Brother International Corporation
Public Relations Manager
Brother International Corporation, Bridgewater, Massachusetts, us, 02324
Overview
The Manager, Public Relations leads the development and execution of Brother’s public relations strategy to elevate the brand's reputation, drive media visibility, and support business growth. This role cultivates strong media relationships, oversees proactive storytelling and product launches, and ensures consistent, high-impact messaging across all channels. The Manager establishes a best-in-class PR foundation by creating a comprehensive playbook of processes, templates, workflows, and outreach strategies that can scale across business units. They partner with key stakeholders on crisis communications, providing counsel during sensitive situations to protect and strengthen the Brother brand. The role also liaises with regional counterparts across the Americas to drive alignment, collaboration, and consistency of messaging. In partnership with internal teams and external agencies, the Manager measures PR performance, benchmarks results, and delivers actionable insights to optimize strategy and execution. This position requires a strategic communicator with exceptional writing skills, media expertise, and the ability to translate business goals into compelling, newsworthy stories that resonate with target audiences.
Responsibilities
Public Relations (PR) / Strategy Development & Execution: Develop, lead, and continuously refine an integrated PR strategy that aligns with Brother’s overarching business goals, brand positioning, and marketing priorities. Create and own a comprehensive PR playbook outlining processes, media engagement protocols, messaging templates, and best practices for consistent execution across all business units. Lead proactive storytelling efforts that highlight Brother’s innovation, leadership, and unique value propositions in priority verticals, ensuring a steady pipeline of thought leadership and brand-building stories. Partner with cross-functional leaders and BU teams to identify newsworthy opportunities, product innovations, partnerships, and initiatives that will resonate with media and target audiences. Ensure all PR content, from press releases to executive commentary, is aligned with brand tone, voice, and messaging standards. Media Relations & Outreach: Partner closely with and manage our PR agency to build, strengthen, and maintain deep relationships with top-tier national, trade, and local journalists, editors, bloggers, and industry influencers. Collaborate with the agency to develop tailored media pitches and creative story angles designed to secure high-quality, high-impact coverage in relevant outlets. Coordinate with the agency to plan and manage media briefings, interviews, desk-side meetings, and press events that maximize media engagement and elevate Brother’s brand visibility. Oversee and manage the product review program with media, ensuring strategic seeding of products, timely follow-ups, and optimal coverage results. Monitor the media landscape daily, in partnership with the agency, for opportunities to proactively position Brother within trending stories, industry developments, and relevant news cycles. Product & Campaign Launches: Lead the PR strategy and execution for major product and service launches, including campaign planning, press release development, media pitching, and securing media coverage. Collaborate with marketing, social media, and paid media teams to ensure PR activity is integrated into broader campaign strategies, amplifying reach and impact. Identify and leverage strategic partnerships, events, and speaking opportunities to enhance launch visibility and position Brother as an innovator in the space. Crisis Communications & Reputation Management: Develop and maintain a crisis communications framework with key stakeholders, including escalation protocols, holding statements, and response templates. Serve as a primary PR lead during crisis situations, providing timely, accurate, and brand-protective responses to media and stakeholders. Counsel executives and internal stakeholders on issues that could impact brand reputation, ensuring a unified and strategic approach to sensitive matters. PR Measurement & Insights: Define and track meaningful KPIs that go beyond impressions, focusing on metrics such as message pull-through, sentiment, share of voice, audience engagement, and referral traffic. Deliver regular PR performance reports with actionable insights to refine strategies, improve results, and inform leadership decision-making. Conduct competitive benchmarking to evaluate Brother’s PR performance relative to key competitors and industry leaders. Experience & Qualifications
Education
Bachelor’s Degree (or equivalent experience) in Business, Marketing, Journalism, Communications, PR, or related field Master’s Degree in Business, Marketing, Journalism, Communications, PR, or similar field – Preferred Experience
7+ years of experience in a combination of relevant experience spanning: managing public relations activities and strategy/implementation in a corporate or agency setting; and experience managing agencies, budgets, and a diverse product portfolio. Software/Technical Skills
Strong knowledge of traditional PC and Apple business and creative software suites Knowledge of Media Tracking Platforms like Cision, Hubspot or Meltwater – Preferred Other Skills, Knowledge, & Abilities
Strong knowledge of public relations best practices, strategies, and tactics Strong knowledge of social media channels (Facebook, Twitter, LinkedIn, Instagram, Pinterest, etc.) Strong communication skills (verbal, written, interpersonal) Collaboration skills to work with a wide variety of stakeholders Attention to detail and follow-up ability Knowledge of Digital PR Tools Prowly, Muck Rack, Prezly or Critical Mention – Preferred Knowledge of the office equipment B2C / B2B markets – Preferred Additional Details For This Role
This role will be a hybrid role. Subject to business needs, employees may work remotely up to two days per week. Assigned office days will be determined by managers. Base Salary
The targeted base salary range for this position is $105,000 - $125,000 per year. Base salary is determined by the education, experience, knowledge, skills, and abilities of the successful candidate, as well as factors such as internal equity, cost of labor in the hiring location, and alignment with market data. Additional Compensation
