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Director of Public Relations

Job Summary/Purpose
Communicate with consistency and truth, the most interesting distinctive and newsworthy elements of the business to targeted media. PR helps management translate private aims into reasonable, public friendly actions. The priority is securing positive, fair and accurate media coverage. Through this coverage, motivate current and potential customers to reach a decision and take the desired action while fostering a meaningful brand image and underlining market position.
Major Responsibilities/Activities

Media
Manage media relations; act as salesperson to media segment
Gain third-party endorsement from the media for the brand and products
Coordinate social media activities and monthly calendar using the following platforms:
Facebook, Twitter, LinkedIn, YouTube, Pinterest, Instagram, Blog
Manage media relationship budget
Educate internal audience on media and media practice
Facilitate media interviews between key executives and members of the media
Conduct press calls and media desk-side appointments
Coordinate tea samples for media outlets and journalists
Assist the marketing/sales department with the actualization of their goals through effective PR efforts
Compile weekly media highlights report
Brand and Image Activities
Ensure proper imaging and long-term reputation management
Introduce and establish features and benefits of new products and programs
Anticipate, analyze and interpret public opinion, attitudes and issues that may impact, for good or bad, the operation and plans of the business
Create unique, media worthy concepts
Promote existing product lines
Evaluate new value of products, promotions, events, etc.
Develop or work on key partnerships or projects that benefit the brand
Communication Activities
Coach spokespersons
Manage crisis communication plan and execution as necessary
Partner with HR and other key directors to create and deploy consistent, effective and standard internal communications

Key Expectations
Driving or impacting revenue and profit
Media writing/communications; release distribution
Keep brand top of mind for all media
Develop and maintain valuable media relationships in internal resources
Maximize brand attendance and media presence at designated, high profile trade shows
Maintain company press kids (fact sheets, backgrounds, releases, biographies)
Educate the employees on making of a news story; process and how brand makes news
Assist sales team with PR or other external communications as requested and needed

Required Skills and Experience
BA/BS or equivalent in Journalism, Marketing Communications or similar field
10-15 years of experience in public relations, including corporate in-house PR, and social media with an e-commerce company
Excellent written and verbal communication skills; portfolio required
SEO Strategy experience highly desired
Specialty in food and beverage industry experience preferred

Key Characteristics
Strategic thinker who can come up with original pitch ideas and execute
Collaborative and a team player
Practices accountability
Enjoys and excels at multi-tasking
Demonstrates passion for the specialty food industry
Advocates a balanced and healthy lifestyle

Who we are:
We are a well-established beverage company, created in 1992, with a strong philosophy of enriching people's lives through the experience of premium teas, education and innovation. Our large collection of teas, herbs, brewed iced teas and tea-inspired products are available in over 20,000 gourmet retailers and restaurants throughout the United States, online, and through our mail-order catalogue.

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