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Associate Director, Earned Media

3 months ago

Phoenix, United States Banner Health Full time

POSITION SUMMARY


This position manages the organization’s earned media function to ensure organization and coordination of news media organization outreach and response. This position will ensure that topics for earned media outreach effectively promote Banner Health’s mission, values, vision, brand and other organizational strategies and priorities. This position works collaboratively with other areas of Customer & Brand Experience (CBE) to ensure maximum leveraging of earned media across multiple communications platforms and audiences. This position manages the earned media on-call schedule, earned media monitoring and helps support social listening. This position provides regular performance results via dashboard.

CORE FUNCTIONS
1. Manages “traffic” related to news media organization outreach and response. This involves coordination of earned media specialist contact with reporters/bloggers to ensure efficiency as well as prevention of multiple Banner contacts of same reporter. This involves coordination of timely responses to requests by earned media organizations. Ensures press releases, postings and other communications content from the earned media team are well written and accurate.

2. Manages proactive earned media outreach through “pitches,” press releases and digital postings that increase customer preference and awareness of the Banner brand. This is accomplished by ensuring that Banner Health brand strategies and objectives are strongly positioned within “pitches”, postings and press releases.

3. Ensures that appropriate spokespeople are chosen to represent the Banner Health brand in earned media interviews. This includes the implementation of a standard earned media briefing for interviewees that helps orient them to interview context and questions.

4. Hires, trains, conducts performance evaluations and supervises workflow for Earned Media staff which includes establishing priorities, workloads, as well as determining resource needs.

5. As needed, will act as Banner spokesperson when necessary and add to the creative process for “pitches,” writing postings and press releases.

6. Manages earned media placement monitoring across offline and online media sources, and prepares appropriate regular reports from this monitoring that will track earned media progress towards its performance goal(s). Incumbent plays a lead role in the development and management of an online newsroom.

7. Management of earned media activities across Banner Health to maintain, enhance and protect Banner’s reputation among customers in the general public and within the health care industry. This position will lead a team of earned media professionals as well as provide team members with business guidance as needed. This manager is able to foresee and resolve customer issues and provide solutions that meet the needs of the organization. Incumbents are to manage resources to resolve conflicting objectives and priorities and to stay within budget guidelines. Customers of this position include, but are not limited to internal and external: leadership (system, hospital-based, medical groups and networks), staff, patients and visitors, consumers, medical staff, regulatory agencies and agency partners.

MINIMUM QUALIFICATIONS
Must possess a strong knowledge of public relations, earned media industry process and/or marketing as normally obtained through the completion of a bachelor’s degree in business administration, marketing, journalism or related field.

Skill level typically achieved through five-plus years’ experience in public relations, communications, and/or marketing. Proven experience leading a team of highly motivated communication professionals, and the ability to manage multiple projects and initiatives simultaneously. Excellent writing, editing and presentation skills. Ability to develop and implement strategic communication plans and campaigns. Must possess excellent organizational and planning skills. Superior project management and time management skills. Self-motivated with a positive and professional approach to management, and great interpersonal skills.

PREFERRED QUALIFICATIONS
A working knowledge of major trends in health care, mass communication and the earned media industry process is preferred. Knowledge and experience with nonprofit marketing communications preferred.

Additional related education and/or experience preferred.

EOE/Female/Minority/Disability/Veterans

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