Director, Media Relations

Blue Cross Blue Shield Association
Published
April 27, 2018
Category
Job Type

Description

Chaloner has partnered with Blue Cross Blue Shield Association on their search for a Director, Media Relations to be based out of their Washington, DC office.

Overview

The Director, Media Relations, serves as a senior communications professional, key media relations strategist and spokesperson for BCBSA’s business, policy and advocacy agenda, proactively managing relationships with national business, healthcare, beltway and consumer media and providing strong strategic counsel and support for executive engagement with relevant media outlets.

The director develops and executes integrated communications programs encompassing earned media, social media, message research and event planning in collaboration with an array of internal BCBSA departments and external partners, with the goal of enhancing and amplifying the role of the Blue Cross Blue Shield System as a unique partner in U.S. healthcare. The incumbent must demonstrate strong judgment and strategic acumen in advising executives on both proactive and reactive media engagement, including determining branded versus unbranded approaches; developing appropriate messages and positioning; counseling and preparing executives for interviews and other media opportunities; and executing on tight deadline for maximum impact.

The Director must draft communication plans, press releases/statements, key messages, talking points, fact sheets and other deliverables in a way that translates complex health care business and policy issues and regulatory information into simple and compelling messages for varied audiences. The incumbent must understand and navigate the rapidly changing policy and media environment surrounding healthcare reform and other healthcare industry issues important to the Blue Cross and Blue Shield System. This role will also be expected to support media relations activities involving the Association as a whole, and act in collaboration with the 36 independent, locally operated BCBS health plans.

Responsibilities 

  • Responsibilities include but are not limited to:
  • Actively manage relationships with national business, healthcare policy and consumer media and provide strong strategic counsel and support for executive engagement with relevant media outlets, with the goal of promoting BCBSA policy and business priorities, while protecting and enhancing the BCBS System reputation.
  • Serve as front-line media representative receiving and assessing media requests, managing issues as they arise and ensuring appropriate engagement.
  • Develop proactive pitching and placement strategies to assure that BCBS messages are consistently and positively conveyed through media.
  • Counsel and prepare executives for interviews and other media opportunities, executing on tight deadline for maximum impact.
  • Draft communication plans, press releases/statements, key messages, talking points, fact sheets and other deliverables in a way that translates complex health care business and policy issues and regulatory information into simple and compelling messages for varied audiences.
  • Develop and execute integrated communications programs encompassing earned media, social media, message research and event planning in collaboration with an array of internal BCBSA departments and external partners, with the goal of enhancing and amplifying the role of the Blue Cross Blue Shield System as a unique partner in U.S. healthcare.
  • Serve as chief media spokesperson and counselor to the BCBS Federal Employee Program (FEP®), to further FEP’s position as the pre-eminent, industry-leading health plan for the federal workforce.
  • Collaborate cross-functionally within BCBSA and with the 36 independent BCBS health plans in advancing BCBS System goals through earned media.

Qualifications

Required Basic Qualifications:

  • 8-10 years’ experience in successful execution of media relations programs, preferably in support of health care business, policy and advocacy goals
  • Experience as an on-the-record spokesperson with national business, healthcare, beltway and consumer media
  • Experience in counseling and preparing executives for on-the-record media engagement in a variety of settings
  • Established relationships with national and beltway healthcare reporters and healthcare industry trade press.
  • Demonstrated ability to creatively and proactively advance business and advocacy goals by developing a story/message and placing it in the right outlet at the right time.
  • Previous public relations agency, trade association, political campaign, government or journalism experience
  • Strong familiarity with health care industry issues and policy developments, and a clear understanding of the healthcare policy environment at the federal and state levels

Preferred Basic Qualifications:

  • Demonstrated experience managing multiple work streams simultaneously
  • Ability to counsel senior leadership on media relations strategy and executive positioning
  • Ability to translate technical and complex information into newsworthy media materials and media pitches
  • Experience working with print, radio, broadcast and online media outlets
  • Experience integrating traditional media efforts with social/digital media outreach
  • Experience with issue management and/or crisis communications
  • Experience managing other team members, leading project teams and working with outside agencies
  • Effective relationship building skills and ability to work in a collaborative environment
  • Ability to work well under pressure, with demonstrated success at working under deadlines with tight time frames
  • Ability to multi-task and thrive in challenging situations that require creativity, drive and commitment
  • Strong problem-solving skills

Equal Opportunity Employer

Blue Cross Blue Shield Association is an equal opportunity employer. We evaluate qualified applicants without regard to race, color, religion, sex, sexual orientation, national origin, age, gender identity, disability, veteran status, genetic information or any other legally protected characteristics

Interested and qualified candidates should apply below or send a resume and cover letter to Larry Brantley (larry@chaloner.com).

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