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Public Relations Manager

Open Positions



Start Date

July 15, 2022


Position Summary:

Supporting Visit California’s global public relations strategy, the Public Relations Manager leads a variety of media relations efforts for Visit California, working closely with Destination Marketing Organization (DMO) and business partners, international public relations agencies, members of the media, Visit California contractors and other departments.


With direction from Visit California’s Director of Public Relations, this role supports Visit California’s extensive global media relations campaigns, with a focus on supporting international agency-managed media relations, multi-market activations and influencer/content creator initiatives, media-targeted content development and global media monitoring and reporting. Serves as direct supervisor to one staff member, a Media Relations Coordinator, as well as contractors and interns as needed.


As Visit California undertakes media relations in key international markets in FY22/23 and beyond, the Public Relations Manager will ensure global continuity of strategic efforts. International travel will be required. 


Non-English language fluency a plus.


Key Duties & Responsibilities:

  • 35% Project Management & Strategy Development: 
    • Create communications and integrated campaign strategies using traditional, digital, and social media channels to build awareness of the California brand among key demographics.
    • Collaborate closely with Domestic Public Relations Manager on strategies with multi-market reach, including broadcast integrations, influencer/brand partnerships and new innovations in media.
    • Execute multi-market programs and activations from start to finish, collaborating with agencies and partners to target and pitch top-tier travel media outlets and influencers to promote California as a premier travel destination.
    • Actively seek and activate partnerships with niche media outlets and non-endemic brand partners that could drive further brand awareness and media coverage.
  • 20% International Media Relations & Program Support:
    • Provide direction on global media relations strategy, as well as press trip planning, partner communication, and internal collaboration - ramping up efforts as international efforts expand.
    • Facilitate responses to international media inquiries and pitch media on key story opportunities, preparing spokesperson briefing materials and background for interviews and meetings.
    • Support international media events by advising on strategy and programming, preparing materials, liaising with industry participants and, in some cases, leading delegations for missions and events.
  • 20% Content Program Management:
    • Lead content development work across public relations channels, including the global Media Center (media.visitcalifornia.com), What's New in California, and various newsletters.
    • Contribute to content development strategy and collaboration with Visit California's consumer content team, including developing and annual global editorial calendar, and the ongoing creation of new content pieces, including story ideas/pitches, press releases, product updates and articles.
    • Write and develop content that effectively communicates the California brand.  Maintain an orderly archive of talking points on various topic areas for deployment as needed. 
    • Using Sitecore (CMS), manage website content and oversee development of localized content.
    • Manage ongoing communication to partners requesting product updates and other content used for media relations.
    • Reply to media requests for content and collaborate with creative services on ongoing asset procurement and maintenance efforts.
  • 15% Program Reporting:
    • Compile information and reporting from agencies, analyze results and develop communications for board reports, annual reports and other ad hoc reporting needs.
      • Tell a cohesive story about the global program of PR work by compiling metrics and assets for use in Visit California reports.
      • Track and share clips and coverage from press trips/projects.
      • Oversee development and ongoing maintenance of reporting tools - including proprietary database maintained in AirTable, as well as Salesforce - including metrics provided by agencies and HQ staff.
      • Provide reporting on initiatives to participating industry partners on an ongoing basis.
      • Monitor document archiving in SharePoint to ensure program briefs, summaries and other materials are filed.
  • 10% Administrative Duties:
    • Develop and manage global public relations budget and related contracts.
    • Track expenses and work with finance team to ensure accuracy of budget reports.
    • Track press clippings for global programs.
    • Compile reporting and information for B2B reports and communications.
    • Draft correspondence to California tourism industry partners as needed regarding global programs.
    • Assist with ensuring requisitions, invoices, and contracts are submitted and processed in a timely manner and within compliance.
    • Other duties as assigned



Essential Qualifications: 

To perform this job successfully, an individual must be able to perform each key duty satisfactorily, as well as exhibit the following qualifications:

  • Previous experience with office administration and strong technical skills.
  • Competency in a variety of Microsoft Office products, including Word, Excel, Outlook and PowerPoint.
  • Previous experience and competency with CRM systems such as Salesforce a plus.
  • Strong writing and interpersonal skills.
  • Previous professional experience and degree in marketing, communications, public relations, hospitality/tourism a plus.



In addition to a competitive salary, Visit California offers an excellent health benefit package. We also offer a fantastic PTO and holiday leave package, 401(k) plan, job-specific skill training, employee discount network, Employee Assistance Program (EAP), gym access, parking, hybrid work environment, and much more!


Please send your cover letter, resume, two (2) writing samples, and salary requirements via email to Visit California Jobs: jobs@visitcalifornia.com.

Visit California has an organizational commitment to the principles of inclusion, diversity, equity, and accessibility. In that spirit, we welcome all qualified individuals without regard to race, religion, color, sex, ancestry, gender, gender identity, sexual orientation, age, marital status, disability, national origin, medical condition, U.S. veteran/military status, pregnancy, or reasonable accommodation.