Sr. Media Relations Specialist

Silver Spring, Maryland-Silver Spring
Sep 03, 2020
Sep 19, 2020
Full Time
The Senior Media Relations Specialist will participate and take an active role in the planning, implementation, management and evaluation of media/public relations activities for Children's National Health System in accordance with accepted national standards and administrative policies.


Minimum Education
Bachelor's Degree
Master's Degree (Highly Preferred)

Minimum Work Experience
5 years

Specific Requirements and Preferences
Related and progressive experience (Required)
Previous experience in healthcare and/or public/media relations agency (Highly Preferred)
Experience in hospital-based healthcare (Highly Preferred)

Required Skills/Knowledge
Experience developing public relations, marketing, advertising and digital communications strategies.
Excellent written communication skills, including writing for web, social media, marketing and traditional media and editing for all audiences.
Strong understanding of online communications and tools.
Experience with media distribution platforms and research and evaluation tools for marketing, advertising, web and media relations.
Ability to display initiative, work autonomously, and offer solutions to problems.
Consistently able to display independent thinking and assume responsibility for projects.
Displays sound judgment and is able to make independent decisions guided by the business goals of the department and organization.
Ability to work in a fast-paced environment, to manage multiple projects simultaneously and to prioritize workload.
Excellent verbal and written communication skills, including AP Style. Knowledge of MS Office.

Functional Accountabilities

External Media Relations
1. Develops and implements national/regional proactive PR plans for marquee and differentiating services and events. Works with marketing and digital leadership and internal communications to execute successful multi-platform plans
2. Manages and prioritizes across responsibilities: assigned service lines, incoming media calls, pitches, opportunistic stories, etc.
3. Writes and edits media materials, ranging from press releases, talking points, media advisories, messages
4. Maintains existing relationships with reporters, while building relationships with new reporters, through incoming media requests and proactive pitching
5. Coordinates and supports media team involvement in any institutional events, establishing themselves as a reliable member on the team

Strategic Communication Development
1. In collaboration with the Manager and Director , develop and execute PR plans for specific assigned priority services
2. Meets regularly with leadership, service physicians, and clinical staff, building strong relationships within the service
3. Identifies potential media story opportunities and works proactively with the Manager and Director to develop and execute an integrated media strategy and messages
4. Monitors news coverage of relevant priority services, proactively identifying communication opportunities
5. Develops service line and spokespeople media analyses as necessary

Intradepartmental Collaboration
1. Serve as a consultant to various teams and committees in developing and executing public relations and communications strategies
2. Recommend and implement strategies and tactics to meet team's goals and enhance Children's strategic goals
3. Collaborates and shares service line information with the internal, web, and marketing teams
4. Collaborates with peers, reporting out to the Manager, on the recruitment and management of the department's interns

PR Infrastructure and Planning
1. Participates in special projects such as high profile visits and tours that require the support of the media relations team
2. Identify , develop and media train key physicians and other speakers to become go-to quotable sources for media.

Organizational Accountabilities (Staff)
Organizational Commitment/Identification
1. Anticipate and responds to customer needs; follows up until needs are met
Teamwork/Communication 1. Demonstrate collaborative and respectful behavior
2. Partner with all team members to achieve goals
3. Receptive to others' ideas and opinions
Performance Improvement/Problem-solving 1. Contribute to a positive work environment
2. Demonstrate flexibility and willingness to change
3. Identify opportunities to improve clinical and administrative processes
4. Make appropriate decisions, using sound judgment
Cost Management/Financial Responsibility 1. Use resources efficiently
2. Search for less costly ways of doing things
Safety 1. Speak up when team members appear to exhibit unsafe behavior or performance
2. Continuously validate and verify information needed for decision making or documentation
3. Stop in the face of uncertainty and takes time to resolve the situation
4. Demonstrate accurate, clear and timely verbal and written communication
5. Actively promote safety for patients, families, visitors and co-workers
6. Attend carefully to important details - practicing Stop, Think, Act and Review in order to self-check behavior and performance

Children's National Health System is an equal opportunity employer that evaluates qualified applicants without regard to race, color, national origin, religion, sex, age, marital status, disability, veteran status, sexual orientation, gender, identity, or other characteristics protected by law.

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