What are the responsibilities and job description for the Sr. PR Manager position at Avocet Communications?
The best PR isn’t about coverage.
It’s about credibility.
At Avocet, we don’t treat public relations as a standalone function. It is a core driver of trust, reputation, and business growth.
We are looking for a Senior Public Relations Manager who understands what’s at stake when the story matters most. Someone who can shape narratives before they take hold, guide clients through high-visibility moments, and build the kind of media relationships that move beyond transactions into influence.
This role sits at the intersection of strategy and execution, with the expectation that you can lead when needed, support when required, and always elevate the work.
If you’ve built trust in rooms where it didn’t exist yet, you’ll recognize this role.
JOB FUNCTION / PURPOSE
The Senior Public Relations Manager is a strategic communications leader within an integrated marketing agency, responsible for developing and executing public relations strategies that elevate client brands and drive measurable outcomes.
This role serves as a supporting strategist who can seamlessly step into a client-facing leadership role, ensuring continuity, confidence, and strategic depth across accounts. The ideal candidate brings deep experience in the Denver and Northern Colorado media landscape, with established relationships and the ability to generate immediate impact.
This role aligns earned media, content, and messaging with broader marketing initiatives, ensuring PR isn't a silo but a fully integrated driver of brand growth.
PUBLIC RELATIONS
> Develop and execute proactive and reactive PR strategies aligned with client goals, KPIs, and overall marketing strategy.
> Leverage established relationships with Colorado media outlets to secure high-impact coverage.
> Identify, develop, and pitch compelling story angles that position clients as industry leaders.
> Manage media relations, including outreach, interview coordination, spokesperson preparation, and follow-up.
> Draft and distribute press releases, bylined articles, media kits, and executive communications.
> Lead reputation management and crisis communications efforts, including rapid response messaging and issue mitigation.
> Monitor media coverage, sentiment, and industry trends; provide strategic insights and recommendations.
> Support PR efforts tied to events, product launches, announcements, and key milestones.
ACCOUNT SUPPORT
> Serve as a senior PR strategist across client accounts, supporting account leads while maintaining readiness to step into a client-facing role as needed.
> Contribute to account planning, execution, and performance evaluation.
> Build strong, trusted relationships with clients through consistent communication and strategic guidance.
> Collaborate with internal teams (creative, digital, media) to ensure integrated campaign delivery.
> Monitor project timelines, deliverables, and budgets to ensure efficient execution.
> Provide reporting and insights on PR performance, including media coverage, reach, and impact.
STRATEGIC CONTRIBUTION & INNOVATION
> Leverage emerging technologies, including AI tools, to enhance media targeting, sentiment analysis, and PR performance.
> Continuously evolve PR strategies to reflect industry trends, platform changes, and audience behaviors.
> Develop tailored PR approaches for each client to align with their unique positioning and growth objectives.
> Mentor junior team members and contribute to strengthening internal PR capabilities and knowledge sharing.
OTHER TASKS / DUTIES / RESPONSIBILITIES / EXPECTATIONS:
> Stay current on PR, media, and content marketing trends and innovations.
> Utilize modern tools and platforms to execute and optimize PR strategies.
> Collaborate cross-functionally to deliver cohesive, integrated marketing solutions.
> Contribute to process improvements that enhance efficiency and effectiveness.
> Perform other duties as assigned.
SUPERVISION DUTIES:
> No direct reports; provides guidance and mentorship to junior team members and coordinates with internal and external resources.
QUALIFICATIONS:
Knowledge
> Deep understanding of the Denver and Northern Colorado media landscape, including established relationships with key journalists and outlets.
> Strong knowledge of integrated marketing, content strategy, and earned media best practices.
> Understanding of reputation management, crisis communications, and media dynamics.
> Embody company values of Integrity, Accountability, Tolerance, Gratitude, and Curiosity.
Skills and Abilities
> 5-10 years of public relations experience, preferably within an agency environment.
> Proven ability to secure meaningful media coverage and build long-term media relationships.
> Exceptional writing and storytelling skills across multiple formats and audiences.
> Strong strategic thinking with the ability to connect PR efforts to broader business goals.
> Excellent project management skills with the ability to manage multiple priorities simultaneously.
> Outstanding interpersonal and communication skills, with confidence in client-facing situations.
> Highly organized, detail-oriented, and adaptable in a fast-paced environment.
EDUCATION
Bachelor’s degree in Journalism, Communications, Marketing, or related field (or equivalent experience).
WORK ENVIRONMENT/PHYSICAL ACTIVITIES
> Requires prolonged sitting, some bending, stooping, and stretching. Requires hand-eye coordination and manual dexterity sufficient to operate a keyboard, photocopier, telephone, calculator, and other office equipment.
> Requires eyesight correctable to 20/20 to read numbers, reports, and computer terminals. Requires hearing within normal range for telephone use. Occasional high-stress work may require dealing with clients.
> Must be mentally adaptable and flexible in dealing with a variety of people. Is frequently called upon to handle difficult situations.
> Emotional stability and personal maturity are important attributes in this person.
> Must handle novel and diverse work problems on a daily basis.
> Must be able to communicate, providing verbal feedback in a professional manner.
> Must be able to resolve problems, handle conflict, and make effective decisions under pressure. Must have a long attention span in order to listen to people, perceive the real problems, and bring issues to a successful conclusion.
> Requires public contact and excellent interpersonal skills. Must be able to make effective decisions in the manager’s absence.
> Ability to give, receive, and analyze information, formulate work plans, prepare written materials, and articulate goals and action plans. Must understand people and be able to communicate effectively with them.
SOFTWARE, MATERIAL, AND EQUIPMENT USED:
> Microsoft Office (Word, Excel, and PowerPoint)
> Critical Mention
> SharpSpring CMS
> TikTok
> YouTube
> BusinessWire
> PC
> MAC
> Wrike