Job Summary: The PR Manager will be responsible for helping drive Great Wolf's earned media strategy, assist in crisis communication and provide support for internal communications efforts. A quick ramp up and immersion into the Great Wolf business and culture is essential. A successful candidate must quickly develop an understanding of Great Wolf processes and establish close and supportive working relationships internally with the commercial team, corporate operations and resort leadership, as well as externally with our PR agency partners and other business stakeholders.
Responsibilities:
- Oversee Great Wolf Resort's third party social media influencer program. This includes securing influencer coverage for our resorts (on a non-paid basis) along with evaluating its effectiveness in generating website sessions/bookings.
- Assist in managing the day-to-day relationship with our two regional PR agencies.
- Write and edit: news releases, advisories, VNR copy, captions and executive remarks as assigned.
- Project manage PR initiatives and campaigns.
- Research, compile and maintain media lists.
- Track print, broadcast, internet and social influencer coverage and develop measurement tools to showcase the value of PR-led initiatives to company leadership.
- Maintain the GWR online press room and handle media inquiries.
- Coordinate media interviews, media/blogger stays, familiarization tours for media, film crews, onsite media events and assist with the planning of public relations campaigns.
- Develop compelling story angles and experiential opportunities that align with our messaging strategy.
- Assist in the development and execution of large scale media events and partnerships, including Grand Opening events for new resorts.
- Craft key messages, talking points and executive briefs to prepare spokespeople for media interviews or media events..
- Liaise with other Great Wolf Lodge departments such as operations, sales, marketing and development to identify or create storytelling opportunities for the Great Wolf Lodge brand.
- Serve on Crisis Communications Response team. Help with updates to the crisis communication plan and be prepared to assist as needed when issues arise.
- Use earned media to help promote our Corporate Social Responsibility efforts, including our non-profit partnerships along with environmental and safety initiatives.
- Must be willing to work occasional weekends to host various media events, or assist in a crisis management capacity.
- Develop and maintain video and photo library and archive for on-going usage and online media center.
- Assist in producing content for both print and electronic applications, traditional and social media outreach, website, publicity materials, and collateral for events.
- Develop and maintain positive relationships and alignments with key members of the working media to achieve corporate communication objectives.
- Assist VP of Corporate Communications with duties as assigned.
- Responsible for the promotion of a safe and professional workplace through adhering to policies and procedures as outlined in the Great Wolf Resorts handbook.
Required Qualifications:
- Bachelors Degree in Journalism/Public Relations/Communications or related field from an accredited university.
- Minimum 5 years of consumer-focused media relations or communications experience required with experience working with tourism or hospitality focused brand preferred.
- Demonstrated excellent written, oral, presentation, organizational, and interpersonal skills.
- Unblemished record of confidentiality.
- Demonstrated ability to handle and prioritize multiple projects simultaneously and re-prioritizations.
- Demonstrated team player who thrives in fast-paced environment.
- Proven ability to develop & maintain media contacts/relationships.
- Requires a track record of success in planning and coordinating special events, media relations, and public and community relations.
- Strong demonstrated project management skills.
- Demonstrated ability to be self-motivated and self-directed.
- Computer proficiency with ability to use Microsoft Office Products and desktop publishing software.
- Familiarity with social influencer research.
Preferred Qualifications:
- Demonstrated attention to detail
- Demonstrated ability to be a contributing, proactive, positive and supportive member of the Great Wolf Resorts Communications team.
Preferred Qualifications:
- Ability to bend, stretch, lift, and transport up to 30 lbs.
- Standing and/or sitting for long periods of time.
This contractor and subcontractor shall abide by the requirements of 41 CFR 60-1.4(a), 60-300.5(a) and 60-741.5(a). These regulations prohibit discrimination against qualified individuals based on their status as protected veterans or individuals with disabilities, and prohibit discrimination against all individuals based on their race, color, religion, sex, sexual orientation, gender identity, national origin, and for inquiring about, discussing or disclosing compensation. Moreover, these regulations require that covered prime contractors and subcontractors take affirmative action to employ and advance in employment individuals without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability or veteran status.