Develop a cohesive media relations strategy. Create a statewide media outreach/editorial calendar and regularly pitch relevant, timely stories to journalists, bloggers and other editorial contacts. Proactively cultivate relationships with media, maintaining active contact listing for consistent outreach. Serve as primary contact for all media inquiries, work collaboratively with WICPA staff to respond to inquiries, and arrange interviews with members. Report media mentions of members for Thank You publication. Manage and maintain media database, clipping/media monitoring services, email distribution list. Consult with the President & CEO and Communications Director on requests for media interviews. Promote WICPA key initiatives and breaking news relevant to CPAs and the public. Develop prep materials and talking points for interviews, facilitate interview requests. Draft and edit news releases, media advisories, op-eds, letters to the editor, fact sheets related to member services, activities and professional issues. Measure, track and analyze statewide media coverage using media monitoring tools. Provide media relations and social media updates at each staff meeting and to Communications Director quarterly. Support members with media training, resources. Create, maintain and distribute the WICPA media kit to align and support editorial efforts. Collaborate with internal teams on media relations and social media strategy and messaging.
Social Media & Member Communities Strategy and Implementation:
Develop and implement social media and member communities plan(s) by monitoring, contributing and responding per overall marketing goals and objectives. Exercise critical thinking skills and sound judgement on content, to reinforce the WICPA brand and positive image of the CPA profession. Develop, curate and publish relevant, visually appealing, high-quality digital content daily, including creating and uploading videos. Create and implement an editorial calendar to manage and align content with respect to communications, marketing and membership outreach efforts. Continually grow fan base. Ensure social media outlets are updated and maintained and consistently review and respond to posts by next business day. Actively tweet and post, ensuring effective and timely communications on WICPA member-related matters. Research and adhere to best marketing practices for social media including graphics sizing, messaging, call to action, URLs, and tone of voice. Collaborate with the Communications Director on media relations and social media initiatives, including posts and campaigns. Attend appropriate WICPA events to promote membership.
Social Media & Communities Monitoring:
Develop benchmark metrics to track, measure, analyze and evaluate social media and community campaigns & strategies for effectiveness. Monitor trends, activities of competitors and other associations. Understand how social media and communities impact search traffic. Identify potential negative or crisis situations and proactively mitigate issues.
Membership & Foundation Marketing:
Create marketing copy according to the WICPA brand and project a positive and professional image of WICPA and the CPA profession. Adhere to established marketing budgets and recommend items for budgeting. Draft weekly news posts for the Featured News page on wicpa.org, and curate monthly news items for Frequency e-news.