Crystal Mountain, the Midwest’s premier year around resort community is seeking a director of public relations to lead all aspects of media relations and company communications. This is a strategic position that requires not only exceptional communication skills (written and verbal), but also innovative thinking and collaboration capacity to drive business, build positive brand awareness and sustain a culture committed to environmental and social stewardship. In this position, walking the talk is critical including a passion for outdoor recreation and travel and a healthy, active lifestyle. This executive position is a member of the Senior Leadership Team and reports to the president of the company.
Day to day creation and distribution of communications (external and key internal messaging) with focus on 1) driving business to the resort including ancillary lines of business; 2) supporting a positive image/reputation.
Leads brand management strategy and ensures that all external and internal messaging aligns with and advances the company's strategic goals, mission, vision and core values.
Leads content development for all resort consumer-facing publications, including digital and print, on-camera and radio.
Generates positive year-around earned media by preparing, maintaining and distributing relevant media tools such as press releases, fact sheets, talking points and seasonal kits served up to multiple channels.
Primary spokesperson for all media interviews, requests and on-camera speaking opportunities. Drafts talking points, advocacy communications, speeches, social media posts, and arranges media interviews etc. for resort staff
Proactively develops and sustains relationships with travel, lifestyle and industry niche media professionals, tourism and community organizations, bloggers, influencers, etc. to generate positive local, regional, national and international coverage and recognition, and maintains an up-to-date database with key contacts/resources.
Responds promptly to requests for photography, video and resort information.
Plans and hosts all media-related visits including FAM trips
Understands and maintains the Crisis Communications Plan and manages all external communications in cases of crisis, emergency or pressure situations.
Solicits sponsorships and partnerships to help fund signature company events such as the Michigan PGA Women's Open, Beer & Brats Festival, March on the Mountain, Peak2Peak Race and Bike Benzie.
Participates in creating special events that build positive image, brand awareness, and generate incremental revenue, particularly during lower occupancy periods
Represents company in local, state and national organizations, associations, partnerships and events as requested.
Exemplifies Crystal Mountain’s Core Values.
Other duties as assigned.
Physical & Other Requirements:
This position is currently accepting applications.