SUMMARY
The Public Relations Manager plays a central role in advancing content-forward, community-centered communications programs. Core responsibilities include coordinating and approving media requests and visits executed by Island Bureaus, managing key programs, developing and publishing destination content optimized for AI-driven search and discovery, and collaborating with partners statewide to source unique storytelling rooted in Hawai‘i’s people, place, and culture. The ideal candidate has strong writing and content development skills, familiarity with AI tools and generative engine optimization (GEO), a collaborative approach to working with partners, and a genuine commitment to community-centered storytelling. Comfort with data and performance measurement is essential.
Knowledge of the Hawaiian Islands and Hawaiian culture are desirable.
ESSENTIAL DUTIES AND RESPONSIBILITIES
- Serve as the central coordinator for media requests and visit approvals in conjunction with the PR agency, to include:
- Manage incoming media requests and vet opportunities with an emphasis on emerging media channels, ensuring alignment with HVCB messaging and cultural accuracy
- Review and approve media visit requests; maintain and update media visit protocol, procedures, and waivers
- Review media itineraries and expenses, tracking visit outcomes for earned media impact reporting
- Manage virtual and in-person media blitzes, including International Media Marketplace
- Support the implementation of HVCB’s Earned Media AI Strategy, including content structuring for generative engine optimization (GEO), adoption of AI workflow tools, and monitoring how Hawai‘i narratives surface in AI-assisted travel planning
- Assist in activating and maintaining HVCB’s Story Intelligence Collective on each island, supporting the identification of kupā ʻāina, cultural practitioners, artisans, and small business voices for content and media programming
- Support TV, streaming, and broadcast productions filmed in Hawai‘i in coordination with the PR agency and island partners
- Lead editorial and content development for owned media channels and the GoHawaii media site, to include: Write, edit, and publish destination content including news releases, feature stories, and short-form pieces structured for AI-driven discovery (GEO) using named local voices, proper nouns, and specific detail
- Support sales team by review LinkedIn content and drafting support letters for bid books
- Manage tools and technology supporting HVCB’s media program, including media database management, dynamic itinerary building, AI content tools, and media monitoring platforms
- Work with other marketing team members as initiatives and programs overlap
- Member of HVCB’s Crisis Communications Team
- Represent HVCB/HTUSA at industry events and conferences
- Manage invoices from PR agency, partners and media
- Work with other agency partners – Brand, Social, Media as needed
- Perform other tasks and duties as assigned or deemed necessary
MINIMUM QUALIFICATIONS
Education
- Bachelor’s degree from accredited college/university; and/or 4-6 years related experience and/or training; or an equivalent combination of education and experience is required, preferably in marketing or communications.
Skills and Knowledge
- Must be a self-starter that can work both independently and in teams to meet objectives.
- Ability to work in a fast paced environment. Must be able to prioritize tasks, handle multiple tasks simultaneously, while adhering to tight deadlines.
- Strong attention to detail, organization, and time management skills.
- Excellent verbal and written communication skills with the ability to prepare reports and professional correspondence.
- Solid working knowledge of public relations best practices, earned media strategy, and Hawai‘i’s travel industry.
- Ability to read, analyze, and interpret data.
- Strong problem solving, analytical, reasoning, and sound judgment skills.
- Intermediate to advanced proficiency in Microsoft Office Suite, including Word, Excel and PowerPoint.
- Working knowledge of content management systems (CMS), media monitoring platforms, and generative engine optimization (GEO) principles is strongly preferred.
- Intermediate to advanced writing skills across multiple formats, including news releases, feature stories, shortform digital copy and data informed impact reports.
- Ability to adapt writing style for AI-optimized publishing formats and evolving digital communication channels.
- Reading and writing proficiency in English required.
DESIRED QUALIFICATIONS
- Familiarity with AI writing tools, generative engine optimization (GEO) principles, and emerging AI-supported communication practices.
- Experience adapting communications content for AI-driven search, publishing, and content distribution environments.
- Ability to provide writing samples demonstrating a range of communication styles and formats.
WORKING CONDITIONS
Work Environment
- Professional office environment.
- Regular attendance in the island office and at on-island meetings.
Work Hours
- Full-time; non-exempt position. Regular and predictable attendance is an essential requirement of this role.
- Work hours may occasionally extend beyond standard business hours, including evenings or weekends, based on events, meetings or operational needs.
- Inter-island travel may be required on a limited basis.
Physical Demands
- Ability to sit, stand, and walk for extended periods.
- Ability to attend events and meetings that may require prolonged standing or movement.
- Ability to lift and carry materials to approximately 25 pounds on an occasional basis.
Physical Requirements
- Ability to meet the physical demands outlined above with or without reasonable accommodation.
SALARY RANGE: $61,000–$90,000 per year
COMPREHENSIVE BENEFITS PACKAGE INCLUDES:
- Medical, Dental, and Vision Insurance.
- Paid Vacation & Sick Leave
- Employer-Paid Life Insurance
- Company-Contributed Long-Term Care Coverage
- Long-Term Disability Coverage
- 401 (k) Retirement Plan with Company Match and Safe Harbor Contribution
EQUAL EMPLOYMENT OPPORTUNITY
Hawai‘i Visitors & Convention Bureau is an Equal Opportunity Employer. We are committed to creating a diverse, inclusive, and respectful workplace and do not discriminate on the basis of race, color, religion, sex, sexual orientation, gender identity or expression, age, national origin, ancestry, disability, genetic information, marital status, veteran status, or any other status protected by applicable federal, state, or local law.
REASONABLE ACCOMMODATION (ADA)
Hawai‘i Visitors & Convention Bureau is committed to providing reasonable accommodations to qualified individuals with disabilities in accordance with the Americans with Disabilities Act and applicable state law. Applicants who require reasonable accommodation to participate in the application or interview process may contact Human Resources for assistance.
JOB DESCRIPTION DISCLAIMER / MANAGEMENT RIGHTS
This job description is intended to describe the general nature and level of work performed by individuals assigned to this position. It is not intended to be an exhaustive list of all the duties, responsibilities, or qualifications. Hawai‘i Visitors & Convention Bureau reserves the right to modify, revise, or eliminate duties, responsibilities, qualifications, and working conditions of this position at any time, in accordance with business needs and applicable law.
