|Primary Purpose||Leads public relations, media relations and issues/crisis management strategy for the university. Serves as an advisor to both the AVP and senior leaders on media relations strategy that elevates the university and its three campuses with local, regional and national media. Has expertise in issues management and crisis communications. Has excellent relationships with print, broadcast and digital media locally, regionally and nationally and deep experience in pitching and packaging stories. Develops a media relations strategy that is integrated with the university’s marketing, internal communications and web/digital strategies and oversees the university’s newsroom, sourcing stories that elevate Pacific’s reputation and brand. Serves as a senior member of the emergency management team and as a public information officer and university spokesperson. Supervises and mentors media relations student assistant(s) and has extensive relationships throughout the university and on its three campuses with faculty, staff, students and administrators. This position is located in Stockton.|
|Essential Functions||1. Operates with high level of autonomous decision-making to facilitate rapid media interviews and deploy subject matter experts for breaking stories; exercises sound judgment and confidentiality at all times. |
2. Serves as the university’s principal communications spokesperson as determined in partnership with the AVP of Strategic Communications.
3. Serves as trusted advisor to senior-level administrators (president, regents, vice presidents, deans) on media pitches, interviews, media training and strategic story development.
4. Develops and executes a strategic plan for media relations, including identification of key performance indicators.
5. Identifies, develops and produces news and feature stories, news releases, editorials, opinion pieces, advisories, experts lists, video stories, podcasts, social media campaigns and other rich news content that advances the university and elevates its reputation locally, regionally and nationally.
6. Oversees and manages university interactions with media to advance the university’s strategic priorities, including ghostwriting and placing op-eds, essays and letters to the editor, providing FAQs, talking points and other materials for faculty, staff and students, and planning and organizing press conferences and other media events.
7. Leads “earned” print/broadcast/digital media outreach strategy, with responsibility for the quality and effectiveness of news placements, experts lists, media advisories, pitches and other tactics in university’s three markets (San Joaquin, Sacramento, San Francisco regions).
8. Regularly measures and reports results of effectiveness of earned media outreach to university leadership and others.
9. Develops and oversees strategy for university’s online newsroom including content curation.
10. Manages crisis communications and proactively manages reputational issues, under direction of the AVP with other senior leaders.
11. Keeps abreast of social media conversations to monitor emerging reputational issues.
12. Serves as public information officer (PIO) on the Pacific Alert Team and in accordance with FEMA emergency management procedures and serves on the Pacific Alert Team policy group in the AVP’s absence.
13. Serves as a member of the crisis communications team; duties can range from giving guidance and advice, to writing statements and managing messages during reputational and other crises.
14. Collaborates with communications colleagues and other campus partners to integrate strategic message points across audiences and channels.
15. Modernizes Pacific’s media relations program by advancing the university’s digital strategy, elevating its storytelling, and leveraging new and multimedia to create and package stories.
16. Helps guide and coordinate the media efforts of professionals in schools, departments and programs.
17. Develops media training curriculum.
18. Delivers media training and general publicity and media advice to other university units.
19. Develops and cultivates relationships with media across all channels in the university’s three important markets; maintains regular contact with media sources and conducts at least two on-campus media events annually to pitch university’s strategic initiatives.
20. Leads strategy for the Media Sources Database, ensuring the university’s best subject matter experts are promoted, their information is current and reporters are seeking out university specialists; provides regular reports on database usage and effectiveness.
21. Responds to media requests in ways that comply with FERPA and other laws and policies, and that best showcases the university’s strengths and strategic priorities.
22. Stays up to date on new PR systems, best practices, applications and technologies.
23. Supervises and mentors student assistants and interns, assigning or directing work, evaluating performance and recommending professional development plans.
24. Oversees the university’s mass messaging system in emergency and crisis situations deploying communications and notifications to all students, faculty and staff.
25. Serves on event planning committees and/or is assigned media-related responsibilities for university’s signature events that could attract media interest or involvement, offering public relations advice and guidance.
26. Works in partnership with Special Events Coordinator, Police and Security personnel and others on planning and logistics for on-site media.
|Minimum Qualifications||1. Bachelor’s Degree in communications, public relations, new media, broadcast or traditional journalism. |
2. Ten (10) years’ experience in media relations, reporting or public relations, or related field in an education, non-profit or private sector setting.
|Preferred Qualifications||Master’s Degree. |
Skills/Knowledge and Expertise:
1. Advanced skills/experience in planning, executing and measuring strategic communications such as brand messaging, media campaigns, reputation management and crisis/issue management.
2. Advanced knowledge and proven expertise in media relations outreach and cultivation.
3. Comprehensive knowledge and proven expertise in developing robust, measurable media campaigns.
4. Demonstrated experience in leading and managing media relations, issues and crisis communications.
5. Effective relationship builder who can create expansive networks throughout the university with experts at all levels of the organization.
6. Experience cultivating relationships with top-level reporters and editors at traditional and new media outlets and experience pitching, producing and promoting stories and experts.
7. Excellent project management skills; able to manage several high-priority projects simultaneously in a fast-paced, heavy volume environment meeting budgets and deadlines.
8. Experience managing staff and students through excellent coaching, training and professional development, including creating defined annual work plan with a set of measurable goals and objectives.
9. Deep experience and understanding of social media and how to effectively monitor conversations on all channels.
10. Expert ability to produce and measure the effectiveness of high-quality content across a wide range of platforms, including social media, digital media and websites.
11. Demonstrated interviewing skills and an understanding of how to effectively use videography and photography, including on mobile devices (cell phones, tablets, etc.) for reporting.
12. Experience, expertise and sound judgment serving as a media spokesperson for an organization in all types of settings and high-pressure situations.
13. Impeccable writing, editing and presentation skills including ability to persuade and negotiate.
14. Experience working with colleagues on identifying good content, packaging stories for media, developing and designing effective communications plans, and analyzing results.
15. Experience exercising discretion, judgment and expertise to advise senior leadership, faculty, staff and students on sensitive issues to manage the university’s reputation; knows how to maintain calm and provide advice and counsel to help university leaders, faculty and staff manage high-pressure situations.
16. Positive attitude, proven ability to work successfully with diverse populations and demonstrated commitment to promote and enhance diversity and inclusion.
17. Ability to perform duties using highest level of confidentiality and discretion in sensitive issues.