Manager, Public Relations – (24000016)

Description

The Public Relations Manager develops and oversees the implementation of external communications strategies that support the organization’s strategic goals. Promotes and protects the excellent reputation of the organization and ensures a broad understanding of the value and relevance of the organization to all stakeholder groups through both earned and owned media channels. Oversees a variety of external communications needs, including the creation of comprehensive external communication plans for major announcements. Oversees a team of media relations and social media staff members. Generates robust, positive coverage of organizational news, events, and accomplishments, helps establish Children’s National experts as national thought leaders, promotes the discoveries of the research enterprise, promotes pediatric health information of value to the public, and engages key audiences through compelling content. Serves as a key member of the organization’s crisis response team. Serves as an organizational spokesperson. Organizes and manages events such as press conferences. Serves as a liaison with local and regional communications officials; and works with department and hospital management on crisis and issues communications. Maximizes the use of the department’s media research/distribution/analytics platforms, researching and recommending appropriate tool kits for advancing the public relations functions.

Qualifications

Minimum Education

• Bachelor’s Degree (Required)

Minimum Work Experience

• 7 years’ related and progressive experience (Required)

Required Skills/Knowledge

• Understanding of the local, regional, and national earned media environment.
• Editing copy and knowledge of AP style.
• Ability to manage multiple projects simultaneously effectively while meeting rapid-turn deadlines.
• Understanding of and experience with digital communications and online communications and tools.
• Understanding of and experience in measuring PR results, monitoring and tracking outcomes.

Functional Accountabilities

Management

• Works effectively as a member of an integrated team that includes close working relationships with managers in marketing, digital, corporate communications, physician relations, and fundraising.
• Develops relevant systems for measuring and reporting success across all of the areas supervised.
• Collaborates with the department in standardizing tool sets for effective cross-functional success.
• Ensure strong project management across all areas supervised with a focus on organizational goals.
• Observe and ensure team adherence to all organizational and departmental policies and procedures.
• Provide sound strategic counsel to—and share expert knowledge with—leaders and managers across the organization.
• Facilitate and require system-wide adherence to organizational brand standards and communication, marketing, and digital channel policies and procedures as authorized within the role.
• Continuously strengthen the systems of collaboration with other departments and entities that have interfacing responsibilities as well as those seeking services or consultation.
• Ensure the successful recruitment, hire, training, development and direction of staff to work as effective teams, supporting a culture of ongoing professional growth and strengthening retention.
• Provide timely coaching and performance feedback to those directly supervised and ensure effective management of the teams overseen.
• Prepare and manage an annual budget.
• Create the team organization to best cover the breadth of external communication needs of the organization.
• Maximize use of the department’s media research/distribution/analytics platforms, researching and recommending appropriate tool kits for advancing the public relations functions.
• Identify when the use of external agencies and consultants is needed and oversee the work of these agencies.

Functional

• Guide development and implementation of national and/or regional pro-active PR plans that differentiate and elevate the visibility of services, innovations, programs, and events, driving engagement or action.
• With supervisor, ensure coordination with marketing, digital, and internal communications teams to deliver integrated plans and consistent messaging.
• Build strong relationships with service physician and clinical leadership.
• Respond rapidly and appropriately to issues that pose either an opportunity or threat to the organization’s reputation.
• Develop strong, mutually beneficial relationships with reporters, bloggers.
• Generate robust, positive coverage of organizational news, events, and accomplishments through:
  • Establishing systems to identify compelling news and feature stories across the organization
  • Ensuring the systems and training for the team to identify relevant outlets, reporters, and influencers, ensuring persuasive pitches that highlight the value and relevance of the story to the targeted outlet.
• Help establish Children’s National leaders and experts as national thought leaders.
• Serve as a key member of the organization’s crisis response team; and act as an organizational spokesperson as appropriate.
• Organize and manage events such as press conferences.
• Promote the discoveries of the research enterprise and promote pediatric health information of value to the public and engage key audiences through compelling content.
• Promote the services and value of the organization and engage key audiences through compelling content.
• Ensure coordination with marketing, digital, and internal communications teams to deliver integrated plans and consistent messaging.
• Serve as a liaison with local and regional communications officials.

Organizational Accountabilities

Organizational Accountabilities (Staff)

Organizational Commitment/Identification

• Anticipate and respond to customer needs; follows up until needs are met.

Teamwork/Communication

• Demonstrate collaborative and respectful behavior.
• Partner with all team members to achieve goals.
• Receptive to others’ ideas and opinions.

Performance Improvement/Problem-solving

• Contribute to a positive work environment.
• Demonstrate flexibility and willingness to change.
• Identify opportunities to improve clinical and administrative processes.
• Make appropriate decisions, using sound judgment.

Cost Management/Financial Responsibility

• Use resources efficiently.
• Search for less costly ways of doing things.

Safety

• Speak up when team members appear to exhibit unsafe behavior or performance.
• Continuously validate and verify information needed for decision making or documentation.
• Stop in the face of uncertainty and take time to resolve the situation.
• Demonstrate accurate, clear, and timely verbal and written communication.
• Actively promote safety for patients, families, visitors, and co-workers.
• Attend carefully to important details – practicing Stop, Think, Act, and Review to self-check behavior and performance.

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