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General Director, Media Relations

PageUp Desc Code CMK - General Director, Media Relations

Function CMK - Communications & Marketing

Subfunction Communications

Discipline Media Relations

Career Track G - General Administration

Career Track Level Management / Leadership - Level 3

BROAD SALARY RANGE CODE 05

RANGE $102488 - $215224

MARKET REFERENCE RANGE CODE 05C

RANGE $137052 - $212431

Classification Information

Media Relations

Media Relations focuses on communication with the media and the general public to protect and promote the reputation of the university, including active issue management. Creates and distributes public communications such as media releases, speeches, newsletters, and social media. May prepare leaders for media interviews and responds to inquiries from the public, the press, and other stakeholders.

Management / Leadership

Manager: The positions work is achieved through the direction of others. Managers have direct accountability for setting goals and using resources. They are responsible for administrative oversight of individuals, including conducting recommendations for hiring and termination, writing evaluations, disciplinary actions, day-to-day oversight as well as long-term goal setting and accountability for the performance and productivity of the employees. Managerial positions are reflected in the M1-M3 career track levels in the management/leadership track.

Level 3

Director: Directs and controls the activities of multiple university units or leads a team of professionals with significant university wide impact. Typically has indirect reports. In charge of overall control of planning, staffing, budgeting, etc. for the unit. Collaborates with executive leadership on establishing strategic goals across the function.

G - General Administration

Roles that are in administrative/ professional non-student facing functions.

Position Summary

The General Director of Media Relations at Virginia Tech is a senior leadership position responsible for overseeing the university’s media communications strategies to protect, promote, and enhance its public image. This role leads a team of media relations professionals and plays a key role in shaping and executing the university’s media strategy across a variety of channels. The Director is responsible for managing proactive and reactive communications, including media outreach, public relations, crisis communications, and the development of key messaging. This role will work closely with senior leadership to ensure the university’s narrative is accurately and effectively communicated to both internal and external stakeholders. As a key leader in the communications department, the General Director will direct the day-to-day operations of the media relations unit, which includes crafting and distributing press releases, speeches, social media content, and newsletters. The Director is also tasked with preparing university leaders for media interviews and responding to inquiries from the press and other stakeholders. This role requires strong strategic thinking to manage the university’s reputation, including overseeing the development and execution of crisis communication strategies and addressing emerging issues in real-time. Additionally, the Director will collaborate with other university departments to ensure consistent messaging across all communications platforms. The General Director of Media Relations will play a critical role in shaping the broader communications strategy and working with executive leadership to establish long-term goals and initiatives. With university-wide impact, the Director will be accountable for managing budgets, staffing, and resource allocation for the media relations team. This position will also foster a culture of innovation and responsiveness, ensuring that the university remains a trusted and well-represented institution in the media. The General Director will be expected to lead by example, providing mentorship, leadership, and guidance to the media relations team while maintaining a forward-thinking approach to the rapidly changing media landscape.