Communications Specialist Media & Public Relations

Who we are looking for

We're looking for a talented Communications Specialist who knows how to find and tell stories that matter. You're a strategic thinker with a strong news sense, exceptional writing skills, and a passion for building meaningful connections through media and public relations.

You understand how earned media can strengthen a brand, build trust, and connect with audiences. Whether you're crafting a compelling news release, coordinating winner publicity, monitoring emerging issues, or identifying the next great story opportunity, you're at your best when turning information into engaging narratives that resonate.

If you're someone who thrives in a fast-paced environment, enjoys juggling multiple priorities, and can confidently work both independently and collaboratively, we'd love to hear from you.

The Role

As Communications Specialist, Media & Public Relations, you'll play an important role in increasing awareness and engagement for Lotto Spot and WCLC's product brands through earned media, publicity, and strategic storytelling. Reporting to the Communications Manager, you'll serve as primary communications resource for the Marketing & Communications department and help identify opportunities to strengthen brand visibility through earned media, and strategic storytelling.

Working closely with colleagues across the organization, you'll develop and execute media relations and publicity initiatives that help tell the stories behind our products, winners, and organization.

Responsibilities

Success in this role requires equal parts storyteller, media strategist, and relationship builder. You'll work to uncover compelling stories, create meaningful media opportunities, and ensure winners, products, and corporate initiatives are represented professionally and positively through the following responsibilities:

• Developing news releases, media advisories, key messages, Q&As, briefing materials and other media resources.
• Leading proactive media outreach to secure earned media opportunities that support product, brand and corporate objectives.
• Building and maintaining positive relationships with media contacts across WCLC's jurisdictions.
• Acting as the primary communications resource for media relations and publicity initiatives across the organization.
• Identifying and developing compelling stories that generate public interest, engagement and media coverage.
• Coordinating winner publicity activities, including media opportunities, interviews, events and storytelling related to significant winner announcements.
• Supporting a positive and memorable winner experience by guiding winners through publicity opportunities with professionalism, and care.
• Working closely with the Prize Payout team to ensure seamless coordination of winner communications and media activities.
• Collaborating with internal stakeholders to identify newsworthy stories, announcements and earned media opportunities.
• Supporting responsible gambling communications by working with Player Care and other stakeholders to ensure messaging aligns with organizational objectives.
• Assisting with reputation management, issues monitoring and communications response activities.
• Monitoring media coverage, industry trends and emerging issues to identify opportunities and risks.

Qualifications

To succeed in this role, you should have:

• A post-secondary degree, diploma, or certification in Communications, Public Relations, Journalism, Marketing, or a related field.
• Approximately 5-7 years of experience in media relations, public relations, communications, journalism, or a related field.
• Demonstrated success developing and executing media relations and earned media strategies.
• Exceptional writing, editing, interviewing, and storytelling skills.
• Experience creating media materials including news releases, media advisories, key messages, briefing notes, and Q&As.
• Strong analytical skills, with the ability to monitor, interpret, and communicate media insights and trends.
• Excellent relationship-building and stakeholder management skills.
• Strong project management, organizational, and prioritization abilities.
• Sound judgment and the ability to manage confidential or sensitive information with discretion.
• Knowledge of brand management, reputation management, and communications best practices.
• The ability to work independently while managing multiple priorities and deadlines in a dynamic environment.

Assets

The following would be considered assets:

• Experience supporting winner publicity, event communications, or high-profile announcements.
• Experience in highly regulated industries, including gaming, lottery, entertainment, or public-sector organizations.
• Familiarity with media monitoring and reporting tools.
• Experience with social media and digital communications strategies.
• Knowledge of WCLC products and the lottery industry.
  
  

Who we are

You may not be very familiar with WCLC, but you’re almost certainly familiar with the products we help bring to players throughout the Prairie Provinces and the North every day; lottery games like LOTTO 6/49, SPORT SELECT, and dozens of instant scratch tickets.

WCLC is the non-profit organization authorized to manage, conduct, and operate lotteries – at retail and online – and other gaming-related activities for the governments of Alberta, Saskatchewan, and Manitoba as well as the Yukon, Northwest Territories, and Nunavut. We entertain our players while building the future of lottery – delivering innovative, responsible, and trusted experiences that provide growing value for our provinces and territories

We know it’s our people that make this possible, which is why we invest in building talented, adaptable, and accountable teams who are proud to live and work in our region. We offer a challenging, collaborative work environment, competitive benefits, and a good work-life balance.

We’d love to talk to you about how you fit into that.