AVP, Public Relations Job at VyStar Credit Union
At VyStar, we offer competitive pay, an excellent benefit package that includes a 401(k) Plan, an extensive paid technical and on-the-job training program, and tuition reimbursement-available to all full and part time employees. Part time positions start at a minimum of 30 hours per week.
We encourage you to become a part of VyStar Credit Union's family of employees.
AVP, Public Relations
ACCOUNTABILITY STATEMENT
This leadership role is responsible for developing and directing the development and execution of public relations strategy, planning, media outreach, media relationship growth and PR analysis/reporting. Directly partnering with senior leadership, this PR leader will make key recommendations on the key external positions and messages for VyStar, prepare leaders for media appearances and continue to increase the organization’s external reputation.
ESSENTIAL FUNCTIONS
- Public Relations Leadership/Management: Responsible for public relations leadership, daily management, development, and inspiration for all PR activities. Manage PR Specialist and collaborate with all members of the Communications/ PR team, cross-functional Marketing, and teams across the entire organization. Identify, contract, and oversee activities of freelance PR partners as needed.
- Public Relations Strategy: Lead the development of a wide-scale, multi-faceted PR strategy that drives favorable public perceptions, expands awareness and builds reputation of the organization’s products, services, accomplishments, and agenda.
- Content Creation: Develop well-articulated press releases, research briefings, white papers and other content that drive media interest and positive press coverage for the organization.
- Media Relationships: Establish and maintain cooperative relationships with representatives of the media, community, consumer, employee, and public interest groups.
- Media Interviews & Speaking Engagements: Coordinate provide talking points, and review/edit key media interviews with VyStar leadership and subject matter experts. Lead media training for key leaders across the organization
- Cross- Organization Review and Oversight –
- Work across the organization to drive understanding and consistency around our external communications strategy and approach.
- Review and approve content provided across the organization. Including going through scenario testing and mitigation for large-scale launches/changes.
- Work closely with Legal and compliance to ensure risk is managed.
- Represent Marketing team on cross-organizational projects as needed.
- Thought Leadership: Develop plans and program to identify key subject matter experts within our organization that can be representatives across media for key financial education/information. Assist with media training and preparation.
- Media Policies & Procedures: Expand employee policies for media interaction and public speaking engagements. Lead the necessary reviews/approvals for these appearances. Create communications and training to drive understanding and adherence to these policies and procedures.
- Awards & Recognition: Drive external recognition of VyStar and key leadership across key ‘Best of’ award categories and other ranking programs. Complete applications and drive promotion of received recognitions.
- Planning/Budgeting: - Own annual PR budget and plans. Assist Senior Marketing leaders with Annual Marketing Business Planning and lead development of regional PR plans to support key market growth.
- Growth/Merger & Acquisition PR: Oversee and lead PR planning and announcement activities to support VyStar growth initiatives. Coordinate with partner organizations to ensure alignment in approach and strategies.
- Crisis Management - Responsible for developing, documenting, testing, and activating full-scale crisis management plan. Ability to act and respond as needed (often after-hours, weekends and holidays).
- Track, Analyze and Report media coverage, sentiment and impact
- Special Projects - Lead and implement special projects and initiatives as needed.
VYSTAR EXCELLENCE:
Incumbent is expected to demonstrate each of the following VyStar Excellence behaviors in performing the duties and responsibilities of their job:
- Focus Focus your full attention by carefully listening to and observing client or member.
- Connect Consistently be friendly and approachable. Demonstrate your care.
- Understand Listen empathetically and ask questions (70%/30% rule).
- Counsel Recommend solutions based on your member’s needs and objectives.
- Advance Ensure that member’s expectations were exceeded.
Verify necessary follow-up actions.
JOB QUALIFICATIONS
Experience Requirements:
- 10 or more years public relations/communications experience and experience working in highly regulated industry (financial services preferred)
- A minimum of 5 years directly managing staff and leading teams
Educational Requirements
- Bachelor’s degree in business, public relations, marketing and/or communications areas or equivalent experience
Other Skills and Experience:
- Relationship Building - Experience developing and leading media partner relationships, including news outlets, vendors, and assets. Demonstrated depth of existing media relationships in key VyStar markets.
- Influence – Demonstrated ability to inspire or motivate others to adopt belief, approach or take action.
- Storytelling – Experienced and talented verbal and written storyteller that can bring out emotional response through very clear and simple story.
- Editorial level Review and Feedback- Highest level of written and verbal communications skills with demonstrated experience in editing. Ability to provide constructive and educational feedback to leadership, peers, and reports that enhances relationships and results in continuous improvement.
- Media Pitching Success - Demonstrated success at getting external media excited about pitched stories and maximizing coverage.
- End to End Media/PR Process - A strong understanding of the full funnel media/PR process and experience leading public relations efforts from start to finish across multiple PR/media channels (TV, Digital, Print, Radio and Social)
- Data Driven Analysis - Skilled in leveraging key PR insights, best practices, and industry analysis to drive measurement results and take actions to drive continuous improvement.
- Contemporary marketer - who believes in the art and science of PR/marketing and possesses the right balance of PR/Comm and marketing skills
- Policy/Procedure Setting - Demonstrated success developing strategic PR plans, driving impactful PR execution, and policies
- Self-starter - who will take initiative with new PR projects and works well with a variety of people
- Project Management - Exceptional Public Relations planning and project management with strong attention to detail
- Budget Oversight and Management – Experience setting and managing operating budgets.
- Coaching and Management - Prior experience leading, coaching and developing a team of professionals, as well as working across indirect reports, outside partners and cross functional teams
- Strategic – Ability to identify opportunities and develop vision that transforms results for organization. Demonstrated experience bringing vision to life through practical implementation plan with specific experience in the development of complex and multi-faceted PR/media strategies in particular.
- C-Suite and Board-Level – Demonstrated ability to inform, influence, train and provide constructive feedback to C-suite and Board-Level leaders while deepening trust.
- Policy and Compliance – Success in developing, training, and implementing easy to follow policy and procedures in partnership with compliance and legal teams.
- Fast-paced and Complex Environments – Self-starter, independent and able to handle changing priorities, make good decisions under pressure and use sound judgment. Demonstrated ability to confidently lead and support others in this type of environment.
Computer/Technology System Requirements
- Candidate should have a good working knowledge of the desktop publishing and graphics systems as well as general personal computer skills (Excel, PowerPoint, SharePoint)
- Experience with PR/marketing tools and technology including monitoring services, project management, data analytics/measurement, and tracking (e.g., Smartsheet, Asana, Google Analytics, Datastudio, Power BI, Tableau)
DISCLAIMER AND WORK ENVIRONMENT
Nothing in this position description is an implied contract for employment. The position description is intended to be an accurate account of the essential functions. The functions are not all encompassing and are subject to change at any time by management.
The work environment characteristics described are representative of those that an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
As required or requested, may exert up to 20 pounds of force occasionally and/or a negligible amount of force constantly to lift, carry, push, pull or otherwise move objects.
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