Senior Media Relations Strategist

NMDP•Minneapolis, MN

About The Position

POSITION SUMMARY: This role serves both as the primary media relations resource for the Patient and Provider Services business line and supports enterprise reputation advancement efforts. The role leads the creation and implementation of integrated Public Relations plans, projects and campaigns for NMDP patient and provider audiences, crafting strategies and managing projects from ideation through development and implementation. This work will include the promotion of key research breakthroughs and clinical partnerships that are instrumental to advancing NMDP’s brand reputation and thought leadership and should collaborate with other members of the enterprise marketing team to ensure effective media coverage for the enterprise. Develops relationships with key media contacts as well as influencers and provides support of issues and crisis management. ACCOUNTABILITIES: Develops Communications and Resources: Develops strategies for and implements public relations activations to support patient and provider initiatives and goals, drive network and key clinical influencer brand affinity to increase NMDP’s standing as a world-class partner and reputation as a leader in cell therapy. Communicates proactively by providing recommendations, plans, project status, issues, barriers and solutions. Develops an editorial calendar across integrated earned media tactics for these efforts. Directs PR agency to create strategies and define project approaches for earned media tactics, including trends, content development, media pitching and other tactics based on strategy and campaign plans, develops resources or executes communications Develops strategies, plans and initiatives around influencer opportunities as well as media outlets to drive awareness, brand affinity and registry recruitment Leverages Meltwater to track and tag coverage for patient, donor and campaign media results Creates and manages project timelines through Asana, including tracking individual tasks as part of larger campaigns, and budget tracking, ensuring on-time, on-budget completion of projects—from concept through implementation and measurement. Collaborates with supervisor to manage project budget allocation from multiple funding sources Develops and maintains effective working relationships with stakeholders throughout the organization, meeting regularly to align on business unit goals and effectively develop and implement projects Manages Internal and External Resources: Develops marketing briefs and work orders via Asana to engage brand and creative team members to support execution of communications involving multiple business units, video creative, web or digital marketing and more. Tracks tasks and projects using Asana to create visibility and prioritize deliverables and timelines to deliver projects on time. Provides direction to internal and external SME’s on content development and visual design development. Ensures writing and creative meet project objectives and are delivered on time. Provides timely and meaningful feedback to writers and graphic designers. Facilitates brand review for projects leveraging external writers or designers Provides direction to other project team members and/or external vendors, including production, mailing, web, e-communications and others to implement tactics in a timely and effective manner Partners with regional and national recruitment marketers and member marketers to amplify campaigns when public relations support or tactics are requested. Provides oversight on recruitment influencer plans and outreach to ensure alignment with national goals, messaging and best practices Oversees reviews from initiation through final approval, ensuring thorough and timely reviews. Ensures reviewer’s feedback is appropriately incorporated and communicates reasoning and alternatives for feedback that is not incorporated Provides timely and effective project management and team communication from concept through implementation and tracking Develops & Communicates Content: Develops engaging content for earned efforts that drive brand awareness and affinity, patient and provider business objectives, and meets defined project objectives and key messages and adheres to new brand standards Listens and understands feedback from reviewers and incorporates edits, while maintaining the intent and objectives. Serves as a SME for media, develops talk points and conducts informational and on-air interviews as necessary. Measures Effectiveness of Efforts: Collaborates with supervisor to establish clear project goals, and then works to achieve those goals in collaboration with project team. Requests metrics from Analytics team as needed. Tracks and analyzes project metrics and progress to goal Regularly reports project results to supervisor and provides coverage summaries. Provides meaningful updates to broader project team and department Provides recommendations for continuous improvement and optimization Develops project summaries including KPIs and assesses campaign successes versus opportunities. Helps team to objectively evaluate success of efforts Other Accountabilities: Participates in planning and budgeting process for marketing and communication programs and resources in the yearly planning process Supports other department and company initiatives involving marketing and communications. Includes participation in new branding efforts and internal process improvements Understands and interprets company and audience branding standards (graphic, language, etc.) to reinforce consistency and credibility of brand across multiple audiences Other duties as assigned

