Media Relations Strategist

POSITION EMPHASIS: The position supports the NEA’s strategic objective to focus the energy and resources of its 3 million members on public education by proactively promoting key NEA messages and supporting the execution of an earned media strategy across national, regional, trade, and specialty outlets.    

POSITION SUMMARY: A successful candidate will be responsible for maintaining and developing media lists, creating press clips and reports, analyzing results, supporting the maintenance of relationships with media bookers and reporters, and developing strategies to increase the visibility of Association spokespeople and surrogates across TV networks, radio, digital streaming programs, podcasts, and more.  Specifically, this position involves handling daily incoming media inquiries and interview requests and working with the communications team to determine the appropriate level of engagement and strategic response. Maintaining and developing media lists and maintaining a calendar of key dates, events, and opportunities for consideration in building out NEA’s media strategy. Maintaining a keen understanding of industry trends affecting the organization, its affiliates, public education, and unions, and making appropriate recommendations regarding communication strategy surrounding them.  Developing compelling research-based talking points that help build narrative momentum and cut through the clutter of a crowded/competitive news cycle. Writing compelling, message-based media collateral in the form of op/eds, press statements, media releases, and compelling quotes ready for immediate media placement. Supports pitching Association leadership and surrogates for media appearances, including drafting pitches, handling the necessary logistics, and managing preparation and research.  Supports the Senior Media Relations Strategists in cultivating, maintaining, and nurturing high-profile national print, broadcast, digital streaming, radio, and podcast relationships and partnerships on an ongoing basis. Supporting NEA’s presence at key events and identifying new opportunities for NEA leaders to engage key audiences and lift media narratives. Proofreading and copyediting media content using AP style and/or NEA style guide. Supporting and maintaining media relations management tools (e.g., Cision, Critical Mention, TVEyes, Headliner, CapCut, etc.). Producing daily/weekly press clips and reports for NEA in the News.  Monitoring, evaluating, and analyzing media results and creating reports to show results, successes, and lessons learned from specific campaigns or events. Ensuring spokespeople and key surrogates’ hits are monitored in real-time, and clips are pulled for use in NEA’s owned content. Supporting various media trainings with leaders, members, and activists.  

This position is a DC-based position with NEA's headquarters building serving as the central workplace.  Individuals hired for certain positions may request approval to telework in accordance with the policies and guidelines of the staff unit to which the position is assigned.  Approval must be authorized by the respective manager and the NEA Executive Director, if required.  For additional information, contact NEA Human Resources.

In compliance with the Americans with Disabilities Act (ADA), the following is provided:  The position involves skill in using a personal computer; oral and written communication skills; skills in proofreading and editing; use of clear and articulate speech; interpersonal relations skills; reasoning and problem-solving skills; ability to work in a fast-paced environment; ability to sit for long periods, stoop, bend, reach and carry light materials (up to 10 lbs.); and ability to travel by various methods of transportation, e.g., airplane, car.   

  
MINIMUM EDUCATION REQUIREMENT:  Bachelor’s degree in Communications, Public Relations, Journalism, or related discipline field, or an equivalent combination of education and experience from which comparable knowledge and skills may be obtained.   MINIMUM QUALIFICATIONS:  Four years of public relations experience with a specific concentration in media pitching and writing for a range of media outlets and project management. Demonstrated experience implementing the full range of earned media strategies, including social media tracking of stories and use of social media for media outreach. Proven experience in communicating with media outlets.  OTHER REQUIREMENTS: Excellent communication, planning, social media, and writing skills.  Must be able to work extended hours on evenings and weekends.  Samples of work products (i.e., writing samples, strategic plans, or creative briefs) will be required at the time of the interview. Frequent travel required.  

SELECTION CRITERIA: Tier 1 (Essential):  Demonstrated experience in building effective, long-term relationships with internal stakeholders, such as officers, department directors, and administrators, staff, as well as external stakeholders such as media, advocacy groups, government employees, professional association leaders, and vendors.  Demonstrated experience in building effective media relations into communications campaigns. Demonstrated understanding of how print and electronic communications can be coordinated to support media relations, paid media, development, and advocacy.  Demonstrated understanding of media organizations and the needs of journalists. Demonstrated understanding of how initiatives in media relations, paid media, digital engagement, government relations, marketing, and development fit together in a successful communications strategy.  Proven ability to take complex policy and repackage it for external users in a variety of compelling and easily understood formats. TIER 2 (Significant):  Existing relationships and experience working with broadcast reporters, producers, and bookers.  Experience using public relations and media monitoring software (ex. Critical Mention, Cision) to cut video clips for quick turnaround use.  Outstanding written and verbal communication skills, and strong attention to detail. Ability to meet deadlines and navigate a fast-paced environment where priorities change rapidly.  Strong proofreading and editing skills and attention to detail.  Excellent instincts for what drives news cycles. Exceptional organizational, interpersonal, and presentation skills.  Flexibility and a willingness to learn. TIER 3 (Desirable): Proven record of ongoing communications, professional development, and training.  Knowledge of the Center for Communications’ mission and strategic objectives.