Sr Specialist, External Communications

Support Center - Irving The Senior Specialist – External Communications will support the Communications team in building a positive brand reputation and increased awareness for Michaels through proactive public relations programs and campaigns.

This Team Member will play a key role in developing and executing consumer public relations strategies to support key business initiatives. This hands-on senior specialist position will ideate and implement seasonal, product, and trends-driven media strategies to elevate Michaels in key digital, print, broadcast, radio, and in social media. This role will serve as a primary point of contact for our consumer PR agency teams and a supporting liaison for our corporate PR agency, collaborating to develop and execute strategies while driving efficiencies with our broader Marketing Organization.

• Lead communication plan development for key consumer initiatives, while also supporting corporate strategy development.
• Lead and oversee PR efforts for store Grand Openings, collaborating with field Team Members and agency partners while tailoring strategies and materials to ensure successful execution.
• Collaborate with the Communications Team to implement annual strategic plan, spearheading the execution of consumer PR efforts from opportunistic initiatives to major events.
• Identify opportunities to elevate Michaels in mainstream consumer press, leveraging influencers, product / promotional news and events, internal experts, consumer insights, and sales data.
• Spearhead seasonal consumer media events and activations from ideation to execution.
• Proactively collaborate with marketing and cross-functional teams to embed public relations strategies into brand initiatives focused on acquiring new customers and building awareness and reputation.
• Work with the Organic Social & Influencers and Merchandising teams to identify emerging consumer trends that can drive results and execute those with agency support.
• Work with communications counterparts to ensure coordinated scheduling of key announcements and campaigns.
• Support brand partnerships and agreements with external agency resources to amplify results.
• Collaborate across internal teams to improve processes, problem-solve, eliminate barriers, and drive projects forward, ensuring the seamless execution of PR initiatives.

• Manage relationships with consumer PR agency teams, driving end-to-end campaigns that elevate Michaels in key consumer, lifestyle, design, business and trade outlets across digital, print, broadcast, and social media.
• Support relationship with corporate PR agency as a key point of contact.
• Draft executive quotes, Q&A responses, interview briefings, and talking points to prepare company spokespeople.
• Build and leverage media relationships to secure favorable coverage and build goodwill for the Michaels brand, enhancing and complementing agency efforts to achieve greater reach and impact.
• Manage the creation of PR collateral, including press kits, press releases, pitches, media alerts, media gifts, photography, video/b-roll, presentations, and PR mailers, ensuring consistent, compelling brand messaging.
• Draft newsroom blog posts as needed to support key initiatives.
• Manage inbound inquiries and press opportunities.

• Develop and maintain effective relationships with internal and external stakeholders across the organization.
• Support the brand by seeking opportunities with key external stakeholders, primarily media.
• Create talking points/messaging for various initiatives, interviews and speaking engagements.

• Oversee coverage tracker, tracking all metrics daily with agency support.
• Manage daily and weekly news monitoring report; create weekly news email for key internal stakeholders.
• Manage PR and communications budget for external communications programs.
• Drive organization and stakeholder reporting for the Communications Team.
• Some asset management for media relations.

• Leave room for serendipity and new, fun projects or help with crucial business needs as necessary.

• Bachelor’s degree or equivalent
• Public Relations, Communication, and Marketing focus preferred

• Microsoft Office Suite
• Excellent PowerPoint skills

• 5+ years of retail/agency public relations…