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- Marietta, GA 30060
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Executive Director of Public Relations
WellStar Health System • Marietta, GA
Posted 1 month ago
At WellStar we all share common goals. That’s what makes us so successful – and such an integral part of our communities. We want the same things, for our organization, for our patients, and for our colleagues. As the most integrated healthcare provider in Georgia, this means we pride ourselves on investing in the communities that we serve. We continue to provide innovative care models, focused on improving quality and access to healthcare.
The Executive Director, Public Relations is the day-to-day leader of and expert on WellStar Health
System’s communications strategy to continuously engage external audiences, including key
traditional and non-traditional/“new” media outlets, reporters, bloggers, influencer's and other
This Executive Director’s primary accountability:
• Assists in the creation of WellStar narratives and stories to engage ALL external audiences via
non-paid media generation which support WellStar’s leadership position vs all other
• Identifies emerging external communications technologies, techniques and tactics to ensure
that WellStar is on the forefront of positive and emerging public perceptions of the healthcare
• Manages governance structure for external messaging, ensuring consistent tone and delivery
of all external messages and consistency with internal/system messages
• Motivates internal audiences to enhance patient experience and engage in exceeding
expectations, via third party endorsement of key WellStar messages and success stories
• Works with Executive Director, Service Line & Clinical Communications and Executive
Director, Organizational Communications and Events to operationalize strategy for employees
and clinical and providers audiences, ensuring consistency of messages
• Creatively translates clinical messaging to broader WellStar external audiences
• Tells the WellStar story of united providers offering consumer-centric, high quality care to
patients to all external audiences via editorial coverage
• Informed by leadership, creates, leads and executes a strategy to translate externally focused
events to achieve WellStar’s core communications objectives via editorial coverage
This individual partners with the VP and other Executive Directors to identify and implement
externally/consumer focused communications and branding strategy that reaches traditional and
“new” media, influencing all external audiences, team members, clinicals, providers and care
givers, along with affiliates in a way that moves them from awareness of WellStar to ambassadors
of the WellStar brand and services. The Executive director partners with the VP, and SVP Brand
& Communications to identify and implement strategies that will create a “healthcare provider of choice”
brand identity among all external audiences, reinforcing WellStar/s unwavering focus on exceeding
consumer expectations, and creating a recognized and highly regarded brand that consumers seek
out for their care and key influencer's endorse as best in class.
The role partners to build programs to deliver and communicate WellStar’s differentiated value
with a team of change agents, via external communications and supporting internal/system,
clinical and provider engagement from an integrated perspective. This individual will participate in
and utilize matrixed/cross-functional teams with expertise in marketing, branding, public relations,
digital platform management, internal communications, provider communications, patient and family outreach,
and community presence. Particular focus will be on the ability to inspire a strategy that is contemporary, sophisticated,
adaptable and genuine. WellStar’s team members, care givers, clinicians and providers should feel consistency in the
WellStar messaging, continuous high-quality care and safe working environment across all locations.
There will be a palpable sense of engagement across team members, care givers, clinicals and providers.
The individual is FLEXIBLE in this role, and constantly re-creates themselves to connect cross-functionally
and engage peers and stakeholders in this effort drive the brand image and brand brief. This leader will inspire
WellStar to break through traditional communication and marketing models into a new era, by which
team members and caregivers are the focus. Every effort should be created to communicate to external audiences
in ways they desire, understanding that this requires unique digital and personal strategies.
These initiatives will bring team members and care givers directly into the creative process to unlock new sources of value.
Required Minimum Education: Bachelor’s degree in Public Relations/Communications/Journalism or or related field.
Required Minimum Licensure/Certification: N/A
Required Minimum Experience: Minimum six to eight (6-8) years of experience in Media Relations/External Public Relations. Six (6) to eight (8) years in management capacity. Demonstrated success in external audience messaging in a way that directly engages the traditional and “new” media outlets. Success in creating effective messaging for external audiences and translating complex information into compelling consumer-focused stories. Ability to effectively maneuver within a complex system/company. Expertise in highly successful external audience/media messaging. Proven success in engaging media outlets and key influencer's with the opportunities and services provided by the System. Ability to function with ease in a complex system/company. Success with creating and implementing digital engagement tools.
Required Minimum Skills: Possess the drive to participate in a highly-engaged cross functional team with identified success in developing those teams. Proven success in utilizing innovative technology and digital experiences to connect to engage key audiences and drive interaction. Experience in developing 1) successful media relations strategies and 2) engaging key internal audiences translate their work into compelling externally leveraged consumer-focused stories, and 3) Subject matter expertise of modern communication best practices and digital platforms available for external audience engagement. Attributes of the individual: understands and enjoys engaging news media on a daily basis, drives innovation, is constructively discontented, inspires change, employee-driven, reinvents him/herself constantly, compelling storyteller, develops others, reaches an audience where they are, thrives where change is constant.
Attributes and Behaviors:
• Nimble master of content customization
• Media and Public Relations communications expert
• Respectfully challenges leadership
• Plugged into key influencer's in the fields of PR and media relations/communications
• Thrives in an environment where change is the new constant
• Meets the providers where they are
• Immersed in the business
• Unafraid to provide conviction-based counsel
Join us for outstanding benefits and development opportunities. We also offer state-of-the-art technology, professional support and advancement, and colleagues that rank amongst the best in the country.
Step up to your potential. Find out more and apply today!