Director or Senior Director of Media Relations

The University of Virginia’s Office of Communications seeks an experienced public relations professional to help the institution share its story through effective earned media. The Director of Media Relations will successfully develop a strategy that is derived from UVA’s Great and Good 2030 plan to drive positive media coverage of institutional news, events, and achievements that reflect the University’s mission and contribution to the Commonwealth, nation, and world. The Director will serve as an important connector between university leaders, academic experts, and public audiences that can be reached through traditional and digital media channels.

Key Responsibilities:

• Builds and manages relationships with targeted members of the media primarily at national, regional, and trade media outlets.
• Collaborates with communications staff across the University to coordinate and support earned media efforts at the school and unit level in the service of a unified earned media strategy.
• Uses media relations software and tools regularly to assess news trends and increase UVA’s share of voice on key topics.
• Monitors and analyzes key metrics to determine the reach and effectiveness of university media relations efforts and devises strategies for improvement.
• Builds, manages, and maintains print, broadcast and digital media lists based on university priorities and areas of expertise. 
• Writes and distributes media advisories, press releases and story pitches, and manage media relations software and tools for pitching and placement. 
• Creates and supervises media opportunities, including press conferences, interviews, and media roundtables, to elevate University voices within timely news topics.
• Plays a central role in advancing thought leadership efforts on behalf of senior University leaders, academic experts, and other key officials.
• Supports University issues management and crisis response efforts as needed. 

Skills and Competencies:

• Proven track record of successfully pitching content for earned media coverage, with outstanding news judgment.
• Ability to engage and work collaboratively across teams and departments, inside and outside the organization.
• Excellent writing, editing, and communication skills, public presentation skills.
• Ability to operate effectively in a deadline-driven communications environment.
• Proficiency with modern communications and analytics tools.
• Working knowledge of social and digital marketing landscape.
• Discretion to manage confidential and sensitive matters.

Required Experience:

• Director of Media Relations candidates must have a bachelor’s degree and at least seven years, or master's degree with at least five years, of relevant professional experience.
• Senior Director of Media Relations candidates will be distinguished from Director of Media Relations candidates based upon advanced experience and management of complex media relations and PR assignments, including relevant professional experience providing program oversight and progressive contribution to strategic priorities.

Anticipated Hiring Range:

• $100,000 to $122,000, commensurate with experience.
• Additional compensation may be considered for Senior Director candidates with advanced experience.

About University Communications:
It is our privilege to tell the remarkable and evolving story of the University of Virginia. We are writers, artists, strategists, communicators, and brand stewards, proudly celebrating, promoting, and publicizing UVA’s iconic reputation, accomplishments, brand, and history. Visit our website to find an overview of our latest work, an introduction to our team, and further communications resources.