Public Relations Manager

Location: Washington, DC
Date Posted: 09-28-2017
BASIC FUNCTION:
The Public Relations Manager, Howard University Hospital (HUH), reporting jointly to the Chief Executive Officer, HUH and Vice President of Communications for Howard University, is responsible for the development of public relations and reputation building strategies to enhance the Hospital’s reputation locally, nationally and internationally. The successful candidate plays a key role in planning, developing and managing a wide range of communications strategies.  
 
The ideal candidate will be a collaborative and engaging self-starter with a passion for Howard University Hospital’s mission and a demonstrated track record of success cultivating positive stories, media relations and shaping public opinion and discourse in print, broadcast media, and grassroots PR efforts.
 
Thinking and acting strategically and with superb strategic insight and judgment, he/she will develop content reflecting the Hospital’s brand and strategic objectives and employ a wide range of tactics and tools to ensure that key messages and stories reach target audiences and have an impact. 

Serving as the lead point of contact for Hospital communications, the Manager will develop strategies to effectively engage the news media, influence key audiences through storytelling and community relations work, as well as strategic communications plans that includes institutional positioning, messaging, media relations, issues management, and crisis communications.
 
The incumbent will develop and draft presentations, web stories, newsletters, press releases, feature stories, fact sheets, etc., and align the content with key university and hospital messages accordingly.

SUPERVISORY ACCOUNTABILITY:
No supervisory responsibility.

NATURE AND SCOPE:
Internal contacts include internal stakeholders such as the HUH caregivers, Howard Faculty, Administrators, Staff and Students. External contacts include radio, television and print media as well as the public.

PRINCIPAL ACCOUNTABILITIES:
Maximizes positive exposure for HUH and its team of caregivers.

Serves a key role in proactive PR and managing media requests for the hospital. Develops and maintains positive ongoing relationships with reporters, key influencers, etc.
 
Advises HUH’s CEO and Howard Vice President/CCO as appropriate on critical issues, trending topics and emerging opportunities. Develops and executes timely and concise strategies as required.

Develops and implements a public relations program and plan that details the strategy, tactics, messages, channels, outcomes and measurements to achieve organizational success.

Ensures the brand voice and values of HUH are communicated in a consistent manner throughout all PR efforts.

Works collaboratively across HUH and with other key University stakeholders to develop public relations strategies to promote key initiatives.

Creates unique and compelling written communications to share across channels, including media kits, op-eds, holding statements, talking points, executive media interview briefs, news releases, website content, social media content and fact sheets.

Builds capacity for and executes a successful reputation building program for HUH, including storytelling initiatives across a variety communications channels.

Ensures compliance with media policy across the enterprise; develops new recommendations for HUH news and social media policies, as needed.

Develops monthly dashboard of activities and accomplishments.

Performs other related work as required.

CORE COMPETENCIES:
Experience with and knowledge of media outlets that cover issues germane to Howard University Hospital, higher education in general and historically black colleges and universities.

Excellent oral and written communications skills, including news and promotional writing skills.

Strong writing and editing skills; must be proficient in AP Style.

Solid Media Relations instincts, with proven track record of media and social media success.

Proven ability to juggle multiple priorities and meet deadlines. 
Excellent organizational and time management skills.

Collaborative, team-player.

Ability to establish priorities, meet deadlines and deliver quality customer service.

Ability to think critically and analytically.

Adaptable; ability to work independently and across teams. 

Track record of using good judgment and making sound decisions that demonstrate problem-solving ability, adaptability, and responsiveness to change.

Able to artfully and rapidly devise and execute strategic, timely and rapid response in a crisis communication situation.
Demonstrated attention to detail to ensure the accuracy of information.

Ability to establish and maintain effective and harmonious work relations with faculty, staff, students and the public, and work effectively with people from a variety of culturally diverse backgrounds.

CARES CRITERIA:
Must demonstrate collaboration; accountability; respect; excellence; and service.
 
Works with team members and peers in and outside of their immediate work group to create an exceptional experience for patients, students and other visitors; looks for ways to achieve departmental/institutional results by partnering.
 
Accepts responsibility for his/her actions to provide health care and or ancillary functions in a highly efficient and compassionate manner.  The employee must function as a Steward (Have Ownership) of the Howard values that foster a commitment to improving the patient and student experience, organizational efficiency and the environment.
 
Embraces diversity; cares holistically for those we serve; treats all as we would like to be treated; manages the patient’s right to privacy with meticulous care 100% of the time and keeps patient and proprietary information about the institution confidential.
 
Anticipates the patient’s and student’s needs, presents as a model representative of the institution and maintains high standards of care while striving to improve performance and create exceptional experiences for our customers.
 
Behaves in a friendly, resourceful and professional manner towards all they encounter; treats patients, students and visitors in the same way that they would want their family members or themselves to be treated.
MINIMUM REQUIREMENTS:
Bachelor’s degree; masters preferred. Must have a minimum of five to seven years of full time professional experience in progressively responsible positions in communications, media relations, journalism or related fields. Higher education or experience within large complex institutions preferred.

Note: This position description should not be construed to imply that these requirements are the exclusive standards of the position. Incumbents will follow any other instructions, and perform any other related duties, as may be required. The university has the right to revise this position description at any time. This position description is not to be construed as a contract for employment.
 
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