Job Summary

Responsible for growing, shaping, and maintaining the hospital and health system brand with news media, influencers, consumers and collaborators. Identifies public relations opportunities, maintains media relations, and shares our story through external communications. Serves as a key member of the health system storytelling team, developing messaging to share our stories to advance awareness of our mission, vision and contributions to our community. Develops written communications including press releases, media pitches, features/stories, and print and digital communications. Supports development of videos to share key stories and advance awareness of the hospital's role in improving patient/family lives.

Job Specific Duties

• Drafts press releases, pitches stories, identifies PR opportunities, manages media lists, cultivates relationships and coordinates PR requests to maximize brand’s exposure locally/nationally. Adheres to department checklists and HIPAA requirements in coordinating media stories.
• Serves as PR liaison for philanthropic and clinical inquiries. Captures and shares daily news coverage with the extended team.
• Works with Marketing Analyst to develop monthly and quarterly PR reports and assess how we compare to our benchmark hospitals and local competitors.
• Responsible for being part of communications on-call rotation, serving as assigned 24 hours per day and during emergencies such as hurricanes to respond to the media and address other communications needs of the health system.
• Participates in developing institutional policies and procedures concerning the dissemination of information about the institution to the media while maintaining confidentiality.
• Serves as key member of the storytelling team, working collaboratively to develop compelling written content to share across all platforms, including hospital and foundation websites and internal and external e-newsletters and print collateral.
• Responsible for patient-related marketing initiatives including identifying patients and coordinating videos/photoshoots, speaking engagements, and event appearances for patients and their families.
• Works with the hospital’s staff (doctors, nurses, etc.) to identify new patient testimonials and PR stories. Assesses PR trends and proactively seeks opportunities for our clinicians to address these trends.
• Works with department leadership, risk management and administration in the development of responses to sensitive issues, maintaining confidentiality of all information associated with such issues.
• Assists in securing and developing success stories and testimonials in order to increase institutional appeal and support fundraising and community awareness-building opportunities.
• Works in collaboration with leaders to develop speaking points and other logistics as needed for key stakeholders including leaders, donors, patient families and more for media events.
• Obtains and maintains written consent for patient photos/video. Obtains all necessary approvals prior to any external communications.
• Supports the PIO function when Incident Command (IC) is open, helping to manage media requests, and provides updates to external audiences as approved by IC and more.
• Contributes to team proofreading of materials, including print and electronic content in English and potentially Spanish.
• Ensures the integrity of the hospital, health system and foundation brands ensuring alignment across all entities.
• Keeps abreast of industry trends and marketing/PR best practices.