Reporting to the Director, Sales & Marketing, the Director, Public Relations is responsible for developing and executing the public relations strategy, positioning the hotel as top resort in the Pacific Northwest with a key focus on attracting luxury leisure guests both domestically and internationally. The ideal candidate has previous experience developing strong public relations initiatives that will showcase the hotel among the top echelon of leading edge luxury hotels.

The successful candidate must possess a minimum of three years+ public relations experience for a luxury brand, preferably in a luxury hotel environment with a highly creative and innovative disposition in developing initiatives to drive and manage a strong public relations and media presence. The candidate will also be responsible to drive key partnership initiatives and further integrate marketing, communication and public relations with each other.

RESPONSIBILITIES:

• Develop the hotel’s communication strategy and execute public relations programs within local, regional, national and global markets in accordance with the hotel’s strategic plan.
• Serve as a key contact in the hotel for the media, industry partners and the community, acting as a proactive media liaison.
• Act as spokesperson for the hotel and as a member of the hotel’s crisis management team including maintaining a crisis communication program.
• Write and disseminate press kits, press releases, media & editors’ advisories, calendar listings while managing and developing key media relationships for the hotel.
• Edit advertising copy, brochures, digital, brand web platform copy, on command messaging and direct mail, as necessary
• Work with sales, spa and food & beverage to provide creative input and partnership contacts for packages and promotion development for all of the hotel’s key market segments including creation of promotional programs with various media outlets.
• Develop joint regional and national promotional opportunities in accordance with Accor and Fairmont brand strategy and in partnership with Accor properties where applicable.
• Develop and build positive relationships with media and industry partners in key markets including Accor corporate press team.
• Work closely with the corporate public relations team to access top tier media opportunities, maximize reach of media exposure and drive brand awareness.
• Seek product placement and media distribution opportunities to leverage new and existing brand partnership opportunities.
• Create promotional events that align and support with the hotel’s role in the local and global community, while raising the profile of both the hotel and the brand.
• Organize and participate in appropriate press trips, sites, familiarizations, and industry trade shows. Work with tourism and industry partners where appropriate.
• Maintain active memberships in industry related organizations and associations pertaining to market.
• Work in close collaboration with DMOs, tourism partners and industry stakeholders to showcase the destination as part of the overall strategy.
• Develop and implement quarterly action plans utilizing strategies and long-term goals based on market and competitive intelligence aligned to hotel’s key performance indicators.
• Prepare weekly, monthly, quarterly and annual reports as required.
• Create and manage annual PR budget.
• Contribute to initiatives within the hotel that drive community relationships and profile (e.g., philanthropic efforts)
• Sit on hotel committees, as required (Planet 21, etc.)
• Support and encourage positive team approach.
• Uphold the highest standard of internal and external customer service at all times.
• Perform any and all other tasks, which are assigned.
• The Director, Public Relations will work closely with the Marketing team and Regional Public Relations team.

Qualifications:

• Bachelors’ degree and/or Hotel Management Diploma/Degree in PR and/or journalism degree required.
• A minimum of at least 3 years PR experience preferably with a luxury brand, hotel sales and / or hospitality atmosphere.
• Excellent written and verbal communication skills mandatory.
• Positive attitude and supportive, team based approach towards the attainment of the hotel’s short and long-term goals.
• Flexible, results-oriented, decision-maker, positive, multi tasked, detail oriented, self-motivated, strong initiative.
• Ability to travel and work flexible hours and days.
• Strong computer literacy, especially with Word, Outlook, PowerPoint, Excel, LinkedIn, and other social media platforms.
• Proven ability to create and build authentic partnerships within industry and community.