Public Relations Specialist

Public Relations & Marketing Strategy Specialist


Marketing Public Relations, Marketing Strategy, with some Text & Graphics Design abilities in relationship to the branding tasks.


The PR & Marketing Specialist will work with the rest of the marketing team members to help grow the public relations, outreach, and donations for RPG Research.


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GOALS

  1. Create PR marketing plan documents and Public Relations Marketing Project Management Plan.
  2. Create and release press releases through various tools and services such as the Associate Press (AP) and others.
  3. Include in PR plan opportunities and relationship building to help arrange for our key staff to engage in interviews and public speaking opportunities, including but not limited to: speaking on panels, as guest or keynote speakers, event presentations, mainstream media, etc. for professional and fandom organizations and events.
  4. Long term goal includes doing what is necessary to work up the relationships, marketing, & public relations that leads to our key staff speaking as key speakers at TEDx and TED talks as well as major media outlets. We understand this may not be possible in just 12 weeks, but working toward that as an overall guiding goal.
  5. Commit to dedicating 7-10 hours per week for at least 3 months (12 weeks).


If both parties are happy, at the end of the 12 week cycle, we can extend another 12 weeks as desired to help achieve even greater goals.


As with all of our positions at the 501(c)3 non-profit charitable organization, this is a 100% volunteer unpaid position, including internships.


Any references to RPG.LLC related work applies only to Acadium Interns, not regular RPG Research Volunteers.


RESPONSIBILITIES

  1. Heavy marketing writing, editing, and releasing. Includes:
  2. blog postings
  3. website pages
  4. and especially AP Style Guide compliant Press Releases.
  5. Some light graphics design necessary for for the blog and website postings.
  6. Attend weekly 1-2 hour marketing department meetings/training (more as needed).
  7. Create well-written AP Style Guide compliant Press Releases ready for release a minimum of once per week (first release ready by end of week 2 if joining as an intern).
  8. Disseminating weekly+ press releases via Associate Press and other channels, as well as our website, blog, marketing team, social media, etc.
  9. Collaborate as needed with our other marketing staff, social media and video specialists, etc.
  10. Managing, creating, and disseminating well-written PR newsletters to opt-in subscribers once per month.
  11. Finding and submitting press releases and newsletters, when appropriate, to Associated Press (AP), local, regional, national, and international news, media, and similar connections.
  12. In addition to learning to use our Enterprise Resource Platform (ERP) Customer Relationship Management (CRM) platforms, will research and use additional PR automation tools and/or platforms as appropriate.
  13. In partnership with the other marketing department staff, you will create, enhance, and improve our branding and graphics.
  14. Updating the text, graphics, and/or layout of the marketing portions of our website and various media presence in line with Marketing PR Project Plan and Brand Book.
  15. Contact and maintain relationships with local, regional, national, and international legacy and digital news and media organizations and outlets to help improve the likelihood of future distribution of our information.
  16. Fill out media contact submission/request forms, letters, emails, and making direct phone calls to find out the best contacts in such organizations to submit such releases.
  17. Subscribe and read through DAILY "Help A Reporter Out" (HARO) postings, and similar tools for relevant requests, and managing those relationships. Scheduling interviews with our public speakers.
  18. Arrange interviews and public speaking opportunities for our lead public speakers.
  19. Perform market research as needed.
  20. Update Project Management tasks status daily and weekly.
  21. Monitoring and noting any reviews or comments about our organization and staff.
  22. Managing any negative media (none so far, but as we grow it is bound to happen sooner or later), also handled truthfully and factually, no politician-style spin baloney.
  23. Create a written action plan for addressing any negative PR incidents that may occur in the future (no incidents yet).
  24. Deliver a 3-month Marketing Plan and Brand Book within 10-12 weeks of starting. If remaining with us longer than a 3 month marketing cycle, then update existing Marketing Plan and Brand Book accordingly for each 3 month marketing cycle.



MILESTONES (12 week marketing cycle)

