Media Relations Specialist III

Job Summary

The Media Relations Specialist III is responsible for strategizing, leading, developing, and implementing a broad range of public relations activities in support of the organization’s mission, vision, values, and priorities. The Specialist manages the work of the contracted Public Relations agency and leads the account representative on the projects/programs/initiatives for which L.A. Care is seeking attention. The Specialist also manages communication between the organization and media outlets to elevate the organization’s corporate profile and enhance its public perception, serves as the main point of contact for the media, and ensures media relations initiatives are consistent with strategic organization objectives.

The Specialist collaborates with the social media team, providing content, such as media placements, press releases, news items, and provides input on social media campaigns. The Specialist develops and disseminates messaging and executes media campaigns that position L.A. Care as an innovative healthcare leader in Los Angeles, California, and the national healthcare arena and manages multiple writing assignments and deliverables. The Media Specialist III acts as a Subject Matter Expert (SME), serves as a resource and mentor for other staff.

Duties

Establish and cultivate relationships with media, including reporters, editors, podcasters, and bloggers, in order to successfully increase the positive profile of L.A. Care.

Respond to media inquiries by vetting the request and sourcing the appropriate subject matter expert for comment; coordinate and schedule the interviews.

Proactively pitch media on positive stories about L.A. Care and its programs/projects/initiatives and product lines.

Proactively seek out story ideas across multiple departments within L.A. Care.

Collaborate with internal and external stakeholders, including plan partners and Community Resource Center staff to identify potential stories to pitch.

Hold a minimum of weekly meetings with the contracted Public Relations agency.

Maintain and update internal media lists and manage contracts with the Public Relations agency and other media vendors.

Develop and edit materials to facilitate communications with various external audiences. Responsible for calendar management to ensure materials are completed in time to meet media sensitive timelines. These materials include, but are not limited to, press releases, media statements, key messaging, and talking points for initiatives/projects/events.

Write executive bylined articles, op-eds, blogs, etc.

Develop holding statements and talking points in crisis management situations.

Support Director on issues management, as needed. Represent Director or L.A. Care in meetings or on coalitions related to external communications matters, as needed.

Use phone or other available equipment to shoot video at L.A. Care-hosted events and ensure the clips and relevant information are provided to news outlets, which were unable to attend the event.

Ensure all broadcast clips are ordered from the clipping services to share with all appropriate stakeholders.

Purchase, gather, and upload all news placements (broadcast, print, online) to the website newsroom.

Produce questions for interviews conducted by internal video production team, and conduct interviews, if needed.
 

Duties Continued

Coordinate and execute media events, and manage media at all L.A. Care events. Media events will be produced seamlessly and will garner positive attendance and coverage.

Communicate with top leaders at the health plan in order to coordinate media opportunities. Provide leaders with key talking points, if needed, to ensure a successful interview.

Provide media training and public speaking preparation for Chief Executive Officer (CEO) , other members of the leadership team, and other staff, when appropriate. Media trainings provided for Leadership Group and Management Team; expanded speaking engagement opportunities for both.

Apply subject expertise in evaluating business operations and processes. Identify areas where technical solutions would improve business performance. Consult across business operations, providing mentorship, and contributing specialized knowledge. Ensure that the facts and details are correct so that the project’s/program's deliverable  meet the needs of the department, organization and legislation's policies, standards, and best practices. Provide training, recommends process improvements, and mentors junior level staff, department interns, etc. as needed.

Mentor other members of the Communications Department on media and public relations issues/protocols.

Perform other duties as assigned.

Education Required

Education Preferred

Experience

Required:
At least 5 years of relevant and increasing responsibility, experience on the list of stated knowledge and skills.

Preferred:
Experience within a healthcare organization, nonprofit, or public agency. An understanding of Medi-Cal, Medicare, and related public health programs, and the diverse community L.A. Care serves is a plus.

Skills

Required:
Existing relationships with regional, community, ethnic, and health industry journalists.

Superior writing, editing, and interpersonal skills.

Superior research and information gathering skills.

Ability to quickly and concisely draft a wide range of high-quality materials.

Ability to manage public relations vendors.

Ability to interview internal and external subjects, including C-level executives.

Deep understanding of current events, with an ability to determine whether they are relevant to L.A. Care

Demonstrated ability to handle multiple projects at once and on deadline.

Proficiency with Microsoft Office (Word, Excel, Access, PowerPoint).

Persuasion Skills: Persuade media to do positive stories about L.A. Care and to thwart negative stories, Persuade media to consider L.A. Care executives as thought leaders and expert sources on healthcare-related topics.

Deep understanding of current social media trends and opportunities.

Preferred:
Bilingual in one of L.A. Care Health Plan’s threshold languages is highly desirable - English, Spanish, Chinese, Armenian, Arabic, Farsi, Khmer, Korean, Russian, Tagalog, Vietnamese.

Licenses/Certifications Required

Licenses/Certifications Preferred

Required Training

Physical Requirements

Additional Information

Financial Impact: Salary and benefits; expenses (research materials, collateral materials that may be outsourced, media list and distribution vendors)