This Team Member will play a key role in developing and executing consumer public relations strategies to support key business initiatives. This hands-on senior specialist position will ideate and implement seasonal, product, and trends-driven media strategies to elevate the Michaels and MakerPlace brands in key digital, print, broadcast, radio, and in social media. This role will serve as the primary point of contact for our consumer PR agency teams and a supporting liaison for our corporate PR agency, collaborating to develop and execute strategies while driving efficiencies with our broader Marketing Organization.
Major Activities:
Public Relations Strategy & Program Management
- Lead communication plan development for key consumer initiatives, while also supporting corporate strategy development.
- Collaborate with the Communications Team to implement annual strategic plan, spearheading the execution of consumer PR efforts from opportunistic initiatives to major events.
- Identify opportunities to elevate the Michaels and MakerPlace brands in mainstream consumer press, leveraging influencers, product / promotional news and events, internal experts, consumer insights, and sales data.
- Spearhead seasonal consumer media events and activations from ideation to execution.
- Lead and oversee PR efforts for new store Grand Openings, collaborating with field Team Members and agency partners while tailoring strategies and materials to ensure successful execution.
- Proactively collaborate with marketing and cross-functional teams to embed public relations strategies into brand initiatives focused on acquiring new customers and building awareness and reputation.
- Work with the Organic Social & Influencers, Trend & Design, and Merchandising teams to identify emerging consumer trends that can drive results and execute those with agency support.
- Work with communications counterparts to ensure coordinated scheduling of key announcements and campaigns.
- Support brand partnerships and agreements with external agency resources to amplify results.
- Collaborate across internal teams to improve processes, problem-solve, eliminate barriers, and drive projects forward, ensuring the seamless execution of PR initiatives.
Media Relations
- Manage relationships with consumer PR agency teams, driving end-to-end campaigns that elevate the Michaels and MakerPlace brands in key consumer, lifestyle, design, business and trade outlets across digital, print, broadcast, and social media.
- Support relationship with corporate PR agency as a key point of contact.
- Draft executive quotes, Q&A responses, interview briefings, and talking points to prepare company spokespeople.
- Build and leverage media relationships to secure favorable coverage and build goodwill for the Michaels brand, enhancing and complementing agency efforts to achieve greater reach and impact.
- Manage the creation of PR collateral, including press kits, press releases, pitches, media alerts, media gifts, photography, video/b-roll, presentations, and PR mailers, ensuring consistent, compelling brand messaging.
- Draft newsroom blog posts to support key initiatives.
- Act as the primary contact for consumer media, responding to inquiries and managing press opportunities, representing the best interests of the company.
Managing Stakeholder Relationships
- Manage daily and weekly news monitoring report; create weekly news email for key internal stakeholders
- Develop and maintain effective relationships with internal and external stakeholders across the organization.
- Support the brand by seeking opportunities with key external stakeholders, primarily media.
- Create talking points/messaging for various initiatives, interviews and speaking engagements.
Admin and Budget Management
- Manage PR and communications budget for external communications programs.
- Drive organization and stakeholder reporting for the Communications Team.
- Some asset management for media relations.
Other duties as assigned
- Leave room for serendipity and new, fun projects or help with crucial business needs as necessary.
Minimum Knowledge/Skills/Abilities:
Minimum Education
- Bachelor’s degree or equivalent
- Public Relations, Communication, and Marketing focus preferred
Minimum Special Certifications or technical skills
- Microsoft Office Suite
- Excellent PowerPoint skills
Minimum Type of experience the job requires
- 5+ years of retail/agency public relations experience.
- Exceptional media relations skills with proven experience in positive results.
- Communication experience in large, multi-store retail or service organization.
Other
- Possess the four P’s: professionalism, positivity, proactivity, and productivity in your role and as a member of the team.
- Proven experience in achieving results in a dynamic, small-team environment.
- Expertise in both traditional and emerging media and communications.
- Experience managing agency relationships and leading high-impact initiatives.
- Strong network of established relationships with key consumer media contacts.
- Event planning experience, with proven success in leading media events from concept design and logistics to on-site coordination and driving impactful results.
