Director, Public Relations

About Southern Land Company

Southern Land Company is a national, vertically integrated real estate development firm known for creating distinctive multifamily, single-family, and mixed-use communities across the United States. The company is widely recognized for its design-forward approach, placemaking expertise, and commitment to delivering exceptional resident and community experiences.

The Director of Public Relation function plays a critical role in shaping Southern Land Company’s national reputation, driving media visibility for its portfolio, elevating executive leadership, and supporting key developments across markets.

Position Summary

The Director of Public Relations is responsible for leading and executing all national, regional, and local public relations efforts for Southern Land Company. This role develops SLC’s PR strategy, manages media relations across business units, crafts corporate narrative, oversees proactive and reactive communications, and ensures a strong, consistent SLC presence across national, regional, industry, and lifestyle media.

This New York–based role reports directly to the SVP of Marketing, Branding & Strategy and serves as the primary internal leader for all PR initiatives, including agency management, press strategy, messaging development, and earned media results. The salary range for this position is $150,000 to $180,000, depending on experience.

Key Responsibilities

Public Relations Strategy & Leadership

• Execute a comprehensive PR strategy for Southern Land Company across corporate, multifamily, single-family, homebuilding, infrastructure, commercial, mortgage, and any other ancillary divisions.
• Translate leadership’s strategic priorities into clear, actionable PR plans that drive visibility, elevate reputation, and support business objectives.
• Serve as the central point of contact for all PR efforts company wide.

Media Relations & Press Management

• Proactively build and maintain relationships with national, regional, and local press—business, real estate, architectural/design, lifestyle, luxury, and trade outlets.
• Secure consistent earned media across SLC markets, developments, and corporate initiatives.
• Lead all incoming media requests and manage reactive communications with professionalism and alignment to corporate messaging.
• Pitch development milestones, openings, groundbreakings, leadership profiles, awards, and design stories regularly to drive placement.
• Identify and manage podcast interviews and blog opportunities.

Corporate Communications

• Develop and maintain key company messaging, including corporate boilerplates, thought-leadership content, executive talking points, and positioning statements.
• Support the executive team with speechwriting, interview prep, press materials, and narrative development.
• Partner with internal teams to ensure messaging consistency across PR, marketing, and corporate platforms.
• Manage the company’s LinkedIn presence and postings.
• Work with CEO, President/COO, and other Executive and Regional Leadership to promote the SLC brand.

Project & Market Support

• Oversee PR strategy for all active and pipeline developments across SLC’s national footprint.
• Craft press releases, media kits, fact sheets, development narratives, and Q&A documents.
• Support market-level PR needs for openings, groundbreakings, ribbon cuttings, design announcements, and community events.
• Conduct market research to identify story opportunities, trends, and competitive positioning.
• Manage SLC’s and individual communities’ reputation management program including responding to all reviews and developing programs to help the communities increase the number of reviews.
• Help guide teams during land acquisition, presentations, and approval process.

Crisis & Issues Management

• Manage reactive communications and prepare holding statements, Q&A documents, and response strategies when needed.
• Advise leadership on reputation management and support alignment with legal and development teams.
• Ensure that SLC messaging is accurate, compliant, consistent, and aligned with internal priorities.

Agency & Partner Oversight

• Lead PR agency relationships, ensuring agencies are aligned with SLC goals, brand tone, and performance expectations.
• Set clear KPIs, track results, and oversee reporting dashboards and media analytics.
• Provide strategic briefing materials, feedback, and direction to PR partners.

Internal Collaboration & Leadership

• Work closely with corporate marketing, design, content, and social teams to ensure integrated messaging and cohesive brand representation.
• Serve as a resource for regional teams, providing PR guidance, templates, talking points, and best practices.
• Manage project workflows, timelines, and approvals with internal stakeholders and executive leadership.

Qualifications

• Bachelor’s degree required; advanced degree in communications, journalism, PR, or related field preferred.
• 10–15 years of progressive PR and media relations experience, ideally within real estate development, architecture/design, luxury brands, or corporate communications.
• Established press relationships across national business, real estate, architecture, lifestyle, and vertical trade outlets.
• Proven success leading PR campaigns, crafting compelling narratives, and generating consistent earned media.
• Strong writing, editing, and messaging development skills; exceptional attention to detail.
• Experience supporting senior executives and managing sensitive communications.
• Ability to manage multiple priorities simultaneously with strong organizational and project management skills.
• Experience overseeing agencies and managing budgets.

Company Overview

Southern Land Company believes that community is the heart of every successful development project. With that as our starting point, we create residential developments around the country that provide a generous, comfortable lifestyle to those that call them home. In support of our single family and multifamily projects, we also undertake key retail, office, and recreation developments to craft convenient, complete communities. We believe in big ideas and paying attention to every detail required to realize them.

We Have…

• A strong brand recognized for quality, performance, and artistry
• Guiding principles of creativity and innovation
• An open mind for new ideas and creative methods
• A strong compensation and benefits package, including health, vision, dental
• 401k with a strong match and more!

Southern Land Company is an Equal Opportunity Employer (EOE) and we seek to create an inclusive work place that embraces diverse backgrounds, life experiences and perspectives. Southern Land Company offers a competitive benefits package, including 401k and paid time off. Southern Land Company is a Drug Free Workplace. For more information, please visit our website at www.southernland.com.

The above information is only an illustration of the general nature and level of work performed by the employee within this classification. The omission of specific statements of duties does not exclude them from the position if the work is similar, related or a logical assignment to the position.

The job description does not constitute an employment agreement between the Company and employee and is subject to change by the Company as the needs of the Company and requirements of the job change.

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