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MEDIA RELATIONS STRATEGIST, SR.
Job Title: MEDIA RELATIONS STRATEGIST, SR.
Job Code: 5496
FLSA: E
Job Level: G1
Revised Date: 05/01/2007
Supervisory Responsibility: NO
General Description of the Job Class
Plan, develop, implement and analyze strategic comprehensive and diversified media relations programs and tactics to support Duke Medicine strategic objectives and strategic plan, and accrue value to the Duke brand through local, regional and national news exposure.
Duties and Responsibilities of this Level
- Create strategic media relations plans and successfully implement tactics aligned with strategic objectives for assigned therapeutic areas or stories.
- Analyst local, regional and national print, broadcast and online media coverage for trends that would influence our media relations tactics, opportunities, etc.
- Develop close, mutually productive personal working relationships wit key national reporters.
- Exercise expert judgment in identifying negative or threatening media issues or inquiries and exhibit leadership in developing strategic and timely responses.
- Create, develop and place news stories in key target media from start to finish.
- Provide strategic media relations counsel and preparation to faculty and Duke Medicine leadership regarding interviews and potential interview opportunities.
- Provide in-depth media training for target faculty, to include analytical assessment of media environment, recent trends in print and broadcast news coverage, and hands-on training to improve the quality of faculty presentations.
- Exercise expert judgment in triaging incoming media requests to determine priorities.
- Proactively assess day-to-day media environment and seize opportunities that are available for increased exposure.
- Assess effectiveness of media plans in supporting department goals and Duke Medicine objectives, by designing, administering and analyzing the results of various assessment tools (such as surveys, focus groups, and personal interviews).
-Develop and maintain effective working relationships with key internal contacts, strategic reporters/news outlets, as well as representatives from new media/online sources and medical/scientific organizations.
- Thoroughly analyze media coverage of medical/healthcare topics. Use understanding of decision making within each news organization to effectively compete for space.
- Advise experts in writing and placing online essays/articles on topics being covered in priority media.
- Produce videotaped news products to support all major news pitches.
- Develop and implement strategic tactics to use ???new media???.
Perform other related duties incidental to the work described herein.
Required Qualifications at this Level
Education
Work requires the ability to write effectively in several different formats and styles, identify stories that have the elements necessary for success, understand the components of effective and successful video production and online communications, and edit copy normally acquired through attainment of a bachelor's degree in Journalism, English or a related discipline.
Experience
Work requires a minimum of five years of extensive media relations or news reporting experience. Skilled in understanding print, broadcast and online media, with demonstrated ability to analyze media trends and create strategic media plans accordingly, excellent relationship building and interpersonal skills, and news production. OR AN EQUIVALENT COMBINATION OF RELEVANT EDUCATION AND/OR EXPERIENCE
Degrees, Licensure, and/or Certification
NA
Knowledge, Skills, and Abilities
NA
Distinguishing Characteristics of this Level
NA
The intent of this job description is to provide a representative and level of the types of duties and responsibilities that will be required of positions given this title and shall not be construed as a declaration of the total of the specific duties and responsibilities of any particular position. Employees may be directed to perform job-related tasks other than those specifically presented in this description.
Duke University is an Affirmative Action/Equal Opportunity Employer committed to providing employment opportunity without regard to an individual's age, color, disability, gender, gender expression, gender identity, genetic information, national origin, race, religion, sex, sexual orientation, or veteran status.
Duke aspires to create a community built on collaboration, innovation, creativity, and belonging. Our collective success depends on the robust exchange of ideas-an exchange that is best when the rich diversity of our perspectives, backgrounds, and experiences flourishes. To achieve this exchange, it is essential that all members of the community feel secure and welcome, that the contributions of all individuals are respected, and that all voices are heard. All members of our community have a responsibility to uphold these values.
Essential Physical Job Functions
Certain jobs at Duke University and Duke University Health System may include essential job functions that require specific physical and/or mental abilities. Additional information and provision for requests for reasonable accommodation will be provided by each hiring department.
