We are currently searching for a Public Relations Strategist to be responsible for the ongoing management and growth of Children s Hospital & Medical Center (Children s) social media presence in addition to fostering relationships with news media resulting in earned, owned and paid media placements. Plans and executes social and news media strategies and tactics in alignment with the overall marketing strategy. Manages and engages in online communities. Communicates and promotes the mission, brand and services of Children s through social and news media. Employs measurement tools to provide progress reports and mine insights, while continually finding ways to improve on those metrics through testing and new initiatives. Serves as Children s liaison with news media and proactively pitches stories to media, developing positive working relationships with reporters with goal of securing positive coverage that positions Children s as the expert in child health. Exceptional news writing, storytelling and copy editing skills required along with the ability to manage multiple projects simultaneously in a fast paced business environment.
Essential Functions
Social Media Management
- Oversees day-to-day operations, content development and posting for Children s social media sites; ensures authenticity and consistency of voice, messaging and brand standards. Adheres to social media policies and best practices.
- Develops the overarching social media strategy and plan for each respective channel, optimizing each channel to support search, engagement and growth.
- Builds, interacts with, and engages with the Children s social media communities; participates in real time online conversations offering solutions
- and mediating conversations as needed.
- Collaborates with marketing, communications, web and public relations teams in development of plans that optimize social media as a channel to reach and engage with key stakeholders.
- Cultivates social ambassadors throughout the organization, providing them training and support to increase the capture of content.
- Cultivates and maintains excellent working relationships with Children s staff, physicians and others to generate stories, images and other social media content.
- Monitors reviews on social sites and notifies Children s leaders of issues that arise, ensuring timely and appropriate response back to the consumer.
- Keeps abreast of the competitive environment, clinical advances, technological enhancements, and other trends to strengthen public relations plans and activities. Builds strong relationship with operational partners and communicates information to key stakeholders.
- Measures and reports on performance; recommends adjustments to social media strategies and tactics.
Media Relations Management
- Handle day-to-day media relations activities, both responsive and proactive.
- Prepare Children s experts for interviews, including helping to hone clear, effective messaging.
- Cultivates and manage relationships with reporters, journalists and key influencers, including creating targeted media lists, sharing collateral on an on-going basis, and regularly arranging meetings and press briefings between experts and influential journalists.
- Design and implement communications plans and media outreach strategies.
- Write press materials including news releases, media advisories and pitches.
- Provides guidance on and places op-eds written by Children s experts..
- Utilize all communications tools (online outreach, podcasts, events, publications, video, social media) to maximize media coverage, and contribute creative ideas to better leverage these channels.
- Manage/escort media attendees on Children s properties and at events.
- Track and analyze the quality and quantity of media coverage.
- Inform leadership of media coverage by producing weekly media updates and a monthly media report.
- Help prepare content for website as needed.
- Serves on media on-call rotation team and responds to calls from the media during and after regular working hours, on weekends and holidays.
- Responds to routine, sensitive or urgent information requests in accordance with organization policies and guidelines and HIPPA regulations.
- Gathers information and escalates sensitive issues to appropriate management. Prepares and distributes media responses and press releases as needed.
KNOWLEDGE, SKILLS AND ABILITIES
- Excellent project management, planning and communications skills; creative, diplomatic and composed under pressure; exercises good judgment in engaging with others in online environments.
- Ability to collaborate with and counsel leadership and others on social media strategies, functions and applications to achieve marketing and communications goals.
- Highly organized, with a strong ability to manage multiple projects in a fast-paced environment.
- Ability to build a strategic media relations plan and implement multiple media outreach strategies simultaneously.
- Knowledge of the news cycle, and traditional and online media outlets.
- Ability to understand complex research and synthesize it into clear and concise oral and written communications for social and news media.
- Ability to build, in collaboration with experts, effective messages that resonate with key audiences.
- Ability to think strategically about how Children s mission and expertise might align with, influence or support community interests.
- Must be a creative and enthusiastic team player, with good sense of humor.
EDUCATION AND EXPERIENCE
- Bachelor s degree with focus on communications, marketing and/or journalism required.
- Minimum of 3 years demonstrated experience coordinating and managing social and news media in a corporate communications environment. with preference for formal PR training/background.
- Experienced and proficient with social media platforms, including, but not limited to blogs, Facebook, Twitter, Instagram, Pinterest, YouTube, TikTok, SnapChat, LinkedIn and other new and emerging channels.
- Experience in writing, editing, curating and crafting content for the social media space; excellent editing and proofreading skills.
- Experience pitching and placing op-eds.
- Experience with media monitoring software (e.g, Vocus or Cision).
- Experience training experts for on-camera, radio and print interviews
CERTIFICATIONS/LICENSURE REQUIREMENTS
- Accredited member of the Public Relations Society of America preferred
SPECIAL REQUIREMENTS
- Evening and weekend work is often required
EOE/Vets/Disabled