Sr. Specialist, Public Relations

Sr. Specialist, Public Relations [JRP-07063]

Academy Sports + Outdoors is one of the nation’s largest sporting goods and outdoor stores. With 301 stores across 21 states, as of March 7, 2025, we offer a broad assortment of quality hunting, fishing, and camping equipment and gear, along with sports and leisure products, footwear, apparel and much more.

Over the last several decades, the company has grown substantially from its small beginnings. Sales reached one billion dollars in 2003, two billion dollars in 2007, three billion dollars in 2012, and four billion dollars in 2014. In fiscal 2022, sales reached $6.4 billion.

Come work at a place where we take pride in creating a workplace environment that values hard work, commitment, and growth. We are currently seeking to hire a Sr. Specialist, Public Relations.

RESPONSIBILITIES:

• Proven ability to develop and sustain strong media relationships with press (reporters and editors), trade/industry associations, and other external stakeholders
• Strong writer able to draft content including (but not limited to) media lists, fact sheets, FAQs, press releases, media pitches, blog/byline content, social media posts, media backgrounders, key messages, award entries, event overviews, and run of shows
• Support, implement, and report on initiatives for seasonal campaigns, new store openings, product/brand launches, and special events
• Ideate and refine business-driving ideas that will generate interest, coverage, and influence perception externally (in collaboration with the Public Relations Manager)
• Monitor media coverage to track public relations efforts, analyze its impact on brand perception, and report earned media metrics to cross-functional partners
• Develop proactive storylines and manage reactive media inquiries, in collaboration with the Public Relations Manager, to highlight key business drivers, newsworthy company stories, initiatives, and expert insights aligned to the business and its priorities
• Serve as company spokesperson in multiple forms of media, i.e., TV, print, radio, social media, as needed
• Provide support to external company events, including (but not limited to) new store openings, speaking opportunities, conferences/trade shows, community giveback events
• Collaborate with external agencies to execute highly effective communications initiatives to maximize consumer, business, trade, and local coverage
• Support earned media and crisis communications efforts for assigned markets
• Provide media and brand reputation counsel to regional store leadership teams
• Support media training to empower brand spokespeople, including store directors and managers, as well as key internal stakeholders, to empower them with best practices
• Learn and follow Academy’s company policies, procedures, and safety rules
• Perform other tasks as assigned

REQUIREMENTS:

• Bachelor’s degree in public relations, advertising, communications, journalism, or a relevant field of study is preferred
• 3+ years of working experience, with a minimum of one year related experience (in-house communications or communications/PR agency), or similar field experience
• Strong project and time management skills with an ability to manage multiple projects simultaneously
• Excellent organizational skills, pays strict attention to detail, and meets critical deadlines within a high-volume, fast-paced environment
• Strong research and analytical skills with an ability to monitor and analyze industry news and trends to inform opportunities/activations
• Works collaboratively and cross-functionally to influence alignment with stakeholders on complex challenges
• Strong team player that works seamlessly with internal and external partners to execute with excellence
• Receptive to feedback and seeks opportunities to learn new skills
• Excellent interpersonal, listening, written, and verbal communication skills, with focus on customer service, interfacing effectively with individuals at all levels, both internal and external, to deliver a positive experience
• Proficient in MS Office products (Word, Excel, and PowerPoint), Microsoft Outlook or similar e-mail system, and media monitoring software
• Able to travel up to 10% with overnight stay, as needed
• Ability to work flexible hours, including nights, weekends, and holidays, if necessary

Academy is an Equal Opportunity Employer and does not discriminate with regard to employment opportunities or practices on the basis of race, religion, national origin, sex, age, disability, gender identity, sexual orientation, or any other category protected by law.