Communications Manager

Job Description: Shannon Reagan is a Public Relations Representative for Entercom Communications Corporation in the Rochester, NY radio market. As a member of the promotions department, she attends client remote events to promote five stations: WBEE, WPXY, WCMF, WBZA, and ESPN Rochester (and Radio.com). These client remotes take place throughout the Rochester, Finger Lakes, and Western New York areas and can range from car dealership events to concerts at local venues. 

What is a client remote? A client remote is a marketing/sales option where a business/organization pays us to attend their event, and have an on-air talent talk about the event on-air. We have both full remotes which on-air talent(s) go on-air while at the event, encouraging listeners to come by, and appearances where we attend an event to promote our brand, but do not go over the air at the time. 

Take a look at her day-to-day responsibilities as a PR Representative:

• “Any reps and coordinators attending an event meet at the office generally 2 hours before the start time of an event. So if an event is from 2-4 p.m. we will arrive at 12 p.m. Meet times can vary based on special circumstances, but this is our general time frame.

• After we arrive at the office, we take the clipboard that was made specifically for our event. This paperwork includes which equipment we are assigned to take out (this is VERY important when there are multiple events happening at a time, so people bring the correct equipment). It also includes any notes we need to know for the event such as the address, who to contact when we arrive, and any other special things we need to know about the event (sometimes businesses have special deals/activities going on that they want us to pass on). 

• We then load our assigned station van with all the equipment, prizes, games, and materials needed for the event. We then drive to the location of the event. We try to get there around 45 minutes to an hour before the start time of the event to set up.

• When we arrive, we go introduce ourselves to the client and ask if there is any special place they want us to set up. If the event is outdoors we set up our tent and a table, and if indoors we generally just set a table up. As a rep, I am responsible for assisting the coordinator. This includes putting our tablecloth and prizes on the table and setting up the game for the event. I will also hang up our banners and balloons where we find appropriate and appealing to the eye. (these are used to attract people to come over to our table) Then I help out with any other requests from the coordinator on the event.

• As the event starts, I interact with people who come to the table. This includes running games such as our prize wheel and baggo. When people win these games, they can choose a prize from our table. Each station has different prizes with their branding on it, examples include shirts, glassware, CDs, bags, etc. We also have prizes like stickers that anyone can grab if they would like. At some events, we feature a Register to Win prize, which is usually for something such as event tickets The big point is to interact with anyone who comes over, give them a reason to smile and want to listen to the specific station we are representing at the event. 

• As we interact with individuals, I am also responsible for taking photos of the event and customer interviews. We take photos of the events that are put on the station website the next week. We try to get photos that capture people having fun and interacting with the on-air talent. The customer interviews are digital interviews I do with individuals willing to participate. I turn on a recording device and ask them questions about their experience at the given event/business if they would recommend it to a friend, and how they feel about our station being at the event, etc. Their responses never go over the air, as we use primarily for client recap purposes.

• At the end of the event, we check in with the client, take down our promotional materials (if the client wants them down), and take down the other equipment and put it back in the station van. If we had a register to win, we choose a name from the box and contact them to tell them they won and any information they need to know. 

• We then make sure we grabbed everything and drive back to the office. We put everything back to where it belongs in the office/loading dock. This is also when we note anything that management needs to know (broken equipment, lack of prizes for the specific event, etc.). This is the end of our event. Most events are 4-5 hours long from the time we meet at the office and leave the office to go home.”

In addition to her day-to-day responsibilities at client remotes, Shannon also participates in special events throughout the year.

• “Entercom Rochester has several major events throughout the year for the different stations. These events are mandatory “all-hands-on-deck” and we are given a schedule and special task for the day (as an example, at one major event I was responsible for working the merchandise table). These events are generally all-day events, but free meals & snacks are usually included. The Haunted Hayrides of Greater Rochester is another major event of ours and is about a month-long on weekends in September and October. These shifts are in the evening, and we pick which shifts we want to work. This past year we were required to work at least 2 shifts, but could always sign up for more ( As an example, I worked around 10 shifts). 

• In addition to events, I sometimes go into the office to help clean and organize promotions areas, or shop and set up for upcoming events.

• The promotions team also has mandatory meetings about once every quarter, where we discuss what we have been doing well on, areas that could use improvement, and future happenings for the department. This is generally 1-2 hours in the evening and dinner is provided.”
  

Education Level: B.S. in Broadcast Journalism, The College at Brockport. Although, a degree is not required to apply for this position.

Other Requirements: You must be 18 and have a valid driver’s License. This is an entry-level position so special experience is not necessarily required, but any experience in PR/communications/media is helpful to advancing to a PR coordinator and/or Promotions Director position.

Professional Development: While in college, Shannon was the Public Relations Director for 89.1 “The Point” radio station where she worked on multiple events, as well as other aspects in the radio business such as being an on-air personality. She also won a team award for a project while participating in a competition for the Public Relations Student Society of America. As for community service, Shannon is on the Zoobilation Committee/Silent Auction Subcommittee for Seneca Park Zoo Society in Rochester, where she previously interned as a Zoobilation Intern.

Pros/Cons: *Please note that some pros might be cons and vice versa depending on what you are looking for. Also, some of these are specific to how my office functions, and might be different somewhere else.*

• Pros

  • The hours are very flexible. You can have multiple jobs and still have this position. They are also very flexible with college students.

  • You get to meet so many new people at different events.

  • You sign up for the shifts you want.*(there is a con that can come from this)

  • You almost never work alone. (there are a few instances where you are by yourself, but never for a full remote)

  • You rarely have to dress up for the position. We typically wear branded staff shirts, jeans, and sneakers. (once in a while we have to wear dress pants/flats to certain businesses, but this is pretty rare)

  • This is a great stepping stone for anyone looking to go further in radio. Many in higher positions started in promotions. 

  • Some events are really fun! (In the fall, we do bar appearances when the Buffalo Bills play. These events are a blast!)

  • For many major events, we are allowed to add people to the guest list. Sometimes, we also get free tickets to different events like concerts, sporting events, etc.

  • You can access the schedule 24/7 with Google Drive.

• Cons 

  • While the hours are flexible, this position does not always have the most stable hours. There are times we have multiple events going on at once and more people are needed. On that same note - since we work primarily when there are events, it can be very slow in the winter with a lack of events.

  • While you also get to sign up for the shifts/days you want to work, management will assign shifts if people aren’t picking them up. If you are assigned but cannot work for whatever reason, you must find someone to cover your shift. If you have times you cannot work (other jobs, school, vacation plans, weddings, etc.) it is important to tell management in advance so you are not assigned. Usually, shifts are assigned 2 weeks prior to the event, so you have time to find someone if you cannot work.

  • Many shifts are on weekends/nights (this is nice for someone working a 9-5 M-F job, and you want something additional. However, if you like having weekends off or are expecting a 9-5 job, this may not be the best fit.)

  • Sometimes people get mad at events for different reasons (This generally happens more at major events, which management will usually help with). Though sometimes people will complain about different things at remotes as well.