Social Communications Specialist

FUNCTION: This position develops and maintains Porter’s digital communications initiatives, focusing on social media and Porter’s lifestyle blog. The position is responsible for management of all social strategies and content, and is a content contributor to the re:view blog that is managed by Porter Marketing. Proactive content creation is necessary to support business priorities and engage the online community. Work also involves internal and external communications responsibilities, including team engagement, media relations, crisis/issues management, special events and other projects.
 
DUTIES AND RESPONSIBILITIES:

Social Media – 50% of duties 

• Leads the development and delivery of social media strategy and content to engage and build Porter’s established social media community
• Maintains a robust editorial calendar and stay up-to-date on the latest social media trends
• Determines which social media channels to use and analyzes their effectiveness through standardized reporting shared within the department and executive team
• Monitors and responds to posts and feedback using social media management software, including issues management, in conjunction with the Customer Relations team
• Produces multimedia content, including video, for various channels
• Identifies opportunities to enhance social media interaction with customers, partners and/or the general public
• Consult with the Marketing department regarding paid social media content creation and promotion of the re:view blog in Porter’s social channels 

• Works in conjunction with the primary blog strategist in the Marketing department
• Edits written copy provided by internal and external blog contributors
• Provides feedback and approval on supporting images and illustrations for blog posts
• Research and identify freelance contributors, influencers, bloggers and photographers as part of the ongoing content creation process. Assesses suitability of potential contributors for blog
• Provides story concepts and ideas while contributing to an editorial calendar and assigning stories to writers
• Oversees photo shoots
• Administers payment to contributors by liaising with the Accounts Payable department
• Coordinates travel for freelancers with internal travel department, working with Porter Escapes for accommodation and experiences, and working with tourism boards and other partners
• Adapts blog content into dynamic social media posts, driving traffic to the blog

• Assists in developing internal and external communication materials and supporting events
• Provides media relations support by facilitating timely responses and delivering Porter’s messages to create a better understanding of the organization
• Maintains a current media list and produces media coverage summaries
• Writes materials for internal and external audiences, including news releases, key messages, intranet, reports, letters and emails
• Maintains and develops relationships with trade and destination partners
• Facilitates media familiarization (FAM) trips
• Supports communications efforts and provides independent advice to mitigate and resolve crises and issues
• Supports communications initiatives for all Porter departments and operational bases
• Contributes to team engagement initiatives to advance people and business strategies, including Executive Communications, People and Culture priorities and Rewards and Recognition programs
• Administers formal Emergency Response materials for the department by working with the Director, Communications & Public Affairs and the Safety department

• Concern for Safety: Identifying hazardous or potentially hazardous situations and taking appropriate action to maintain a safe environment for self and others.
• Teamwork: Working collaboratively with others to achieve organizational goals.
• Passenger/Customer Service: Providing service excellence to internal and/or external customers (passengers).
• Initiative: Dealing with situations and issues proactively and persistently, seizing opportunities that arise.
• Results Focus: Focusing efforts on achieving high-quality results consistent with the organization’s standards.
• Fostering Communication: Listening and communicating openly, honestly, and respectfully with different audiences, promoting dialogue and building consensus.

• Post-Secondary Degree/Diploma – Journalism, Communications and/or PR
• 3 to 5 years of experience working for a brand in social media and Communications/PR
• Exceptional writing and editing skills; ability to adapt style to a variety of audiences
• Possesses established multimedia content development skills for social media (e.g., Facebook, Twitter, Instagram, etc.) that supports Porter’s brand and business operations
• Ability to bring forward strategic insights and translate them into practical programs
• Understands SEO, content categorization and structure, content development, distribution and measurement
• Experience developing and managing editorial calendars and organization workflows
• An intuition for engaging content and an understanding of the Porter brand voice
• Experience with WordPress
• A strong understanding of the influencer/blogging community
• Ability to work directly with senior leaders on confidential and urgent projects
• Strong negotiating and influencing skills – ability to influence and inspire trust at all levels of the organization