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Regional Public Relations Manager

This position is responsible for developing and implementing communications that promote Australia as a leading destination for Chinese consumers through Public Relations activities and positioning Tourism Australia as the leading National Tourism Office (NTO) in China.

This position will also lead the PR strategy development and execution in South Korea.

As a mature destination in China, consumers have a high perceived level of knowledge of what an Australian holiday has to offer.  The Public Relations activities of Tourism Australia must continue to challenge and add new elements to this perception supporting the recovery of the Chinese outbound tourism to Australia post Covid-19.

Tourism Australia is the leading NTO in the market and the Regional Public Relations Manager will be charged with increasing the profile of the organisation and generating awareness that continues to allow us to increase the scope and range of programs and partnerships we can enter in to within China.

This includes putting effective measurements in place to validate the return on investment of public relations activities. Additionally, this role is responsible for managing issues that may affect Tourism Australia’s reputation and for working with aligned Australian Government Agencies to monitor issues that may affect Australia’s reputation as a leisure or business events destination.

The Regional Public Relations Manager manages public relations budgets and is responsible for procuring and overseeing public relations agencies and other suppliers as necessary.

  1. Performing as the main lead for the local PR agency for overall PR strategy development and execution for consumer marketing, business events and trade marketing.

  2. Leading the communication with global PR team for local and global alignment.

  3. Leading the overall content strategy and working with the digital content team on the implementation of the content plan.

  4. Working with other supplies including but not limited to PR monitoring agencies, social listening agencies, PR event management agencies to drive efficiency for Tourism Australia.

  5. As the key member of the marketing team, working with agency village including creative agency, PR agency, social agency and digital agency to develop best in class integrated marketing strategy and communication approach. Overseeing all local China PR implementations.

  6. Retain and maintain good relationship with media and influencers for the interest of Tourism Australia.

  7. Sourcing, and identifying suitable broadcasting opportunities for Tourism Australia to leverage, lead the execution of the approved broadcasting opportunities.

As Tourism Australia is a multinational organisation, this role may require the incumbent to be flexible in the hours worked and travel.

Our Behaviours

We think big and without borders… We have a proud history of doing innovative and ground-breaking work. And we’re not done yet.

We make each other better… We’re one team. We value diversity and listen to all opinions before aligning on the best way forward, but robust discussion makes our work stronger.

We do the right thing… We are respectful of communities, cultures, and the earth we all inhabit, and take our responsibility to care for all three seriously.

We only do work that makes a difference… There’s so much we can do, and want to do, but we focus on the things that will add the most value to our industry.

We’re obsessed with telling the Australian story… We’re passionate about Australia, her land, nature, people, and culture. And we’re proud of our role in sharing her story with the world.

You will be responsible for delivering on the following:

  • Develop and implement local measurable Public Relations strategies incorporating all media channels and word-of-mouth advocacy aimed at proactively engaging with Tourism Australia’s key external stakeholders

  • Develop and implement the annual International Media Hosting Program plan and Visiting Opinion Leaders Program (where relevant) including inviting media and opinion leaders to Australia, coordinating visits following Tourism Australia’s procedures, monitoring and clipping articles/blogs and recording results

  • Develop and implement Advocacy programs that provide opportunities for Tourism Australia to work with key influencers and who will tell the Australian story to their own networks

  • Managing Tourism Australia’s media profile in-market including managing media relationships, managing the media database, responding to media inquiries in a timely manner, generating and distributing media materials, responding to media issues, monitoring and clipping media

  • Supporting the Regional Marketing Director and Country Managers on that are or may potentially influence the reputation of Tourism Australia or Australia as a leisure and / or business events destination

  • Developing quality content to be used across media channels which could include but is not limited to image selection and the scripting of press releases, fact sheets, feature stories, newsletters, brochures, magazine copy, trend reports, destination guides, online materials, speeches and presentations and maintaining the regional section of the consumer website/ international media website, where applicable

  • Procuring PR agencies and key suppliers where necessary including:

  •  ◦ Working with Regional Marketing Director to manage all procurements incl. RFQ / RFT

  • ◦ Directing, managing and evaluating supplier performance and taking corrective action where necessary

  • ◦ Managing supplier budgets

  • Managing all public relations budgets effectively with a variance of no more than +/- 1%

  • Working with and building mutually beneficial relationships with State Tourism Organisation teams and representatives

  • Provide monthly input to regional reporting requirements in terms of trends, shifts and general activity in the markets

  • Manage contracting and procurement needs of the marketing team in accordance with TA procedures and policies

To excel in this role, you will have the following experience, knowledge and attributes:

>> Knowledge

  • Highly developed English language skills (reading / writing and oral / aural)

  • Highly developed regional languages skills (where appropriate)

  • Exceptional written and verbal communications skills

  • Excellent understanding of public relations strategy development and activity measurement

  • Understanding of search leverage public relations

  • Strong working knowledge of MS Office

  • Good understanding of social media landscape in China· Good understanding of Australia including Australian tourism products

  • Excellent media networks and relationship building expertise

Skill, Proven ability to ...

  • Prepare and deliver information effectively in a variety of media for a diversity of audiences

  • Produce clear and persuasive content that is audience appropriate

  • Build and maintain strategic internal and external partnerships

  • Leverage PR to achieve brand and maintain awareness

  • Manage issues

  • Adapt to changing market conditions while maintaining focus on delivering high impact campaigns

  • Manage budgets

  • Manage suppliers – including public relations agencies

  • Manage a professional team and ensure performance in accordance with clear expectations

  • Good understanding of overall communication approach and able to work with agency partners from different media, social, creative and etc.

  • Think creatively to develop innovative ideas and solutions, while still maintaining a systematic and logical approach to achieving outcomes

Ability to ...

  • Manage projects on time and according to budget

  • Set and measure PR activities against objectives

  • Integrate public relations activities with other marketing projects

  • Maintain up-to-date product knowledge

  • Interact across cultures in markets that vary in maturity and culture

  • Ensure high performance from reporting staff in line with clear expectations

  • Examine existing models of communication with a view to developing new innovative ways to improve services and work processes


Compulsory – demonstrated experience in

  • Public Relations (minimum of four years)


  • Financial Management, including Budget Management

  • Management of suppliers

  • Contract and other negotiations

  • Developing media relationships

  • Desired, but not essential experience in

  • ·  Australian Tourism Industry / Products / Markets

  • ·  Language skill: Korean

If you think you have what it takes, please send your resume to:

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