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Title Position Reports To: Strategic Communications Director
JOB SUMMARY:
Adelphi University has begun an initiative to substantially raise its local, national, and international reputation. University Communications and Marketing will accomplish this through strategic communications and marketing initiatives that ensure strong and consistent branding throughout all printed, online and media outlets, increased visibility, and improved recognition of Adelphi's strategic positioning, academic programs, educational quality and achievements.
As part of the Strategic Communications team, the Associate Director for Media Relations is responsible for leading the charge to create a dramatically larger presence for Adelphi University, and its brand messaging, in local, tri-state, national and international media. This will be accomplished through the development and implementation of a new and far-reaching strategic media, public relations, and social media initiatives. The Associate Director builds and maintains relationships with local and national media to help them tap into our experts and report on our news and events, serves as a University spokesperson to the media in cases of crises in addition to day-to-day events, and writes and pitches material to be used internally and externally to generate maximum positive exposure and meet strategic goals.

RESPONSIBILITIES & DUTIES:
Strategic Media Relations, Branding and Social Media
Develop and implement strategic media relations plans to enhance Adelphi's brand and its local, national, and international visibility to support University goals.
Promote Adelphi University in a range of media outlets including but not limited to local, national and international mainstream media and higher education outlets including dailies, weeklies, broadcast, and digital, including social media.
Maintain and enhance relationships with key members of the mainstream and higher education industry media, including but not limited to reporters, editors, producers, bloggers, and other influencers. Identify and foster relationships with new media partners to expand coverage.
Develop and pitch creative, trending story angles to media in support of Adelphi's strategic goals including but not limited to showcasing Adelphi faculty, student, and administrator research, expertise, and recognitions, as well as new and unique programs, events, and experiences.
Proactively monitor daily media and social media coverage to refine or adapt and leverage the messages and strategic media relations plans as necessary.
Proactively pitch Adelphi's president and executive leadership as thought leaders and experts in their fields.
Staff key members of the Adelphi community on media tours, interviews, and events.
Coach and counsel anyone who speaks on behalf of Adelphi for media interviews with talking points and publicity plans.
Direct media relations for the Adelphi University Performing Arts Center (AUPAC) and collaborate on special initiatives.
Collaborate with the University's external public relations firm including but not limited to providing information, brainstorming angles and placements, setting up media tours, and holding regular phone calls to ensure that goals are met.
Stay current with higher education industry trends and relevant issues among higher education peers.
Monitor and assess emerging media relations and communications trends, strategies and technologies and adopt these techniques as appropriate.
In collaboration with members of the content team, consult with deans and other senior administrators as well as faculty member and other staff members to identify content that meets University brand and strategic priorities.
Work with Social Media Coordinator to develop social content from news sources as well as developing relationships with news media outlets and personnel via social media.
Consult with University Communications team on best practices as well as assisting with planning and editing social media posts on the University accounts.
Crisis Communications
In collaboration with the Associate Vice President of Brand Strategy and Communications and the Strategic Communications Director, develop and execute crisis communications plans for issues including but not limited to employment litigation, criminal acts by employees, student on student violence and natural or man-made emergencies.
Serves as a University spokesperson in a time of crisis.
Analysis
Track, distribute and assess results of media coverage utilizing media research and monitoring services. Monitor media metrics and produce reports.
Staff Management
Provide leadership, train, manage, set goals and accountability measures for the Hourly Publicity Assistant and student writers to assure the quality of their work supports media relations efforts.
Work with Social Media Coordinator on social media content from news sources as well as developing relationships with news media outlets and personnel via social media.
Recruit and hire staff as needed.
Direct individual yearly goal setting for Hourly Publicity Assistant, including training and professional development opportunities.
Assist employees as needed.
Other related job activities as assigned.
REQUIREMENTS:
Strong track record and demonstrable experience in media relations together with strong media contacts
Superior writing and oral communications skills
A collaborative mindset
Self-starter with the ability to work independently
Strong organizational skills and attention to detail
Ability to handle a high volume/stress environment
Fluent with a variety of computer programs, including WordPress and database management
Highly experienced with social media platforms including Facebook, Instagram, Snapchat and Twitter
Ability to work night and weekend hours, when necessary
Ability to travel when required
EDUCATIONAL/EXPERIENCE REQUIREMENTS:
Bachelor's Degree required
Minimum of 2 years of related experience
POSITION(S) SUPERVISED:
Hourly publicity assistant, student employees



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