Manage public relations activities for CarMax, Inc. and The CarMax Foundation by building relationships with key national, local and online media - through strategic PR planning, pitching and positioning CarMax as the resource for information about used vehicles. Provide support of overall company marketing objectives through PR efforts. Manage the day-to-day operations of an in-house PR team. Serve as spokesperson and representative to bolster company reputation through traditional PR methods and convey image as a trustworthy company. Develops and pitches innovative and newsworthy promotions, events and content for news media audiences.
PR Program Development & Campaign Management
•Plan, develop, execute and update results-oriented strategic PR program and campaigns through both traditional and online mediums (ex. blogs).
•Manage the day-to-day operations of in-house PR team and third party consultants and agencies.
•Lead company media relations program; build long-lasting relationships with key national and local news media in broadcast, print and online.
•Manage media inquiries, and serve as company spokesperson.
•Provide media training and prepare CarMax subject matter experts for interview opportunities.
•Identify and recommend strategy for new emerging PR trends.
•Plan, prepare and proactively pitch relevant and newsworthy CarMax content through all relevant information mediums.
•Ensure consistent and appropriate key messages are aligned across all external communications, and partner with legal and IR on development of content and external announcements/statements.
•Partner with key marketing managers to ensure alignment and strategic direction to support overall marketing goals.
•Manage, oversee and continue to enhance programs to build positive recognition of CarMax as an ethical and premier workplace, and build and protect reputation and brand image through activities including but not limited to:
oServing as key project manager on Fortune “100 Best Companies to Work” award entry process and submission; and leading overall awards program for positive recognition.
oManaging community sponsorships, and community awareness building activities
oManage external representation of company positioning on social responsibility; evaluate emerging issues and make recommendations for maintaining a positive brand reputation
•Develop and manage crisis communications plan and train company leaders on messaging and response coordination. Serve on emergency response committee.
•Oversee and ensure “One Voice of the Company” policy
PR Monitoring and Measurement
• Enhance and manage process for monitoring, evaluating and measuring success of comprehensive PR strategy through qualitative and quantitative systems.
•Experience managing a team of public relations professionals, and experience with PR budgeting.
•Proven record of developing and managing a successful and comprehensive PR program.
•Proven record of success with proactive media placements, an extended network of media contacts and relationships on national and local level in direct to consumer PR.
•Proven ability to maximize and utilize social media to support PR objectives.
•Proven record of positively enhancing company reputation
EDUCATION and/or EXPERIENCE:
•Bachelor’s degree in communications, journalism, public relations or advertising and marketing.
•5-7 years experience in public relations, and marketing. Preferably in consumer/retail related environment.