Director of Media and Public Relations

Virginia Information Technologies Agency•Richmond, VA

1d•Hybrid

About The Position

The Virginia Museum of Fine Arts (VMFA) is seeking an experienced individual to join its Communications and Marketing Division as the Director of Media and Public Relations. This role is responsible for developing and executing media strategies to enhance the museum's brand, increase program visitation, promote audience diversification, achieve revenue goals, and improve the quality and quantity of media coverage. The Director will identify and coordinate targeted communications for local, regional, national, and international media, write and manage press releases and public announcements, generate story ideas, and oversee publicity placements. This position also involves coordinating media inquiries, organizing media site visits and interviews, and managing media coverage of events. Additionally, the Director will collaborate with senior leadership on sensitive issues, prepare talking points and presentations, provide media training, analyze communication effectiveness, and cultivate strategic media relationships. Internal communications for key museum initiatives will also be a responsibility. This position may be eligible for hybrid telework opportunities in accordance with state policy.

Requirements

Considerable knowledge of the principles of public relations, publicity, electronic and print media, and advertising.
Considerable knowledge of local, state, and national media contacts.
Considerable knowledge of the programs and activities of the museum.
Considerable skill in the use of technology, media management and reporting applications, project management applications, image editing tools, website CMS applications, social media and other media platforms, including Facebook, Instagram, X, and YouTube, and the ability to incorporate new media as appropriate.
Demonstrated ability to communicate effectively orally and in writing.
Demonstrated ability to plan, develop, implement, and evaluate media relations and advertising programs.
Demonstrated ability to develop creative concepts for the promotion of exhibitions, programs, and events.
Demonstrated ability to develop audio and video materials.
Demonstrated ability to establish and maintain effective working relationships with a wide range of media representatives.
Demonstrated ability to maintain a high level of productivity while working under tight deadlines.
Demonstrated ability to negotiate effective media partnerships that generate quantifiable dollar and/or coverage benefits for the museum.

Nice To Haves

Experience in non-profit public relations and/or journalism, preferably in the arts.
Demonstrated skill in written and verbal communication, media relations, and content development.
Background in journalism or communications practices (including reporting, editing, storytelling, or public-facing messaging).

Responsibilities

Develop and implement annual PR plans and other initiatives to raise the brand, visitation of programs, audience diversification, revenue generating goals, and the quality and quantity of media coverage.
Identify, plan, and coordinate targeted communications to local, regional, national, and international media.
Write and manage the production of press releases and other public announcements.
Generate and identify stories and initiate contact for story placement and other publicity elements.
Collect content for press releases, blog posts, media pitches, and other uses.
Oversee the process for calendar listings and other publicity-related placements.
Coordinate appropriate staff responses to media inquiries.
Organize media site visits and manage arrangements for interviews with staff as well as media coverage of events.
Handle sensitive or controversial issues.
Prepare talking points, presentations, and other supporting material as needed by senior leadership.
Provide media training to management and staff.
Analyze and regularly report on the effectiveness of communication efforts.
Develop and maintain strategic relationships with media throughout the state, nationally and internationally.
Develop and maintain media contact lists.
Respond to requests from external media.
Plan and write internal communications for key museum initiatives.