  1. Weeks 1-2 Onboarding and orientation (if necesssary), and if needed working on any tweaks to logo, graphics, layout, and design draft ideas as well as PR plan draft for the non-profit RPG Research, as needed specifically to improve consistent brand messaging. Begin creating the "Brand Book". One Bran Book for the non-profit RPG Research. If joining as an intern through Acadium, then additionally a second book book for the for-profit RPG.LLC (RPG.LLC paid Acadium's fees for interns, and is donating more than half of the intern's time to RPG Research first). Non-Acadium-internship volunteers work exclusively on RPG Research's Brand Book and Marketing Strategy.
  2. Week 3 Present 9+ week PR plan final draft for review and final revisions. If any changes suggested, present proposed logo, graphics, and design draft ideas for review. Begin work on first Press Release. Begin work on first press release. Continue work on the Brand Book for RPG Research.
  3. Week 4 Finalize PR plan and begin implementing. Begin integrating any accepted graphics, logo, or design changes. Submit first batch of Press Releases through various channels. Continue work on the Brand Book for RPG Research.
  4. Week 5 Press Release batch #2 sent. Begin ramping up submissions to public speaking engagement opportunities. Continue work on the Brand Book for RPG Research. Begin getting familiar with the for-profit RPG.LLC and begin drafting PR Plan for RPG.LLC campaign.
  5. Week 6 Press Release batch #3 sent. Continue improvements integrating graphics, design, & logo changes to website, letterhead, and other media if needed. Work with video and social media specialists to integrate accepted changes. Continue submissions for public speaking engagement opportunities. Increase submissions to local, regional, national, international, media outlets, broadcast television, radio, magazines, newspapers, WSJ, etc.
  6. Continue work on the Brand Book for RPG Research. Begin work on the RPG.LLC Brand Book. Continue drafting work on the RPG.LLC campaign PR Plan.
  7. Week 7 Press Release batch #4. Work with social media and video release specialists to help them developing their scripts for new public relations recorded video maximum 5 to 10 minutes duration. Continue submissions for public speaking engagement opportunities. As a team you will write the scripts, but you will primarily help them tweak the content and wording to be consistent with the PR Plan. Complete the RPG.LLC PR Project Plan. Continue work on the Brand Book for RPG Research. Continue work on the RPG.LLC Brand Book.
  8. Week 8 Press Release batch #5. Begin working with our public speakers to select and refine at least one of their public speaking presentations/scripts that are currently 45 to 180 minutes long, to help them pair down the essential content to break down into several separate 5-to-10-minutes-only topic-focused public speaking scripts (preparing for TEDx and TED talk opportunities). Helping develop accommodating slideshows to accompany speaking script.. Continue submissions for public speaking engagement opportunities. In parallel with the ongoing RPG Research PR Project Plan, begin implementing the RPG.LLC PR Project Plan. Continue work on the Brand Book for RPG Research. Continue work on the RPG.LLC Brand Book.
  9. Week 9 Press Release batch #6. Finalize public speaking script #1, refine speaker timing to be as close to staying within 10 minutes maximum as possible, without going over. Add a few key new, original, graphics to accompany. Continue submissions for public speaking engagement opportunities. Finish first video script for video specialist's short video.
  10. In parallel with the ongoing RPG Research PR Project Plan, begin implementing the RPG.LLC PR Project Plan. Continue work on the Brand Book for RPG Research. Continue work on the RPG.LLC Brand Book.
  11. Week 10 Press Release batch #7. Public speaking script #1 complete (10 minutes max). Begin work on public speaking script #2 drafting and refining. Continue submissions for public speaking engagement opportunities. Begin drafting video script #2 for video specialist (may be drawn from public speaking script if desired, and if needed provide accompanying graphics for video specialist to incorporate).
  12. In parallel with the ongoing RPG Research PR Project Plan, begin implementing the RPG.LLC PR Project Plan. Continue work on the Brand Book for RPG Research. Continue work on the RPG.LLC Brand Book.
  13. Week 11 Press Release batch #8. Public speaking script #2 complete. Continue submissions for public speaking engagement opportunities. Video script #2 revisions for video specialist.
  14. In parallel with the ongoing RPG Research PR Project Plan, begin implementing the RPG.LLC PR Project Plan. Continue work on the Brand Book for RPG Research. Continue work on the RPG.LLC Brand Book.
  15. Week 12 PR Release batch #9. Video script #2 for video specialist and accompanying graphics completed, submitted, and accepted by video specialist. End of 12 week (3 month) cycle.


END-OF-3-MONTH-CYCLE DELIVERABLES

Assumes 3-month marketing cycle or internship:

  1. Completed Marketing Public Relations Strategic Marketing Plan for RPG Research for current/finished 3-month cycle.
  2. Completed RPG Research "Brand Book".
  3. Minimum 10 Press releases for RPG Research
  4. Minimum 8 Blog Postings (marketing / public relations related)
  5. Minimum 3 new or heavily updated web pages (marketing / public relations related)
  6. Proposed outline of the next 3 month RPG Research PR Marketing Strategy Project Plan.


Acadium Interns Only:

  1. Completed Marketing Public Relations Plan for RPG.LLC.
  2. Completed RPG.LLC "Brand Book".
  3. Minimum 6 Press Releases for RPG.LLC
  4. Minimum 3 Blog Postings (marketing / public relations related)
  5. Minimum 3 new or heavily updated web pages (marketing / public relations related)
  6. At least one completed and/or updated Mission Statement for one or more of RPG.LLC's services
  7. At least one completed and/or updated Vision Statement for one or more of RPG.LLC's services
  8. At least one completed and/or updated Impact Statement for one or more of RPG.LLC's services
  9. Proposed outline of the next 3 month RPG.LLC PR Project Plan.



MUST HAVE

  1. Understanding of our organization(s), staff, programs, Mission, Vision, Impact, etc.
  2. Passionate about what we do.
  3. Hunger to learn, explore, experiment, and create.
  4. Exceptionally high written and verbal communication skills.
  5. Highly reliable communicator on a regular basis (at least 3 times per week with written status updates or PM software status updates).
  6. Strong work-ethic, following through with commitments without needing micromanaging.
  7. Strongly organized skills.
  8. Very comfortable making "cold call" phone calls to prospective PR contacts to find out whom to connect with to submit our PR releases.


NICE TO HAVE

  1. Experience in writing online content
  2. Additional languages
  3. Prior Public Relations / Marketing / Sales experience
  4. Strong analytical skills
  5. Strong Project management methology experience (Waterfall, Agile, etc.)


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