Duties and Responsibilities
As a key member of the Planning, Marketing and Communications team, this seasoned communicator will be responsible for identifying, shaping, and managing the development of high-quality editorial content for the WVU Healthcare and West Virginia University Health Sciences Center (HSC) news, marketing and public information materials, including publications, news releases, websites, periodicals, media relations collaterals, and other appropriate communication vehicles. This position is responsible for creating communications strategies, messages, developing copy and providing communications counsel to faculty and administrators in assigned areas for the purpose of enhancing WVU Healthcare and HSC’s reputation through marketing and media relations. Will work as a member or leader of a multi-skilled team on specific projects as assigned.
- Promotes wider public recognition, awareness, and support of the WVU Healthcare and HSC services, activities and achievements. This should include a long-term strategic view of University and WVU Healthcare policies, goals and mission in assigned areas, and communications strategies to inform the public of these goals and achievements.
- Serves as contributing writer and assists with the planning, development, production and assessment of communications in all media. Develops multimedia content, including digital video, audio and still photography.
- Maintain regular and frequent contact with sources in the hospital, clinics, colleges, departments, and centers to solicit relevant information to highlight and promote WVU Healthcare/HSC achievements through distribution as news releases, opinion pieces, Web features and other communication vehicles. This would include soliciting and reviewing faculty research reports, grant summaries, campus documents, specialized journals and newsletters and conducting person-to-person interviews to develop written copy meeting institutional marketing/communication objectives.
- Interviews faculty and professional staff on medical and scientific topics, interprets and explains WVU health care and research to the public and other audiences.
- Demonstrates the capacity to understand the significance of assigned areas, and place information before the public in an accessible and compelling form. Coordinates with other communicators from across the University and WVU Healthcare to achieve this goal.
- Participates in planning special events that have communication needs and public relations/marketing impact.
- Organizes and coordinates the work of other staff and students as assigned.
- Develops and directs clear communication strategies and messages, maintaining consistency with WVU Healthcare/HSC brands.
- Maintains positive relations with public, state and federal officials, as well as WVU constituency groups and stakeholders.
- Supports WVU Healthcare/HSC communications as assigned, including writing ad copy and TV and radio scripts, coordinating video and photography shoots; writing and editing for high profile publications websites and speeches.
- Performs miscellaneous job duties as assigned.
- Creates effective written and multimedia web content for patient-oriented and research-oriented sites with an understanding of best internet practices
- Builds and updates pages within CMS
- Ensures consistency and effectiveness of presentation for all elements on story and index pages including content and image optimization, keyword usage, content and page structure, site navigation
- Creates and maintains a social media calendar; provides engaging, brand-enhancing communications on WVU Healthcare social media outlets on a regular basis; responsible for daily oversight of WVU Healthcare social media channels
- Adopts new technologies as industry standards grow and change
· Develops, edits, and otherwise manages creation and distribution of publications essential to the operation of WVU Healthcare and the HSC.
· Deals effectively with graphic designers, printers, and others involved in the production and distribution of publications.
· Oversees acquisition and use of mailing lists and other databases when needed to successfully deliver publications to target audiences.
- Plans and arranges press conferences, interviews and requests for information with newsmakers. Serves as spokesperson for the WVU Healthcare or HSC on some matters when requested.
- Creatively and aggressively pursues placement of media coverage for assigned area to draw public interest and promote public awareness. Interacts with reporters, editors and news directors to pitch stories, handle media requests and escort them while on the premises.
- When assigned, prepares responses to inquiries from the news media, student media, the public or members of the University community. Utilizes independent research of background information in the development of effective response strategies. Works with students, faculty, staff and administrators to prepare them for media interviews through review of likely questions and appropriate responses.
- Participates in 24-hour-a-day on call rotation for news media inquiries.
Performance Standard: Adheres to the established Performance Expectations for WVUH Employees in the areas of People, Service, Performance Improvement, Shared Values & Culture.
- Stays abreast of legislative and regulatory/policy issues affecting health care and public higher education in WV and nationally; analyze and frame responses.
Supervisory Responsibilities: None
Physical Demands: The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Work Environment: The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Other Skills and Abilities: None
· Bachelor’s degree; preferably in communications, journalism, marketing, English, or a related field.
· Master’s degree preferred
3 years in one of the following:
· a news, communication, marketing, advertising, or public relations program for a healthcare organization, college, news media organization, government agency, business, or other large knowledge-based organization, or
· interviewing, writing, and editing, or
· media relations, or
2 years in one of the above and 1 year in web content creation, editing, or publishing
West Virginia University Hospitals - 19 months ago