Public Relations Manager

Wisconsin Institute of Certified Public Accountants

Founded in 1905, the Wisconsin Institute of Certified Public Accountants (WICPA) is the premier professional association for Wisconsin accounting and business professionals. With more than 7,300 members in public accounting, business and industry, government, nonprofit and education, the WICPA serves the diverse needs of members by enhancing professional competency; promoting the value of members and the profession; advocating on behalf of the profession; and building community among members.

Position Details

Public Relations Manager
Southeast Wisconsin
Waukesha, WI

The Public Relations Manager is responsible for enhancing the WICPA brand and building strong online communities through various social and media platforms. The position will be responsible for developing and administering content for social media and media relations that is designed to engage users and create an interactive relationship between consumers and the WICPA. The position manages the distribution of industry and association news with members, staff, media representatives and the public. The position will be required to research, create and implement PR campaigns, as well as be involved in special projects as assigned. Must have an aptitude for project management.

Media Relations:

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, and curate monthly news items for Frequency e-news.

  • Must possess a four (4) year Bachelor’s Degree with an emphasis in Communications, Public Relations or Marketing and five (5) years previous experience in public relations, marketing, writing, research, and social media marketing and community management as it pertains to business and branding.
  • Exhibit proficiency in content marketing theory and application, sourcing and managing content development and publishing and the ability to change from the creative side to analytical side of marketing and AP style writing.
  • Must be highly motivated, exhibit strong interpersonal, communication and writing skills and in-depth knowledge of Facebook, Twitter, YouTube, Pinterest, LinkedIn, Instagram, etc. and how metrics apply to social space.
  • Creative/marketing skills to include latest technology trends related to social media, communities, media relations, web updating, content management systems, and other written and electronic creative abilities.
  • Must possess a high level of organizational and time management skills, attention to detail, and ability to multi-task and explain complex media data in an understandable way.
  • Must have technical aptitude and be able to research and pick up new tools quickly.
  • Must be able to work independently and in a team-oriented environment and demonstrate winning social and media customer service techniques such as empathy, patience, advocacy and conflict resolution.
  • Computer skills to include Microsoft Word, Excel, Outlook, Data Entry programs, Media Monitoring.
  • Must possess a valid driver’s license, have a reliable source of transportation and must be able to travel as scheduled. Must be able to work additional time as required.

Medical, Dental, Vision and Life insurance 401(k) plan plus generous employer contribution Paid vacation, holiday, and personal time 8 a.m. to 5:00 p.m. office hours depending on program schedules (with elective Friday afternoons off in summer) Professional development opportunities.

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