Director-Public Relations

Working closely with agency partners and regional stakeholders, including Greater St. Louis, Inc., this role ensures a cohesive, amplified St. Louis story across tourism, business and economic development audiences.  The PR Director will work collaboratively with our internal departments to effectively support tourism growth, convention sales and destination reputation.

Key Responsibilities

• Lead national, international and regional PR strategies that elevate St. Louis’ profile and shape destination narrative
• Drive media strategies that support convention sales, major events and key announcements
• Support executive visibility for Explore St. Louis leadership, including the President and CEO, by identifying and securing media speaking opportunities, interviews and thought leadership positioning that elevate the destination narrative
• Oversee local, national and international media outreach for Explore St. Louis, America’s Center and the St. Louis Film Office, with a focus on elevating the Film Office as a driver of national and global destination awareness
• Collaborate with the partnerships team to align PR messaging and develop tools, story frameworks and communications that enable partners to amplify the St. Louis narrative
• Expand media strategy to include podcasts, digital-first outlets and emerging media platforms, ensuring outreach reflects evolving media consumption habits
• Manage national and international agency relationships to ensure alignment with organizational priorities
• Track and analyze media performance to optimize strategy and impact
• Plan and execute media hosting and familiarization tours
• Maintain alignment with Greater St. Louis, Inc. to ensure a unified regional story
• Identify timely story angles tied to openings, events and cultural moments across the destination
• Develop press materials including releases, media alerts, itineraries and story starters
• Plan and execute press conferences and media events as needed

Integrated Marketing Alignment

• Align PR strategy with paid, owned and earned efforts in collaboration with marketing
• Partner with social and content leads to integrate PR priorities into channel planning and campaigns
• Ensure earned media storytelling is reflected across owned platforms including social, website, blog and newsletters
• Work closely with the Director of Brand Voice to align PR strategy with brand positioning and messaging
• Collaborate on editorial storytelling and destination features that support media pitching

Primary KPIs

• Growth in high-value earned media placements across top tier national and international outlets
• Share of voice versus competitive destinations in priority markets
• Quality of coverage including message pull-through, brand alignment and target audience reach
• Influence on destination perception, including shifts in sentiment, brand attributes and reputation in priority markets
• Media impact on convention sales, major event visibility and destination demand
• Increase in international media coverage, with emphasis on priority markets such as the UK
• Performance of hosted media including resulting coverage and reach
• Alignment of earned media with brand and campaign priorities across paid and owned channels

Education

• Bachelor’s degree in Public Relations, Communications, Journalism, Marketing or related field required. Advanced degree preferred.
• Equivalent senior-level experience will be considered

Qualifications and Attributes

• Deep knowledge of St. Louis and its visitor economy
• Strong storytelling, writing and editorial planning skills
• Experience aligning PR with social and digital content strategies
• Highly collaborative with strong internal and external relationship skills
• Strong connector across media, hospitality and cultural sectors
• Deep curiosity about travel, culture and emerging trends
• Strategic mindset with clear understanding of PR’s role in destination growth
• Confident external representative of the destination
• Highly organized with ability to manage multiple priorities

Join us as a pivotal leader in shaping our organization’s voice! Bring your energy, creativity, and strategic insight to drive impactful public relations initiatives that resonate with audiences worldwide.  Explore St. Louis offers a robust compensation and benefit package including medical, dental, vision, life and disability insurance as well as pension, paid holidays and PTO.  Apply on our Explore St. Louis Careers URL or email a resume and cover letter to jobs@explorestlouis.com.  Please include your cover letter and resume when applying online. NO PHONE CALLS! EOE.