Public Relations Director

The Public Relations Director leads the organisation's public image, reputation, and standing. The role owns the public relations strategy, protects and strengthens the brand, and builds trusted relationships with the media, government, partners, communities, and the wider public. As a senior representative of the organisation, the Director ensures that it is consistently presented at its very best, and that every public appearance, message, and relationship reflects its values, ambitions, and standards.

The Director acts as a trusted adviser to the leadership team on all matters of reputation, positioning, and public perception. Alongside public relations, the role directs the organisation's communications, both external and internal, so that it speaks with one clear, accurate, and compelling voice. It calls for a confident, credible professional who can shape how the organisation is understood and valued by the people who matter most to it.

SCOPE OF THE ROLE

–   Public relations lead. Owns the organisation's public relations, reputation, media, and brand across every audience and channel.

–   Communications. Directs the organisation's external and internal communications so that its messages are clear, consistent, and coordinated.

–   Representation. Serves as a principal spokesperson and a senior representative of the organisation in public settings.

–   Leadership. Leads and develops the public relations and communications function, its people, its budget, and its external partners.

KEY RESPONSIBILITIES

Public Relations Strategy and Leadership

–   PR strategy. Design, lead, and continually refine the organisation's public relations strategy, fully aligned with its vision, values, and business objectives.

–   Executive counsel. Act as a trusted adviser to the Chief Executive Officer and senior leadership on reputation, positioning, and public perception, and turn that counsel into clear plans and actions.

–   Team leadership. Build, lead, mentor, and develop a high-performing team, setting clear objectives and standards and supporting professional growth.

–   Planning and budget. Plan and manage the department budget responsibly, selecting and directing external agencies and suppliers, and ensuring strong value for money.

–   Measurement. Define clear measures of success, track performance against them, and report regularly to leadership on results and impact.

Media and Public Relations

–   Media relations. Serve as the organisation's principal point of contact for the media, building and maintaining strong, trusted relationships with journalists, editors, and outlets.

–   Spokesperson role. Prepare, brief, and coach spokespeople across the organisation, and personally represent the organisation in interviews and public forums when required.

–   Profile building. Identify and pursue opportunities to raise the organisation's profile and secure positive, credible coverage that supports its goals.

–   Publicity and campaigns. Develop proactive story ideas, thought-leadership pieces, and campaigns that keep the organisation visible and relevant.

Communications

–   Communications strategy. Direct the organisation's external and internal communications, ensuring a clear, consistent, and compelling message across every audience and channel.

–   Content and messaging. Oversee the preparation of press releases, statements, speeches, briefings, newsletters, and reports, ensuring accuracy, quality, and timeliness at all times.

–   Internal communications. Ensure clear, consistent, and timely communication with staff so that they understand, believe in, and champion the organisation's message.

–   Digital and social media. Oversee the organisation's digital presence, including its website and social media, ensuring content is current, engaging, and on-brand.

Brand and Corporate Image

–   Brand stewardship. Protect and strengthen the brand, ensuring a consistent identity, tone, and quality across every channel, platform, and touchpoint.

–   Brand presentation. Present the organisation at its best in all public-facing materials, from digital content and publications to events, signage, and presentations.

–   Standards. Set, publish, and uphold brand guidelines, and guide teams across the organisation in applying them correctly and confidently.

Stakeholder Engagement

–   External representation. Represent the organisation to government bodies, regulators, partners, investors, community groups, and the public, building trust and goodwill.

–   Relationship management. Develop and maintain a strong network of relationships that supports the organisation's reputation, standing, and interests.

–   Community and partnerships. Lead engagement, sponsorship, and corporate responsibility activity that connects the organisation meaningfully with its communities.

–   Events and representation. Plan and oversee corporate events, ceremonies, and public appearances that reflect well on the organisation.

Reputation and Issues Management

–   Crisis communications. Anticipate reputational risks, prepare the organisation in advance, and lead its response to sensitive issues and crises, calmly and credibly.

–   Monitoring and insight. Monitor public sentiment, media coverage, and emerging issues, and advise leadership promptly on the appropriate response.

–   Message discipline. Establish and maintain clear protocols so the organisation speaks with one accurate, coordinated voice at all times.

–   Compliance and ethics. Ensure all public relations and communications activity meets legal, ethical, and regulatory standards.

KEY WORKING RELATIONSHIPS

The Director works across the whole organisation and with a wide range of external contacts. The most important relationships are set out below.

Senior Leadership Team

Aligning public relations with business priorities and supporting leaders as spokespeople.

Public Relations Team

Direct leadership, direction, and development of the function.

Media and Journalists

Building trusted relationships and securing accurate, positive coverage.

Government and Partners

Representing the organisation and protecting its standing and interests.

Communities and Public

Engagement, sponsorship, and corporate responsibility.

External Agencies

Directing suppliers of media, design, digital, and event services.

CANDIDATE PROFILE

Qualifications and Experience

–   A bachelor's degree in public relations, communications, journalism, marketing, business, or a related field; a master's degree is a strong advantage.

–   At least 10 years of experience in public relations or communications, including several years in a senior leadership role.

–   A proven record of building and protecting reputation, managing media relationships, and delivering successful public relations campaigns.

–   Substantial experience representing an organisation publicly and engaging effectively with senior and external stakeholders.

–   Demonstrated experience leading and developing a team and managing budgets and external agencies.

–   Experience managing sensitive issues, crises, or high-pressure situations with sound judgement and composure.

–   A professional qualification or membership in a recognised public relations or communications body is desirable.

Skills and Attributes

–   Outstanding written and spoken communication, with the presence and credibility to represent the organisation at the highest level.

–   Strong strategic thinking, sound judgement, and the ability to stay composed and decisive under pressure.

–   Excellent relationship-building skills across diverse audiences, sectors, and cultures.

–   Confident leadership, with the ability to inspire a team and influence people across the organisation.

–   Strong news sense and a sharp eye for opportunity and risk to the organisation's reputation.

–   Sound understanding of digital and social media and how they shape public perception.

–   High standards, attention to detail, and genuine care for how the organisation is seen and experienced.

–   Fluency in more than one language relevant to the organisation's audiences is a strong advantage.

CORE COMPETENCIES

Strategic Vision

Sees the bigger picture and shapes public relations that advance the organisation's goals.

Judgement and Integrity

Makes sound, principled decisions, especially in sensitive or high-pressure moments.

Influence and Presence

Commands respect and trust with internal and external audiences alike.

Leadership

Builds, motivates, and develops a strong team and leads by example.

Relationship Building

Creates and sustains trusted relationships that benefit the organisation.

Resilience

Stays calm, focused, and constructive under scrutiny and pressure.