Kennedy Krieger Institute


Vacancy ID
Pos. Category
Public Relations/Marketing
Job Location : Street
1741 Ashland Ave
# of Hours
Job Locations
Pos. Type
Regular Full Time


the Director, Public Relations is responsible for creating and implementing a proactive communications strategy in collaboration with external relations and Institute leadership. This includes acting as a liaison with agency partners and Institute staff to identify news, story opportunities, the drafting of announcements/releases, pitching media to secure placements, creating and placing bylines, facilitating incoming media inquiries, media interviews and photo shoots, managing promotional programs and pursuing editorial and social media opportunities. The incumbent will develop, direct, and execute initiatives designed to enhance the Institute's visibility in the community, increase its online engagement through social media, spur event attendance, and increase awareness of giving opportunities with donor constituents.


  1. Lead the strategic and tactical planning of national media relations, online and social media, publications/materials, online/digital content, and other marketing communications initiatives.
  2. Direct agencies/contractors and freelance staff including the review, tracking and approval of all work produced and reporting the return on investment related to this work.
  3. Lead department staff/project budgets with regular reporting to Assistant Vice President, Marketing, Communication and Public Relations (AVP of Marketing & PR) of Key Performance Indicators (KPIs) including awareness/exposure, engagement/actions, and results/outcomes to demonstrate clear and measurable return for these investments.
  4. Develop editorial ideas, messages, and content that align with Institutional branding, messaging, mission, and goals which also support the individual communications objectives of centers, programs, and clinics.
  5. Work with internal/external staff to identify, develop, and place stories to ensure the Institute's mission, objectives and messages are effectively, accurately, and consistently communicated to key audiences in all earned and social media communications.
  6. Develop and maintain strong working relationship with external media contacts on behalf of the Institute.
  7. Work closely with key Institute personnel/programs to identify news opportunities to share with agency partners and pitch/promote externally and share with internal Marketing and Public Relations teams.
  8. Manage social media staff and channel plans (e.g., Facebook, Twitter, YouTube, LinkedIn, Instagram, etc.) to also include monitoring comments, and crafting appropriate responses,
  9. Review and direct incoming media inquiries to determine the appropriate response including identifying staff, patients and families to participate, coordinating media interviews, staffing photo/video shoots, etc. Use Institute understanding and industry knowledge to screen media opportunities that are not in the best interest of the Institute.
  10. Provide communications counsel and media training to management and program leadership on a wide range of critical topics including publication of research, patient profile stories, expert interviews, and crisis communications management.
  11. Along with key management, the AVP of Marketing & PR, serve as a spokesperson for the Institute to respond to positive/negative media inquiries, crisis management situations, etc.
  12. Lead the development and execution of internal communications efforts throughout the Institute and with key external partners (e.g., Johns Hopkins Medicine).
  13. Supervise staff with duties including press releases and media alerts, onsite and offsite media filming, recording or live production, social/digital media, special events communications, and administrative support.
  14. Oversee the management and maintenance of the institute's media database as well as any third-party databases to ensure regular reporting.
  15. Collaborate with the web and digital services team to make strategic, paid social media advertising recommendations.
  16. Collaborate with the Institute’s creative team to develop engaging content, and offer strategic input to develop engaging content for use on earned and social avenues through video, text, animations, still imagery and more.
  17. Provide strategic guidance, tactical recommendations, and supervision for the social media staff sharing institute news and facilitating communications around topics such as research findings, program updates, trends, partnership initiatives, and special/professional events.



  • Bachelor’s degree in communications, public relations, journalism, writing, news media, marketing, English, fine arts, or other related field is required.
  • Master’s degree in organizational management or related field is preferred.



  • 7 - 12 years of experience in the communications or marketing field, ideally with understanding of both client-side and public relations agency environments.
  • Must have a minimum of five years’ supervisory experience.
  • Experience working in, non-profit, healthcare and/ or academic research settings.
  • Strong working knowledge of medical journalism preferred.


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