Job Description

Job Description

Job Description

SUMMARY:

The Director of Public Relations creates, maintains and enhances the public perception of First Bank by identifying and targeting key audiences through various forms of communication. Responsible for designing and implementing strategies that cultivate our relationships with media, engage our target audience, and boost brand awareness, this roll will develop public relations campaigns, handle crisis communication, manage large-scale events and corporate-level partnerships, and ensure messaging aligns with our mission and values. The Director of Public Relations will leverage local media, social media, and other avenues to boost the bank’s reputation as a market leader, innovator, and best place to work throughout the Carolinas and beyond.

This role works closely with executives and other members of senior leadership and requires the ability to translate strategy into easily understood, on-brand and memorable pitches, stories, bylines and presentations that are interesting, timely and impactful for the audience. The Director of Public Relations will also assist with other Marketing and Internal Communication initiatives, as needed.

ESSENTIAL FUNCTIONS:

• Develop and execute a comprehensive public relations strategy to promote our brand, products and initiatives.
• Create compelling brand stories and press pitches that effectively communicate First Bank’s key messages.
• Build and maintain relationships with members of the media to secure media coverage. Oversee and respond to all media queries working with subject-matter experts across the bank.
• Monitor media coverage and industry trends, providing insights and recommendations to enhance First Bank’s public relations efforts.
• Coordinate with cross-functional teams and vendors to manage media coverage and logistics for large-scale public events, sponsorships, and promotional activities.
• Consult and advise internal teams to ensure consistent messaging across all platforms.
• Manage crisis communication effectively by developing and maintaining an emergency communication plan. Act as bank spokesperson, when applicable.
• Research and apply for awards, recognitions and speaking opportunities that raise the bank’s profile both regionally and nationally.
• Provide comprehensive and regular reporting on all public relations and outreach activities.
• Lead the bank’s social media team, reporting monthly on engagement, spend, and impact.
• Maintain consistency in the brand voice, look / feel, and messaging.
• Complete annual compliance courses.
• Adhere specifically to all corporate policies and procedures. Also adhere to Federal and State regulations and laws; including, the Bank Secrecy Act and the Anti-Money Laundering Act.
• Adhere to all Service Excellence standards.
• Perform other duties as required.

GENERAL QUALIFICATIONS:

Knowledge & Experience : These specifications are general guidelines based on the minimum experience normally considered essential to the satisfactory performance of this position. Individual abilities may result in some deviation from these guidelines.

• Bachelor’s degree in Public Relations, Communications, Journalism, or a related field or 10 years of relevant experience concentrated in public relations, marketing, communications, journalism, or sales. Banking industry experience is a plus.
• An Accreditation in Public Relations Certification is also a plus.
• Strong writing, editing and proofreading skills with a keen eye for detail. Must be organized and familiar with AP style.
• Proven proficiency with all types of social media channels and PR Newswire - Cision, as well as digital advertising via Google, Facebook and LinkedIn.
• Demonstrated success in securing media coverage and managing media relationships.
• Knowledge of the principles and best practices for planning and conducting large-scale media relations campaigns, event management, and corporate partnerships.
• Experience with digital marketing and social media strategies.
• Knowledge of media analytic tools and best practices
• Proficiency in crisis management and communication strategies.
• Ability to work effectively under tight deadlines, multi-task wisely, accept constructive feedback and adjust project scope as needed to accomplish goals.
• Experience working with a diverse set of stakeholders; setting expectations and assisting with large projects.
• Creating thinker with a proactive approach to problem-solving.
• Experience leading a team with the ability to develop relationships at all levels.

Physical Demands/Work Environment: Vision, hearing, speech, dexterity, visual concentration. A valid driver’s license is required. Must have the ability to stand, walk, sit and use hands and fingers. Must have the ability to work the hours and days required to complete the essential functions of the position, as scheduled. The environment is a professional office with standard office equipment.

Cognitive Requirements: Learning, thinking, concentration, ability to exercise self-control, ability to work in a customer relations’ environment. Must be able to pay close attention to detail and be able to work as a member of a team. Must have the ability to interact effectively with co-workers and customers, and exercise self-control and diplomacy in customer and employee relations’ situations. Must have the ability to exercise discretion as well as appropriate judgments when necessary.

Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

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