Director of PR & Reputation

Position Overview: Director of PR & Reputation is a strategic leader responsible for shaping, protecting, and amplifying Associa's brand narrative across earned media and public‑facing channels. This role oversees our media strategy, online reputation efforts, and crisis communication programs. This role reports to the VP of Client Marketing and PR and manages our Online Reputation Specialist.

The ideal candidate is a proactive storyteller, a trusted partner to executives, and a seasoned communicator with a strong command of modern PR and online reputation management best practices.

Strategic Media & Reputation Leadership

• Develop and lead an integrated PR and online reputation strategy aligned with company priorities and brand positioning.
• Anticipate emerging issues and industry trends; proactively adjust strategies to protect and strengthen brand trust.
• Oversee enterprise‑level reputation monitoring across news, review sites, and online forums.
• Use media analytics and reputation data to drive insights, refine messaging, and guide executive decision‑making.

Agency & Partner Management

• Manage and oversee external PR and online reputation agencies, ensuring strong alignment, clear KPIs, and on‑time, on‑budget delivery.
• Establish frameworks for agency accountability and performance optimization.

Earned Media Relations

• Cultivate and maintain strong relationships with national, regional, and industry media, reporters, editors, influencers, and analysts.
• Drive proactive outreach that secures meaningful placements, thought-leadership exposure, and executive visibility.
• Oversee planning and coordination of media interviews, speaking engagements, and press opportunities for company leadership.

Content & Press Materials

• Lead the development of compelling press releases, media statements, op-eds, bylined articles, and executive messaging.
• Partner with internal stakeholders to source data, insights, and stories that elevate Associa's brand narrative.
• Oversee distribution strategies to ensure content reaches key media audiences and online channels.

Crisis & Issues Management

• Serve as a key leader in crisis communication planning, preparedness, and rapid response execution.
• Advise executives and senior leaders on sensitive or high‑visibility issues.
• Act as company spokesperson when needed and ensure consistent, calm, and strategic communication during crises.

Online Digital Reputation

• Guide strategy for corporate online reputation platforms, ensuring alignment with brand voice, marketing campaigns, and PR goals.
• Manage Online Reputation Specialist and oversee enterprise online reputation, including response strategies for reviews, comments, and sentiment management across major platforms.
• Provide guidance to field leaders and internal teams on brand-safe digital engagement practices.

Qualifications:

• Exceptional written, verbal, and executive communication skills.
• Strong leadership capabilities with management experience
• Strategic thinker with the ability to anticipate trends, identify risks, and guide executive decision‑making.
• Proven ability to cultivate influential media relationships and drive earned media results.
• Expertise in digital engagement and online reputation management.
• Skilled in crisis communication planning, rapid response, and issue navigation.
• High level of organization, with strong project management skills and the ability to manage multiple priorities.
• Proficiency with media monitoring, social listening, and analytics platforms.
• Strong collaboration skills and the ability to influence at all levels of the organization.

Education and Experience:

• Bachelor's degree in Communications, Public Relations, Journalism, Marketing, or a related field.
• Significant progressive experience in public relations, corporate communications, or media management.
• Demonstrated experience leading PR, communications, or digital reputation teams and programs.
• Track record of managing high‑visibility PR campaigns and securing meaningful media placements.
• Background working with external PR, digital, or social media agencies.
• Proven success in managing crisis communications and complex stakeholder environments.