Public Relations Associate Director

Wray Ward•Charlotte, NC

About The Position

The Public Relations Associate Director leads the strategy, development and execution of public relations programs that strengthen brand visibility, build authority and drive business results for Wray Ward clients. The role combines strategic planning with hands-on execution, manages day-to-day client relationships, identifies opportunities, and applies audience, industry and search intelligence to proactive communications recommendations. Programs may include media relations, thought leadership, executive visibility, product launches, industry events, influencer partnerships and content development. The Associate Director collaborates with the PR/Content Strategy Director, Social Media Director and cross-functional teams to deliver integrated programs, while overseeing PR execution, measurement and results. The position calls for a strong understanding of the evolving media landscape, including how earned media and authoritative content affect search visibility, AI-driven discovery and brand reputation. It also includes team mentorship, client counsel, program and budget management, crisis communications, content oversight, and participation in agency and business-development activities. Wray Ward describes its culture as collaborative, curious, fearless and results-oriented. The agency's 39,000-square-foot office includes collaborative meeting spaces, a roof deck and recreational amenities. Candidates must be authorized to work in the United States; the agency does not sponsor work visas and participates in E-Verify. Wray Ward is an Equal Opportunity Employer and emphasizes diversity and inclusion.

Requirements

Proven ability to create and execute public relations plans that include or integrate content marketing, social media and influencer marketing.
Experience integrating Answer Engine Optimization (AEO) into PR and content strategies.
Agency experience and home/building products category experience are required.
Bachelor's degree.
Authorization to work in the United States; Wray Ward does not sponsor work visas.
Strong writing and editing ability, critical and creative thinking, and strong presentation skills.
Ability to communicate clearly and professionally, listen well, solve problems, build relationships and work collaboratively across teams.

Nice To Haves

Experience working on integrated earned, owned, paid and shared programs.
Experience working with cross-functional teams.

Responsibilities

Plan public relations programs, including strategic frameworks, storylines, tactics, goals and creative ideas aligned with client brand and business objectives.
Mentor and guide public relations team members in program execution, writing, media outreach and client management, fostering accountability, proactive thinking and high-quality work.
Direct programs and identify opportunities to adapt, evolve and grow them in response to client needs and business priorities.
Integrate AEO insights, audience intelligence, competitive research and generative AI search behaviors into PR strategies to improve brand authority, earned media visibility and discoverability.
Supervise media relations, identify emerging storylines and target outlets, engage media members, and guide team members in building long-term media relationships and achieving results.
Manage crisis communications, including plans, situation management and materials, collaborating with social media and other relevant disciplines as needed.
Lead client conversations and recommendations for PR and content marketing, provide strategic counsel, present ideas and identify program-growth opportunities.
Supervise, develop and edit content such as blog posts, newsletters, white papers, bylined articles, social content, news releases, executive thought leadership and other authoritative content.
Oversee project coordination and program measurement to ensure quality, efficient execution, adherence to timelines and budgets, and accountability for results.
Expand measurement beyond traditional PR metrics to assess earned coverage quality, share of voice, message penetration, referral traffic and AI search visibility where appropriate and measurable.
Coordinate with public relations, content, social media and influencer marketing teams to create integrated communications programs and consistent brand messaging across channels.
Collaborate with client leadership and delivery, resourcing, creative strategy, brand strategy, creative teams and directors to support workflow and develop integrated client solutions.
Maintain alignment with leads on assigned businesses so communications recommendations support strategic goals and client priorities.
Monitor media trends, PR practices, industry developments and technologies, including AI, to improve team capabilities, workflows and client results.
Manage PR program budgets, resources and workloads to support efficient execution and profitability.
Set team roles and responsibilities and work with the Public Relations Director to mentor junior team members.
Participate actively in agency and client status meetings.
Contribute expertise, ideas and planning to business-development presentations with relevant agency leaders and teams.
Communicate clearly and professionally in writing and verbally; listen and solve problems to achieve effective outcomes for clients, the team and the agency.
Build strong relationships across the agency, especially with PR/Content and Connections team members, and champion agency processes and best practices.
Demonstrate excellence in writing and communication and a comprehensive understanding of how technology can enhance public relations solutions.