Associate Director of Media Relations

About the role

The Associate Director of Media Relations leads a proactive, results-driven media strategy that elevates Prairie View A&M University’s visibility, reputation, and thought leadership through earned media. This role is responsible for developing and executing a forward-looking editorial pitching calendar, generating high-impact media placements, and positioning university leadership, faculty, and key initiatives in local, regional, and national outlets.

Responsibilities

• Proactive Media Strategy & Earned Media Development: Lead and execute a proactive media relations strategy aligned with institutional priorities and measurable outcomes; develop and manage an editorial pitching calendar; secure high-impact placements including feature stories, op-eds, and expert commentary; build and maintain strong relationships with journalists and media outlets.
• Media Outreach, Pitching & Press Development: Serve as a hands-on media strategist, directly pitching stories and securing placements; write and oversee development of press releases, media pitches, statements, and talking points; lead narrative development and positioning of university leadership, faculty expertise, and institutional priorities.
• Crisis Communications & Issues Management: Lead crisis communications planning and execution; provide strategic counsel and manage rapid-response messaging for high-profile or sensitive issues; coordinate with executive leadership to ensure timely, accurate, and aligned communications that protect institutional reputation.
• Media Performance & Reporting: Establish and track earned media KPIs (e.g., reach, placement quality, sentiment); analyze performance and provide regular reporting to leadership; translate insights into actionable recommendations to strengthen media strategy.
• Stakeholder Engagement & Spokesperson Support: Partner with university leadership, faculty, and subject matter experts to identify media opportunities; prepare spokespeople for interviews and media engagement; support development of thought leadership and editorial content.
• Professional Standards & Continuous Improvement: Maintain a high level of professionalism, discretion, and judgment; monitor media trends and emerging issues to proactively position the university; contribute to a culture of accountability and strategic execution.

Qualifications

Required Education And Experience: Bachelor’s degree in Communications, Journalism, Public Relations, or related field. 8 years of progressively responsible experience in media relations, public relations, or strategic communications. Demonstrated success securing earned media placements and executing proactive media strategies. Proven leadership in crisis communications and issues management. Experience working with senior leadership and external media.

Skills

• Knowledge of word processing, spreadsheet, and database applications.
• Ability to multitask and work cooperatively with others.
• Ability to communicate clearly and effectively to ensure understanding.
• Strong writing, editing, and storytelling skills, including press releases and executive messaging.

Preferred Qualifications

• Experience in higher education or a complex, highly visible organization.
• Established media relationships at regional and/or national levels.

Please note that a Presidential proclamation issued on September 19, 2025, imposes a $100,000 fee on new H-1B petitions filed after September 21, 2025, and Texas A&M University will NOT pay this fee. Additionally, a moratorium on the filing of any new H-1B unless approved by the Texas Workforce Commission may affect employment opportunities.