- Superior written and verbal communication skills.
- Proven ability to find & create engaging narratives that support company goals and initiatives, while also resonating with target audiences.
- Creative problem-solving skills.
- Strong project management skills and attention to detail.
- Demonstrated ability to work collaboratively across teams and manage multiple projects simultaneously.
- Strong analytical skills with the ability to assess campaign performance and identify areas for growth.
- Relationship management with media and business partners.
- High motivation and results-driven mentality.
- Some travel is required.
Applicants in the U.S. must satisfy federal, state, and local legal requirements of the job.
At The Michaels Companies Inc., our purpose is to fuel the joy of creativity and celebration. As the leading destination for creating and celebrating in North America, we operate over 1,300 stores in 49 states and Canada and online at Michaels.com and Michaels.ca. The Michaels Companies, Inc. also owns Artistree, a manufacturer of custom and specialty framing merchandise. Founded in 1973 and headquartered in Irving, Texas, Michaels is the best place for all things creative. For more information, please visit www.michaels.com.
Michaels offers a range of benefits to support team members and their families. Depending on position and eligibility, team members may have access to a 401(k) with employer match, an Employee Assistance Program, medical, dental, and vision coverage, telemedicine services, flexible spending accounts, commuter benefits, tuition assistance, adoption assistance, and various voluntary insurance options. All team members enjoy everyday perks such as employee discounts and access to partner discount programs. For a summary of benefits, visit the Michaels Benefits at a Glance page. For additional information regarding benefits, visit MIKBenefits.com
Michaels is an Equal Opportunity Employer. We are here for all Team Members and all customers to create, innovate and be better together.
Michaels is committed to the full inclusion of all qualified individuals. In keeping with this commitment, Michaels will assure that people with disabilities are provided reasonable accommodations. Accordingly, if a reasonable accommodation is required to fully participate in the job application or interview process, to perform the essential functions of the job, and/or to receive all other benefits and privileges of employment, please contact Customer Care at 1-800-642-4235 (1800-MICHAEL).
EEOC Know Your Rights Poster in English
EEOC Know Your Rights Poster in Spanish
EEOC Poster Optimized for Screen Readers
Federal FMLA Poster
Federal EPPAC Poster
Skills Required
- Bachelor's degree or equivalent
- Public Relations, Communications, or Marketing focus
- Microsoft Office Suite proficiency
- Excellent PowerPoint skills
- 5+ years of retail or agency public relations experience
- Exceptional media relations skills with proven positive results
- Communications experience in a large, multi-store retail or service organization
- Experience with traditional and emerging media and communications
- Agency relationship management experience
- Established relationships with key consumer media contacts
- Event planning experience, including media event execution
- Superior written and verbal communication skills
- Creative problem-solving skills
- Strong project management and attention to detail
- Ability to collaborate across teams and manage multiple projects
- Strong analytical skills and campaign performance assessment
- Media and business partner relationship management
- Some travel availability
Michaels Stores Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about Michaels Stores and has not been reviewed or approved by Michaels Stores.
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Healthcare Strength — Multiple medical, dental, and vision options are available alongside virtual care and an Employee Assistance Program. Basic life and AD&D are provided for full-time team members, with optional disability coverage.
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Retirement Support — A 401(k) plan with company matching supports savings for retirement. Eligibility begins after a short tenure period.
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Wellbeing & Lifestyle Benefits — Team members receive broad merchandise and custom framing discounts plus partner savings on fitness, travel, and services. Programs such as Michaels CARES and tuition assistance add wellbeing and development support.
Michaels Stores Insights
What We Do
The Michaels Companies, Inc. is North America's largest specialty provider of arts, crafts, framing, floral, wall décor, and seasonal merchandise for Makers and do-it-yourself home decorators. The Company owns and operates more than 1,200 stores in 49 states and Canada. Additionally, the Company serves customers through Michaels.com, consumercrafts.com and aaronbrothers.com. The Michaels Companies, Inc., also owns Artistree, a manufacturer of high quality custom and specialty framing merchandise, and Darice, a premier wholesale distributor in the craft, gift and decor industry.
