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Media relations director skills for your resume and career

Updated January 8, 2025
4 min read
Quoted experts
Heidi Mau Ph.D.,
Clarke Caywood
Below we've compiled a list of the most critical media relations director skills. We ranked the top skills for media relations directors based on the percentage of resumes they appeared on. For example, 12.8% of media relations director resumes contained web content as a skill. Continue reading to find out what skills a media relations director needs to be successful in the workplace.

15 media relations director skills for your resume and career

1. Web Content

Here's how media relations directors use web content:
  • Designed a new athletic website and managed web content for 14 varsity sports on a daily basis.
  • Created and edited new and engaging web content for assigned sports.

2. Spokesperson

A spokesperson advertises and represents a company, organization, or brand's message in public to the target consumers and audiences. The aim is to promote, maintain and build the right image for a business. Spokespeople ought to own a professional capacity and be an ethical representative on behalf of their authority. They should know their audience and capture their attention and adjust their interest according to a service or goods they want by using real-world examples.

Here's how media relations directors use spokesperson:
  • Served as spokesperson for Texas' oldest Catholic university institution by communicating the University's mission, values and historical relevance.
  • Served as spokesperson and architect of all media messages/PR plans relating to company operations.

3. Crisis Communications

Crisis communication refers to the communication systems, protocols, and technologies in place that enables an organization to effectively communicate both internally and externally during any major critics or threat faced by the business. Crisis can include major natural disasters, cyber-attacks, product failures, corporate mistakes, PR incidents, reputation crisis, and so on. Crisis communication is critical for reducing the impact of the crisis on the company's operations and public image.

Here's how media relations directors use crisis communications:
  • Managed crisis communications for MGA, directed internal communications in collaboration with HR, and managed all corporate communication functions company-wide.
  • Advised United Way Divisions and United Way Agencies regarding communications issues and provided strategic counsel, especially during crisis communications situations.

4. Press Conferences

Here's how media relations directors use press conferences:
  • Facilitated and managed interview requests and/or press conferences with student-athletes, coaches and administrators as necessary.
  • Organized high profile press conference for sensitive incident during construction.

5. Communications Strategies

A communication strategy is a plan used by a company to achieve its communication and interaction goals. It includes several elements such as approaching the target market, communicating with stakeholders and partners, and formulating target market plans.

Here's how media relations directors use communications strategies:
  • Handled club's day-to-day media relations efforts, including execution of communications strategies.
  • Develop creative, innovative marketing communications strategies for Macy's Department Stores to build and enhance brand equity.

6. Facebook

Here's how media relations directors use facebook:
  • Developed and implemented social media strategy incorporating Facebook, Twitter and daily blog.
  • Work closely with Social Media Department to establish timely and positive messaging through; Twitter, Facebook and You Tube sites.

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7. Fact Sheets

A fact sheet is a short, typed or handwritten one-page document that contains the most important information about a specific topic, product, substance, or service in the least amount of space. The aim is to convey key facts and points on a topic in a clear, concise, and easily understandable way and to communicate the most relevant information effectively.

Here's how media relations directors use fact sheets:
  • Created and edited news releases, bylined articles and fact sheets, and produced promo- tional videos and B-roll packages.
  • Prepared and distributed news releases, fact sheets, and other written materials to media outlets to effectively position the company.

8. Media Management

Here's how media relations directors use media management:
  • Crafted and executed social media management & campaigns, performed needs analysis & identification.
  • Developed and managed targeted press lists using media management database; managed vendors.

9. Twitter

Here's how media relations directors use twitter:
  • Created team Twitter handle that grew from 0 to 55,000 followers.
  • Tweet every day and engage in conversation with Twitter followers.

10. Social Media Management

Here's how media relations directors use social media management:
  • Focused on outbound marketing, social media management strategies, and web optimization.

11. External Communications

External communications refer to the exchange of information between the organization one is working with and another organization.

Here's how media relations directors use external communications:
  • Directed media relations and external communications for Cardiac Rhythm Management business.
  • Directed all internal/external communications and public relations.

12. Crisis Management

Here's how media relations directors use crisis management:
  • Develop and manage a crisis management plan for necessary occasions.
  • Conducted crisis management for Bonnie Raitt opening night concert gala.

13. Direct Reports

Here's how media relations directors use direct reports:
  • Mentor two direct reports for future growth and opportunities with the agency.
  • Directed all media operations for the agency, managing a small staff of direct reports.

14. Corporate Communications

Corporate communication is a way for a company or a business to communicate and interact with their clients, whether external or internal. They usually work as investors, government agencies, employees, the media sector, employees, and the public. It is written reports, advertisements, promotional materials, press releases, interviews, and meetings.

Here's how media relations directors use corporate communications:
  • Directed PR staff in media relations, internal corporate communications and community relations.
  • Authored messaging for the CEO and CFO in all corporate communication including roadshows, analyst calls and corporate presentations.

15. Instagram

Here's how media relations directors use instagram:
  • Produce product and lifestyle photo shoots bi-annually including Instagram photos.
  • Established and grew Instagram account to 11.4K+ followers in 2 years.
top-skills

What skills help Media Relations Directors find jobs?

Tell us what job you are looking for, we’ll show you what skills employers want.

What skills stand out on media relations director resumes?

Heidi Mau Ph.D.Heidi Mau Ph.D. LinkedIn profile

Assistant Professor, Albright College

Skills particular to industry needs and unique experiences that help a candidate stand out continue to be important to highlight, but what is often forgotten is the emphasis on strong communication skills needed for all professions - written, verbal, visual, and digital communication skills. These are skills that continue to translate across all industries.

