Public Relations Specialist II

06 Sep, 2022


Public Relations Specialist II

Christus Health
Tyler, TX


This position is responsible for implementing communications, public relations, and media relations strategies to support the Northeast Texas regions of CHRISTUS Health, which include facilities such as CHRISTUS Trinity Mother Frances, CHRISTUS Good Shepherd, and CHRISTUS St. Michael. To accomplish this, the Specialist will work under the direction of CHRISTUS Health’s Public Relations Director and collaborate closely with the System Director of Communications and Public Affairs as well as key system leaders and ministry CEOs. The Specialist has responsibility for community outreach, responding to media inquiries, monitoring news coverage perceptions, and proactively creating news/media opportunities. The Specialist will generate positive and proactive media coverage through direct outreach, media releases, and advisories, thus leading to the positive perception of the local CHRISTUS entity and the CHRISTUS brand overall. The ideal candidate will have the ability to collaborate closely with the Social Media team to share content and story ideas and develop strong relationships with various influencers, community members, community leaders, media departments, and journalists. Must have strong skills with effective crisis communication planning and delivery and effectively advise executives in crisis communication response. Must be able to travel and work various hours & locations based on the organization’s needs.

Specifically, the Specialist assists with media relations proactively and in response to comments, inquiries or issues. The Specialist organizes, plans, and updates media plans, communications, and promotions, including engaging various audiences and stakeholders, ensuring that the Northeast Texas region is appropriately positioned and that the organization’s priorities are represented in the media and online.

The Specialist is in a position to interface daily with various publics and constituents, including senior leadership at system and ministry levels, Communications Council, community and political leaders, and CHRISTUS Associates. The Specialist will be privy to and responsible for protecting the integrity of confidential corporate information, including strategic plans, financial information, risk management situations, and patient information. The Specialist is called upon to make important judgment calls about materials prepared for the media that represent CHRISTUS positively and consistently and to speak on the system’s behalf.

  • Regularly prepare and implement communication plans which support the ministries’ strategic goals.
  • Collaborating with CHRISTUS Health’s PR Director, physicians, and service line leaders, develop and execute PR strategies and campaigns to engage the media and lead to favorable stories.
  • Pitch stories to the media and coordinate news coverage. Identify key topics of national and local interest and conversations of interest to the media. Identify key members of the media and their areas of interest/specialization.
  • Working with other Specialists and CHRISTUS Health’s PR Director, create a media/content plan that will achieve KPIs by leading to positive coverage. Work closely with social media and colleagues to find, craft, and share engaging content.
  • Measure and oversee monthly news and publicity tracking for South Texas regions, ensuring data in the tracking software is correct and updated and adequately quantifies media relations outputs.
  • Assist when media issues arise, helping to direct the response, drafting strategic communication response plans and any additional materials necessary. Anticipate reporter questions and perceptions and help prepare spokespeople to respond appropriately.
  • Collaborate across departments to stay proactive on key issues/messages and ensure consistent branding, messaging, and responses when pitching stories to the media or responding to requests for comment.
  • Coordinate, produce, and edit various communications, including but not limited to magazine and news articles, newsletters and news releases, memos and bulletins, and communications/presentations for meetings and special events.
  • Represent regions and the CHRISTUS system at public relations functions and on various internal committees and task forces, as requested.
  • Maintain ad agency relationships and vendor relationships, as appropriate to responsibilities.
  • Work collaboratively with CHRISTUS Health Communications and Creative Services and Marketing Team members to assist in implementing strategies.
  • Perform other duties as assigned.


  • Ability to organize and prioritize work, balancing interruptions, distractions, and fluctuating workload
  • Ability to establish and meet critical deadlines
  • Self-starter with the ability to accomplish and take appropriate steps to achieve success
  • Ability to collaborate with internal and external customers
  • Bachelor’s degree in Communications, Public Relations, Marketing, or related field required.
  • Experience crafting media releases for stories pitched to TV, radio, and print with tracked successful ROI.
  • Ability to travel occasionally.
  • Ability to use a computer for extended periods, including word processing, presentation, spreadsheet, social media, and various graphics and video programs.
  • Ability to work extended hours occasionally, including some weekends and evenings.
  • Must be able to work rapidly, under presure, and with frequent interruptions.
  • Ability to prepare and format information for external distribution, such as drafting letters, and memos, compiling data for reports, editing, proofreading, and other duties related to communication of information and content.
  • Excellent written and verbal communication skills, with strong conceptual skills.
  • Excellent organization skills.
  • Excellent crisis communications skills, with the ability to exercise discretion in working with sensitive organizational information.
  • Must possess strong project management skills, including but not limited to content and creative positioning, presentations, and video and event planning.
  • 3 – 5 years of direct experience in marketing, communications, or media relations management
  • 3+ years in a health care setting is strongly preferred but not required.
  • Knowledge of Northeast Texas media markets preferred but not required.
  • Experience utilizing media monitoring tools like Meltwater preferred but not required.

Work Type:

Full Time

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Job posted: 2022-09-06