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Lexington, Virginia, United States • On-site
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The Director of Public Information leads the Institute's public affairs, media relations, and crisis communication strategies to advance institutional goals and protect its reputation. They serve as the official spokesperson, manage departmental operations, and ensure brand consistency across all institutional messaging.
Candidates must possess a master's degree in a relevant field such as public relations or communications, along with at least five years of related professional experience. Previous experience in higher education communications or military public affairs is preferred.
Title: Director of Public Information
State Role Title:
Hiring Range: $90,000
Pay Band: UG
Agency: Virginia Military Institute
Location: VMI HUMAN RESOURCES OFFICE
Agency Website: www.vmi.edu
Recruitment Type: General Public - G
Job Duties
Virginia Military Institute is accepting applications for a Director of Public Information. Reporting directly to the Assistant Superintendent for Strategic Enrollment Management, the director will serve as the Institute’s public information officer, providing leadership for public affairs, media relations, crisis communications, executive and internal communications, and institutional messaging. The reporting relationship notwithstanding, the director should expect frequent and direct contact with the Superintendent in response to crisis situations and related media queries. The position will develop and implement proactive communication strategies that advance the Superintendent’s priorities, support institutional goals, and protect the reputation of the Institute.
The director serves as the official spokesperson during emergency and crisis situations, advises senior leadership on communication strategies, and oversees media relations, public messaging, and reputation management. The position also directs communications and coverage for major initiatives and events and ensures compliance with editorial and brand standards. The director will foster relationships with key stakeholders, help with project management, and manage departmental operations, including personnel, budgeting, vendor oversight, and ensuring compliance with applicable laws and Institute policies.
Key responsibilities:
Strategic Communications and Public Affairs
• Develops and executes institute-wide communication plans that support the Superintendent’s priorities and institutional goals.
• Coordinates communications activities with other offices and departments on post and with the VMI Alumni Agencies.
• Develops and coordinates communications strategies in response to issues that have the
potential to affect the reputation of the Institute.
• Oversees messaging and engagement for key events, ensuring relationships and engagement among cadets, employees, alumni, and the community.
Crisis Management
• Leads the communications effort in actual or potential crisis situations.
• Serves as the Institute spokesperson and public information officer during emergencies, including representing VMI Police and coordinating public messaging.
• Provides communication counsel to senior leadership during emergencies and coordinates all crisis-related communication activities, including coordinating local government and law enforcement, the adjacent Washington & Lee University, and any other outside entities.
• Responsible for updating the website during emergencies to provide timely
communication.
Media Relations
• Directs all media relations activities including responding to media inquiries, coordinating and preparing senior leaders for interviews, preparing press releases and proactively pitching stories.
• Oversees reputation monitoring, media tracking, and social media listening to identify emerging issues and opportunities. Will also provide strategic direction on handling any issues or opportunities.
• Cultivates relationships within the community and local, state, regional, and national media.
Brand Management & Editorial Oversight
• Oversees institutional editorial brand guidelines, messaging consistency, and visual identity guidelines. Understands the differences between news/editorial messaging and marketing/branding.
• Ensures compliance with brand standards across all official communications
• Protects and strengthens the VMI brand through strategic communications and public messaging.
Internal, Event & Executive Communication
• Oversees internal communications and major Institute publications.
• Coordinates communications surrounding major Institute initiatives, announcements, and executive messaging.
• Facilitates and supports streaming requirements for Board of Visitors meetings; acts as the conduit for communicating board actions and decisions; serves as the staff liaison to the Board’s External Relations Committee.
• Assists with speeches, talking points, correspondence, and official communications
• Oversees communication and event coverage for all major events, conferences, ceremonies, etc.
• Assists with coordination of photography, videography, media coverage, press materials, and communications for staffing of events. Will work in conjunction with departments on post to deconflict and prioritize events and projects.
• Cultivates relationships with community organizations, alumni agencies, and other external stakeholders.
• Supports community initiatives that strengthen engagement across the Institute.
• Oversees communications related to institutional rankings, awards, recognitions, and national surveys that enhance institutional reputation.
Administration & Leadership
• Member of the Institute Planning Committee to ensure consistency in policies and procedures as they pertain to the department
• Manages the office, including administrative, budgeting, and personnel matters. Personnel matters encompass the mentoring and looking after the professional development of the individuals in the office.
• Develops project management standards and calendar of events that align with Institute priorities.
• Oversees contracts and relationships with various vendors.
• Ensures compliance with accessibility standards (ADA), copyright, privacy laws, and all applicable federal and Commonwealth of Virginia regulations.
• Nights, weekends, holidays, or other hours may be required due to events, emergencies, etc.
Minimum Qualifications
• A master's degree or equivalent experience in public relations, media studies, communications, marketing, or a related field is required.
• An additional five years of related experience beyond a master's degree is required.
Additional Considerations
• Previous higher education communications and/or military public affairs experience preferred.
• Crisis communication and/or incident command system training or certification preferred.
Special Instructions
You will be provided a confirmation of receipt when your application and/or résumé is submitted successfully. Please refer to “Your Application” in your account to check the status of your application for this position.
You will be provided with confirmation of receipt when your application and/or résumé are submitted successfully. Please refer to ‘Your Application” in your account to check the status of your application for this position.
A criminal background check is required for the final candidate.
Contact Information
Name: Shannon Eskam
Phone: (540) 464-7626
Email: [email protected]
In support of the Commonwealth’s commitment to inclusion, we are encouraging individuals with disabilities to apply through the Commonwealth Alternative Hiring Process. To be considered for this opportunity, applicants will need to provide their AHP Letter (formerly COD) provided by the Department for Aging & Rehabilitative Services (DARS), or the Department for the Blind & Vision Impaired (DBVI). Service-Connected Veterans are encouraged to answer Veteran status questions and submit their disability documentation, if applicable, to DARS/DBVI to get their AHP Letter. Requesting an AHP Letter can be found at AHP Letter or by calling DARS at 800-552-5019.
Note: Applicants who received a Certificate of Disability from DARS or DBVI dated between April 1, 2022, and February 29, 2024, can still use that COD as applicable documentation for the Alternative Hiring Process.
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