A key responsibility of the Senior Media & Public Relations Specialist is to undertake the time-intensive job of securing US media coverage of the innovations, experts and research breakthroughs of Hadassah’s Israel-based medical center, the Hadassah Medical Organization. Other responsibilities include developing op-eds bylined by Hadassah’s leadership, advising Hadassah’s chapters and regions on media relations issues and supporting the Director, Media & Public Relations.
Duties and Responsibilities
Media Relations:
- Identify, pursue and secure opportunities for media coverage of both the (Israel-based) medical center’s leadership; physicians, scientists and other health care experts; innovations; and research breakthroughs and Hadassah’s activities, programs and initiatives in the US; crafting compelling pitches that leverage those opportunities; identifying print, online and broadcast journalists and outlets most likely to be interested in the stories; and aggressively pitching and following up with reporters, editors and producers
- Raise the profile of the medical center’s leaders, doctors and other health care specialists by identifying and aggressively pursuing opportunities for expert commentary
- Work with the medical center’s public relations director to secure advance notice of news announcements so that we have sufficient time to (1) prepare corresponding releases that meet the needs of US journalists and can be released concurrently with the Israeli releases, and (b) develop story pitches that can be sent as soon the news is announced.
- Establish relationships with journalists who cover medicine and clinical research as well as issues of interest to the Jewish community
- Keep abreast of US media coverage of the health care sector
- Work collaboratively with leadership, board members, volunteer leaders, colleagues in other divisions, the medical center’s physicians and other health care professionals, and the Israel Director of Public Relations and Communications
- Develop news releases, news alerts, backgrounders, fact sheets, talking points, FAQs, bios and other media materials
- Service (respond to and follow up on) media inquiries received directly or through the Public Relations inbox
- Collaborate with the Communications Manager to ensure that media lists are accurate and up-to-date and handle other department-management issues as requested by the Director, Media & Public Relations
Chapter and Region Support: Support the media and public relations needs of Hadassah’s chapters and regions by offering PR training, advising them on how to develop PR strategies for select activities and events as needed and revising the suite of Media & Public Relations guides (or creating news ones) on how to prepare media materials and engage reporters
Op-Eds: Develop op-eds bylined by Hadassah leadership and program directors, researching topics, working one-on-one with those whose byline will appear, identifying and managing freelance writers as needed and pitching and following up with media outlets
Director Support: Assist the Director, Media & Public Relations, with reports, plans, presentations, budgeting and other activities, as needed
Education and Experience
- A BA or MA in English, public relations, public affairs, communications and/or nonprofit management
- A minimum of 5-7 years of progressively senior experience in media or public relations, publicity or public affairs in the health care sector, preferably at hospitals, medical schools and/or medical-research institutions
- A track record of securing coverage of health care news and expert commentary placements in major media outlets
- The ability to collaborate with colleagues at all levels across large, complex organizations as well as with partner organizations and volunteers
- Experience working with journalists in all media (print, broadcast, digital and social)
- Experience in media training and managing and trouble-shooting media interviews and appearances
- A background in nonprofit or Jewish communal work and knowledge of Jewish culture and Israel helpful but not required
Knowledge, Skills and Abilities
- Outstanding verbal skills (written and oral) and the ability to deliver virtually finished materials
- A demonstrated creativity and "sales sense" in identifying story ideas and strategizing about placement opportunities
- Exceptional storytelling skills and the ability to craft compelling pitches with the right mix of information, anecdotes, expert commentary and facts and figures
- A strong editorial sensibility and the ability to distill and organize information so that it has the greatest impact and supports Hadassah’s messaging
- Relationships with medical and health care reporters and producers
- Familiarity with MS Office, Cision and Meltwater (public relations), Basecamp (project management) and Salesforce (customer relationship management) or similar platforms