Public Relations Manager

Overview

The Public Relations Manager is an experienced PR/communications professional who will be an essential part of building First Watch’s brand awareness and maintaining the company’s status as the undisputed leader in Daytime Dining. He/she will lead First Watch’s PR/media relations to secure compelling brand stories and news, primarily with our external audiences, including customers and media across trade, national and local media in First Watch’s 25+ states nationwide. He/she should have experience in and a passion for pitching hyper-local earned media outlets and coordinating interviews in multiple states and markets nationwide. The PR Manager is a strategic part of the broader marketing team and serves as a partner to brand campaign work. The ideal candidate is a creative thought partner who is energized by garnering earned media coverage to tell stories that directly correlate to First Watch’s business goals as a publicly traded company with more than 530 restaurants nationwide. In addition to media relations, this collaborative team player will also work cross-functionally to support internal communications, executive communications, copywriting and more. This position is based in the First Watch Home Office in Bradenton, FL, with likely travel about 10% of the time.

Responsibilities

The essential functions in this job description are not all-inclusive of this position’s duties and responsibilities. Reliable and dependable attendance is required.
Executes PR and media relations efforts for the First Watch brand, with guidance from the Sr. Director of Communications and in partnership with a retained communications agency
Assists with the creation and management of annual PR strategies – national, local, trade – and other external plans, such as leadership visibility, LinkedIn and awards
Supports fast-growing brand with dozens of new restaurant openings each year (media outreach, interview coordination, press materials)
Pitches regular brand news, including seasonal menus, partnerships, awards, etc.
Takes a creative and determined approach to securing media in new markets
Coordinates media opportunities, serving as liaison between media outlets and restaurant teams
Pitches and coordinates TV segments in markets nationwide
Keeps First Watch top-of-mind by strategically and proactively building and fostering relationships with key local, regional and national consumer and trade media
Organizes and administers media training for media interviews (restaurant, corporate)
Identifies compelling stories to tell internally and externally at the corporate and restaurant level
Develops key messaging and talking points for internal and external audiences
Owns process for monitoring earned media coverage, as well as merchandising internally to key audiences
Conducts research and issues internal reports on various PR/communications topics
Writes timely, compelling content for the First Watch website and other platforms, such as LinkedIn, in partnership with our internal content and digital teams
Collaborates with broader marketing team on buzzworthy campaign and activation ideas
Assists with crisis management and communication efforts
Advises First Watch’s franchise partners on PR and media relations efforts
Collaborates with internal team to manage community relationships and events nationwide (media/influencers, Yelp, etc.)
Serves as a brand ambassador for the company at various industry and community events

Qualifications

3-5 years of public relations experience, ideally with at least 2 years in an agency setting; restaurant/hospitality industry experience strongly preferred
Experience pitching local media (TV, print, online) in multiple DMAs across the country, as well as national and trade media
Bachelor’s Degree in public relations, communications, journalism or related field required
Excellent oral and written communication skills to all levels; from hourly employees to senior management

Who We Are

First Watch is an award-winning Daytime Dining concept serving made-to-order breakfast, brunch and lunch using fresh ingredients. A recipient of hundreds of local “Best Breakfast” and “Best Brunch” accolades, First Watch’s chef-driven menu includes elevated executions of classic favorites along with First Watch specialties such as the Quinoa Power Bowl, Farm Stand Breakfast Tacos, Avocado Toast, Chickichanga, Morning Meditation (juiced in-house daily), Spiked Lavender Lemonade and its signature Million Dollar Bacon. In 2023, First Watch was named the top restaurant brand in Yelp’s inaugural list of the 50 most loved brands in the U.S. In 2023 and 2022, First Watch was named a Top 100 Most Loved Workplace in Newsweek by the Best Practice Institute. In 2022, First Watch was awarded a sought-after MenuMasters honor by Nation’s Restaurant News for its seasonal Braised Short Rib Omelet and recognized with ADP’s coveted Culture at Work Award. First Watch operates more than 530 First Watch restaurants in 29 states. For more information, visit www.firstwatch.com.
First Watch is an equal-opportunity employer. In compliance with the Americans with Disabilities Act, First Watch will provide reasonable accommodations to qualified individuals with disabilities and encourages both prospective and current employees to discuss potential accommodations with the employer.

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