AVP, Public Relations
Company: Vystar Credit Union
Location: Jacksonville
Posted on: March 17, 2023
Job Description:
At VyStar, we offer competitive pay, an excellent benefit
package that includes a 401(k) Plan, an extensive paid technical
and on-the-job training program, and tuition
reimbursement--available to all full and part time employees. Part
time positions start at a minimum of 30 hours per week.We encourage
you to become a part of VyStar Credit Union's family of
employees.AVP, Public RelationsACCOUNTABILITY STATEMENT
This leadership role is responsible for developing and directing
the development and execution of public relations strategy,
planning, media outreach, media relationship growth and PR
analysis/reporting. Directly partnering with senior leadership,
this PR leader will make key recommendations on the key external
positions and messages for VyStar, prepare leaders for media
appearances and continue to increase the organization's external
reputation.ESSENTIAL FUNCTIONS
- Public Relations Leadership/Management: Responsible for public
relations leadership, daily management, development, and
inspiration for all PR activities. Manage PR Specialist and
collaborate with all members of the Communications/ PR team,
cross-functional Marketing, and teams across the entire
organization. Identify, contract, and oversee activities of
freelance PR partners as needed.
- Public Relations Strategy: Lead the development of a
wide-scale, multi-faceted PR strategy that drives favorable public
perceptions, expands awareness and builds reputation of the
organization's products, services, accomplishments, and agenda.
- Content Creation: Develop well-articulated press releases,
research briefings, white papers and other content that drive media
interest and positive press coverage for the organization.
- Media Relationships: Establish and maintain cooperative
relationships with representatives of the media, community,
consumer, employee, and public interest groups.
- Media Interviews & Speaking Engagements:Coordinate provide
talking points, and review/edit key media interviews with VyStar
leadership and subject matter experts. Lead media training for key
leaders across the organization
- Cross- Organization Review and Oversight -
- Work across the organization to drive understanding and
consistency around our external communications strategy and
approach.
- Review and approve content provided across the organization.
Including going through scenario testing and mitigation for
large-scale launches/changes.
- Work closely with Legal and compliance to ensure risk is
managed.
- Represent Marketing team on cross-organizational projects as
needed.
- Thought Leadership:Develop plans and program to identify key
subject matter experts within our organization that can be
representatives across media for key financial
education/information. Assist with media training and preparation.
- Media Policies & Procedures: Expand employee policies for media
interaction and public speaking engagements. Lead the necessary
reviews/approvals for these appearances. Create communications and
training to drive understanding and adherence to these policies and
procedures.
- Awards & Recognition: Drive external recognition of VyStar and
key leadership across key 'Best of' award categories and other
ranking programs. Complete applications and drive promotion of
received recognitions.
- Planning/Budgeting: - Own annual PR budget and plans. Assist
Senior Marketing leaders with Annual Marketing Business Planning
and lead development of regional PR plans to support key market
growth.
- Growth/Merger & Acquisition PR: Oversee and lead PR planning
and announcement activities to support VyStar growth initiatives.
Coordinate with partner organizations to ensure alignment in
approach and strategies.
- Crisis Management - Responsible for developing, documenting,
testing, and activating full-scale crisis management plan. Ability
to act and respond as needed (often after-hours, weekends and
holidays).
- Track, Analyze and Report media coverage, sentiment and impact
- Special Projects - Lead and implement special projects and
initiatives as needed.VYSTAR EXCELLENCE:Incumbent is expected to
demonstrate each of the following VyStar Excellence behaviors in
performing the duties and responsibilities of their job:* Focus
Focus your full attention by carefully listening to and observing
client or member.* Connect Consistently be friendly and
approachable. Demonstrate your care.* Understand Listen
empathetically and ask questions (70%/30% rule).* Counsel Recommend
solutions based on yourmember's needs and objectives.* Advance
Ensure that member's expectations were exceeded.Verify necessary
follow-up actions.JOB QUALIFICATIONS Experience Requirements:
- 10 or more years public relations/communications experience and
experience working in highly regulated industry (financial services
preferred)
- A minimum of 5 years directly managing staff and leading
teamsEducational Requirements
- Bachelor's degree in business, public relations, marketing
and/or communications areas or equivalent experienceOther Skills
and Experience:
- Relationship Building - Experience developing and leading media
partner relationships, including news outlets, vendors, and assets.
Demonstrated depth of existing media relationships in key VyStar
markets.
- Influence - Demonstrated ability to inspire or motivate others
to adopt belief, approach or take action.
- Storytelling - Experienced and talented verbal and written
storyteller that can bring out emotional response through very
clear and simple story.
- Editorial level Review and Feedback- Highest level of written
and verbal communications skills with demonstrated experience in
editing. Ability to provide constructive and educational feedback
to leadership, peers, and reports that enhances relationships and
results in continuous improvement.
- Media Pitching Success - Demonstrated success at getting
external media excited about pitched stories and maximizing
coverage.
- End to End Media/PR Process - A strong understanding of the
full funnel media/PR process and experience leading public
relations efforts from start to finish across multiple PR/media
channels (TV, Digital, Print, Radio and Social)
- Data Driven Analysis - Skilled in leveraging key PR insights,
best practices, and industry analysis to drive measurement results
and take actions to drive continuous improvement.
- Contemporary marketer - who believes in the art and science of
PR/marketing and possesses the right balance of PR/Comm and
marketing skills
- Policy/Procedure Setting - Demonstrated success developing
strategic PR plans, driving impactful PR execution, and
policies
- Self-starter - who will take initiative with new PR projects
and works well with a variety of people
- Project Management - Exceptional Public Relations planning and
project management with strong attention to detail
- Budget Oversight and Management - Experience setting and
managing operating budgets.
- Coaching and Management - Prior experience leading, coaching
and developing a team of professionals, as well as working across
indirect reports, outside partners and cross functional teams
- Strategic - Ability to identify opportunities and develop
vision that transforms results for organization. Demonstrated
experience bringing vision to life through practical implementation
plan with specific experience in the development of complex and
multi-faceted PR/media strategies in particular.
- C-Suite and Board-Level - Demonstrated ability to inform,
influence, train and provide constructive feedback to C-suite and
Board-Level leaders while deepening trust.
- Policy and Compliance - Success in developing, training, and
implementing easy to follow policy and procedures in partnership
with compliance and legal teams.
- Fast-paced and Complex Environments - Self-starter, independent
and able to handle changing priorities, make good decisions under
pressure and use sound judgment. Demonstrated ability to
confidently lead and support others in this type of
environment.Computer/Technology System Requirements
- Candidate should have a good working knowledge of the desktop
publishing and graphics systems as well as general personal
computer skills (Excel, PowerPoint, SharePoint)
- Experience with PR/marketing tools and technology including
monitoring services, project management, data
analytics/measurement, and tracking (e.g., Smartsheet, Asana,
Google Analytics, Datastudio, Power BI, Tableau)DISCLAIMER AND WORK
ENVIRONMENTNothing in this position description is an implied
contract for employment. The position description is intended to be
an accurate account of the essential functions. The functions are
not all encompassing and are subject to change at any time by
management.The work environment characteristics described are
representative of those that an employee encounters while
performing the essential functions of this job. Reasonable
accommodations may be made to enable individuals with disabilities
to perform the essential functions.As required or requested, may
exert up to 20 pounds of force occasionally and/or a negligible
amount of force constantly to lift, carry, push, pull or otherwise
move objects.
Keywords: Vystar Credit Union, Jacksonville , AVP, Public Relations, Advertising , Jacksonville, Florida
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