build APUS’ awareness and reputation, including working with students and alumni to enhance APUS' presence on consumer generated media Web sites.
• Establish/cultivate relationships with bloggers and other online media influencers, pitching APUS experts, messages and stories for placement. Find creative ways to virally spread PR messages in online social communities.
• Effectively communicate PR results and activities to internal stakeholders in a manner that provides actionable data for planning and prioritizing future initiatives, celebrating successes, and recommending appropriate changes in strategic direction.
• Perform other duties as assigned.

Critical Skills and Job Complexity: 

• Strong experience and demonstrated results in media relations and issues management, including significant experience serving as spokesperson in media.
• Strong journalistic writing skills.
• Track record in developing PR campaigns with demonstrable results in building positive brand awareness and driving revenue.
• Advanced project management skills, including successful experience managing requirements gathering, prioritization, reporting and implementation of complex business initiatives.
• Experience applying seasoned judgment and mature confidence to effectively address complex and critical issues. Collaborative nature, yet an unquestionable ability to lead. Diplomacy, assertiveness and confidence; the ability to ensure that efforts are thoughtful and executed in a way that manages expectations and clearly identifies up front risks.
• Demonstrated strong work ethic and self-motivation.
• Strong analytical and research skills, ability to quickly and accurately find, absorb and analyze Industry information and recognize key patterns and trends.
• Strong organizational and time management skills; ability to manage multiple time-sensitive assignments simultaneously.
• Ability to work across multi-functional teams utilizing strong interpersonal and judgment skills to influence both internal and external team members, and nurture and contribute to innovation and creative solutions. 
• Well-developed strategic and tactical skills, with a problem-solving and priority-setting aptitude. 
• Highly effective writing, presentation, analysis, and negotiating skills.

Preferred Education and Experience:

• BA or BS degree with PR, communications, marketing or similar concentration, Master’s degree strongly preferred.
• 10-15 years of strong public relations experience, preferably in a high growth industry and/or higher education institution.
• Success building and managing new media initiatives.
• Experience managing cross-functional teams.

Work Environment and Physical Demands:

• Standard office environment in Manassas, VA.
• This position requires a Monday-Friday office work week, with occasional weekends and evenings when events and project deadlines dictate.