Communications Manager

Employer
Erickson Living
Location
Springfield, VA
Posted
Jun 13, 2017
Closes
Jun 21, 2017
Hours
Full Time
SUMMARY: The Communication Manager will be responsible for supporting internal and external communications functions, as well as providing social media, crisis communications and targeted government relations support to designated communities (regional role). The position will play a key role in the planning and implementation of strategic communications to enhance Erickson Living's brand messaging and reputation on a local, regional, and national level. The incumbent will work under the direct supervision of the Director of External Communications, as well as work collaboratively with the Director of Marketing Integration and Director of Internal Communications. ESSENTIAL DUTIES AND RESPONSIBILITIES: Media Relations: Working with media for the purpose of informing the public of Erickson Living's mission, policies, practices and products in a positive, consistent and credible manner. Strategic Planning and CoordinationParticipate in bi-weekly meeting with the Director of External Communications, Director of Internal Communications and representatives of the Brand Marketing Team.Track media coverage of industry trends and explore opportunities for Erickson Living to differentiate itself from its competition by sharing its distinct philosophies/ approaches/ offerings.Developing monthly editorial calendars to identify targeted story pitches that support the organization's strategic positioning and objectives. Develop appropriate talking points and briefing materials for company leaders and others who are scheduled for media interviews.Relationship BuildingDevelop and maintain relationships with news media representatives who cover the industry locally, regionally, and as appropriate, nationally.Work closely with internal/external stakeholders to develop story ideas and execute media relations opportunities. Media Outreach and EngagementWork with community leadership and corporate partners to support onsite visits by news media representatives.Develop creative story pitches and well-written press releases that contain information considered to be "newsworthy."Support new community development/openings through media relations.Serve as a spokesperson for designated communities.EvaluationMonitor media coverage and evaluate outcomes based on the Barcelona Principles.Qualitative Evaluation: Will be based on impressions among stakeholders or target audiences (not total impressions).Quantitative Evaluation: Will be based on: tone of coverage; credibility and relevance of message delivery; inclusion of third-party or company spokesperson; and, prominence of placement as relevant to the medium.Develop quarterly report of media coverage utilizing new evaluation model and submit to Director of External Communications. Internal Communications: Strategically leverage the company's existing assets to expand current information-sharing with the company's employees. Strategic Planning and Content ContributionsDevelop monthly editorial calendars to increase frequency of story placements and strategic messaging in eLink and company's Leadership Link.Contribute content for annual meeting program to help ensure the event is compelling and relevant.Support transforming the format and content of Community Town Halls and All-Staff Meetings.Contribute content for Community Newsletters and contribute weekly "quick-hit" emails that contain information for supervisors to share with their teams.Leverage publications/organization awards programs to share how Erickson Living is an employer-of-choice.Innovations Explore effectiveness of new internal communication strategies, such as employee video series, quarterly enterprise newsletter delivery to employees' homes, and coffee connections.EvaluationMeasure awareness and response to key messages via periodic surveys. Develop a quarterly report for Director of Internal Communications to share findings of tested internal communication concepts. Community-Based Social Media: Serve as a regional administer for designated community Facebook sites. Also, incumbent will share assigned community content and participate in social networking via Twitter. Strategic Planning Develop monthly editorial calendars to identify content opportunities for target audiences.Partner with community leadership to gain access to information and photos that can be utilized for social media placement.Social Media Application Utilize social media channels as a platform to amplify strategic media placements and bolster inbound links to support SEO positioning. Leverage the social media resources/information being routinely provided by the company's social media team. EvaluationWork in partnership with the company's social media team to develop Facebook evaluation criteria/measurement methods. Specific methods to be utilized include: Media content analysis, engagement and audience growth trends, web and search analytics, and sales and CRM data traceable to social media initiatives. Other Core Position Responsibilities Crisis CommunicationsSupport community leadership by providing internal and external communication support in response to minor or major critical incident.Government RelationsSupport select government relations initiatives, including with media relations support, as approved by the Director of External Communications.DevelopmentSupport new community development/openings through limited event planning.KNOWLEDGE, SKILLS and ABILITIES:To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. Excellent writing, editing and verbal communications skills, service oriented with exceptional project management skills. Must be proficient in AP style.Strategic thinker with demonstrated competency in communications strategy, planning and implementation of plans and tactics.Experience with traditional and new channels and technologies aimed to reach a broad spectrum of stakeholders in a geographically-disperse, highly-matrixed company.Demonstrated experience and skills with crisis and media relations.Excellent judgement and creative problem-solving skills, including familiarity of change management principles.Ability to navigate effectively in a changing environment and plan for future needs.Proven track record of earned-media and social media success EDUCATION AND EXPERIENCE:Bachelor's degree in journalism, public relations, communications, integrated marketing, or related field is required. Excellent writing skills - writing samples are required.Minimum of five years progressive experience in communications/public relations is required.Proficiency in computer applications, including Microsoft Office, Google applications, etc.