Director of Media and Public Relations

DHRM•Richmond, VA

3d•Hybrid

About The Position

The Virginia Museum of Fine Arts in Richmond is one of the largest comprehensive art museums in the United States. VMFA’s growing encyclopedic collection houses more than 50,000 works of art spanning 6,000 years of world history. Our holdings include the largest public collection of Fabergé outside of Russia, the finest collection of Art Nouveau outside of Paris and one of the nation’s finest collections of American art. VMFA is also home to important collections of Chinese art, English silver, French Impressionism, Postimpressionism, British sporting art, and modern and contemporary art, as well as renowned South Asian, Himalayan, and African art. Recently named the 11th-best art museum in the United States by The Washington Post, VMFA is the only US art museum open 365 days a year with free general admission. VMFA is a state-supported, privately endowed educational institution created for the benefit of the citizens of the Commonwealth of Virginia. Its purpose is to collect, preserve, exhibit, and interpret art, to encourage the study of the arts, and thus to enrich the lives of all. We are currently seeking applications for an individual to join our Communications and Marketing Division as the Director of Media and Public Relations. The Director of Media and Public Relations will be responsible for media strategy and execution to include working with the Chief Communications Officer/Deputy Director for Communications on developing and implementing 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. The position will 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. The Director of Media and Public Relations will also work with the CCO/Deputy Director to handle sensitive or controversial issues; prepare talking points, presentations and other supporting material as needed by the CCO/Deputy Director, the Director of the Museum, and/or other senior leadership; provide media training to management and staff as needed so they have the skills and confidence to deliver appropriate messages; 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; and respond to requests from external media. The Director of Media and Public Relations will also plan and write internal communications for key museum initiatives as needed. This position may be eligible for hybrid telework opportunities; availability, hours, and duration will be in accordance with the Commonwealth’s Teleworking policy on a case-by-case basis.

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 in coordination with the CCO/Deputy Director.
Prepare talking points, presentations and other supporting material as needed by the CCO/Deputy Director, the Director of the Museum, and/or other senior leadership.
Provide media training to management and staff as needed.
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 as needed.