Visit Raleigh

GREATER RALEIGH CONVENTION AND VISITORS BUREAU

Senior Public Relations and International Tourism Manager

OVERVIEW:
The Senior Public Relations and International Tourism Manager for the Greater Raleigh Convention and Visitors Bureau (Visit Raleigh) is a mid-level manager position in the Public Relations and International Tourism Department who works with the Director of Public Relations and International Tourism and a Public Relations and International Tourism Manager to execute day-to-day media relations and international tourism trade efforts in order to promote Raleigh, N.C., to regional, national and international markets. Media relations responsibilities include working directly with editors, print reporters, broadcast journalists, bloggers, freelance writers, filmmakers, photographers, authors and publishers of travel-oriented books. The international tourism trade aspect of the job is tasked with selling and marketing Wake County to tour operators, receptive operators, wholesalers and retail travel agents in strategic international markets of interest. Work involves attending trade shows, managing client contacts and account maintenance, attending local and national hospitality events, making live presentations and creating and executing sales missions/FAM trips with Wake County partners and Visit North Carolina.

RESPONSIBILITIES:
Public Relations (85%)

• Develop new media relationships and leveraging existing ones with broadcast and print media contacts, as well as freelance, online and blogger contacts. This is done through strategic pitching for all verticals (including leisure, meetings and conventions, sports and international) of story ideas and angles along with media tours, FAMs, site visits, frequent follow up with previous contacts and connecting through social media channels.
• Maintain the Media section of visitRaleigh.com with new information, media coverage, media lists, story ideas and images.
• Create and execute the GRSA PR Editorial Calendar.
• Create media materials and write news releases, story idea sheets, backgrounders, fact sheets, media advisories, video news release scripts, articles and pitches aimed at local, regional, national and international press and travel trade.
• Oversee basic design of domestic and international pitch sheets, sales sheets, press kit materials and other media assets as needed for pitching, tradeshows and representation.
• Coordinate on-site media visits, group FAMs, international media or any other on-site media visit or opportunity including hosting FAMs or writers in partnership with Visit North Carolina.NOTE: This often means escorting the journalists and/or meeting them for lunch or dinner and working at night and on the weekends as needed.
• Part of a team effort in organizing local media events that enhance the standing of tourism in the community or the unveiling of specific marketing efforts.
• Maintain internal media databases as well as tracking and measurement of earned media.
• Manage media/public relations portal and inputting content into organizational CRM software.
• Regularly communicate with Wake County hospitality partners on media opportunities, coverage received and assisting with any public relations efforts.
• Follow trends and media coverage to concept, develop, research and recommend new ideas for public relations and marketing campaigns and media pitch angles.
• Assist other departments with special assignments and projects as needed.

International Tourism Trade (15%)
Work under the direction of the Director of Public Relations and International Tourism to assist with the CVB's efforts to grow international visitation from key strategic markets. The manager will help the department achieve its goal to generate tour operator and receptive operator leads for hotels, attractions and other partners through:

• Working closely with the Director and Visit North Carolina to coordinate and execute site visits/FAM trips to the area for international tour operators and airline partners.
• Attending joint trade shows and sales missions targeted towards international tour operators in markets of interest.
• Working with Wake County hotels, attractions and restaurants to educate them on the importance of international business, how to work with that market and help generate business for our partners.
• Growing F.I.T. visitation at key events with international appeal (including but not limited to: The Soccer Tournament (TST), Carolina Hurricanes games, NC Courage games, and Esports tournaments.)
• Developing and arranging distribution of collateral materials, developing special interest travel promotions, compiling and maintaining a database of international customers as well as tracking and measurement for promotions.

OTHER TASKS:

• Conduct interviews when the executive team or Director of Public Relations and International Tourism is unavailable.
• Attend department head or board meetings as requested in the absence of the Director of Public Relations and International Tourism.
• Create and execute SOPs and training for department, including interns.
• Work collaboratively with the Public Relations and International Tourism Manager to accomplish the above using public relations database and measurement software as well as CRM software. Measure and report regularly on the successes (or failures) of any new PR tactics.
• Assist with copywriting and proofread materials for other departments as needed.
• Attend and/or participate in community activities and meetings as appropriate.
• Maintain an ongoing awareness of partners, events, stories and personalities as well as the important issues within the local and national media, as well as local issues impacting the CVB and tourism.

REPORTS TO:
Director of Public Relations and International Tourism

WORKING ENVIRONMENT:
This position will be a combination of in-office hours and telecommuting.

JOB-RELATED TRAINING AND EXPERIENCE:

• College degree in English, journalism and/or communications plus at least four years of experience in the field of public relations preferred. Prior PR agency or newsroom experience or having worked with a tourism organization in a communications or marketing capacity is preferred.
• Strong media relations experience and success in building relationships with business and consumer media.
• An understanding of the full array of communication tools and social media platforms available to reach a wide variety of audiences.
• Experience with media monitoring software programs (Muck Rack, Cision, Meltwater, etc.)
• Proficiency with Microsoft Word, Outlook and PowerPoint.
• Knowledge of principles and practices of international tourism.
• Ability to communicate clearly and concisely, both orally and in writing. Working knowledge of AP Style is preferred.
• Ability to serve the public and fellow employees with honesty and integrity.
• Ability to organize and plan according to priority.
• Must be able to work independently and perform responsibilities with minimal supervision.
• A high level of energy and enthusiasm, as well as vision and creative problem-solving skills.
• Must be willing to work weekends and evenings as needed.