The Director, Public Relations and Social Media is responsible for creating and implementing a proactive public relations strategy and media outreach across all platforms, and will develop, direct, and execute initiatives designed to enhance the Institute's visibility in the community, increase its online engagement, spur event attendance, and increase awareness for giving opportunities with donor constituents. The incumbent will identify news and story opportunities; draft announcements and media releases; make pitches to media to help secure placements; create and place bylines; manage, vet, and coordinate incoming media inquiries, media interviews and photo/video shoots; work with the Associate Vice President, Marketing and Communications to lead related strategies, tactics, and plans; conduct media training and coach Institute employees and Subject Matter Experts (SMEs); provide supervision to assigned staff; and oversee Public Relations (PR) agency partners and contractors as needed. This position will work collaboratively with internal teams (including Marketing, Philanthropy, Institute leadership, and C-suite members) to ensure alignment of communications strategies with overall Institute objectives, and will help to advise leaders on opportunities to increase the awareness and positive perception of the Institute and manage crisis communications while interfacing with senior leadership, the media, and/or the public. The incumbent may occasionally act as a spokesperson for the Institute as needed.

1. Lead the strategic and tactical planning of national, regional, and local media relations through online and social media, press materials, and digital news content.
2. Develop editorial ideas, messages, and content that adhere to the Institute editorial style guide and align with Institutional branding, messaging, mission, and goals. Ensure editorial ideas, messages, and content support the individual communications objectives of centers, programs, school programs, research centers, and clinics.
3. Work with key employees, departments, and programs to identify news opportunities to share with external agency partners. Pitch/promote externally and share with departmental teams.
4. Work with employees and external agency staff to identify, develop, and place stories and messages aligned with the Institute's mission and objectives that are effectively, accurately, and consistently communicated to key audiences via a variety of mediums.
5. Lead the Public Relations (PR) and editorial team. Manage projects and budgets, providing regular reports of Key Performance Indicators (KPIs) such as awareness, exposure, and engagement that demonstrate clear and measurable Return On Investment (ROI).
6. Manage the Institute’s social media and channel plans (e.g., Facebook, Twitter, TikTok, YouTube, LinkedIn, Instagram, etc.). Monitor comments and craft appropriate responses.
7. Review and direct incoming media inquiries to determine the appropriate response, including identifying staff, patients, and families to participate; coordinate media interviews, staff photo/video shoots, etc. Use understanding of the Institute and industry knowledge to screen media opportunities that are not in the best interest of the Institute.
8. Provide communications counsel and media training to management, leadership, and subject matter experts on a wide range of critical topics for research publications, patient profile stories, expert interviews, crisis communications, etc.
9. Serve as a spokesperson for the Institute along with the Assistant Vice President, Marketing and Communications.
10. Lead the development and execution of editorial content published by the Institute, liaising with key external partners (e.g., Johns Hopkins Medicine, University of Maryland, Mount Washington Pediatric Hospital, AllChildrens, etc.).
11. Lead PR production and distribution, to include drafting of press releases and communications with local, regional, and national media outlets.
12. Provide leadership, guidance, supervision, support, and oversight to assigned staff, external agencies, and contractors. Direct, review, track, and approve work produced from external agencies and contractors (i.e., freelance staff), providing regular ROI reporting related to their work.
13. Lead team to monitor effective benchmarks for measuring the impact of all communication platforms. Report on results and their contribution to overall marketing and communications efforts.
14. Develop and maintain strong working relationships with external media contacts on behalf of the Institute. Oversee the management and maintenance of Kennedy Krieger Institute's media database as well as any third-party databases, to ensure accuracy and regular reporting.
15. Collaborate with internal teams to make strategic recommendations. Work with the department’s creative team to update the Institute’s online news portal and develop engaging content for use in earned social media and social avenues through video, text, animations, still imagery, etc.

• 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 journalism, communications, or related field is preferred.

• Minimum 7-12 years of experience in communications or marketing field required, preferably including an understanding of both the client-side and public relations agency environments.
• Minimum five years of supervisory experience required.
• Experience working in non-profit, healthcare, and/ or academic research settings preferred.
• Experience working with national and regional media, agencies, and other partners with a demonstrated track record of successfully targeting/tailoring messages, materials, and marketing to achieve desired outcomes (such as media placements, partnerships, and community engagement) preferred.