SHS-SENIOR MEDIA RELATIONS SPECIALIST

General Purpose of Job:

This individual works closely with the Director, Media Relations & Corporate Communications to identify market opportunities and threats and create, implement and monitor earned media initiatives for Sparrow Health system and its affiliates. This individual will report to and work closely with the Director, Media Relations & Corporate Communications to assess the competitive market, identify communication opportunities and develop an annual earned media platform to best position and manage the brand while promoting key services, programs and affiliates. This person will assist in responding to media inquiries and in facilitating media events. This person will also develop, create, and/or curate video or photography to support earned media opportunities. This person will work with the Digital Marketing team to determine if the visual media assets may be leveraged on Sparrow social media and website. This individual will be responsible for organizing the timeline of internal video/photography shoots, communicating to various stakeholders for accountability and understanding, providing rough cuts of all produced pieces, along with edits and execution of final product to all audiences, across all formats.

Essential Duties:

This job description is intended to cover the minimum essential duties assigned on a regular basis. Caregivers may be asked to perform additional duties as assigned by their leader. Leadership has the right to alter or modify the duties of the position.

• Work collaboratively with organizational senior leadership and Director, Media Relations & Corporate Communications to develop, implement and evaluate earned media initiatives and programs to meet measurable goals and defined outcomes.
• Regularly monitor market and digital earned media data such as market share of voice, earned media quality, earned media value, earned media sentiment, community perceptions, customer satisfaction, competitor profiles, and service-line performance to determine opportunities and weaknesses for the development of internal earned media messaging and media relations communications plans.
• Coordinate the use of creative resources such as advertising public relations agencies and in-house staff to support the needs of earned media initiatives.
• Organizes and coordinates activities with marketing staff and other departments in determining best use of available resources for earned media support.
• Work with and manage relationships with Sparrow affiliates and partners to develop earned media opportunities and promote mutually beneficial opportunities.
• Support media relations and earned media planning strategy.
• Work cross-functionally with the marketing team to develop and execute content- digital, graphical and video.
• Support the development of digital/interactive assets to aid the execution of key earned media programs, identifying ways to leverage interactive assets to drive brand engagement.
• Support the development of other visual media assets as needed for Sparrow intranet, social media and website.
• Must be able to work in a self-directed environment with limited supervision and to make independent decisions and conclusions related to projects and data analysis.
• Positively represent Sparrow in community, social and business activities and organizations.
• Should remain current with health care industry, earned media, social media, and communication trends and technology, maximizing available resources such as the Advisory Board and professional societies.