SR. Director PR & Strategic Communications
- Full Time
Develop and execute internal and external communications strategies and initiatives to aid in the achievement of key organizational goals as outlined in the PRSA Strategic Plan, among them:
- Increasing understanding of role and value of public relations, thereby demonstrating its strategic importance and enhancing its reputation; identifying and providing guidance on current ethical issues concerning practice of public relations; and championing importance of a diverse profession.
- Establish PRSA as an organization that facilitates engagement, connections and relationships that support their careers and enrich their professional and personal lives.
- Establish PRSA as a world-class source of exceptional, relevant lifelong learning opportunities.
Thought Leadership. Proactively and reactively identify opportunities for PRSA leaders to comment on issues of importance and concern to the public relations profession. Establish and cultivate key media relationships, arrange media interviews, manage organizational response to media inquiries, prepare message points, develop briefing books and write public statements consistent with organization’s messaging. Develop and execute creative and strategic media events. Establish partnerships with allied organizations to augment organization’s thought-leadership objectives. Leverage and share PRSA content across multiple communications channels. Aggregate data and trends for the public relations profession. Merchandise results of efforts in PRSA’s online newsroom.
- Advocacy. Develop, execute and promote PRSA campaign to increase understanding of public relations’ role and value, provide guidance on ethical issues and champion importance of a diverse workforce. Develop opinion editorials (Op-Eds), letters to the editor, public statements, blog posts, blog and article comments and bylined articles. Arrange media interviews. Maintain relevant PRSA webpages. Leverage and share PRSA content across multiple communications channels.
- Social Media. In addition to roles and responsibilities mentioned elsewhere, manage PRSA’s flagship blog, PRSAY; use social media tools, including tweets, Facebook and Google+ posts, LinkedIn discussions, tweet chats, Skype interviews, Pinterest, Google Hangouts, YouTube etc., to engage members and non-members around Society thought leadership, advocacy platforms and news; develop special series of blog posts to commemorate Black History Month, PRSA Ethics Month, Hispanic Heritage Month and to take a deeper look at interesting or complex subjects.
- Public Affairs. Identify, research, track and comment on legislative and regulatory issues related to the work, principles and tactics of the profession. Develop and put forward PRSA positions through public statements, blog posts, blog and article comments, press releases, interviews, formal commentary, Op-Eds, letters to the editor, Congressional testimony and Member communications. Work with allied organizations to develop consensus positions, when necessary and beneficial.
- Executive Communications. Provide external and internal communications counsel and support to PRSA staff and volunteer leaders. Develop speeches, remarks, event scripts, presentations, letters, eGroup postings and Member communications. Identify, manage and leverage national and local speaking engagements.
- Staff Liaison. Serve as staff liaison to volunteer-led Advocacy Advisory Committee and Board of Ethics and Professional Standards. Develop and manage department budget. Prepare status reports for Board review.
- Evaluation. Gauge effectiveness of Society’s thought leadership, advocacy and public affairs efforts to measure Public Relations Department’s contributions to achievement of Society’s goals.
- Manage department staff and third-party vendors.
In addition, “stay on top of the news” and provide direction and coordination regarding which breaking news stories offer PRSA opportunities to either demonstrate thought leadership, offer expert commentary, or even position PRSA benefits, as part of the “Content Strategy”.
Working with stakeholders, volunteers, and management, set overall program goals. In addition, look for daily opportunities to raise PRSA’s profile on these issues thru media relations, messaging, focus groups, summit meetings, press events, opinion editorials (Op Ed’s), letters to editors, web site projects, and member communications.
Bachelor’s degree, advanced degree preferred in communications, public relations or journalism. APR preferred but not required.
7-10 years’ experience, experience managing and developing staff. Budget experience required.
Some Travel Required