Digital Public Relations Specialist - Perfect Path, LLC, d/b/a Trajector Services

Overview:

Trajector is where purpose meets progress. We specialize in medical evidence services that become the compass our clients rely on while navigating the intricate terrain of disability benefits. Our calling is clear: to make a real difference, infuse passion, and enhance the quality of life for the disabled community. As part of our global community, you'll join a team of over 1,800 dedicated individuals, each contributing their unique talents to streamline the path to benefits. Urgency propels us, data empowers us, and every step is tailored to ensure those with disabilities access their rightful compensation. Join us in shaping stories of transformation, one life at a time.

Job Overview:

As Trajector’s Digital Public Relations Specialist, you will be pivotal in devising and implementing strategies to enhance the company’s online visibility, brand awareness, credibility and reputation. You will be at the forefront of implementing best practices that amplify and position the company’s brand favorably online, drive organic search performance, influence user behavior, and contribute to the company’s ever-evolving business goals. Your contributions will be instrumental in shaping perceptions that lead to the company’s overall success, including cost reduction in reaching new customers, partners, and potential employees. This role offers a unique opportunity to stay ahead of the curve and help the company maintain a competitive edge.

About Our Perks, Compensation, & Benefits:

• Competitive compensation ranging from $64,000 - $72,000 per year with total compensation ranging from $84,000 - $94,000.
• Medical, dental, vision, 401k program, and more.
• Paid time off, including seven (7) federal holidays plus two (2) flex holidays for DEI.
• Joining a rapidly growing organization.

Responsibilities:

Strategy Development

• Create and execute comprehensive digital public relations strategies tailored to the company’s goals and target audiences to create a sustainable source of traffic and leads, decrease reliance on paid advertising and positively impact company valuation and investor perception.
• Ensure digital PR strategies remain effective and competitive, given the ever-evolving nature of the digital landscape.
• Research, identify and adapt to ongoing changes in digital PR, including Web 2.0, artificial intelligence (AI), search tools, search ‘everywhere’ optimization (SEO) and emerging technologies, to help the company maintain a competitive edge.
  
  

Cross-channel Integration and Collaboration

• Coordinate with other departments to ensure digital PR aligns with overall marketing, customer experience, talent acquisition and advertising initiatives. (e.g., PPC, social media, email marketing) and use insights from different channels to improve digital PR performance.

 

Execution

• Conduct keyword research to identify high-value search terms and topics that can guide content creation for digital PR purposes and attract more potential customers.
• Inform internal content creators on SEO best practices, including page optimization, keyword usage and content structure to generate higher content ROI and willing buyers.
• Write and publish optimized content on sites with high domain ranking for better search engine performance.
• Build and maintain strong relationships with online influencers, bloggers, journalists and gatekeepers and have the company’s brand associated with the right terms on their channels.
• Develop and conduct campaigns to earn high-quality, relevant backlinks.
• Contribute to digital PR aspects of reputation management to minimize brand impact and potential revenue loss should a public relations crisis arise.
• Put together and maintain digital PR guidelines and best practices aligned to implemented quality assurance processes across the organization.

 

Performance Measurement and Reporting

• Monitor backlink profiles, competitors’ digital PR strategies and performance, and keyword mentions (news, forums, blogs, web) to manage the company’s digital footprint and provide a first-mover advantage.
• Use analytics tools for in-depth analysis of digital PR performance (e.g., inbound links with high domain authority, referral traffic, leads and conversions, keyword rankings, PR-related social media engagement and brand mentions) and integrate with other channels for comprehensive reporting that can inform SEO decisions, provide insight into customer needs, pain points and inform broader business strategies.
• Produce regular (weekly, monthly, quarterly) performance reports for stakeholders.
• Translate digital PR data into actionable insights.
• Communicate digital PR progress, insights and recommendations to stakeholders.

Qualifications:

• Bachelor’s degree in public relations, communications, journalism, marketing, or related field.
• 5 - 8 years of digital PR experience, including earned media and content creation, in a multi-channel environment focusing on enterprise-level campaigns.
• APR preferred.
• Demonstrable record of delivering digital PR campaigns that enhance brand reputation and business results.
• Robust knowledge of digital PR best practices combined with experience with SEO, paid and organic search, digital marketing, business analysis and reporting.
• Experience using digital marketing analytics tools (e.g., Google Analytics, SEMrush, Moz) to measure and optimize PR efforts.
• Comfortable working as an individual contributor in a small, lean team that requires active participation, an omni-channel approach and high productivity.
• Strong organizational and project management skills, with the ability to multitask, prioritize effectively and execute multiple initiatives simultaneously.
• Ability to thrive in an environment where things are not always certain, the way forward is not always clear, and there is a continual sense of urgency to produce meaningful results.
• Exceptional verbal, written, interpersonal and presentation skills.

EEO Statement:

Trajector is an EOE/Veterans/Disabled/LGBTQ employer.