Public Relations Specialist
Place of Performance: Bethesda, Maryland
General Description:
Public Relations Specialist shall lead strategic communication initiatives and manage high-impact projects. This hybrid role requires a professional who excels in crafting compelling messages, engaging diverse audiences, and ensuring communication projects are planned, executed, and delivered on time. The ideal candidate will have a strong background in public relations, project management with PMP certification, and a deep understanding of healthcare or public sector communications.
Specific Tasks:
Support the Walter Reed Public Affairs
Develop and execute public affairs strategies to promote Walter Reeds mission, services, and initiatives.
Write and edit press releases, talking points, newsletters, and other communication materials.
Coordinate media relations, including responding to inquiries, arranging interviews, and maintaining relationships with media outlets.
Craft messaging for internal and external stakeholders, ensuring consistency with organizational goals.
Monitor media coverage and provide analysis on the effectiveness of public affairs campaigns.
Plan and execute events, such as press conferences, media briefings, and community engagement activities.
Support leadership with crisis communication strategies and plans.
Support updates Internal Website and Social Media sites, Participate in Strategic, Access to Care and Emergency Management Communications Meetings
Compile weekly external communication reports. Submit products to the PAO for review prior to posting on the website and/or intranet.
Update content on external webpage and social media. Assist with NCR PAO meetings, attend DHA & NCR meetings.
Generate editorial ideas for articles and discuss/refine ideas with lead PAO.
Meet daily and weekly deadlines and ADHOC suspense to support the mission.
Develop news-pegs, angles, and balanced articles from multiple-sources including interviews with market staff members, military and civilian, patients, and visitors for news releases, feature stories and special publications.
Schedule interviews with Subject-Matter Experts, working closely with other PAO offices with the approval from the Government Lead.
Write, rewrite, and edit copy based on AP Style, using active sentences, traditional leads, bridges, transitions, and news format.
Assist Visitors and numerous callers, Take Media Queries, Coordinate/Moderate Press Interviews, Arrange Media Visits Moderate Press Interviews, generate 2-3 editorial ideas a month, deliver social media post week or as needed based upon the mission. Assist an average of 10 callers per day, Assist with 4 DV visits per month: Updated Website and Social Media sites several times a day. Distribute an average of 2 communications reports weekly.
Performance Element: oversees, researches, plans, writes, executes, and evaluates a wide number of communications plans, operations plans and community relations plans, with an emphasis on plans producing measurable results.
Develops messaging, communications plans and supporting media and products for target audiences.
Coordinates with DHA public affairs leaders on the dissemination of critical information and communications services, plans, activities, community relations initiatives and products. Coordinates dissemination of information/communications with the MTFs to ensure the Defense Health Agency messages and information are told to internal audiences to effectively communicate the Military Health System message.
Formulates strategies for major issues, management and coordinates messages and theme development for the Market office that are executed through the MTFs. Provides strategic counsel to the senior leaders of and the Market MTFs.
Develops speeches and briefings to effectively communicate key themes and messages to a wide range of audiences. Coordinates on public website content to support the MHS/DHA communication objectives.
Performance Standard: Enhances effectiveness and efficiency of communications plans and community relations plans, with an emphasis on plans producing measurable results.
Operationally define strategic partnerships and alliances within current and future Agency and Market contexts.
Performance Element: Coordinates with MTF and DHA communications and marketing teams to ensure messages and products are disseminated to MTFs within the NCR Market Office and provide feedback as appropriate.
Provides input to multiple websites and oversees all social media platforms used by the MTFs under the Market Office. Reviews locally produced internal communications products to ensure a consistent HA/ MHS/ DHA message is delivered in multiple communications venues and outlets.
Coordinate with the DHA Headquarters SRATCOM team for communications product support. Review, analyze and evaluate the accomplishments of the Market Office in accordance with the Military Health System and the Defense Health Agency public affairs and communications program.
Assesses media coverage of activities and recommends methods and techniques for disseminating information that will increase public awareness and stakeholder support.
Develop and execute network-based operations model for strategic communications to patients and staff through multiple venues and products that support the Network structure and MTF patient engagement that will optimize the NCR Network and DHA for greater performance.
Analyzes and makes recommendations concerning conflicting and divergent input from MTF staff, and other stakeholders within their area of responsibility to obtain a consensus position among differing viewpoints, and to assist program officials in the achievement of the public affairs program objectives.
Develops and manages the Market Office communications planning programs, to include providing input into the MHS/ DHA Strategic Communication plan involving Market Military Treatment Facilities, to facilitate better understanding and support of military health missions, roles, and responsibilities.
Develops and applies new approaches to complex public affairs problems of the MHS by developing and evaluating information programs to enhance understanding among public opposed or indifferent to MHS / DHA Programs, including the Defense Health Plan. Controls the strategic and synchronous release of information to inform internal and external audiences about the MHS and DHA.
Provides crisis communications planning support and advice on the impact of activities, including time-critical resolution of unfavorable media incidents that may escalate to national media and/or Congressional interest.
Analyzes the Market Office and subordinate MTFs public affairs problems and issues and determines new approaches for informing various individuals and key groups about MHS/DHA programs.
Facilitate relationships with representatives of the numerous Medical Organizations and Medical Support Organizations, Military Service Organizations, Veterans Service Organizations, other Federal Organizations and Non- Governmental Organizations at the regional level providing information about MHS/ DHA programs, policies, and services.
Develops and coordinates communications plans with local subject matter experts to disseminate information to a wide range of audiences. Evaluates techniques to incorporate the latest developments in the field into effective and efficient communications plans, programs, and strategies.
Provides supporting materials as required. Establishes and maintains relations with various communications organizations, including the news media in enlisting their cooperation in providing the public with information about the MHS/DHA programs and initiatives. Identifies existing or potential public perception problem areas and recommends an integrated strategy covering all communications and outreach aspects.
Qualifications:
Bachelors degree in communications, Public Relations, Project Management, or a related field.
5+ years of experience in public affairs, project management, or a combination of both roles.
Strong written and verbal communication skills, with the ability to tailor messages to diverse audiences.
Proven ability to manage multiple projects simultaneously in a fast-paced environment.
Proficiency with project management tools and software, as well as digital communication tools.
Familiarity with healthcare systems or military communications is highly desirable.
Project Management Professional (PMP) certification is a plus.
Knowledge of principles, methods, practices, and techniques of strategic communication, by selecting and using the appropriate communication tools, to assist in facilitating and implementing a command information program which targets an assortment of audiences at varying levels of interaction.
Knowledge and skill for developing written and oral and social media materials designed to convey complex information and clarify the organizations operations, programs, and activities to various audiences.
Skill in developing and maintaining effective and cooperative relationships with representatives at all levels from organizations and activities on and off the installation.
Skill in oral communication is sufficient for conducting one-on-one and group interviews, in addition to explaining views, goals and objectives to supervisors, staff, and contractors.
Demonstrate strong prioritization skills and Time Management are critical.
