Public Relations Associate Director

The Public Relations Associate Director (PRAD) leads the strategy, development and execution of public relations programs that strengthen brand visibility, build authority and drive meaningful business results for Wray Ward clients. Combining strategic thinking with hands-on execution, the PRAD manages day-to-day client relationships, identifies opportunities and uses audience, industry and search intelligence to inform proactive communications recommendations. Programs may include media relations, thought leadership, executive visibility, product launches, industry events, influencer partnerships and content development. The PRAD works collaboratively with the PR/Content Strategy Director, Social Media Director and cross-functional teams to deliver integrated programs, while overseeing PR execution, measurement and results. The role requires a strong understanding of the evolving media landscape, including how earned media and authoritative content influence search visibility, AI-driven discovery and brand reputation.

Essential Duties & Responsibilities as Public Relations Associate Director

• Plan and define public relations programs, including strategic frameworks, storyline creation, tactic identification, goal setting, and creative ideas that will set our clients’ brands apart from their competition and support broader brand and business objectives
• Mentor and guide public relations team members in everyday account activities, including program execution, writing, media outreach and client management skills to provide direction and grow team members while fostering accountability, proactive thinking and high-quality work
• Lead program direction and continually identify opportunities to adapt, evolve, update and grow programs based on changing client needs, business priorities, proactive thinking and high-quality work
• Integrate AEO insights, audience intelligence, competitive research and generative AI search behaviors into PR strategies, identifying priority topics, questions and opportunities to strengthen brand authority, earned media visibility and discoverability across traditional and AI-powered search platforms
• Supervise and manage media relations activities, including proactively identifying emerging storylines, identifying new target media/media outlets, actively engaging with members of the media and overseeing team members to achieve set results and build meaningful, long-term media relationships
• Manage crisis communications activities, including plan development, situation management and materials creation, and collaborate with the Social Media team and other relevant disciplines on any crisis situation as needed
• Lead client conversations and program recommendations for public relations and content marketing, providing proactive strategic counsel, presenting new ideas and identifying opportunities for program expansion, and understand when and how to integrate the department’s subject matter experts for program growth
• Supervise, develop and edit content, including blog posts, newsletters, white papers, bylined articles and social media content, as well as news releases, executive through leadership and other authoritative content that supports brand visibility and discoverability
• Oversee the coordination of projects and program measurement by PR team members to ensure the highest-quality deliverables, efficient execution, adherence to timelines and budgets and accountability for results
• Expand program measurement beyond traditional PR metrics to evaluate a broader set of brand visibility and authority signals, including quality of earned covered, share of voice, message penetration, referral traffic and AI search visibility, as appropriate to each client’s program and available measurement tools
• Work closely with the PCSI team (public relations, content, social media and influencer marketing) to align earned media placements with content, social media and influencer initiatives, creating integrated communications programs that reinforce consistent brand messaging, authority and visibility across channels
• Work closely with Client Leadership & Delivery, Resourcing, Creative Strategy, Brand Strategy, Creative teams and directors to ensure a seamless project workflow and identify opportunities to bring forward integrated ideas and solutions for clients
• Maintain close alignment with leads on assigned businesses to ensure strategic goals are met and communications recommendations remain connected to client priorities and business objectives
• Stay informed of emerging media trends, evolving PR practices, industry developments and new technologies, including AI, to identify opportunities to improve team capabilities, workflows and client results
• Manage PR programs budgets, resources and workloads to ensure efficient execution and profitability

Additional Responsibilities

• Demonstrate excellence in writing and communicating and have a firm grasp of the communication potential of public relations
• Set team roles and responsibilities, and work with Public Relations Director to mentor junior team members to achieve their potential
• Demonstrate a comprehensive understanding of how technology will continue to change and enhance the ways we create and deliver public relations solutions
• Attend and participate actively in relevant agency and client status meetings
• Provide expertise, ideas, planning and participate in presentations for business development in partnership with the business development team; the PR/Content, Social & Influencer Group Director, and PR/Content/Social/Influencer Executive Director.

Communication Skills

• Communicate in a clear, coherent and professional manner in written and verbal communications
• Listen well and solve problems to achieve the most effective outcome for the client, team and agency
• Develop strong relationships across the agency, specifically with all PR/Content and Connections team members
• Be a champion for agency process and best practices for the delivery of public relations solutions