POSITION SUMMARY/OBJECTIVE:

The Director of Public Relations serves as the organization’s lead in developing and executing event-based media outreach programs that provide exposure and generate ticket-sales revenue for PBR (Professional Bull Riders).  This role has a heavy events focus, working closely with live event marketing and supervising a public relations manager/outside PR agencies in strategizing and guiding the implementation of promotions, outreach programs and news-making activities for PBR’s tours based in the U.S., including the Unleash The Beast and PBR Teams league, and tentpole events such as PBR World Finals, PBR Velocity Tour Finals, our annual marquee event at Madison Square Garden and Kid Rock’s Rock N Rodeo.  Some events you’ll be a lone PR operator; at others there will be support. The PR Director, reporting to PBR’s Vice President of Strategic Communications, will work with bull riders, stock contractors, teams and key industry voices to build relationships with media, position bull riding as a prominent sport and a unique entertainment/lifestyle, and support our animal welfare initiatives.

ESSENTIAL DUTIES & RESPONSIBILITIES:

• Create and implement PR strategies for PBR events that drive earned media coverage spanning sports, entertainment, lifestyle and business.
• Craft creative, memorable storylines for PBR riders and animal athletes to build their personal brands and coverage of the sport.
• Implement compelling, coverable news moments and content leading into events by maximizing available / relevant athletes, bulls, venue and media partners, and PBR executives.
• Develop year-round PR relationships/plans with DFW media, teams, visitor’s bureau and sports commission surrounding our Fort Worth HQ and the numerous area events we host  annually.
• Write high-quality, newsworthy advances, media alerts, and post-event press releases.
• Manage league, tour and event-based public relations budgets
• Interact continually with marketing staff serving key events to foster productive relationships for developing and executing impactful marketing and promotions plans.
• Supervise the development of the annual media guide and updated athlete bios.
• Over time, supervise and mentor a PR Manager direct report to become an effective team member in supporting the PR/Marketing team and our local/regional publicity efforts that impact ticket sales, raise the profile of the sport and grow our fan base.
• Contribute to developing the best methods for evaluating national and regional publicity to value how our PR coverage impacts the bottom line of PBR.

KEY SUCCESS FACTORS

• A relentless go getter. 
• Strong organizational skills – recording pitch plans, status updates, and results for events managed.  
• Smart on event strategy…then eager to roll up your sleeves, get your hands dirty and make it happen. (e.g., great on strategy AND execution)
• Strong work ethic and the energy to relentlessly execute over long-event weekends  
• Creative – success requires bringing creative new publicity ideas to the table, packaging them expertly, then selling them into partners and media.
• Ability to juggle multiple projects/events
• Strong and supportive team player
• Satisfaction at making an impact and having your results recognized  

KNOWLEDGE, SKILLS, & ABILITIES:

Must have working knowledge:

• Associated Press Style Guide
• Creative design
• Video news releases
• Microsoft Office Suites

EDUCATION AND FORMAL TRAINING:

• Must possess a 4-year degree in Marketing, Communications or Public Relations or equivalent

YEARS OF EXPERIENCE:

• 6-10 years’ experience in event-based Communications or Public/Media Relations at a senior/management level

WORKING CONDITIONS:

• Normal Business hours are Monday through Friday, 8:00am – 5:00pm
• As business needs fluctuate, so may hours
• Overtime and weekend travel will be necessary