The Director will provide mature leadership, direction and education in managing traditional and digital external communications; assess the challenges and opportunities of the external environment and develop strategies for protecting, supporting and enhancing Baystate Health’s reputation and image. The Director will promote Baystate Health’s image and brand among external stakeholders through successful, positive media placements, new media execution and community outreach.
What You Will Do:
The Director will also lead and drive the internal communications strategy that supports and educates employees across the Baystate Health System.
The Director is expected to develop external and internal communication plans that identify opportunities to enhance the reputation of Baystate Health. The Director will collaborate in developing public affairs strategies for system and affiliates’ marketing plans. The Director will consult with senior executive and clinical leaders, physicians, nurses and other BH leaders to develop external and internal communications strategies and plans to achieve organizational, entity, and/or departmental objectives.
In addition to placing positive, proactive traditional and digital media coverage, the Director will develop a strategy that will minimize the impact of negatively oriented stories. The Director will establish and maintain strong and mutually supportive relationships with key partners in traditional media.
The Director may serve as a representative of Baystate Health at external functions, on boards and at business and community meetings.
The Director will serve as the primary crisis/disaster, external communications strategist and leader for the system and affiliates, involving the Vice President for Marketing & Communications; Legal; and the President’s Cabinet, as appropriate. The Director will oversee the release of information to the media and the public in compliance with all state and federal regulations.
The Director will oversee digital/social media triage and digital community interactions, responding to all external interactions in a best-practice appropriate and timely manner.
The Director will actively and openly collaborate with fellow leaders within the division of Strategy and External Relations to share information, support effective decision making and ensure efficiency in work processes and relationships within Baystate Health and outside the organization.
Coordinate Baystate Health executive and “subject matter expert” contact with traditional and digital media.
Serve as a media advisor to the CEO, senior staff, trustees, and other leaders, as needed.
Develop, communicate and monitor policies governing contact with all media.
Design and implement monitoring processes to assure effectiveness of public relations activities.
Possess a contemporary level of expertise in existing and emerging digital media.
Prepares and monitors his/her cost center budgets, approves budgets of direct reports and assures costs remain within budgetary limitations.
The Director will oversee the performance of the direct reports in their roles and is responsible for all personnel actions relating to assigned staff.
The Director will be available 24/7* to support Public Relations On-Call staff (providing condition reports and assistance to reporters after hours on weeknights and weekends); serve as PR On-Call representative on a rotating basis; and be available to engage in communications related to any crisis/disaster event. *Unless away for scheduled vacation time.
The Director will engage in other duties, as assigned by the Vice President of Marketing and Communications.
Observe all health and safety requirements. This description covers the essential functions of the position. Incumbent is expected to perform other similar and related duties as assigned. Management has the right to change or add to the job responsibilities at any time.
Baystate Health is an Equal Opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, marital status, national origin, ancestry, age, genetic information, disability, or protected veteran status.
Internal Number: R2029
About Baystate Health
When you become a part of the Baystate team, you join one of New England's leading and largest not-for-profit healthcare systems - serving more than 800,000 people throughout western Massachusetts. Join us in advancing care and enhancing lives every day in the communities we serve.