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Director, Public Relations and Media Strategy

USA - University Park, PA
14 Feb

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Director, Public Relations and Media Strategy


The Director will: Drive in-depth aggressive communication with a variety of national and local media; maintain key media contacts; effectively handle all components of proactive top tier media strategy from planning to pitch development to actual placement – driving accurate message-pull through; oversee development and maintenance of accurate media lists based on understanding of the complex media ecosystem – including connection with social and influencers – and individual influential reporters/editors; operate in a "newsroom" like mentality driving team to work in a fast paced environment – particularly working with research writers to bring science to the forefront; Work with research writers creatively planning how to disseminate key research taking place at the University in interesting formats to influential media; indicate strong understanding of Penn State strategies and stakeholders; identify proactive stories and driving pitching and engagement to increase coverage driving institutional awareness, perception and support; advise on optimal media monitoring and reporting and provide thoughtful analysis and feedback on results; drive relationship mapping: cultivate long-term reporter and outlet relationships and strong ongoing relationships with the University personnel whose expertise and specific stories will be offered to those media; articulate and promote the University's brand and distinction through the creative strategic identification, development, and dissemination of news; develop media strategies relevant to numerous initiatives, strategies and determine what compelling assets are required; generate ideas for media outreach/strategy; tie into key Presidential initiatives and trends; identify creative ideas and unique story opportunities that are outside-the-box, thinking visually and about how media wants to consume content in today's environment; develop and oversee day-to-day operations and relationships regarding the University's media relations policies, procedures, and technologies, including media research and monitoring services, media relations consultants, (...) supervise staff focusing on national/regional press opportunities and routine news releases and results monitoring, as well as coordinating with the social and internal teams to drive cohesive strategy, and deliberate management of the University's presence on a variety of platforms; engage across the teams to provide thoughtful suggestions for media components; work with a team of professionals to focus their time on proactive media and research story generation and development; work with University-wide colleagues to identify what is newsworthy, and work with University communications colleagues to secure and support – through development and delivery of informational, creative, and multimedia materials – ongoing, positive story placements on a regional, national, and international level; provide sound, well-informed, level-appropriate media strategy counsel to team and internal stakeholders; stay current with public relations, media relations, and social media trends, issues and opportunities, University Communications staff, and the broader University community, to understand and navigate the changing media landscape; join the AVP in supporting the President on his external communications plan and individual activities; position would be part of leadership team on the News and Media side of strategic communications; and, develop and implement year-long public relations strategy as a part of an overarching strategic communications plan that supports the University's mission and objectives, establish metrics, and help the AVP to report regularly on achievements. Typically requires a Bachelor's degree or higher plus ten years of related experience, or an equivalent combination of education and experience. A degree in communications or journalism, and a Master's degree, are highly desirable. Agency or higher education experience preferred. Showcase an extensive network of influencers, and an ability to maintain and develop key media contacts; experience pitching stories to national and local print, online, television and radio media required; integrated marketing and communications exposure/experience highly desirable. The successful candidate will have excellent media sense and very strong editing/proofreading skills; be able to counsel teams on media relations strategies for an array of topics while simultaneously juggling multiple projects. Personnel supervision experience required. A collaborative, highly articulate, and creative strategist, the successful candidate will be an effective, full-time leader, and a people manager/influencer with an inclusive, collaborative style. Discretion and trustworthiness are crucial as issues are managed on a daily basis. Successful candidate must be able to competently interact with a culturally and ethnically diverse population of students, faculty, and staff in compliance with the Americans with Disabilities Act.


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