Kennedy Krieger Institute
Director, Public Relations and Social Media
Kennedy Krieger Institute, Baltimore, Maryland, United States, 21276
Overview
The Director, Public Relations and Social Media is responsible for creating and implementing a proactive public relations strategy and media outreach across all platforms. This role develops, directs, and executes initiatives to enhance the Institute's visibility, increase online engagement, spur event attendance, and raise awareness for giving opportunities with donor constituents. The incumbent will identify news and story opportunities; draft announcements and media releases; pitch to media to secure placements; create and place bylines; manage and coordinate media inquiries, interviews, and photo/video shoots; work with the Associate Vice President, Marketing and Communications to lead related strategies, tactics, and plans; conduct media training and coach Institute employees and SMEs; supervise assigned staff; oversee PR agency partners and contractors as needed; and advise leaders on opportunities to increase awareness and manage crisis communications while interfacing with senior leadership, the media, and the public. The incumbent may occasionally act as a spokesperson for the Institute as needed. Responsibilities
Lead the strategic and tactical planning of national, regional, and local media relations through online and social media, press materials, and digital news content. Develop editorial ideas, messages, and content that adhere to the Institute editorial style guide and align with branding, messaging, mission, and goals. Ensure editorial ideas, messages, and content support the objectives of centers, programs, school programs, research centers, and clinics. Identify news opportunities with internal departments and share with external agency partners; pitch and promote externally and with departmental teams. Identify, develop, and place stories and messages aligned with the Institute's mission across various media to ensure effective and accurate communication to key audiences. Lead the Public Relations and editorial team; manage projects and budgets; provide regular reports of KPIs (awareness, exposure, engagement) and demonstrate ROI. Manage the Institute’s social media and channel plans; monitor comments and craft appropriate responses. Review and direct incoming media inquiries to determine appropriate responses; coordinate interviews and shoots; screen opportunities to ensure alignment with Institute interests. Provide communications counsel and media training to management, leadership, and SMEs on topics such as research publications, patient profile stories, expert interviews, and crisis communications. Serve as a spokesperson for the Institute, in conjunction with the Assistant Vice President, Marketing and Communications. Lead development and execution of editorial content published by the Institute, liaising with external partners (e.g., Johns Hopkins Medicine, University of Maryland, Mount Washington Pediatric Hospital, AllChildrens, etc.). Lead PR production and distribution, including drafting press releases and communications with local, regional, and national media outlets. Provide leadership, guidance, supervision, and oversight to staff, external agencies, and contractors; review, track, and approve their work with regular ROI reporting. Lead the team to monitor benchmarks for measuring the impact of all communication platforms; report results and their contribution to marketing and communications efforts. Develop and maintain strong relationships with external media contacts; oversee media databases to ensure accuracy and regular reporting. Collaborate with internal teams to make strategic recommendations; work with the department’s creative team to update the online news portal and develop engaging content for earned social media through video, text, animations, still imagery, etc. Qualifications
Education: Bachelor’s degree in communications, public relations, journalism, writing, news media, marketing, English, fine arts, or related field required. Master’s degree in journalism or communications preferred. Experience: Minimum 7-12 years in communications or marketing; at least 5 years of supervisory experience; experience in non-profit, healthcare, or academic research settings preferred; experience with national and regional media, agencies, and partners with a track record of achieving media placements and engagement preferred.
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The Director, Public Relations and Social Media is responsible for creating and implementing a proactive public relations strategy and media outreach across all platforms. This role develops, directs, and executes initiatives to enhance the Institute's visibility, increase online engagement, spur event attendance, and raise awareness for giving opportunities with donor constituents. The incumbent will identify news and story opportunities; draft announcements and media releases; pitch to media to secure placements; create and place bylines; manage and coordinate media inquiries, interviews, and photo/video shoots; work with the Associate Vice President, Marketing and Communications to lead related strategies, tactics, and plans; conduct media training and coach Institute employees and SMEs; supervise assigned staff; oversee PR agency partners and contractors as needed; and advise leaders on opportunities to increase awareness and manage crisis communications while interfacing with senior leadership, the media, and the public. The incumbent may occasionally act as a spokesperson for the Institute as needed. Responsibilities
Lead the strategic and tactical planning of national, regional, and local media relations through online and social media, press materials, and digital news content. Develop editorial ideas, messages, and content that adhere to the Institute editorial style guide and align with branding, messaging, mission, and goals. Ensure editorial ideas, messages, and content support the objectives of centers, programs, school programs, research centers, and clinics. Identify news opportunities with internal departments and share with external agency partners; pitch and promote externally and with departmental teams. Identify, develop, and place stories and messages aligned with the Institute's mission across various media to ensure effective and accurate communication to key audiences. Lead the Public Relations and editorial team; manage projects and budgets; provide regular reports of KPIs (awareness, exposure, engagement) and demonstrate ROI. Manage the Institute’s social media and channel plans; monitor comments and craft appropriate responses. Review and direct incoming media inquiries to determine appropriate responses; coordinate interviews and shoots; screen opportunities to ensure alignment with Institute interests. Provide communications counsel and media training to management, leadership, and SMEs on topics such as research publications, patient profile stories, expert interviews, and crisis communications. Serve as a spokesperson for the Institute, in conjunction with the Assistant Vice President, Marketing and Communications. Lead development and execution of editorial content published by the Institute, liaising with external partners (e.g., Johns Hopkins Medicine, University of Maryland, Mount Washington Pediatric Hospital, AllChildrens, etc.). Lead PR production and distribution, including drafting press releases and communications with local, regional, and national media outlets. Provide leadership, guidance, supervision, and oversight to staff, external agencies, and contractors; review, track, and approve their work with regular ROI reporting. Lead the team to monitor benchmarks for measuring the impact of all communication platforms; report results and their contribution to marketing and communications efforts. Develop and maintain strong relationships with external media contacts; oversee media databases to ensure accuracy and regular reporting. Collaborate with internal teams to make strategic recommendations; work with the department’s creative team to update the online news portal and develop engaging content for earned social media through video, text, animations, still imagery, etc. Qualifications
Education: Bachelor’s degree in communications, public relations, journalism, writing, news media, marketing, English, fine arts, or related field required. Master’s degree in journalism or communications preferred. Experience: Minimum 7-12 years in communications or marketing; at least 5 years of supervisory experience; experience in non-profit, healthcare, or academic research settings preferred; experience with national and regional media, agencies, and partners with a track record of achieving media placements and engagement preferred.
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