This position is eligible for a 15% bonus at 100% of target, with the opportunity to achieve above 100% dependent on company performance and in alignment with company bonus plans. Bonus awards are discretionary and contingent upon individual performance as well as Brother achieving its corporate objectives, in accordance with the applicable bonus plan in effect. Our Benefits
We offer a comprehensive benefits package with diverse plan options to meet your family’s needs, including health, vision, and dental insurance—all effective from day one of employment. Under our 401(k) retirement savings plan, we match up to 100% of the first 4% of employee contributions, with employer matches vesting immediately. Additionally, we offer an educational assistance program that reimburses up to 100% of tuition, lab fees, textbooks, and other related expenses for qualifying programs. Details are available at https://mybenefits.nfp.com/Brother/2025/guidebook/ Our Mission, Vision & Culture
Our mission is to live our “at your side” promise to simplify and enrich the lives of our customers, employees, and communities. We aim to be where people and technology meet, providing products and solutions that enhance how people live, work, and create. We look to our strategic culture drivers - accountability, authenticity, boldness, and excellence - to enable us to consistently deliver on our vision, mission, and shared values. These drivers help us shape a culture that empowers the business to succeed. About Where We Work
Brother’s corporate headquarters for the Americas is in Bridgewater, NJ, across from the Bridgewater Commons Mall. This location houses key corporate functions, including HR, legal, finance, IT, and supply chain, and a significant presence of our business unit leadership and marketing teams. Our manufacturing and distribution facility in Bartlett, TN spans an impressive 1.5 million square feet - equivalent to 26 football fields - and is located on Brother Boulevard. In addition to the distribution center operations team, this facility hosts several other departments, including our customer service group. Brother also has employees based in other locations, such as Westminster, CO, where many of our marketing and product engineering team members from the mobile solutions division operate, as well as our distribution centers in Richmond, VA and Perris, CA. Additionally, our outside sales teams work remotely within their territories, staying geographically close to the accounts they support to ensure they are always “at your side” for our customers. Equal Opportunity Employer (EOE) Statement
Brother International Corporation ("Brother") is an equal opportunity employer and makes employment decisions without regard to race, color, religion, sex, disability, or any other characteristic protected by applicable local, state or federal laws. Brother is committed to providing reasonable accommodations to individuals with disabilities throughout the application or interview process. If you need an accommodation, please contact us at eoe_applicant_accommodations@brother.com.
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The Manager, Public Relations leads the development and execution of Brother’s public relations strategy to elevate the brand's reputation, drive media visibility, and support business growth. This role cultivates strong media relationships, oversees proactive storytelling and product launches, and ensures consistent, high-impact messaging across all channels. The Manager establishes a best-in-class PR foundation by creating a comprehensive playbook of processes, templates, workflows, and outreach strategies that can scale across business units. They partner with key stakeholders on crisis communications, providing counsel during sensitive situations to protect and strengthen the Brother brand. The role also liaises with regional counterparts across the Americas to drive alignment, collaboration, and consistency of messaging. In partnership with internal teams and external agencies, the Manager measures PR performance, benchmarks results, and delivers actionable insights to optimize strategy and execution. This position requires a strategic communicator with exceptional writing skills, media expertise, and the ability to translate business goals into compelling, newsworthy stories that resonate with target audiences.
Responsibilities
Public Relations (PR) / Strategy Development & Execution: Develop, lead, and continuously refine an integrated PR strategy that aligns with Brother’s overarching business goals, brand positioning, and marketing priorities. Create and own a comprehensive PR playbook outlining processes, media engagement protocols, messaging templates, and best practices for consistent execution across all business units. Lead proactive storytelling efforts that highlight Brother’s innovation, leadership, and unique value propositions in priority verticals, ensuring a steady pipeline of thought leadership and brand-building stories. Partner with cross-functional leaders and BU teams to identify newsworthy opportunities, product innovations, partnerships, and initiatives that will resonate with media and target audiences. Ensure all PR content, from press releases to executive commentary, is aligned with brand tone, voice, and messaging standards. Media Relations & Outreach: Partner closely with and manage our PR agency to build, strengthen, and maintain deep relationships with top-tier national, trade, and local journalists, editors, bloggers, and industry influencers. Collaborate with the agency to develop tailored media pitches and creative story angles designed to secure high-quality, high-impact coverage in relevant outlets. Coordinate with the agency to plan and manage media briefings, interviews, desk-side meetings, and press events that maximize media engagement and elevate Brother’s brand visibility. Oversee and manage the product review program with media, ensuring strategic seeding of products, timely follow-ups, and optimal coverage results. Monitor the media landscape daily, in partnership with the agency, for opportunities to proactively position Brother within trending stories, industry developments, and relevant news cycles. Product & Campaign Launches: Lead