Public Relations Manager

2 weeks ago

Melbourne, Victoria, Australia The Australian Ballet Full time

Position Summary


The Public Relations Manager is responsible for delivering exceptional communications that engage with new and loyal audiences to elevate The Australian Ballet's brand.


  • Inspiring audiences through dance_ should be at the core of all of The Australian Ballet's PR activities. We want all Australians to respect and value their national ballet company irrespective of whether they attend our performances just as they value our national sporting teams.
We want to have an image which is open to everyone - inclusive and approachable. We must be powerfully relevant to the Australian community.


Through the theme of dance, we will engage with the broader community and redefine our image is _welcoming, moving, elegant and courageous_.


The purpose of the role is to:

  • Position The Australian Ballet as a leading cultural instutitionin Australia (locally and globally)
  • Position The Australian Ballet as a mustsee entertainment experience to bring in new audiences.
  • Grow David Hallberg's (Artistic Director) profile to being a cultural leader in this country
  • Create a PR strategy to increase brand awareness, announce and sell tickets to all our seasons, change negative perceptions around exclusivity, drive audience growth and sales for The Australian Ballet.
  • Provides leadership to a Publicist within the team to both create and execute all PR strategies
  • Protect the strong reputation of the company by managing risk and embedding a strategic approach to corporate communications.
  • Some travel is required to meet the needs PR needs for interstate Ballet seasons
  • Tell the stories of the whole company, particularly our education and outreach programs, along with communicating our diversity & inclusion strategy
  • Build the profile of our dancers by telling and highlighting their stories
  • Build Government relations with relevant stories and collaborations

Duties and Responsibilities
The Marketing and Sales Department is responsible for The Australian Ballet's main commercial operations.

It comprises of over 30 specialists including marketing, sales, digital, public relations, social media, customer experience, audience engagement, design, record & broadcast and content production.


  • Develop strategies to tell the TAB Masterbrand story across the pillars of community, innovation, best in class and diversity & inclusion.
  • Develop PR campaigns leveraging the universal appeal of dance and build Australian's pride in their national ballet company.
  • Develop an ongoing PR program to dial up the awareness of our current community engagement initiatives.
  • Develop and execute integrated communication plans to deliver new audiences and commercial revenue for The Australian Ballet.
  • Develop PR campaigns in support of The Australian Ballet's national performance seasons, audience engagement activities and sponsor initiatives achieving optimum media coverage.
  • Embed a strategic approach to corporate communications.
  • Develop and implement a communications strategy to support the company's Strategic Plan and annual plan and collaborate with the Executive to develop communications strategies to position the company positively and respond to issues and potential adverse situations.
  • Leverage relationships across the organisation to obtain accurate data and expert commentary to respond to media issues.
  • Develop strong relationships with the Artistic team and dancers to ensure access to all parts of the company.
  • Secure strong positioning for the company as a cultural leader in this country and an internationally significant ballet company.
  • Maintain and enhance relationships with the media and other influential commentators and spokespeople.
  • Develop strategies to develop relationships with select influencers and celebrities.
  • Position the Artistic Director and Executive Director as authorities and spokespeople on the arts and cultural landscape.
  • Increase profile in business and trade media to position TAB as the thought leader in the performing arts/creative industries space.
  • Monitor and enhance coverage of The Australian Ballet in international media.
  • Develop an understanding of TAB's group of companies; their activities and factors that influence them.
  • Model a positive, professional and collaborative leadership style.
  • Develop annual performance plans and undertake annual performance reviews (half yearly check ins).
  • Clearly define roles, responsibilities and accountability.
  • Provide and encourage participation in professional development.
  • Ensure media coverage is monitored and reported effectively. Regularly circulate media coverage on the organization, art form and the arts sector to internal stakeholders.
  • Other duties as reasonably requested by the Director

Qualifications and Experience

  • Bachelor of Communications, PR, journalism or a similar discipline
  • A minimum eight years' experience developing strategies and executing public relations campaigns for iconic brands

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