The Multiplatform Content Producer is responsible for exercising independent editorial judgment to create, coordinate, and distribute news content across WRAL’s digital, social, streaming, and broadcast platforms. This role makes daily decisions regarding story selection, content presentation, audience engagement strategies, and coverage priorities, while adapting content for multiple platforms and responding to breaking news situations in real time. Working collaboratively with newsroom leaders, reporters, and producers, the Multiplatform Content Producer helps shape WRAL’s editorial output, develops innovative storytelling approaches, and ensures content aligns with the organization’s journalistic standards, strategic goals, and audience needs. Primary Job Duties Include:
Multiplatform Production
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Write, edit, and publish high-quality stories for WRAL.com and associated platforms, using AP style and adhering to WRAL’s editorial standards.
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Manage the full lifecycle of multiple daily stories—from pitch to digital, TV, and social publication—ensuring consistent tone and treatment across mediums.
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Use sound editorial judgment to identify timely, impactful, and audience-relevant angles for daily coverage.
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Employ social listening tools and metrics to uncover trends, optimize reach, and refine story ideas.
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Produce multimedia content that integrates text, video, graphics, and interactive tools to elevate storytelling impact.
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Select, crop, and publish visual content; create polls, quizzes, and galleries to engage audiences.
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Write scripts and assist in creating rundowns for TV newscasts, maintaining clarity, accuracy, and energy.
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Support breaking news and live coverage, helping adapt plans and rundowns in real time.
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Other duties as assigned.
Digital & Social Strategy
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Craft compelling, SEO-optimized headlines and story formats tailored for digital and mobile-first audiences.
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Manage and post content across WRAL's social platforms, prioritizing YouTube, but also includes Facebook, TikTok, Instagram, and other emerging platforms.
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Use audience analytics to guide content placement and promotional strategy, helping drive traffic and engagement.
Collaboration & Communication
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Collaborate closely with reporters, anchors, producers, photographers, editors, and digital team members to ensure cohesive execution of story plans.
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Contribute to daily editorial meetings with thoughtful pitches and creative production ideas.
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Coordinate with graphic designers, editors, and digital strategists to deliver visually engaging and technically sound content.
Technical Proficiency & Backup Production
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Serve as the backup newscast producer when needed, with working knowledge of rundown software, live production tools, and control room operations.
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Navigate key newsroom technologies including content management systems, Adobe Premiere, graphics tools, and automation platforms.
Qualifications
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Bachelor's degree in Journalism, Communications, or a related field preferred.
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2–4 years of newsroom experience in digital and/or television environments.
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Strong writing, editing, and visual storytelling skills across formats and platforms.
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Working knowledge of SEO, analytics, and social publishing best practices.
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Proficiency with CMS tools, Adobe Creative Suite, and video production systems.
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Ability to thrive in fast-paced environments and adapt quickly during breaking news.
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Excellent interpersonal and communication skills.
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Flexibility to work evenings, weekends, and holidays as needed.
Professional Growth Opportunity
This role offers journalists a chance to expand their skills across digital, broadcast, and social platforms. The position supports long-term career development, allowing producers to deepen their expertise and potentially grow into roles with broader content responsibilities, such as Newscast Producer or Multi-Platform Content Strategist, depending on individual interest and performance.
Benefits:
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Competitive salary based on experience.
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Benefits package including:
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Comprehensive health insurance plan options
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Vision and Dental Insurance
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Company sponsored life insurance
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Numerous voluntary benefit options – legal plans, pet insurance, discounted home and auto and more!
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401K with company match
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Generous paid time off
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9 paid company holidays
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Opportunities for professional development and career growth.
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Dynamic and inclusive work environment with a supportive team culture.
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Exciting projects and growth opportunities within a leading organization.
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Opportunities to attend free local events, such as sporting events, concerts, shows, and more.
Pre-Employment Information:
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A pre-employment drug screening is required.
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Capitol Broadcasting Company participates in E-Verify.
EEO Statement:
Capitol Broadcasting Company is an equal opportunity employer. We are committed to creating an inclusive environment for all employees and applicants. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status.
CBC Statement:
Capitol Broadcasting Company, Inc. is a diversified communications leader which owns and/or operates WRAL-TV, WRAZ-TV, WRAL News+ (WNGT-CD), WRAL-FM, WRAL-HD2, WCMC-FM, WCMC-HD1, WDNC-AM, WCMC-HD2, WCMC-HD3, WCMC-HD4, Microspace Communications, and Capitol B Creative in Raleigh, NC; WILM-TV, WILT-LD and Sunrise Broadcasting in Wilmington, NC; The Durham Bulls Baseball Club, Bull City Hospitality, and the Coastal Plain League in Durham, NC; The Holly Springs Salamanders in Holly Springs, NC; the Zebulon Devil Dogz in Zebulon, NC; the American Underground startup hub and workspace in Durham, NC; and real estate interests including the American Tobacco Historic District in Durham, NC, and Rocky Mount Mills in Rocky Mount, NC.
