Senior Media Specialist

Public Relations
Richmond, VA

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Position Description

The Public Affairs Senior Media Specialist plans, leads and measures external outreach efforts to promote CarMax milestones, events and newsworthy initiatives through public relations and thought leadership strategies and tactics. Builds relationships with key national, local and online media and serves as spokesperson to bolster company reputation and position CarMax as the best place to buy a used car, a resource for information about used vehicles, a good corporate citizen and an employer of choice. Supports the organization’s crisis communications, including message development and crisis response on national and local levels. This position is a critical role to CarMax and is expected to be highly responsive to internal and external customers. As a first responder to media and customer inquiries, across the United States and in different time zones, this position at times requires on call night and weekend work times.

PR & Thought Leadership Program Planning and Execution
• Plan and execute newsworthy, measurable programs to promote and build positive reputation for CarMax, Inc. at the national and local levels; disseminate through all appropriate PR channels
• Develop and execute thought leadership program to position CarMax as an employer of choice and industry authority, including recommending/managing media, awards and speaking opportunities
• Develop and manage reporter relationship program, building relationships with key national, local and online media contacts
• Assess and respond to incoming news media inquiries, evaluate opportunity and scale, and recommend response approach
• Support VP of Investor Relations on media strategy for IR/financial media inquiries and proactive outreach to financial reporters
• Measure and analyze results and recommend initiatives and efforts to improve outcomes and/or efficiencies
• Identify and recommend strategy for new emerging PR trends
• Coordinate with PR agency on strategy and execution of programs to drive results
• Identify and implement means to increase efficiencies and reduce staffing and financial resource requirements for PR activities

Spokesperson Development and Training
• Serve as spokesperson on behalf of the company
• Prepare CarMax subject matter experts for interview opportunities; prepare and provide key messages as needed
• Grow CarMax leaders’ communications and media skills, prepare them to speak on behalf of the company in a variety of settings

Crisis Communications and Issues Management
• Manage “investigative” reporter local media inquiries, partner with Customer Relations to prepare response
• Support crisis communications response for reputation issues on national and local level
• Prepare crisis communications response messaging, plans and training for a variety of risks
• Support company’s reputational risk identification, evaluation and mitigation efforts

• Support monitoring and measurement of comprehensive PR strategy through qualitative and quantitative systems; provide suggestions for enhancements
• Manage Public Affairs Intern Program including coordinating with local colleges to promote, serving as day-to-day manager and mentor, ensuring balanced and manageable workload

Position Requirements

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
• Ability to motivate peers
• Ability to build and maintain strong relationships
• Ability to provide “win-win” solutions while resolving customer service issues in a positive and professional manner
• Ability to complete tasks in a timely manner while balancing time, multi-tasking and interruptions
• Up to 20 percent of travel required

• Four year college degree (BA/BS) in Communications, Public Relations, Advertising or related field required
• Four or more years of experience in public relations and media relations, preferably in consumer/retail related environment