Charles Frederick Moore Jr., 77, a former director of promotion at The Washington Post and other publications and a retired vice president of the Ford Motor Co., died Monday at the Cape Cod Hospital in Hyannis, Mass., following a heart attack.

A public relations man by profession, Mr. Moore was a politician by avocation, and he was active on local, state and national levels. He served briefly as a special consultant to President Dwight D. Eisenhower in 1953 and 1954 and held local office in Orleans, Mass., where he had lived since retiring from Ford in 1963. He was a Republican, a 1925 graduate of Dartmouth College who was notably active in alumni affairs, a farmer on Cape Cod like his father before him, and a baseball fan.

Mr. Moore was born in Beverly; Mass., and grew up in Toledo, Ohio, and in New England. Following Dartmouth, he got a job as a reporter on the old Boston Herald. From 1927 to 1933, he was promotion director of the Nation's Business magazine, working in Washington and New York.

He joined The Post in 1933 shortly after Eugene Meyer bought the newspaper. He was named promotion director and among his tasks was to organize an art show sponsored by the newspaper. He also had the idea of publishing a front-page editorial welcoming President Franklin D. Roosevelt to the city for his second inauguration in 1937. More than 200,000 people turned out to greet the president.

In 1939, Mr. Moore moved to Boston, where he was promotion director of The Boston Globe. In 1946, he was campaign manager for Robert F. Bradford in his successful bid to become governor of Massachusetts. He stayed on as Bradford's executive secretary during his two years in office.

In 1948, he worked for Gov. Thomas E. Dewey of New York, the Republican presidential nominee that year, at the GOP national convention.

In the same year, he joined the Earl Newsom public relations firm in New York City. One of Newsom's clients was the Ford Motor Co., and in 1952 Henry Ford II hired Mr. Moore to head public relations for Ford. He was named a vice president, the first public relations executive in the automobile industry to reach such a high rank in the corporate hierarchy.

Meanwhile, he kept in touch with Eugene Meyer and advised Meyer and Philip L. Graham, Meyer's son-in-law, when they bought The Washington Times-Herald in 1954 and merged it with The Post.

In addition to his work at Ford, Mr. Moore was an adviser to Gov. Nelson A. Rockefeller of New York for many years and to Gov. George Romney of Michigan.

He retired from Ford to Orleans, which is on Cape Cod and which was one of his boyhood homes, for the purpose of playing a role in local affairs. He was elected chairman of the Orleans Board of Selectmen and headed a development campaign which made Cape Cod Hospital a modern, regional medical facility. He also was president of the Cape Cod Baseball League.

Mr. Moore's survivors include his wife, the former Adeline Nichols, whom he married in 1928, of Orleans; two sons, Jonathan, of Weston, Mass., and Benjamin, of San Francisco; two daughters, Deborah Geithner of Larchmont, N.Y., and Lydia DuPertuis of Gladwyne, Pa., and 12 grandchildren.

The family suggests that expressions of sympathy be in the form of contributions to the Cape Cod Hospital, Hyannis, Mass., 02601.