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Director of Public Relations 

Category Sales and Marketing  
Full-Time/Part-Time Full-Time  
Employment Type Year Round Full Time  
Shift Days  
Age Requirements Minimum age requirement is 18.  

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.

Position Requirements


  • 10 plus years of experience in communications which could be in journalism, advertising and/or public relations in a corporate or agency setting
  • Persuasive and grammatically impeccable written and verbal skills
  • Compelling story-teller through multiple channels – social, print, on-camera and in-person, etc.
  • Has a passion for outdoor recreation and is committed to a healthy, active lifestyle.
  • Advanced skier (alpine or Nordic)/boarder); golfing skills also desired
  • Experience with still and video photography
  • Builds and sustains effective partnerships and collaborations
  • Ability to host and entertain groups, and extend a feeling of genuine welcome
  • Has a network of relationships with travel, snow sports, lifestyle and outdoor recreation media
  • Ability to multi-task, leverage self and adapt quickly to changing situations
  • Proficient in use of MS Office Suite (PowerPoint, Excel, Word,) Wordpress, Dropbox, database management and familiarity with basic photo and video editing programs
  • Experience in the media industry, particularly the demands of meeting a production deadline.
  • Excellent interpersonal and networking skills


  • Minimum BA degree in Journalism, Public Relations, Marketing, Communications or equivalent and 10 years of work experience, ideally in hospitality, resort or outdoor recreation industries
  • International and domestic travel experience

Physical & Other Requirements:

    • Ability to be and work outdoors
    • While performing the duties of this Job, the employee is regularly required to stand and talk or hear.
    • The employee is frequently required to walk; use hands to finger, handle, or feel and reach with hands and arms. The employee is occasionally required to stoop, kneel, crouch, or crawl.
    • Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception and ability to adjust focus.
    • Evenings, weekends and holidays are a regular part of the schedule.
    • Ability to clearly communicate to both large and small groups.
    • Non-smoking candidates preferred.
About the Organization Resort Recreation Benefits:

ALL employees at Crystal Mountain receive these resort benefits to include FREE; fitness center, indoor pool, outdoor water park, golf, wellness programs, climbing wall, adventure courses, alpine slide, mountain biking and trail access, group ski lessons, downhill skiing/boarding and ski & snowboard rentals. DISCOUNTS on; spa services, fitness classes, retail products & apparel, food, lodging and personal training!

Resort Overview:

Established in 1956, Crystal Mountain is a family-owned, four-season resort recognized nationally as one of the Midwest’s premier destinations. Located 28 miles southwest of Traverse City, Crystal Mountain offers 58 slopes for downhill skiing and snowboarding, Crystal Mountain Snow Sports School, winter activities like dog sledding, cross-country skiing and fat tire biking, snowshoeing through Michigan Legacy Art Park, the Edge Adventure Course, award-winning Crystal Spa, fine-dining, shopping as well as wedding, meeting and conference facilities.  

This position is currently accepting applications.

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