Job Description
Role Overview:
The Manager, Public Relations leads the development and execution of Brother’s public relations strategy to elevate the brand's reputation, drive media visibility, and support business growth. This role cultivates strong media relationships, oversees proactive storytelling and product launches, and ensures consistent, high-impact messaging across all channels.
The Manager establishes a best-in-class PR foundation by creating a comprehensive playbook of processes, templates, workflows, and outreach strategies that can scale across business units. They partner with key stakeholders on crisis communications, providing counsel during sensitive situations to protect and strengthen the Brother brand. The role also liaises with regional counterparts across the Americas to drive alignment, collaboration, and consistency of messaging.
In partnership with internal teams and external agencies, the Manager measures PR performance, benchmarks results, and delivers actionable insights to optimize strategy and execution. This position requires a strategic communicator with exceptional writing skills, media expertise, and the ability to translate business goals into compelling, newsworthy stories that resonate with target audiences.
Duties & Responsibilities:
Public Relations (PR) /Strategy Development & Execution
- Develop, lead, and continuously refine an integrated PR strategy that aligns with Brother’s overarching business goals, brand positioning, and marketing priorities
- Create and own a comprehensive PR playbook outlining processes, media engagement protocols, messaging templates, and best practices for consistent execution across all business units
- Lead proactive storytelling efforts that highlight Brother’s innovation, leadership, and unique value propositions in priority verticals, ensuring a steady pipeline of thought leadership and brand-building stories
- Partner with cross-functional leaders and BU teams to identify newsworthy opportunities, product innovations, partnerships, and initiatives that will resonate with media and target audiences
- Ensure all PR content, from press releases to executive commentary, is aligned with brand tone, voice, and messaging standards
Media Relations & Outreach
- Partner closely with and manage our PR agency to build, strengthen, and maintain deep relationships with top-tier national, trade, and local journalists, editors, bloggers, and industry influencers
- Collaborate with the agency to develop tailored media pitches and creative story angles designed to secure high-quality, high-impact coverage in relevant outlets
- Coordinate with the agency to plan and manage media briefings, interviews, desk-side meetings, and press events that maximize media engagement and elevate Brother’s brand visibility
- Oversee and manage the product review program with media, ensuring strategic seeding of products, timely follow-ups, and optimal coverage results
- Monitor the media landscape daily, in partnership with the agency, for opportunities to proactively position Brother within trending stories, industry developments, and relevant news cycles
Product & Campaign Launches
- Lead the PR strategy and execution for major product and service launches, including campaign planning, press release development, media pitching, and securing media coverage
- Collaborate with marketing, social media, and paid media teams to ensure PR activity is integrated into broader campaign strategies, amplifying reach and impact
- Identify and leverage strategic partnerships, events, and speaking opportunities to enhance launch visibility and position Brother as an innovator in the space
Crisis Communications & Reputation Management
- Develop and maintain a crisis communications framework with key stakeholders, including escalation protocols, holding statements, and response templates
- Serve as a primary PR lead during crisis situations, providing timely, accurate, and brand-protective responses to media and stakeholders
- Counsel executives and internal stakeholders on issues that could impact brand reputation, ensuring a unified and strategic approach to sensitive matters
PR Measurement & Insights
- Define and track meaningful KPIs that go beyond impressions, focusing on metrics such as message pull-through, sentiment, share of voice, audience engagement, and referral traffic
- Deliver regular PR performance reports with actionable insights to refine strategies, improve results, and inform leadership decision-making
- Conduct competitive benchmarking to evaluate Brother’s PR performance relative to key competitors and industry leaders
Experience & Qualifications:
Education
- Bachelor's Degree (or equivalent experience) in Business, Marketing, Journalism, Communications, PR, or related field
- Master's Degree in Business, Marketing, Journalism, Communications, PR, or similar field - Preferred
Experience
- 7+ years of experience in a combination of relevant experience spanning the following areas: managing public relations activities and strategy/implementation in a corporate or agency organization; and experience managing agencies, a budget, and a diverse product portfolio
Software/Technical Skills
- Strong knowledge of traditional PC and Apple business and creative software suites
- Knowledge of Media Tracking Platforms like: Cision, Hubspot or Meltwater – Preferred
Other Skills, Knowledge, & Abilities
- Strong knowledge of public relations best practices, strategies, and tactics
- Strong knowledge of social media channels, including but not limited to: Facebook, Twitter, LinkedIn, Instagram, Pinterest, etc.
- Strong communication skills (verbal, written, interpersonal)
- Collaboration skills, with the ability to work in a wide variety of stakeholders to achieve organizational goals
- Attention to detail and follow-up ability
- Knowledge of Digital PR Tools Prowly, Muck Rack, Prezly or Critical Mention – Preferred
- Knowledge of the office equipment B2C / B2B markets – Preferred
Additional Details for This Role:
This role will be a hybrid role. Subject to business needs, employees may work remotely up to two days per week. Assigned office days will be determined by managers. #LI-Hybrid
Base Salary
- The targeted base salary range for this position is $105,000 - $125,000 per year.
- Base salary is determined by the education, experience, knowledge, skills, and abilities of the successful candidate, as well as factors such as internal equity, cost of labor in the hiring location, and alignment with market data.
Additional Compensation
- This position is eligible for a 15% bonus at 100% of target, with the opportunity to achieve above 100% dependent on company performance and in alignment with company bonus plans.
- Bonus awards are discretionary and contingent upon individual performance as well as Brother achieving its corporate objectives, in accordance with the applicable bonus plan in effect.
Job Tags
Work at office, Local area, Remote work, 2 days per week,