What are the responsibilities and job description for the Public Relations Specialist position at SC AQUARIUM?
Job Summary
Working in partnership with the Strategic Communications team (paid, owned and earned media), the Public Relations Specialist coordinates and executes public relations and earned media efforts — from strategic development through measurement and reporting. This role serves as a primary media contact for the Aquarium (and spokesperson when appropriate), leveraging internal subject matter experts to support accurate and compelling storytelling.
This position is also responsible for managing and optimizing the Aquarium’s public relations platform, including media list maintenance, coverage tracking, analytics and ongoing evaluation of effectiveness. A successful candidate will be highly organized, excellent at developing and maintaining media relationships, responsive and data-driven, with the ability to measure performance, report on outcomes and use insights to refine future strategies.
Essential Functions
Earned Media Strategy & Execution
- Collaborate with the Chief Marketing Officer and Assistant Director of Marketing & Strategic Communications to develop and implement earned media strategies that increase awareness, reach and engagement across local, regional and national markets
- Execute consistent, proactive media outreach to secure earned coverage across print, digital, broadcast and social channels
- Serve as a primary point of contact for media and public inquiries, including interview requests, information requests and media visits; respond promptly, including time-sensitive requests as needed
- Coordinate and manage earned media placements and appearances in key local and regional drive markets
Content Development
- Write, edit and distribute press releases, media alerts, pitches and fact sheets in collaboration with the Strategic Communications team
- Identify and develop compelling story ideas that highlight Aquarium programs, exhibits, research and impact
- Maintain and distribute press materials, including press kits and supporting assets, ensuring accuracy and timeliness
- Coordinate and edit pre-recorded broadcast segments, ensuring accuracy, alignment and timely delivery
Media Relations, Partnerships, Influencers & Public Presence
- Build and maintain relationships with media, influencers and community partners to expand reach and
- Collaborate with the Advertising & Community Engagement Manager to identify, engage and manage influencer and content creator partnerships
- Coordinate and host media events, including press previews, announcements and onsite activations
- Build strong internal relationships to surface timely, relevant content and subject matter expertise
- Prepare leadership and subject matter experts for media engagements, including talking points and briefing materials
- Serve as an Aquarium spokesperson when appropriate
- Conduct social listening and trend monitoring to inform outreach strategies and relationship development
Analytics, Platforms & Performance
- Manage the Aquarium’s public relations platform, including media list maintenance, coverage tracking and analytics
- Develop and maintain reporting frameworks to measure earned media performance and effectiveness
- Produce regular reports with actionable insights to inform and refine PR strategy
Crisis Communications
- Support crisis communications planning and response efforts in partnership with the Chief Marketing Officer and Assistant Director of Marketing & Strategic Communications
Knowledge, Skills and Abilities
- Excellent written, verbal, and interpersonal communication skills
- Strong organizational and project management skills, with the ability to manage multiple priorities and deadlines
- Ability to build and maintain effective relationships with media, influencers, vendors and internal stakeholders
- Confidence engaging with local, regional and national media, including interviews and on-camera appearances
- Ability to translate mission-driven work into compelling stories and media opportunities
- Proficiency in Microsoft Office (Excel, Word, PowerPoint, Outlook) and project management tools
- Familiarity with public relations and media monitoring platforms (e.g., Cision, Meltwater, Critical Mention, Vocus) preferred
- Ability to handle sensitive and confidential information with discretion
- Knowledge of or interest in conservation, environmental issues or related fields preferred
Note to Candidates
We recognize that some of the most compelling storytellers come from within the aquarium and zoo community. If you have experience in areas such as education, animal care, guest experience or other mission-driven roles, you may already have highly transferable skills in communication, audience engagement and translating complex or technical information into compelling public-facing stories. If you’re interested in applying those strengths in a public relations capacity, we encourage you to apply.
Education and Experience Required:
- Bachelor's degree or equivalent experience in English, Journalism, Public Relations or a related field
- Minimum of 3 years relevant experience implementing successful media and public relations program
- Experience working in the zoo and aquarium industry a plus, but not required
Licenses and Certifications Required:
- Valid driver’s license and reliable transportation
Physical Requirements:
Normal office environment with average walking, standing, bending, stooping, crouching, sitting and computer and phone tasks required. Will also works outdoors as needed. Ability to lift up to 50 lbs. needed.