the PR strategy and execution for major product and service launches, including campaign planning, press release development, media pitching, and securing media coverage. Collaborate with marketing, social media, and paid media teams to ensure PR activity is integrated into broader campaign strategies, amplifying reach and impact. Identify and leverage strategic partnerships, events, and speaking opportunities to enhance launch visibility and position Brother as an innovator in the space. Crisis Communications & Reputation Management: Develop and maintain a crisis communications framework with key stakeholders, including escalation protocols, holding statements, and response templates. Serve as a primary PR lead during crisis situations, providing timely, accurate, and brand-protective responses to media and stakeholders. Counsel executives and internal stakeholders on issues that could impact brand reputation, ensuring a unified and strategic approach to sensitive matters. PR Measurement & Insights: Define and track meaningful KPIs that go beyond impressions, focusing on metrics such as message pull-through, sentiment, share of voice, audience engagement, and referral traffic. Deliver regular PR performance reports with actionable insights to refine strategies, improve results, and inform leadership decision-making. Conduct competitive benchmarking to evaluate Brother’s PR performance relative to key competitors and industry leaders. Experience & Qualifications
Education
Bachelor’s Degree (or equivalent experience) in Business, Marketing, Journalism, Communications, PR, or related field Master’s Degree in Business, Marketing, Journalism, Communications, PR, or similar field – Preferred Experience
7+ years of experience in a combination of relevant experience spanning: managing public relations activities and strategy/implementation in a corporate or agency setting; and experience managing agencies, budgets, and a diverse product portfolio. Software/Technical Skills
Strong knowledge of traditional PC and Apple business and creative software suites Knowledge of Media Tracking Platforms like Cision, Hubspot or Meltwater – Preferred Other Skills, Knowledge, & Abilities
Strong knowledge of public relations best practices, strategies, and tactics Strong knowledge of social media channels (Facebook, Twitter, LinkedIn, Instagram, Pinterest, etc.) Strong communication skills (verbal, written, interpersonal) Collaboration skills to work with a wide variety of stakeholders Attention to detail and follow-up ability Knowledge of Digital PR Tools Prowly, Muck Rack, Prezly or Critical Mention – Preferred Knowledge of the office equipment B2C / B2B markets – Preferred Additional Details For This Role
This role will be a hybrid role. Subject to business needs, employees may work remotely up to two days per week. Assigned office days will be determined by managers. Base Salary
The targeted base salary range for this position is $105,000 - $125,000 per year. Base salary is determined by the education, experience, knowledge, skills, and abilities of the successful candidate, as well as factors such as internal equity, cost of labor in the hiring location, and alignment with market data. Additional Compensation
This position is eligible for a 15% bonus at 100% of target, with the opportunity to achieve above 100% dependent on company performance and in alignment with company bonus plans. Bonus awards are discretionary and contingent upon individual performance as well as Brother achieving its corporate objectives, in accordance with the applicable bonus plan in effect. Our Benefits
We offer a comprehensive benefits package with diverse plan options to meet your family’s needs, including health, vision, and dental insurance—all effective from day one of employment. Under our 401(k) retirement savings plan, we match up to 100% of the first 4% of employee contributions, with employer matches vesting immediately. Additionally, we offer an educational assistance program that reimburses up to 100% of tuition, lab fees, textbooks, and other related expenses for qualifying programs. Details are available at https://mybenefits.nfp.com/Brother/2025/guidebook/ Our Mission, Vision & Culture
Our mission is to live our “at your side” promise to simplify and enrich the lives of our customers, employees, and communities. We aim to be where people and technology meet, providing products and solutions that enhance how people live, work, and create. We look to our strategic culture drivers - accountability, authenticity, boldness, and excellence - to enable us to consistently deliver on our vision, mission, and shared values. These drivers help us shape a culture that empowers the business to succeed. About Where We Work
Brother’s corporate headquarters for the Americas is in Bridgewater, NJ, across from the Bridgewater Commons Mall. This location houses key corporate functions, including HR, legal, finance, IT, and supply chain, and a significant presence of our business unit leadership and marketing teams. Our manufacturing and distribution facility in Bartlett, TN spans an impressive 1.5 million square feet - equivalent to 26 football fields - and is located on Brother Boulevard. In addition to the distribution center operations team, this facility hosts several other departments, including our customer service group. Brother also has employees based in other locations, such as Westminster, CO, where many of our marketing and product engineering team members from the mobile solutions division operate, as well as our distribution centers in Richmond, VA and Perris, CA. Additionally, our outside sales teams work remotely within their territories, staying geographically close to the accounts they support to ensure they are always “at your side” for our customers. Equal Opportunity Employer (EOE) Statement
Brother International Corporation ("Brother") is an equal opportunity employer and makes employment decisions without regard to race, color, religion, sex, disability, or any other characteristic protected by applicable local, state or federal laws. Brother is committed to providing reasonable accommodations to individuals with disabilities throughout the application or interview process. If you need an accommodation, please contact us at eoe_applicant_accommodations@brother.com.
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