Senior Director, Public Relations

About the Job

The Senior Director for Public Relations develops and leads the successful implementation of external communications strategies that further the reputation of the University of Minnesota in the state, the nation and the world and advance the University's mission and strategic priorities. The Senior Director is a vital part of the University Marketing Communications leadership team, responsible for the University's proactive and reactive news media relations and social media strategies. The Senior Director is responsible for the University of Minnesota's news media relations strategy. The person in this role leads members of the public relations team and marketing communications professionals within the colleges, campus and unit to develop a strategic storytelling approach including story pitches and packages; fostering close working relationships between the University and key local, state, national and international news media; and ensuring effective and timely response to news media inquiries.

The Senior Director is responsible for the University of Minnesota's social media strategy - ensuring development and successful implementation of an integrated, collaborative organic strategy in partnership with University colleges, campuses and units. The person in this role participates actively in the University's paid social media strategy, developed and implemented by the marketing team.

The Senior Director reports to the University of Minnesota Chief Communications Officer and leads a team of public relations professionals responsible for development of objectives and metrics-driven PR strategies, in alignment with the University's strategic roadmap and brand. The person in this role also develops thought leadership and news creation strategies that advance awareness of the University.

Working in close collaboration with department leadership, the Senior Director is also responsible for building proactive strategies that further the University's mission and priorities and drive awareness, understanding and engagement amongst and external stakeholders. The Senior Director provides strategic counsel to University leadership; builds relationships with key stakeholders inside and outside the University; and ensures that University leaders and subject experts are prepared to effectively represent the University.

Work environment :

This position is primarily in-person - at least three days per week and as needed for other in-person meetings, events.

Primary Responsibilities :

Lead development of a comprehensive and integrated University of Minnesota media relations strategy, across the University of Minnesota Public Relations team and in partnership with marketing communications professionals within the University colleges, campuses and units.

Develop story pitches and packages that spark interest and earn news coverage among Minnesota, national and international news media.

Foster close working relationships between the University and key local, state, national and international news media - distributing responsibility for building and sustaining those relationships across the University Marketing Communications team.

Ensure effective and timely response to news media inquiries, in collaboration with Senior Director, Strategic Communications.

Lead development and successful implementation of an integrated, collaborative, organic social media strategy in partnership with University colleges, campuses and units.

In partnership with the Director, Social Media, develop a comprehensive, metrics-driven University-wide strategy across social media platforms - Facebook, Instagram, TikTok, X, others - that grow awareness and understanding of and inspire engagement in the University.

Actively participate in the University's paid social media strategy, developed and implemented by University Marketing.

Develop objectives and performance-driven, proactive communications and campaign strategies that support the University's mission and priorities and drive awareness, understanding and engagement amongst both internal and external stakeholders.

The Senior Director, Public Relations will actively participate in and ensure successful development and implementation of a variety of strategies, tactics that further the University's mission and priorities and extend its brand, including :

Develop or lead development of regular blog posts and op-eds and build training modules that support University leaders and their marketing communications team members.

Build strategies that afford opportunities for University leaders to speak publicly; share expertise on social media; and publish op-eds.

Develop and implement performance metrics strategies to ensure effectiveness of strategies and campaigns and steward financial resources.

Ensure strategies are rooted in and reflect industry best practices.

Report results to University Marketing Communications and University leadership.

As an integral part of the University Marketing Communications leadership team, the Senior Director :

Serves as a primary account lead for University Marketing Communications with a key University college, campus or unit, facilitating formulation of a collaborative model and integrated strategy and activation of department resources to support successful implementation.

In partnership with the unit's senior directors, builds a collaborative, supportive environment that facilitates a culture of professional growth, learning and success.

Contributes to an environment where every member of the team has meaningful work and is fully engaged in support of the unit's strategic priorities.

The Senior Director collaborates effectively with marketing communications colleagues across the University to build integrated strategies and inspires the team and colleagues to be exceptional writers and content developers and build and implement shared news and social media strategies.

The person in this role is an expert resource and advisor to University Marketing Communications leadership and University leadership, including members of the cabinet, chancellors and deans.

Note :

This description reflects the responsibilities and expectations for the role as currently anticipated.

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