Public Relations Manager

# **JOB SUMMARY**

The National Aquarium is seeking a Public Relations Manager to plan media relations outreach and implement tactics, provide reporting, writing and media relations support as a member of the National Aquarium Marketing Department. The PR Manager will focus on building and maintaining the National Aquarium’s reputation in an effort to encourage visitation and support by guests and donors.

In addition to performing media relations duties, the Public Relations Manager works closely with the Social Media, Visual Creative and Content teams to ensure all public-facing communications are consistent with the National Aquarium style and tone. The Public Relations Manager manages relationships with public relations partners, including local and national public relations agencies, and crisis communications firms as needed.

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# **KEY REQUIREMENTS**

**Essential responsibilities include:**

– Work closely with the Director of the unit to execute PR strategy and manage agency efforts.
– Serve as the primary PR contact for all inbound/outbound requests, managing the media relations inbox.
– Implement and manage a sustained, targeted media/public relations campaign for the Aquarium, working with all stakeholders as necessary.
– Draft and edit press releases, media alerts, talking points, nominations, and other public-facing materials.
– Cultivate and maintain strong relationships with media, influencers, community partners, and other key external stakeholders.
– Monitor media coverage, industry trends, and emerging issues to identify opportunities and mitigate reputational risks.
– Proactively identify, develop, and pitch compelling stories, announcements, and thought leadership opportunities to local, regional, and national media outlets.
– Facilitate on-site interviews, press conferences, media events, and media tours.
– Direct site visits and tours involving photography and filming in the building.
– Regularly gather and maintain current information from various divisions and departments for use as content in communications and marketing materials.
– Identify spokesperson(s) for media opportunities and coordinate all necessary Aquarium teams to accommodate interviews.
– Conduct media training for spokespersons.
– Play key role in issues management, rapid response management and crisis communications for NA.
– Manage relationship with reporting agencies (as appropriate).
– Maintain media monitoring databases and develop requested reports.
– Consider and promote NA’s impact on and relationships within the community.
– Represent the Marketing department on various internal committees.
– Support company mission.
– Adhere to all organizational and departmental policies and procedures.
– Other duties as assigned or required.

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# **QUALIFICATIONS**

The individual who will thrive in this position is a creative, driven, results-focused professional, who truly values the Aquarium’s commitment of connecting people with nature to inspire compassion and care for our ocean planet.

– Bachelor’s degree required, preferably in communications, public relations, marketing, or related area.
– 3–5 years of progressively responsible experience in public relations or related field required.
– Proven media relations experience with both local and national outlets. Local and national media contact lists and successful media placements required.
– Exceptional writing and public speaking skills.
– Ability to be onsite and available for media efforts, at times outside of standard workday hours.
– Decisive and resourceful with the ability to anticipate and act on events and opportunities in an appropriate manner.
– Ability to facilitate both media and crisis training.
– Professional demeanor to represent NA favorably in a public forum.
– Proven ability to work both independently and as part of a team, exercising sound judgment.
– Demonstrated ability to uphold and promote NA’s values and to link NA’s communications efforts to the values and the mission.

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# **TOTAL COMPENSATION INFORMATION**

Salary range: **$58,660–$71,399**.

National Aquarium provides an excellent benefits package, including four weeks paid time off, six paid floating holidays, and up to four weeks of paid family leave. Employees are eligible for health care (single and family) after 30 days of full-time work. Conservation day leave and 401(k) plan with employer match available.

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# **About the National Aquarium**

Established in 1981, the National Aquarium in Baltimore, Maryland, is a nonprofit organization whose mission is to connect people with nature to inspire compassion and care for our ocean planet. The Aquarium’s award-winning habitats are home to thousands of animals representing hundreds of species of fish, birds, amphibians, reptiles and mammals. It is accredited by the Association of Zoos and Aquariums (AZA) and exceeds industry standards in all aspects of animal care and welfare.

More than 1.2 million people visit the Aquarium each year to experience immersive exhibits, and many more are reached through science-based education programs and hands-on field conservation work. The National Aquarium is one of the top three aquariums in the United States and the largest paid cultural attraction in Maryland.

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# **Our Mission and Goals**

The Aquarium’s mission—to connect people with nature to inspire compassion and care for our ocean planet—begins within its buildings but extends far beyond. The Aquarium protects, enhances and restores natural resources through education and engagement, habitat restoration, animal rescue and sustainable business practices.

Its conservation work is guided by three overarching goals:

– Combat climate change
– Save wildlife and habitats
– Stop plastic pollution

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# **Our Values**

**Connection:** We build lasting connections with each other, our guests, the animals in our care and the natural world. We communicate clearly, collaborate across teams, engage thoughtfully with partners and practice shared accountability.

**Curiosity:** We center learning and growth in all that we do. Our people explore new approaches, take risks, value diverse perspectives and embrace change.

**Optimism:** We celebrate positive moments and shared experiences. We seek opportunities to have fun and reconnect with purpose through shared successes.

**Service:** We serve each other, our guests and our communities. We make intentional decisions and actions for the benefit of people and animals.

**Wellbeing:** We ensure our people and animals have what they need to thrive mentally and physically. We support community wellbeing and share the healing power of nature.

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# **Our Commitment to Diversity, Equity, Inclusion and Justice**

The National Aquarium values an inclusive and diverse environment for all employees, volunteers and interns. The goal is to recruit, develop and retain the most talented people from a candidate pool representative of the communities served.

The Aquarium is proud to be an Equal Opportunity Employer and promotes an environment free from discrimination and harassment.

It does not discriminate on the basis of race, color, religion or belief, national origin, ancestry, citizenship status, age, disability, sex (including pregnancy), marital status, veteran status, sexual orientation, gender identity or expression, genetic information, arrest record, family or caregiver status, HIV status, socioeconomic status or any other characteristic protected by law.

This policy applies to all terms and conditions of employment, including recruitment, training, promotions, performance management, separation and general treatment during employment.

**Equal Opportunity Employer**

This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the *Know Your Rights* notice from the Department of Labor.

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