Manager, Public Relations

2 weeks ago

North Sydney Council, Australia Royal Caribbean Group Full time

COMPANY OVERVIEW:

Celebrity Cruises is a global multi-billion-dollar luxury cruise line based in Miami Florida with local offices in Sydney Celebrity Cruises has a fleet of fifteen ships sailing the Caribbean Europe Alaska Asia South America Galapagos and Australia/New Zealand Since 2010 Celebrity Solstice series ships have sailed the summer season in Australia and New Zealand sourcing both local and international guests to the region In 2023 Celebrity is set to revolutionise cruising in our region as we bring Celebrity Edge down under for her highly anticipated inaugural season In 2020 Celebrity Cruises won over 160 awards in the leisure travel hospitality innovation and cruise line categories

JOB SUMMARY:

The Public Relations Manager is responsible for the messaging presentation and positioning of all internal and external brand information Collaborating with the Marketing Director the position optimises brand preference and awareness through PR activity with Consumers and Trade in the Australia and New Zealand markets primarily in consumer business and trade media The role also plays a key leadership role in issue management and crisis communications The position also maintains excellent

relationships with travel media business media industry media government officials and shipboard officers (as appropriate) and the PR and Social teams in Miami and EMEA

Responsible for meeting commercial and reputation objectives by ensuring maximum positive exposure creating and implementing strategies for brand management through media relations and provide public relations counselling and publicity support to the Marketing and Sales departments

The role will maintain a keen interest in the marketplace actively tracking and reporting on competitor activity and identifying new opportunities to activate the Celebrity brand

Some of your duties include:

Strategic Plan - Develops annual PR plan to achieve brand awareness and preference metrics stealing share from competitors through proactive positive coverage in line with business objectives key local and global milestones Introduces new ideas to achieve the brand's Marketing and Sales plan Manages implementation of globally and locally-lead communications that achieve short and long-term goals ensuring messaging pull through and targeted stories that ensure high editorial quality scores to achieve a category leading share of voice Identifies and advocates for awards activities and events that best represent the pillars and purpose of the brand- Day to Day Duties - Understands the brand's key differentiators competitors pillars and target markets to ensure all PR activity is aligned Create and approve PR materials both visual and written including writing interview briefs press releases and featured articles Manages all reporting updates and changes related to PR performance and all internal communication needs Ensures Marketing Director has an accurate and timely calendar of negotiated PR commitments Agency Management - Manage and give direction to the local PR Agency to ensure that they deliver campaigns that demonstrate ROI (in terms of bookings/leads/share of voice and target market alignment) Deploy PR plan to achieve brand awareness and preference metrics to meet commercial needs Effectively manage agency workload to maximise ROI Global Campaign Management - Partners with the Miami and EMEA PR teams to leverage global content and strategies across markets for global best-in-market executions Collaborates with the Miami team on local storytelling and creative requirements to ensure new campaign development meets local needs Alongside Marketing Director represents Australia/New Zealand on global PR projects

  • Media Influencer & Stakeholder Relationship Management
  • Maintain strong and effective highlevel media influencer and stakeholder contacts Drive effective and respected press office media press trips and ship inspection opportunities Drive strategic highlevel media activity such as senior leadership interviews press conferences media launches and new ship launch events
  • Internal Communications
  • Works with Marketing Director to communicate and coordinate all critical brand communications with Sales Marketing Port Operations Guest Relations and Call Centre to ensure message alignment Manage Miami leadership executive visit itineraries and media interview schedules Crisis Management
  • Collaborate with Marketing Director thirdparty providers and Miami to develop issue management and crisis communications that best protect the brand Support and lead as required the senior management team in crisis preparedness and in the event of a crisis Consumer Social Content Management
  • Develops plan and content calendars on a monthly and quarterly basis for consumerfacing social media channels including but not limited to Facebook and Instagram to support business goals by balancing brand product and promotional messaging in collaboration with Miami Soci

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