Location: Vancouver   |  Closes: Ongoing

Peak Communicators Ltd. is looking for a hardworking and enthusiastic Digital PR Consultant to join its expanding team in Vancouver.

Reporting to the Vice President, the Digital PR Consultant will contribute to the day-to-day strategy and tactics of various fast-paced and exciting digital and social media accounts.

Responsibilities

• Daily social media monitoring using licensed tools
• SEO & SMO of social media accounts including basic design
• Updating clients’ social profiles including design
• Organizing and managing social media client files
• Managing blogger and influencer relations
• Creating, fostering and managing social brand communities
• Creating original strategic social media campaigns
• Establishing metrics programs for social media campaigns
• Blog post writing and social post authoring
• Develop and master different types of social media writing skills (e.g. social news releases, blog posts, social posts, Twitter chats, blogger pitch notes)
• Contribute well to internal brainstorms and add creativity to campaigns
• Know and work within budgets set
• Assist in generating ideas for clients by proactive and lateral thinking
• Assist proposal or RFP preparation – provide research, conduct social media analysis
• Develop confidence with clients, social influencers and colleagues by building knowledge and expertise
• Develop good time management and task prioritization, delivering to agreed deadlines

Qualifications

• Minimum five years related experience in social media communications at an integrated marketing, PR or advertising agency
• Experience working with social media tools such as Radian6, Sysomos, Hootsuite and Google Analytics
• Experience with InDesign and Photoshop considered an asset
• Proven ability to work efficiently and diligently as part of a team
• Experience publishing on various blog platforms
• Excellent written and verbal communications skills
• A bachelor’s degree in a relevant field from an accredited college or university is required

If interested in applying for this employment opportunity, please send your résumé and cover letter to hr@peakco.com.

Interviews will be held on a rolling basis and the successful candidate will begin immediately.

Tags: consultant, digital, employment, human resources, jobs, Public relations

A reporter called and started asking questions. I knew the answers and was well into giving information on behalf of the client when it hit me: I’m not authorized to be this company’s spokesperson!

As a communications consultant for this client I was empowered to provide information – send out pre-authorized backgrounders, fact sheets, news releases. But I was not authorized to speak on behalf of the company. I stopped in mid-sentence.

“I’m not a spokesperson for my client so I don’t want to be quoted,” I said, probably too sharply. I caught the reporter cold. He was taking down everything I said and fully intended to pepper his story with Alyn “Edwards said…. According to company spokesperson Alyn Edwards…”

It was almost too late that I realized I had set a trap for myself and I was right in it. I knew better.

During the hundreds of media training sessions I have conducted, I stress that companies must appoint and train anyone speaking for the organization and they should only offer information in areas of their direct knowledge and responsibilities.

I also tell them to negotiate every interview. When reporters call, don’t start answering questions until you know exactly who you are talking to, how to contact them and have asked these other key questions:

• What is your story?
• What information do you want from our organization?
• Is there a focus or angle that you are pursuing?
• Who else are you talking to?
• What questions do you have?

Only with full information should a company or organization decide that an interview will suit its goals and interests. That’s not always the case.

Several years ago, a call came in from a meat processor in the Vancouver area. It was during the XL Meat e-coli crisis in Brooks, Alberta. The B.C. company was not related in anyway. But it was receiving calls from reporters wanting ‘localize’ the story. They asked to take video and photos of their plant operation and interview managers about food safety.

My strong advice was to thank reporters for their interest, tell them the plant is in full compliance with all food safety standards and explain that no unauthorized persons can enter the plant.

I recommended the company not say anything beyond this because, as soon as the public saw pictures or video of that meat packing operation, the company would be immediately associated with the e-coli outbreak and its business could suffer greatly.

If the interview is a good fit for your organization, negotiate a time and place for the interview which gives the spokesperson adequate time to prepare key messages.

Sending a fact sheet or background information in advance of the interview describing the organization, its products and services along with information detailing the subject of the interview could head off up to 30 minutes of needless questions. That also helps ensure accurate reporting.

That’s what communications consultants can deliver while being careful not to unwittingly become a spokesperson for their clients.

Tags: communications, consultant, external communications, media relations, media spokesperson, media training, public speaking, Spokesperson

Global News recently approached Chris Olsen, Peak’s Kelowna-based senior consultant, for his take on the Rolling Stone cover controversy.

According to Chris, people react with emotion to what they see and not what they read and this is a prime example. Read the full article here.

Read Chris’ blog post on the controversy;  “A picture is worth several hundred thousand tweets”

Tags: consultant, Global News, newsworthy, Rolling Stones