Public Relations Specialist - St. Lawrence Health

Job Title:  Public Relations Specialist

Department: Marketing and Communications

Location: Canton-Potsdam Hospital

Hours Per Week:  40

Schedule: Monday - Friday; 8am - 4:30pm

SUMMARY

The Public Relations Specialist is responsible for implementing communications, public relations, and media relations strategies to support Rochester Regional Health. The role will work and collaborate closely with key system leaders and presidents. The position has responsibility for community outreach, facilitating responses to media inquiries, monitoring news coverage perceptions, and proactively creating news/media opportunities. The role will generate positive and proactive media coverage through direct outreach, media releases, and advisories, thus leading to a positive perception of the business entity and the RRH brand overall. The role assists with media relations proactively and in response to comments, inquiries or issues. The position organizes, plans, and updates media plans, communications, and promotions, including engaging various audiences and stakeholders, ensuring that the business is appropriately positioned and that the organization's priorities are represented in the media and online.

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 in 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.

RESPONSIBILITIES

• Regularly prepares and implements communication plans which support business strategic goals.

• Collaborates with Communications and Public Relations leadership, physicians, and service line leadership, to develop and execute Public Relations 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.

• Partners with other Specialists and the Director of Communications and Public Relations, to create a media/content plan that will achieve key performance indicators and lead to positive coverage. Work closely with social media and colleagues to find, craft, and share engaging content.

• Measures and oversees monthly news and publicity tracking for business areas, ensuring data in the tracking software is correct and updated and adequately quantifies media relations outputs.

• Assists when media issues arise, helping to direct the response, drafting strategic communication response plans and any additional materials necessary. Anticipates reporter questions and perceptions and helps prepare spokespeople to respond appropriately.

• Collaborates 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.

• Coordinates, produces, and edits 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.

• Represents aligned business areas at public relations functions and on various internal committees and task forces, as requested.

• Maintains agency relationships and vendor relationships, as appropriate to responsibilities.

• Works collaboratively with RRH and regional marketing team members to assist in implementing strategies.

• Manage high-level video and photo initiatives with freelance videographers and photographers.

• Perform other duties as assigned.

REQUIRED QUALIFICATIONS

• Bachelor's degree in Communications, Public Relations, Marketing, or a related field required.
• 3 - 5 years of direct experience in public relations, journalism, communications, or media relations management required.

PREFERRED QUALIFICATIONS

• 3+ years in a health care setting is strongly preferred.
• Knowledge of local and regional media markets is preferred.
• Experience utilizing media monitoring tools like Cision, Critical Mention, or Meltwater preferred
• 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
• 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 pressure, 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 the communication of information and content.
• Excellent written and verbal communication skills, with strong conceptual skills.
• Excellent organizational 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.
• Experience crafting media releases for stories pitched to TV, radio, and print with tracked successful ROI.
   

EDUCATION:

BA (Required)

LICENSES / CERTIFICATIONS: 

PHYSICAL REQUIREMENTS:

S - Sedentary Work - Exerting up to 10 pounds of force occasionally Sedentary work involves sitting most of the time, but may involve walking or standing for brief periods of time. Jobs are sedentary if walking and standing are required only occasionally and all other sedentary criteria are met.

For disease specific care programs refer to the program specific requirements of the department for further specifications on experience and educational expectations, including continuing education requirements.

Any physical requirements reported by a prospective employee and/or employee’s physician or delegate will be considered for accommodations.

PAY RANGE:

$64,500.00 - $82,000.00Potsdam13676

The listed base pay range is a good faith representation of current potential base pay for a successful full time applicant. It may be modified in the future and eligible for additional pay components. Pay is determined by factors including experience, relevant qualifications, specialty, internal equity, location, and contracts.

Rochester Regional Health is an Equal Opportunity/Affirmative Action Employer.
Minority/Female/Disability/Veterans by a prospective employee and/or employee’s Physician or delegate will be considered for accommodations.