CONTENT & MEDIA RELATIONS SPECIALIST

Tourism Kingston • Kingston, ON

2d • CA$52,000 - CA$62,000 • Hybrid

About The Position

Reporting to the Director of Marketing, 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.

Requirements

• Post-secondary education in Journalism, Marketing, Communications, English, Public Relations, Tourism, or a related field.
• 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.
• 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.

Nice To Haves

• 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.
• Proficiency in a second language (French preferred) is considered an asset.
• A valid driver’s licence is an asset.

Responsibilities

• 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.
• 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.
• 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.
• 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.

Benefits

• Tourism Kingston is an equal opportunity employer committed to diversity, equity, and inclusion. We welcome applications from all qualified individuals.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: Associate degree