CONTENT & MEDIA RELATIONS SPECIALIST
Job Description | Tourism Kingston
Department: Marketing & Communications
Reports To: Director of Digital & Content Strategy
Status: Full-Time
Salary Band: $52,000 – $62,000 annually
Position Summary
Reporting to the Director, the Content & Media Relations Specialist splits their focus evenly between two connected disciplines: creating the day-to-day digital and social content that keeps Tourism Kingston's channels active and on-brand, and securing the earned media coverage that grows Kingston's profile as a destination.
On the content side, this means writing and posting blogs and social captions, coordinating creator content through CrowdRiff, managing the social content calendar, monitoring social channels, and coordinating on-site photography. On the media side, it means pitching journalists, hosting FAM trips, and building the relationships that turn Kingston stories into coverage. The Content & Media Relations Specialist crafts compelling, on-brand content and earned media that inspires visitors, engages audiences and media alike, and reflects Kingston's unique identity as a destination at the crossroads of creativity and history.
This is a role for a confident, organized content creator who is equally comfortable planning a week of social posts and pitching proactive stories to media; someone who understands how consistent digital content and strong media relationships work together to grow a destination's profile.
Key Responsibilities
Digital & Content Creation
- Create and publish digital and written content - including blog posts and social captions - writing, scheduling, and posting in alignment with the quarterly blog content calendar.
- Coordinate CrowdRiff content, including writing and issuing creator briefs.
- Maintain and support the content calendar for all Visit Kingston social media channels.
- Monitor social media channels for engagement, comments, and mentions, responding or escalating as appropriate.
- Manage Destination Ontario, Culinary Tourism Alliance, and RTO 9 monthly content and event submissions.
- Coordinate on-site photography to support blog, social, and campaign content needs.
- Collaborate with the marketing and communications team to align content with campaign themes, seasonal priorities, and audience personas.
- Conduct interviews with local businesses, artists, chefs, and experience providers to source authentic stories.
- Repurpose and adapt content across formats - turning a blog into an Instagram Reel or TikTok, a feature into social copy, or a press release into a LinkedIn post.
Earned Media & Public Relations
- Develop and distribute press releases, media advisories, story pitches, and destination briefing materials.
- Build and maintain strong relationships with travel journalists, lifestyle editors, broadcast producers, and digital creators across Canada and key U.S. markets.
- Proactively pitch Kingston stories to targeted media outlets - identifying angles, timing pitches to news cycles and editorial calendars, and following up to maximize placement.
- Coordinate and host media familiarization (FAM) trips and individual journalist visits, including itinerary development, partner coordination, and on-the-ground hosting.
- Monitor media coverage, compile earned
- reports, and track key performance metrics including reach, impressions, and advertising value equivalency (AVE).
- Maintain and grow a current media contact database.
- Respond to inbound media inquiries in a timely and professional manner.
- Support crisis communications as directed by the Director of Marketing.
Brand & Content Stewardship
- Ensure all written and digital content adheres to Tourism Kingston's style guide, brand guidelines, and editorial standards.
- Review and provide light editing support on content produced by team members, partners, and contractors as required.
- Stay current on destination marketing trends, travel media shifts, and content best practices.
- Identify emerging storytelling opportunities - seasonal moments, new openings, local events, and cultural milestones - and bring them forward proactively.
Collaboration & Cross-Team Support
- Work closely with the digital and content strategy team to ensure blog content is optimized for search (SEO) and aligned with digital performance goals.
- Partner with the Tourism Kingston Sales Sectors on video and supplementary photography needs.
- Support the broader marketing and communications team on campaigns, events, and special projects as required.
- Liaise with industry partners, attractions, accommodations, and experience providers to source content, gather information, and amplify partner stories.
Qualifications
Education
- Post-secondary education in Journalism, Marketing, Communications, English, Public Relations, Tourism, or a related field.
Experience
- 2–4 years of professional experience in content creation, social media, and/or writing, with a portfolio demonstrating strong digital, social, or editorial content.
- Experience in media relations, public relations, or earned media strategy.
- Demonstrated experience pitching stories to media and securing placements.
- Experience in tourism, hospitality, destination marketing, or a related sector is considered an asset.
- Experience managing social media content calendars and coordinating with creators or content platforms (e.g., CrowdRiff) is considered an asset.
Knowledge, Skills & Abilities
- Exceptional writing ability across multiple formats - from social captions and blog posts to concise media pitches.
- Strong understanding of earned media, news values, and media relations best practices.
- A natural storyteller who can uncover the authentic Kingston angle in any subject.
- Familiarity with SEO principles and content performance metrics.
- Working knowledge of social media platforms and scheduling/content management tools, with strong social media monitoring habits.
- Excellent interpersonal and relationship-building skills - comfortable working with journalists, partners, and community members.
- Strong organizational skills with the ability to manage multiple deadlines simultaneously in a fast-paced environment.
- Proficiency in Microsoft Office (Outlook, Word, and Excel); experience with content management systems (CMS) and media monitoring tools is an asset.
- Comfort with photography and videography, including working with a smartphone camera, to coordinate on-site content capture.
- Proficiency in a second language (French preferred) is considered an asset.
Working Conditions
This role is primarily office-based with regular opportunities to experience Kingston’s destination offerings first-hand. Some early morning, evening, and weekend work is required to support media hosting, community events, and campaign activations. All scheduling will be managed in accordance with the Ontario Employment Standards Act, 2000 (ESA).
Occasional travel for media missions, industry conferences, and familiarization trips may be required. A valid driver’s licence is an asset.
Success Measures
The Content & Media Relations Specialist will be evaluated on:
- Volume, quality, and consistency of digital and social content published across channels.
- Earned media placements secured and reach generated.
- Media relationship development and engagement.
- FAM trip coordination and journalist satisfaction.
- Content alignment with brand voice and editorial standards.
- Contribution to campaign and content calendar targets.
- Social media engagement, audience growth, and content calendar adherence.
- Responsiveness and professionalism with media contacts and industry partners.
Tourism Kingston is an equal opportunity employer committed to diversity, equity, and inclusion. We welcome applications from all qualified individuals.
This job description outlines the general nature of the work performed and is not a comprehensive listing of all duties and responsibilities. Additional duties may be assigned as required.
