Media Relations Strategist

National Education Association

1d•$83,141 - $127,427•Onsite

About The Position

The position supports the NEA’s strategic objective to focus the energy and resources of its 3 million members on public education by proactively promoting key NEA messages and supporting the execution of an earned media strategy across national, regional, trade, and specialty outlets. A successful candidate will be responsible for maintaining and developing media lists, creating press clips and reports, analyzing results, supporting the maintenance of relationships with media bookers and reporters, and developing strategies to increase the visibility of Association spokespeople and surrogates across TV networks, radio, digital streaming programs, podcasts, and more. Specifically, this position involves handling daily incoming media inquiries and interview requests and working with the communications team to determine the appropriate level of engagement and strategic response. Maintaining and developing media lists and maintaining a calendar of key dates, events, and opportunities for consideration in building out NEA’s media strategy. Maintaining a keen understanding of industry trends affecting the organization, its affiliates, public education, and unions, and making appropriate recommendations regarding communication strategy surrounding them. Developing compelling research-based talking points that help build narrative momentum and cut through the clutter of a crowded/competitive news cycle. Writing compelling, message-based media collateral in the form of op/eds, press statements, media releases, and compelling quotes ready for immediate media placement. Supports pitching Association leadership and surrogates for media appearances, including drafting pitches, handling the necessary logistics, and managing preparation and research. Supports the Senior Media Relations Strategists in cultivating, maintaining, and nurturing high-profile national print, broadcast, digital streaming, radio, and podcast relationships and partnerships on an ongoing basis. Supporting NEA’s presence at key events and identifying new opportunities for NEA leaders to engage key audiences and lift media narratives. Proofreading and copyediting media content using AP style and/or NEA style guide. Supporting and maintaining media relations management tools (e.g., Cision, Critical Mention, TVEyes, Headliner, CapCut, etc.). Producing daily/weekly press clips and reports for NEA in the News. Monitoring, evaluating, and analyzing media results and creating reports to show results, successes, and lessons learned from specific campaigns or events. Ensuring spokespeople and key surrogates’ hits are monitored in real-time, and clips are pulled for use in NEA’s owned content. Supporting various media trainings with leaders, members, and activists. This position is a DC-based position with NEA's headquarters building serving as the central workplace. Individuals hired for certain positions may request approval to telework in accordance with the policies and guidelines of the staff unit to which the position is assigned. Approval must be authorized by the respective manager and the NEA Executive Director, if required.

Requirements

Four years of public relations experience with a specific concentration in media pitching and writing for a range of media outlets and project management
Demonstrated experience implementing the full range of earned media strategies, including social media tracking of stories and use of social media for media outreach
Proven experience in communicating with media outlets
Excellent communication, planning, social media, and writing skills
Must be able to work extended hours on evenings and weekends
Frequent travel required
Demonstrated experience in building effective, long-term relationships with internal stakeholders
Demonstrated experience in building effective media relations into communications campaigns
Demonstrated understanding of how print and electronic communications can be coordinated to support media relations, paid media, development, and advocacy
Demonstrated understanding of media organizations and the needs of journalists
Demonstrated understanding of how initiatives in media relations, paid media, digital engagement, government relations, marketing, and development fit together in a successful communications strategy
Proven ability to take complex policy and repackage it for external users in a variety of compelling and easily understood formats
Outstanding written and verbal communication skills
Strong attention to detail
Ability to meet deadlines and navigate a fast-paced environment where priorities change rapidly
Strong proofreading and editing skills
Excellent instincts for what drives news cycles
Exceptional organizational, interpersonal, and presentation skills
Flexibility and a willingness to learn

Nice To Haves

Existing relationships and experience working with broadcast reporters, producers, and bookers
Experience using public relations and media monitoring software (ex. Critical Mention, Cision) to cut video clips for quick turnaround use
Proven record of ongoing communications, professional development, and training
Knowledge of the Center for Communications’ mission and strategic objectives

Responsibilities

Maintaining and developing media lists
Creating press clips and reports
Analyzing media results
Supporting the maintenance of relationships with media bookers and reporters
Developing strategies to increase the visibility of Association spokespeople and surrogates
Handling daily incoming media inquiries and interview requests
Working with the communications team to determine the appropriate level of engagement and strategic response
Maintaining a calendar of key dates, events, and opportunities for media strategy
Understanding industry trends and making recommendations regarding communication strategy
Developing compelling research-based talking points
Writing media collateral (op/eds, press statements, media releases, quotes)
Supporting pitching Association leadership and surrogates for media appearances
Supporting the cultivation and maintenance of national media relationships
Supporting NEA’s presence at key events and identifying engagement opportunities
Proofreading and copyediting media content
Supporting and maintaining media relations management tools
Producing daily/weekly press clips and reports
Monitoring, evaluating, and analyzing media results
Ensuring spokespeople and key surrogates’ hits are monitored in real-time
Supporting various media trainings