Manager of Public Relations; Year Round

Position: Manager of Public Relations (Full Time Year Round)
Location: Thompsonville

Job Summary

Crystal Mountain, the Midwest's premier year-round resort community, is seeking a manager of public relations to lead all aspects of media relations. This position requires exceptional communication skills, both written and verbal, innovative thinking, and positive brand awareness of environmental and social stewardship. In this position, walking the talk is critical, including a passion for outdoor recreation and travel and a healthy, active lifestyle.

Job Duties and Responsibilities

• Day-to-day creation and distribution of communications (external and key internal messaging) with focus on
  1) driving business to the resort including ancillary lines of business and
  2) supporting a positive image/reputation.
• Generate positive, year-round earned media by preparing, maintaining and distributing relevant media tools such as press releases, fact sheets, talking points and seasonal kits served up to multiple channels.
• Primary spokesperson for all media interviews, requests and on-camera speaking opportunities.
• Build and sustain effective partnerships and collaborations.
• Draft talking points, advocacy communications, speeches, social media posts, and arrange media interviews etc. for resort staff.
• Proactively develop and sustain relationships with travel, lifestyle and industry niche media professionals, tourism and community organizations, bloggers, influencers, etc. to generate positive local, regional, national and international coverage and recognition. Maintain an up-to-date database with key contacts/resources.
• Respond promptly to requests for photography, video and resort information.
• Plan and host media-related visits including FAM trips.
• Participate in creating special events that build positive image, brand awareness, and generate incremental revenue, particularly during lower occupancy periods.
• Exemplifies Crystal Mountain's Core Values.
• Other duties as assigned.

Job Specifications

Competencies/Experience:

• Five years of experience in communications which could be in journalism, advertising and/or public relations in a corporate or agency setting.

• Persuasive and grammatically impeccable written and verbal skills.
• Compelling story-teller through multiple channels - social, print, on-camera, in-person, etc.
• Has a passion for outdoor recreation and is committed to a healthy, active lifestyle.
• Advanced skier (alpine or Nordic)/boarder; golfing skills also desired.
• Experience with still and video photography and editing.
• Ability to host and entertain groups, and extend a feeling of genuine welcome.
• Has a network of relationships with travel, snow sports, lifestyle and outdoor recreation media.

• Ability to multi-task, leverage self and adapt quickly to changing situations.

• Proficient in use of MS Office Suite (PowerPoint, Excel, Word,) Word Press, Dropbox, database management and familiarity with photo and video editing programs.
• Experience in the media industry, particularly the demands of meeting a production deadline.
• Excellent interpersonal and networking skills.

Education:

• Minimum BA degree in Journalism, Public Relations, Marketing, Communications or equivalent and five years of work experience, ideally in hospitality, resort or outdoor recreation industries.
• International and domestic travel experience.

Physical & Other Requirements:

• Ability to be and work outdoors.
• While performing the duties of this job, the employee is regularly required to stand and talk or hear.
• The employee is frequently required to walk; use hands to finger, handle, or feel and reach with hands and arms. The employee is occasionally required to stoop, kneel, crouch or crawl.
• Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception and ability to adjust focus.
• Evenings, weekends and holidays are a regular part of the schedule.
• Ability to clearly communicate to both large and small groups.
• Non-smoking candidates preferred.

Crystal Mountain is an equal opportunity employer that is committed to diversity and inclusion in the workplace. 2025 Silver Level Veteran Friendly Employer.

Established in 1956, Crystal Mountain is a family-owned, four-season resort destination located 28 miles southwest of Traverse City and a short drive from Sleeping Bear Dunes National Lakeshore. The resort features lodging, dining, downhill and cross-country skiing, two championship golf courses, shopping, award-winning Crystal Spa, Michigan's only alpine slide, the Park at Water's Edge, Michigan Legacy Art Park, weddings and a conference center.

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