Assistant Director of Communications & Public Relations

Department:

Marketing & Communications, PM

Position Type:

Regular

Open Date:

09-29-2025

Close Date:

$80,000-$92,000

Job Description:

The Assistant Director of Communications & Public Relations, reporting to the Director of Communications, is a strategic and hands-on communicator responsible for managing and elevating Bowie State University’s public image through comprehensive media relations and proactive storytelling.

PURPOSE: The Assistant Director of Communications & Public Relations is a strategic and hands-on communicator responsible for managing and elevating Bowie State University’s public image through comprehensive media relations and proactive storytelling. Reporting to the Director of Communications, this role also works closely with the Vice President for Marketing & Communications and other university stakeholders to craft and deliver messaging that aligns with the institution’s brand, mission, and strategic priorities.

This position leads all aspects of public relations and media outreach, serving as the primary point of contact for journalists and external media partners. The Assistant Director is responsible for developing and executing a university-wide PR strategy, maintaining an annual editorial calendar, and curating lists of media outlets and subject-matter experts to ensure timely, relevant, and impactful communication.

The individual in this role will oversee the creation and distribution of press releases, media statements, and key messages, while managing media inquiries, scheduling interviews, and preparing university leadership, faculty and other subject matter experts for press engagements. In addition to external communications, the Assistant Director will contribute to internal communication efforts, such as content planning and creation for the BSYou newsletter, ensuring that faculty, staff, and students are informed and engaged.

This position is a full-time role with the expectation that additional hours, including nights and weekends, may be necessary to meet deadlines, manage crisis situations, adhere to media deadlines, support special events, and manage key communications initiatives during peak periods.

KEY RESPONSIBILITIES:

Public Relations: Create and maintain a university-wide public relations plan that aligns with institutional goals and brand positioning. Build and manage an annual PR and editorial calendar to ensure consistent and strategic communication. Develop and manage media lists, subject-matter expert (SME) databases, and press kits to support outreach efforts. Manage media outreach and on-site press support for major events, announcements, and initiatives. Assist with VIP visits, press conferences, and special programs to maximize exposure.

Media Relations: Serve as the primary contact for all media inquiries, ensuring timely and accurate responses. Build and maintain strong relationships with journalists, editors, and media partners to secure positive coverage. Proactively pitch stories and place Bowie State University experts in relevant media conversations. Schedule interviews, prepare briefing materials, and provide media training support as needed. Ensure university spokespeople are well-prepared and aligned with key messaging.

Content Development & Messaging: Draft and distribute press releases, media statements, talking points, and feature stories to highlight university achievements. Oversee development of key messages for announcements, initiatives, and crisis situations. Contribute to internal communications, including content for the BSYou newsletter and other campus updates.

Crisis Communications: Assist with the university’s communications efforts during crises or emergencies, working closely with senior leadership to craft and deliver key messages. Ensure that crisis communications are clear, consistent, and transparent, addressing the needs of all stakeholders, including students, faculty, staff, and the public.

Brand & Reputation Management: Ensure that communications efforts contribute to the positive development of the university’s brand and public image. Regularly assess the university’s reputation and recommend strategies for improving public perception and increasing brand awareness.

PR Reporting & Metrics: Use tools such as Meltwater to track media coverage, measure impact, and analyze trends. Prepare regular reports for leadership with actionable insights to refine PR strategies and improve outcomes.

Collaboration: Work closely within the Division of Marketing & Communications and cross-functional teams across the university to ensure cohesive messaging and alignment of communications and PR efforts. Partner with marketing, social media, and creative teams to integrate PR efforts into broader campaigns.

MINIMUM QUALIFICATIONS:

• Bachelor’s degree in Communications, Public Relations, or a related field.

• 5-8 years of Communications/PR experience, preferably in higher education or a similar field.

• Proven experience in crisis communications, including message development and media relations during sensitive situations.

• Strong writing, editing, and proofreading skills (AP Style), with the ability to craft clear, compelling messages for diverse audiences.

• Excellent interpersonal and public speaking skills, with the ability to represent the university effectively in media interviews, presentations, and meetings.

• Expertise in media relations, social media, and digital communications strategies.

• Familiarity with communications tools, software, and analytics (e.g. Meltwater, Monday.com, etc.)

• Creative, strategic thinker with a strong understanding of the higher education landscape and the ability to manage multiple, competing priorities.

APPLICATION INSTRUCTIONS:

Interested candidates should submit a resume, cover letter, and portfolio.

Additional Job Information:

Benefits include medical, dental, prescription, long-term disability, accidental death and dismemberment insurance and life insurance; paid time for paid sick leave, annual leave, and personal leave; 12 paid holidays per year, tuition remission; employer-funded pension and supplemental retirement accounts.

Bowie State University shall not discriminate against any individual on the basis of race, color, religion, age, ancestry or national origin, sex, sexual orientation, disability, marital status or veteran status. All policies, programs, and activities of Bowie State University are and shall be in conformity with all pertinent Federal and state laws of nondiscrimination including, but not limited to: Title VII of the Civil Rights Act of 1964, as amended, Title IX of the Education Amendments of 1972, the Equal Pay Act of 1963, the Age Discrimination Act, Sections 503 and 504 of the Rehabilitation Act of 1973, the Americans with Disabilities Act of 1990, Federal Executive Order No. 11375, and Article 49B of the Annotated Code of Maryland. This commitment applies in all areas and embraces faculty, staff, and students.