About the Role
At State Farm Marketing, Earned Media Specialists work to win favorable publicity for the State Farm brand. They work within integrated marketing campaign teams as public relations experts, collaborating with internal partners and external agencies across all phases of work to develop and execute highly visible 360 spectaculars with comprehensive earned media plans.
Working in a matrix environment and primarily on upper funnel campaign work (e.g. football, basketball, general market, gaming, Gen Z culture), Earned Media Specialists are ultimately responsible for securing quality earned media coverage at scale through newsworthy actions and content.
Responsibilities
What You’ll Do
- Marketing Campaign Teamwork
Act as the Earned Media subject matter resource within a specific marketing campaign team as assigned as the function lead in developing and facilitating earned media plans
Influence marketing / business plans from within the campaign team to maximize newsworthiness and ensure availability of editorial assets and contentIdentify critical editorial assets and work with Campaign Managers, agencies and / or Design Ops to prioritize and secureStrategyDevelop, maintain, and regularly revise overarching earned media strategy and media tiers / catalogs
Translate marketing and business strategy into headline-driving earned media strategies, including earned approach for exclusive, embargoed and broad coverage across platforms and channels that impress and excite our target audiencesDevelop overarching communication narratives and key messages that guide all communication tacticsProvide guidance and POVs on topical or trending brand connections and / or concerns, collaborating with Corporate Reputation and other stakeholders as appropriateExecutionDevelop comprehensive communication plans and timelines that drive the right media pulse points in conjunction with in-market timing and social activity
Ensure earned media tactical execution occurs in accordance with set strategyPR Agency vendor management, and internal resource solicitation as requiredAnalysisWith Analytics partners, identify, define, collect, report, and monitor consistent earned media success metrics and benchmarks across function and within assigned initiatives
Monitor and report non-promoted State Farm media mentions / trends and notable competitor news and identify recommendations to capitalize on opportunities and / or mitigate potential risksWhat We’re Looking For
Strategic Thinker : Ability to oversee the development and implementation of earned media strategies aligned with business goals, anticipating trends and adapting accordingly.Practitionership : Experience developing overarching earned media deliverables (e.g. strategies, plans, key messages, narratives) and a proven track record of securing cross-promoted earned media coverage for major brands.Earned Media Expertise : Skillful use of consumer, cultural and media insights to maximize earned media impact.Data Led : Understanding and proven application of industry standard earned media success metrics and benchmarks.News Junkie : Frequent and passionate news media consumer across verticals, adept at media trends / concepts and always looking for engaging and brand-connected opportunitiesStrong Communicator : Expert written, verbal, and presentation skills. Ability to condense voluminous or difficult content, concepts and / or data into a consumable format.Relationship Builder : Strong ability to influence and build relationships internally, with vendors, and with earned media outlets and reportersProject Management : Experience creating and managing timelines, deliverables, and milestones with ability to prioritize & multi-task under shifting deadlines and needs within a fast-paced environment.Vendor / Agency Management : Experienced directing PR agencies to work on a client’s behalf, ensuring they deliver high-quality work on time and within budget.Qualifications
Bachelor’s degree in Public Relations, Marketing, Communications, or a related field preferred.5 years of promotional public relations / earned media experience via a blue-chip marketing organization or PR agency.Sports and / or entertainment PR experience a plus.Experience working in a matrix environment preferred.Items of Note :
May require travel via commercial transportation or motor vehicles.May work irregular hours, including weekends / holidays.Responsible for the handling and maintenance of confidential and highly sensitive information.Involvement in company approved educational programs as applicable for continued development.J-18808-Ljbffr