Requirements

Knowledge of: Media and/or newsroom operations and news story cycles
Non-profit and health industries
Ability to: Independently manage multiple projects from ideation to completion
Demonstrate strong relationship-management skills
Demonstrate advanced written and oral communications, including writing and editing experience
Inspire action in media as well as audience
Implement effective communication projects to engage and motivate audiences across multiple mediums and functions
Deliver urgent high-profile tasks with limited supervision while meeting brand standards and media deadlines
Must exemplify NMDP Values
Bachelor’s degree in Public Relations, Marketing, Mass Communications or related field or equivalent.
8+ years of progressive experience in media relations

Nice To Haves

Familiarity with Meltwater or Muckrack for reporting
Experience using Asana for project management
Familiarity with clinical research promotion methodologies and key publications

Responsibilities

Develops strategies for and implements public relations activations to support patient and provider initiatives and goals, drive network and key clinical influencer brand affinity to increase NMDP’s standing as a world-class partner and reputation as a leader in cell therapy.
Communicates proactively by providing recommendations, plans, project status, issues, barriers and solutions.
Develops an editorial calendar across integrated earned media tactics for these efforts.
Directs PR agency to create strategies and define project approaches for earned media tactics, including trends, content development, media pitching and other tactics based on strategy and campaign plans, develops resources or executes communications
Develops strategies, plans and initiatives around influencer opportunities as well as media outlets to drive awareness, brand affinity and registry recruitment
Leverages Meltwater to track and tag coverage for patient, donor and campaign media results
Creates and manages project timelines through Asana, including tracking individual tasks as part of larger campaigns, and budget tracking, ensuring on-time, on-budget completion of projects—from concept through implementation and measurement.
Collaborates with supervisor to manage project budget allocation from multiple funding sources
Develops and maintains effective working relationships with stakeholders throughout the organization, meeting regularly to align on business unit goals and effectively develop and implement projects
Develops marketing briefs and work orders via Asana to engage brand and creative team members to support execution of communications involving multiple business units, video creative, web or digital marketing and more.
Tracks tasks and projects using Asana to create visibility and prioritize deliverables and timelines to deliver projects on time.
Provides direction to internal and external SME’s on content development and visual design development.
Ensures writing and creative meet project objectives and are delivered on time.
Provides timely and meaningful feedback to writers and graphic designers.
Facilitates brand review for projects leveraging external writers or designers
Provides direction to other project team members and/or external vendors, including production, mailing, web, e-communications and others to implement tactics in a timely and effective manner
Partners with regional and national recruitment marketers and member marketers to amplify campaigns when public relations support or tactics are requested.
Provides oversight on recruitment influencer plans and outreach to ensure alignment with national goals, messaging and best practices
Oversees reviews from initiation through final approval, ensuring thorough and timely reviews.
Ensures reviewer’s feedback is appropriately incorporated and communicates reasoning and alternatives for feedback that is not incorporated
Provides timely and effective project management and team communication from concept through implementation and tracking
Develops engaging content for earned efforts that drive brand awareness and affinity, patient and provider business objectives, and meets defined project objectives and key messages and adheres to new brand standards
Listens and understands feedback from reviewers and incorporates edits, while maintaining the intent and objectives.
Serves as a SME for media, develops talk points and conducts informational and on-air interviews as necessary.
Collaborates with supervisor to establish clear project goals, and then works to achieve those goals in collaboration with project team.
Requests metrics from Analytics team as needed.
Tracks and analyzes project metrics and progress to goal
Regularly reports project results to supervisor and provides coverage summaries.
Provides meaningful updates to broader project team and department
Provides recommendations for continuous improvement and optimization
Develops project summaries including KPIs and assesses campaign successes versus opportunities.
Helps team to objectively evaluate success of efforts
Participates in planning and budgeting process for marketing and communication programs and resources in the yearly planning process
Supports other department and company initiatives involving marketing and communications. Includes participation in new branding efforts and internal process improvements
Understands and interprets company and audience branding standards (graphic, language, etc.) to reinforce consistency and credibility of brand across multiple audiences
Other duties as assigned