Public Relations Associate Director

Wray Ward LLC•Charlotte, NC

21h

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 thinking with hands-on execution, day-to-day client relationship management, opportunity identification and the use of audience, industry and search intelligence to inform proactive communications recommendations. Programs may include media relations, thought leadership, executive visibility, product launches, industry events, influencer partnerships and content development. The PRAD 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 an understanding of the evolving media landscape, including the influence of earned media and authoritative content on search visibility, AI-driven discovery and brand reputation. It also includes team mentorship, client counsel, content oversight, crisis communications, budget and resource management, and participation in business development. Wray Ward describes its culture as collaborative, curious, fearless and results-oriented. Its office is a 39,000-square-foot space designed to promote collaboration and productivity, with meeting areas, a roof deck, a game room and other amenities. Candidates must be authorized to work in the United States; the company does not sponsor work visas.

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.
Candidates must be authorized to work in the United States; Wray Ward does not sponsor individuals for work visas.
Strong writing and editing ability, critical and creative thinking, and strong presentation skills.

Nice To Haves

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

Responsibilities

Plan and define public relations programs, including strategic frameworks, storylines, tactics, goals and creative ideas that distinguish client brands and support 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.
Lead program direction and identify opportunities to adapt, evolve and grow programs in response to client needs and business priorities.
Integrate AEO insights, audience intelligence, competitive research and generative AI search behaviors into PR strategies to strengthen brand authority, earned media visibility and discoverability.
Oversee media relations, identify emerging storylines and target outlets, engage with the media, and guide team members toward results and lasting media relationships.
Manage crisis communications, including plan development, situation management and materials creation, collaborating with Social Media and other relevant disciplines as needed.
Lead client conversations and recommendations for public relations and content marketing, provide proactive strategic counsel, present ideas and identify program growth opportunities.
Supervise, develop and edit content such as blog posts, newsletters, white papers, bylined articles, social media content, news releases, executive thought leadership and other authoritative content.
Oversee project coordination and program measurement to ensure quality, efficient execution, timelines, budgets and accountability for results.
Expand measurement beyond traditional PR metrics to assess brand visibility and authority signals, including earned coverage quality, share of voice, message penetration, referral traffic and AI search visibility where appropriate.
Coordinate with the PCSI team—public relations, content, social media and influencer marketing—to align earned media with other channel initiatives and reinforce consistent messaging, authority and visibility.
Collaborate with Client Leadership & Delivery, Resourcing, Creative Strategy, Brand Strategy, Creative teams and directors to support workflow and develop integrated ideas and solutions.
Stay aligned with leads on assigned businesses so recommendations support strategic goals, client priorities and business objectives.
Track emerging 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.
Demonstrate excellence in writing and communication and a strong understanding of public relations’ communications potential.
Set team roles and responsibilities and work with the Public Relations Director to mentor junior team members.
Participate in agency and client status meetings and contribute expertise, ideas, planning and presentations for business development.
Communicate clearly and professionally, listen and solve problems, build relationships across the agency, and champion agency process and best practices.