Public Relations & Brand Communications Manager – Tourism Attraction, Media Relations & Advertising

Job Summary

The Public Relations Manager is responsible for building and maintaining the public image, brand visibility and market presence of The View 118 and The Look 118 through strategic public relations, advertising and media initiatives. This role drives awareness, reputation and visitation by managing earned, paid and shared media in alignment with the attraction’s positioning and commercial objectives. This role requires a creative and strategic communications professional who thrives in a high-visibility environment where brand reputation and media relationships are critical. The role holder must demonstrate exceptional writing skills, strong media networks, and the ability to remain composed during crisis situations. Flexibility in working hours, including weekends and public holidays, is essential to support media events and campaign launches. This position serves as the brand's voice, requiring proficiency in media monitoring tools and performance analytics to track impact and inform continuous improvement.

Job Summary

The Public Relations Manager is responsible for building and maintaining the public image, brand visibility and market presence of The View 118 and The Look 118 through strategic public relations, advertising and media initiatives. This role drives awareness, reputation and visitation by managing earned, paid and shared media in alignment with the attraction’s positioning and commercial objectives. This role requires a creative and strategic communications professional who thrives in a high-visibility environment where brand reputation and media relationships are critical. The role holder must demonstrate exceptional writing skills, strong media networks, and the ability to remain composed during crisis situations. Flexibility in working hours, including weekends and public holidays, is essential to support media events and campaign launches. This position serves as the brand's voice, requiring proficiency in media monitoring tools and performance analytics to track impact and inform continuous improvement.

Key Responsibilities

• Responsible for developing and executing comprehensive PR strategies to position The View 118 and The Look 118 as a must-visit landmark attraction, driving awareness. Build and maintain strong relationships with media, journalists, editors, influencers, and key opinion leaders to secure ongoing coverage and advocacy. Prepare and distribute press releases, media kits, statements, and key messaging that effectively communicate the brand's story. Coordinates press conferences, media previews, interviews, and familiarization (FAM) visits, ensuring impactful media engagement.
• Plan and manage advertising campaigns across traditional and digital channels, including out-of-home (OOH), print, radio, digital platforms, and strategic partnerships. Work closely with creative and media agencies on campaign concepts, creatives, media buying, and placements to ensure effective reach and impact. Manage advertising budgets, timelines, and campaign deliverables, ensuring all activities are executed within scope and on schedule. Ensure consistent brand messaging and visual identity across all advertising materials, reinforcing brand recognition and alignment with overall marketing objectives.
• Safeguard and enhance The View 118 and The look 118 brand positioning, tone of voice, and visual standards across all communications and touchpoints. Develop key messages, narratives, and storytelling angles that align with seasonal campaigns, events, and business priorities. Support launches, soft openings, festive events, and special activations with integrated PR and advertising support. Ensure all communications are aligned with corporate and destination branding guidelines, maintaining consistency and reinforcing brand equity.
• Monitor media coverage, social sentiment, and public perception to identify potential issues and emerging risks proactively. Manage issues, crisis communications, and reactive media responses in close coordination with the Director of Sales & Marketing and Operations leadership. Prepare holding statements, Q&As, and comprehensive crisis communication plans. Coordinate closely with Guest Experience and Operations teams on service recovery-related communications, ensuring consistent and sensitive messaging that protects brand reputation.
• Manage influencer, key opinion leader (KOL), and content creator partnerships to extend brand reach and drive audience engagement. Identify and develop strategic brand partnerships, sponsorships, and co-marketing opportunities that align with business objectives. Support Tourism Malaysia, state tourism boards, airlines, and destination partners on joint PR initiatives, strengthening the attraction's presence within the broader tourism ecosystem.
• Track and report on PR and advertising performance, including media coverage, reach, impressions, and advertising ROI, to measure effectiveness against objectives. Monitor competitor activity and market trends to identify opportunities and inform strategic adjustments. Prepare post-campaign evaluations and actionable insights for management, highlighting successes and areas for improvement. Optimize strategies based on performance data and market feedback, ensuring continuous improvement in PR and advertising outcomes.

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Job Requirements and Nice to Have

Job Requirements

• Bachelor’s Degree in Public Relations, Communications, Marketing, Journalism or a related field.
• Minimum five years of experience in public relations, advertising, marketing communications or integrated communications.
• Strong experience managing media relations, press materials and external communications.
• Proven experience planning and executing PR or advertising campaigns from strategy through implementation and performance reporting.
• Strong writing, editing, storytelling and verbal communication skills.
• Experience managing PR, creative or media agencies, campaign deliverables and advertising budgets.
• Experience developing press releases, media statements, key messages, briefing materials and campaign narratives.
• Strategic, creative and commercially aware, with the ability to connect communication activities to brand awareness, audience engagement and visitation objectives.
• Calm, confident and decisive when managing high-visibility issues, sensitive communications or crisis situations.
• Strong stakeholder-management skills, with the ability to work with senior management, operational teams, media representatives, agencies, influencers and external partners.
• Comfortable working in a hands-on individual contributor position without direct reports.
• Proficiency in media monitoring, campaign reporting and performance analytics.
• Flexibility to support media events, launches and special activations outside normal office hours, including selected weekends and public holidays.

Nice to Have

• Experience within tourism, hospitality, visitor attractions, theme parks, entertainment venues, lifestyle destinations or agencies managing high-profile consumer brands.
• Existing relationships with travel, lifestyle, consumer, entertainment, business or tourism media.
• Experience managing large-scale traditional and digital advertising campaigns, including OOH, print, radio, digital media and strategic partnerships.
• Experience arranging media previews, interviews, press conferences and familiarisation visits.
• Experience managing influencers, KOLs and content creators, including campaign briefs, deliverables and performance measurement.
• Experience supporting openings, launches, festive campaigns, destination activations or other high-profile events.
• Experience handling crisis communications, online reputation management or service recovery-related communications.
• Experience working with tourism boards, airlines, travel agencies, tour operators or destination partners.
• Master’s Degree or Professional Certificate in Public Relations, Communications, Marketing, Journalism or a related field.

How to Apply:

Interested candidates are invited to submit their application via LinkedIn/Adecco Portal OR email idhil.hashim@adecco.com AND staffing@adecco.com. Please include "Public Relations Manager'' in the subject line