Most counties, cities, and states in the country constantly strive to bring in more residents, tourists, visitors, vacationers, businesses, conventions, and events. To do this, local government, chambers of commerce, or other organizations create departments or offices of tourism or economic development. Within these offices or departments the Director of Public Information is responsible for creating and directing promotional and public relations efforts.
The Director of Public Information must design and develop public relations campaigns and programs to enhance the public image of the specific area. The individual may work with an advertising or public relations agency in order to accomplish this. The director is responsible for coordinating the efforts of community groups, organizations, and local businesses that are attempting to promote their products and services to those in and outside of the immediate area.
A portion of the job involves writing press releases and feature stories that feature the area and its resources. The Director might also arrange for editors, reporters, and producers from print and broadcast media to visit the area to write articles or produce televised features.
The Director of Public Information develops familiarization programs and tours for media people. Editors, reporters, photographers, and television producers are invited to an area for a short period of time. During this period they are guests of the tourism department. The transportation, accommodations, meals, and entertainment are generally paid for by the area’s tourism or development department. The program might be cosponsored by area attractions and businesses that will pay a share of the costs. These programs bring media people into the area, showing them the attractions available. The desired end result of familiarization programs is for the editors to write positive articles about the area and its attractions.
The same types of programs are often conducted for business leaders interested in learning about the opportunities available in a specific area or for travel agents who want to know more about the area’s tourism attractions, hotels, and restaurants.
The director often leads the tours, meeting with people, telling them about the area, and making them feel comfortable. The individual may design and offer token gifts with the area name or logo emblazoned on them for souvenirs. One of the responsibilities of the Director of Public Information in tourism and development is to represent the area at trade fairs and business and tourism shows. The individual may be required to develop an appropriate booth, set it up, and be on hand to talk to show participants and visitors. The Director of Public Information in tourism and development must develop and create brochures, advertisements, and sales pieces to be used to lure business and tourism to the area. The individual may work with a graphic designer, artist, and copywriter or may perform these tasks alone, depending on his or her abilities and qualifications. The position requires that the individual represent the area and the specific department at special functions, events, and programs. These activities could include dinners, fundraising events, political functions, or area special events.
He or she will be expected to respond to requests for information by phone or to make sure that brochures, pamphlets, leaflets, and other promotional and marketing materials are sent. Depending on the size and structure of the department, the individual may be required to train employees and administer the entire public information office. The Director of Public Information works long hours. He or she is frequently expected to attend functions, events, and trade shows after hours or on weekends. There may be extensive travel required.
The individual in this position may be responsible to the director of economic development of the area or to the chairperson or president of the board that did the hiring.
Annual earnings for this position vary greatly from job to job. There are individuals earning $25,000 annually in this position and those earning $125,000 plus. Variables include the size and location of the area being promoted, its budget, and the qualifications, experience, and responsibilities of the individual.
Generally, the smaller the area, the lower the salary. Individuals working for villages may earn between $25,000 and $35,000. Those working for large counties, cities, or vacation spots may earn between $40,000 and $100,000. There are some individuals in this industry who are earning over $125,000 annually.
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