Proven skills in advocating and supporting diversity, equity, and inclusion are similarly important across all industries. Being able to speak concretely about actions that positively impact these areas is of particular interest and stand out on a resume.

Skills that highlight the ability to think critically, problem solve, be productive without supervision, and also to collaborate and work with teams - these are skills that continue to be important across all positions. Solid skills in interpersonal and applied communications can greatly enhance these abilities, which are important both within the field and across industries.

What media relations director skills would you recommend for someone trying to advance their career?

Clarke Caywood

Professor (founder group of IMC and PR in Medill) Joint Doctorate in Business and Journalism - Univ. Wis. Madison, Northwestern University

Rapid and changing from competitors who offer advanced textual intelligence systems to track brands, employees, competitors, public figures, customers, and more.

What type of skills will young media relations directors need?

Dr. Arsalan Memon

Assistant Professor and Chair, Lewis University

That is a difficult question. I say this mainly because I am biased in my response. I fundamentally believe all young graduates need some necessary fundamental skills (regardless of their chosen major). In the coming years, I think students need: a) critical thinking and problem-solving skills, b) resume construction skills, c) communication skills, and d) life skills.

Critical thinking and problem skills: these skills are essential because they are applicable in all aspects of life, even if we cannot clearly and distinctly see that. For instance, let's say that a student who has majored in chemistry must write a personal statement for graduate school. Just taking this general example, we can see that she would be required to make an argument (understood in the broadest sense possible) to the committee to select her over other equally (if not more) qualified candidates. The student would have to construct a coherent, compelling, and precise narrative to move the readers of her application. Teaching since 2009 and at various universities, I have noticed that a lot of students are not taught such critical thinking and problem-solving skills.

Resume construction skills: such skills are quite self-explanatory. A lot of my students who have graduated have asked me to write letters of recommendation for them. Most of the time, they would send me their resume. I have noticed that some students do not know how to properly organize their information in the outline (say, what goes first etc.). Other students do not know what should be included in the resume. Some students do not know how much information per item must be included. In some summaries, I have seen paragraphs and paragraphs. I have witnessed insufficient data (e.g., 2-3 words describing their previous jobs).

Communication Skills: more often than not, a lot of my students struggle with in-class student presentations. I have also noticed that many students do not actively participate in class discussions. I speculate that they are afraid of being wrong or genuinely not knowing the answer to some of the questions. Whatever the source of their silence may be, it does not change the fact that some students are afraid to speak their minds. But lacking such communication skills can play a significant role in the actual interview process (for instance). If students cannot articulate their thoughts clearly and distinctly, especially during an interview, they may be less inclined to hire the person. Thus, we need to empower our students to speak their minds, even if they may be wrong at times. In my opinion, being wrong is part of life. We learn from our mistakes. However, being silent is worse than being wrong because when we are silent, our interlocuters can assume many things about us and our lack of responses.

Life skills: no one teaches us life skills. Regardless of one's major, such skills need to be taught in some way. I do not know how such skills would be taught, but that they should be taught. By "life skills," I mean skills that play a central role in determining the outcome of certain events and actions, especially as they pertain to life as such. For instance, based on my perception of teaching students since 2009, no one teaches students to have contingency plans. No one teaches students that effort does not equal outcome. That is, a student can put all the effort into making sure that a particular event or situation actualizes itself in their favor; the work remains independent of the action, mainly because there are so many factors that shape the outcome (and most of those factors are outside of our control). No one teaches students the skill of resilience. The list goes on. I fundamentally believe that such life skills are essential and that students should be oriented to such gifts.

What technical skills for a media relations director stand out to employers?

Jody McBrienJody McBrien LinkedIn profile

Professor, University of South Florida

Certainly, the technological skills needed in the present include expertise with managing work expectations through virtual platforms such as Microsoft Teams and Zoom. Given that new employees may need to work from home for several more months, self-motivation will be an important asset. Finally, given that distance work has now been a major form of employment for nearly a year, businesses will be needing to re-evaluate how work is done. There has certainly been a shift in how work is done, and many employees will have found that they may be even more productive from home. Employers will need to reconsider the importance of business sites and locations of their employees. They will need to be flexible in their thinking to consider arrangements in which their employees will be most productive.

List of media relations director skills to add to your resume

Media relations director skills

The most important skills for a media relations director resume and required skills for a media relations director to have include:

  • Web Content
  • Spokesperson
  • Crisis Communications
  • Press Conferences
  • Communications Strategies
  • Facebook
  • Fact Sheets
  • Media Management
  • Twitter
  • Social Media Management
  • External Communications
  • Crisis Management
  • Direct Reports
  • Corporate Communications
  • Instagram
  • NCAA
  • Feature Stories
  • Public Affairs
  • News Stories
  • Writing Press Releases
  • Play-By-Play
  • Press Materials
  • Pr Campaigns
  • Community Relations
  • Event Planning
  • YouTube
  • Photo Shoots
  • Editorial Content
  • Communications Plan
  • News Coverage
  • Editorials
  • External Audiences
  • Strategic Plan
  • Press Coverage
  • Government Relations
  • Game Programs
  • Bloomberg
  • Brand Development
  • Clips
  • Communications Efforts
  • Press Kits
  • Video Production
  • Public Relations Efforts
  • Game Recaps
  • Trade Publications
  • Media Planning
  • Promotional Materials
  • Brand Positioning
  • Community Events

Updated January 8, 2025

Zippia Research Team
Zippia Team

Editorial Staff

The Zippia Research Team has spent countless hours reviewing resumes, job postings, and government data to determine what goes into getting a job in each phase of life. Professional writers and data scientists comprise the Zippia Research Team.

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