Public Relations Manager

Bronson Healthcare

About The Position

The Public Relations (PR) Manager is a strategic thinker with exceptional writing skills who can develop and execute effective multi-channel communication plans that target community, media, patient, physician, and employee audiences. The position is responsible for managing day-to-day PR and corporate communications activities including systemwide media relations, reputation management, emergency preparedness, leadership communication and presentation support, and other communications initiatives. This position acts as a liaison and resource between members of the media, community leaders and organizations, association colleagues, and Bronson leadership and medical staff to promote transparency, build trust and foster collaboration to improve the health and wellness of the communities we serve. This PR Manager also works with healthcare professionals inside the organization to cultivate stories and identify publicity and community relations opportunities that showcase the expertise of Bronson clinicians and the services Bronson provides. This position works closely with other members of the PR and marketing team to ensure consistent brand message and communication across audiences and channels, and represents Bronson at meetings and events throughout the community. Reports to and works closely with the System Director of Internal Communications and Public Relations.

Requirements

Bachelor’s degree in marketing, communications, public relations, business administration or related field.
Minimum of 10 years professional experience with a strong background in corporate communications, strategic communications, media relations, social media and internal communications.
Healthcare experience required.
Extensive knowledge of public relations practice, writing for a variety of audiences, and a proven track record of results-based implementation of communications strategies.
Significant analytical ability and independent judgment required.
Must be able to handle confidential information.

Nice To Haves

Experience working with outside agencies preferred.

Responsibilities

Create and implement a proactive earned media plan to secure ongoing coverage and position Bronson as a top employer and leading healthcare provider in the region.
Manage a strong network of relationships with the media, and serve as the primary media contact and an organizational spokesperson, to establish Bronson as a preferred media source and positively influence media coverage.
Write and distribute press releases, media advisories, media and position statements, PSA articles and story pitches to generate media coverage and shape the narrative.
Monitor the organization’s editorial calendar and local/national news to identify and execute timely and relevant opportunities for publicity and thought leadership.
Coordinate media interview requests: o Develop statements, messaging and talking points in response to media inquiries. o Facilitate/attend media interviews and on-site filming. o Coach and prepare interview spokespeople.
Coordinate media events, press briefings and tours to nurture media relationships and shape the narrative of media coverage.
Support department leaders with organization-wide media training.
Monitor the 24/7 department media phone, and triage, assess and coordinate responses to incoming media inquiries or emergency preparedness/operational notifications as appropriate (with support from other team members for weekend rotations and other coverage).
Monitor media coverage, maintain media tracking log and develop coverage reports; and report out on coverage to interviewees, leaders and MarCom specialists when stories publish.
Maintain the media list and update based on media publication or contact changes.
Maintain and update the department’s PR/media process documents and resources, and train incoming team members as necessary during onboarding.
Write and distribute internal and external system communications, and develop presentations, messaging and collateral for system announcements, initiatives and partnerships, including: o Board and EO appointments o Corporate or system-level awards and recognition o Corporate-level community organization involvement and sponsorship o Major system initiatives, partnerships, acquisitions and JVs o Organizational change management initiatives
Assist with the development of executive communications including remarks, presentations, internal messaging, profiles and quotes.
Partner with the digital team to monitor online reputation management, determine organizational response and develop messaging and scripting.
Serve on cross-functional team with HR, risk and patient experience to monitor issues and complaints and coordinate appropriate organizational response.
Facilitate external requests for Bronson staff/providers to speak or represent the organization at local community events and organizations.
Draft and maintain organization profiles and feature stories, boilerplates, fact sheets, and presentation roadshows.
Support the development of messaging for organizational literature and other materials.
Serve as a Bronson representative with MHA, WMED and other healthcare partners.
Assist with triage/facilitation of emails received from the website for media, sponsorships, random questions, patients.
Evolve and maintain the organization’s crisis communications plan and procedures.
Serve as primary department contact for the EP team and a Public Information Officer (PIO).
Participate in EP planning meetings, incident briefings and tabletop exercises and provide communication support as required.
Manage internal/external communications in response to incidents, including: o Draft and distribute organizational communications including emails, intranet and website alerts, and media communications o Support and coach executives with message development and talking points
Monitor media phone and Incident Command email box for incidents that require communication response.
Educate leaders/practice managers on the process for communicating closings (due to incidents, weather or outages), maintain closings communications list on the intranet and website, coordinate social media response, and submit alerts to TV stations.