Assistant Regional Director of PR

Hotels Clubs and Spas
General Management/ GM
Top Management
Salary Description:
Shangri-La Hotels & Resorts
Job Ref:

 Shangri-La Hotel Management (Shanghai) Co., Ltd.

•The role of the Assistant Regional Director of Public Relations (ARDOPR) is to position, promote and enhance awareness of the Shangri-La brand as one of the world’s finest hotel groups in designated market/s. Under the direction of the Head of Public Relations, China, the RDOPR is responsible for successfully developing and implementing corporate and brand public relations programmes in her or his designated region.
•The ARDOPR develops and implements a PR strategy that supports the Group’s business goals and market strategies. The ARDOPR works closely with marketing colleagues and senior executives in the region to create integrated communications campaigns that promote Shangri-La across print, broadcast, social and digital media channels. The ARDOPR is also responsible for providing strategic counsel and regional support to the group’s properties in his or her market and for supporting pre- and opening PR for new hotels.  
Strategic Responsibilities

•Develop and implement annual public relations plan for assigned geographic markets, crafting compelling PR campaigns that address business objectives, brand positioning and key messages and encompass media relations, blogger / influencer relations, creative partnerships and high-impact events.
•Communicate and work effectively with internal stakeholders and support HUB and RSO business objectives for designated markets.
•Execute and secure high-level publicity to raise brand awareness and drive consideration and effectively publicize group initiatives and announcements in market.
•Support new hotels on developing and executing pre-opening and opening PR strategies and plans for regional market.
•Provide strategic direction and coordinate activities of Hotel DOCs/CMs in the region to elevate brand awareness and enhance synergies.
•Work with Hotel DOCs to generate news and story angles of interest to media in regional market and to maximize publicity from on-property media visitations.  
Public Relations

•Maintain and prioritise a detailed media and KOL/blogger account management system for each major geographic market encompassing:
•Press contacts
•Targeted press release distribution
•Ongoing review of media opportunities and needs
•Distribution of feature material
•Effective publicity control
•Organise group and individual press trips
•Maintain a high degree of one-on-one media interactions and personal contacts in region.
•Support all aspects of corporate public relations including the writing of selected press releases and assist individual properties as appropriate with news releases for exposure in region.
•Act as official spokesperson within region when required.
•Supervise the organisation of interviews/meetings/press conferences/and individual hotel launches when appropriate.
•Oversee the execution and organisation of press trips from the market, press interviews, meetings and press conferences as needed.
•Provide corporate PR assistance to new hotel projects in the region, e.g. for management agreement signings / ground-breaking ceremonies, and to focus or need hotels.
•Manage relevant strategic partnership activations and special events with a focus on press coverage.  
General Duties

•Ability to analyse brand visibility and positioning in region’s markets and subsequently develop and execute strategic plans to accomplish PR and business objectives.
•Can assess, analyse and recommend action on media inquiries with insight and sophistication.
•Demonstrated ability to vet, select and supervise outside PR agencies and suppliers to deliver upon expectations.
•Ability to produce annual budgets accurately in a timely manner and manage and control costs.
•Develop metrics and processes to measure PR impact and sentiment.
•Establish collaborative relationships with marketing colleagues and senior leaders as well as hotel general managers and communications teams.
•Maintain frequent contact with the corporate office in Hong Kong and submit monthly and/or quarterly reports.  
Highly Preferred:

•Experience working for a hotel or hotel group.
•Formal training in Public Relations, a university degree or equivalent experience in public relations, communications, journalism and/or marketing.
•Creative, positive, and high-energy individual with hands-on mentality.
•Crisis communications experience.
•Conversational fluency in additional language(s).

Contact Details:
Shangri-La Hotels & Resorts
Tel: .
Contact: HR Department

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