Director of Media Relations

Summary:

The Director of Media Relations is responsible for developing, executing and evaluating a comprehensive media plan that supports UTMB’s local, national and international efforts in research, education, clinical care and innovation. In addition, the Director plays a pivotal role in effectively managing and mitigating situations that may threaten the reputation of the organization, particularly as it relates to interactions with the news media and external audiences. Expertise in strategic communications and the ability to navigate sensitive issues will be instrumental to maintaining the reputation and public image of UTMB and developing relationships with a variety of stakeholders, including C-suite executives at the university, officials within the University of Texas System and leadership in UTMB’s patient care, research, innovation, and education mission areas.

Scope: Institution-wide
 

Responsibilities:

• Protect and enhance the image and reputation of UTMB through professional management of media relations function.
• Develop/implement comprehensive strategies designed to enhance awareness of UTMB in targeted local, state, national, international media outlets and different social media platforms.
• Cultivate and maintain relationships with representatives of appropriate local, state and national news media. Develop and maintain accurate contact lists.
• Serve as a primary contact for UTMB leadership and sources regarding news media; serve as UTMB spokesperson, as appropriate.
• Develop and implement comprehensive communication strategies to address critical situations, including adverse events, reputation management, and other sensitive incidents.
• Serve as a trusted advisor to senior leadership, providing strategic guidance and counsel during critical situations and the ability to work closely with UTMB's legal advisors to address sensitive public information requests and related issues.
• Collaborate closely with cross-functional teams, including patient care personnel, legal, public relations, and marketing departments, to ensure a cohesive and consistent communication approach.
• Prepare accurate and timely communication materials, including press releases, statements, talking points, FAQs and other proactive messaging to effectively respond to critical situations.
• Monitor media coverage and social media channels to identify emerging issues and proactively address any potential reputational risks.
• Act as a spokesperson for the institution, representing the organization in media interviews and public appearances during critical situations, when appropriate.
• Establish and maintain strong relationships with key stakeholders, including media contacts, community leaders, and patient advocacy groups.
• Conduct thorough research and analysis to understand the impact of critical situations on UTMB's reputation, identifying opportunities for improvement and growth.
• Coordinate media crisis simulation exercises to enhance organizational preparedness and response capabilities.
• Stay updated on industry trends and best practices in crisis communication management, adapting strategies as needed to ensure the university remains at the forefront of effective communication during critical situations.
• When not managing a crisis event or developing communication materials related to the overall strategic messaging of the institution, assist with other writing responsibilities of the department of Strategic Communications and Branding.
• Participate in the "on-call" schedule for all media/communications personnel at UTMB.
• Adheres to internal controls and reporting structure.
• Performs related duties as required.
   

Minimum Qualifications:

• Bachelor's degree in communications, public relations, or a related field plus five (5) years of professional experience with progressive responsibility working in crisis communications or publications, effectively managing and mitigating situations that may threaten the reputation of an organization.
• Proven experience in managing communications during critical situations, preferably within a health care or the academic setting.

Preferred Qualifications:

• Strong understanding of the health care industry.
• Ability to work well in a high-pressure environment that involves numerous deadlines and requests for comment from the news media.

Knowledge, Skills & Abilities:

• Excellent written and verbal communication skills, with the ability to convey complex information clearly and concisely.
• Strong interpersonal skills and the ability to build relationships and collaborate with diverse stakeholders.
• Exceptional situational management and problem-solving abilities, with a calm and composed demeanor under pressure.
• Extensive knowledge of media relations and experience working with journalists and media outlets.
• Familiarity with social media platforms and their role in crisis communication.
• Proficiency in using communication tools and platforms, such as media monitoring software and content management systems.
• High level of integrity, ethics, and confidentiality in handling sensitive information.
• Flexibility to work outside of regular business hours and be on-call during critical situations.