Flight Centre Travel Group (ASX:FLT) has grown to be the world’s largest travel agency since its founding in 1982. Headquartered in Brisbane, Australia, the company has more than 30 brands in its portfolio, 3000 retail shops worldwide and employs around 20,000 people. After starting as a leisure travel agency, the company is now also one of the world’s largest corporate travel managers through a network of specialist brands that includes FCM, Corporate Traveller, cievents, Campus Travel and Stage and Screen.
Operating in more than 90 countries and employing over 6000 people, FCM is transforming the business of travel through our empowered and accountable people who deliver a high level of service and a comprehensive technology suite bringing a wide range of solutions for Duty of Care, Reporting and Traveller’s peace of mind. Leveraging FCM's negotiating strength and supplier relationships in conjunction with our tailored business travel programs, our expertise and our innovative technology, we logically become the partner of choice of our customers.
About the Opportunity
Working closely with the VP Global PR and Communications and Regional Head of Marketing, the Regional PR & Communications Manager will lead the strategic development and hands on execution Corporate PR strategy with the goal of positioning the company, its corporate brands and executives in top-tier domestic media outlets in Singapore, Hong Kong, Mainland China, Japan and Malaysia. You will be leveraging your experience in media relations, public relations and senior stakeholder engagement to build, drive and deliver media and communication strategies and corporate marketing programmes across the region. This is a pivotal role where you will lead the direction, having a direct contribution to, and impact on the achievement of our business goals.
Key duties and responsibilities
Annual PR Strategy. Develop a full-year region-specific PR strategy & activity plan for FCTG Corporate Brands in collaboration with Regional Brand Marketing and Operations that reflects business objectives. Devise accompanying regional narrative to engage with key prospects and customers that elevates our brands and promotes the industry and benefits of TMC’s.
Local PR Activation. Execute PR activities, initiatives and events to engage with key stakeholders in Asia . Create news-worthy stories that capitalise on trending topics, while pitching latest developments and securing commentary opportunities for business leaders. Work with VP Global PR & Communications and Corporate Brand Marketing teams to ensure that all PR activity appropriately positions each of our Corporate FCTG Brands as leaders in their segment.
Press Office. Act as the main point of contact for Asia media. Respond quickly and accurately to day-to-day journalist enquiries escalating with VP Global PR & Communications and senior leadership as appropriate.
Media Relations. Cultivate strong relationships with top-tier Asia travel/trade, news, business and consumer media and their contributors. Secure regular briefings to ensure that FCTG’s Corporate Brands remain top of mind. Proactively pitch original story angles and latest company news alongside local developments and initiatives. Maintain and develop a database of key Asia media contacts. Work closely with Regional FCM Brand Manager to advise and guide limited outreach in select European countries.
Social Media. Work in partnership with the Content team to use social media channels to engage with Asia based journalists (e.g. monitor blogs/Twitter feeds of top-tier media for feature story opportunities and pitch media online when relevant).
Crisis Communications. Support the Asia Leadership teams (Marketing & Senior Management) on issues affecting the company. Develop speed to market & crisis communication response - gather facts, create reactive media statements and FAQs while keeping VP Global PR & Communications informed. Field and respond to incoming media requests to positively position FCTG Corporate Brands.
PR Agency Management. Manage PR agency (where applicable) on a day-by-day basis.
Press and Briefing Materials. Oversee development, approvals and updating of press kit materials, including press releases, fact sheets, bios, backgrounders, etc. for Asian countries. Prepare briefing materials and messaging/positioning documents for executives in preparation for media interviews.
PR Measurement & Evaluation. Measure results and impact of PR outreach in alignment with key performance indicators (KPIs) and leverage media monitoring & measurement tool. Focus on top-tier media and feature story press coverage in domestic markets. Contribute to Global PR reports, and keep regional brand and operational teams updated of resulting coverage.
Internal Communications & Engagement: Work with the relevant colleagues to organise major Asia internal events, including but not limited to; town-hall meetings, and annual kick-off meetings. Help to keep colleagues informed and engaged by celebrating achievements and sharing details of relevant key regional news and initiatives (through Global Internal Brand Communications Manager).
You will have:
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