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Public Relations Specialist II - Alexandria


CHRISTUS System Office




Not Defined






CHRISTUS Health-68600


3330 Masonic Dr
Alexandria, LA  71301


Full Time

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This position is responsible for implementing communications, public relations, social media and online reputation-rating management strategies to support the Louisiana ministries of CHRISTUS Health, which include CHRISTUS St. Frances Cabrini, CHRISTUS Shreveport-Bossier Health System and CHRISTUS Ochsner Southwestern Louisiana. To accomplish this, the Specialist will work under the direction of CHRISTUS Health's Media and Public Relations Manager and collaborate closely with the Director of External Communications as well as key system and ministry leaders.

Specifically, the Specialist engages with audiences in those areas to support and promote business objectives through earned media opportunities and social media channels. This includes PR and social media campaigns, online advocacy, community outreach efforts, promotions, communications, online and real-time crisis management, etc.

The Specialist will represent CHRISTUS Health positively and consistently at all times. This position will lead the proactive management of CHRISTUS' brand to include management of social media engagements with online audiences to support and increase the CHRISTUS Health online presence and develop positive news coverage and responses to events as appropriate. The Specialist must understand the specifics of health care, media and social media while generating stakeholder engagement in meaningful ways that meet regulatory requirements and compliance oversight.

The Specialist will develop the strategies for social media and reputation management to include proactive and reactive crisis response; proactive and reactive reputation management and rating improvements for Louisiana ministries through rating sites like Yelp, Facebook and Google; campaign engineering; online advocacy; community outreach efforts; promotions and public relations. Working with other members of the Louisiana marketing teams and the CHRISTUS Health external communication team, the Specialist will achieve proactive improvement of Louisiana facility and physician online ratings and respond reactively to comments, inquiries, issues and negative reviews compassionately and effectively, working with local partners.

This position will require daily interfacing with a number of constituents, including senior leadership, Communications Council, CHRISTUS Associates across the Louisiana ministries, news reporters and community and political leaders. This role will be privy to and responsible for protecting the integrity of confidential corporate information to include but not limited to strategic plans, financial information, risk management and patient information.

  • Create and manage the social media calendar for CHRISTUS ministries in Louisiana, working collaboratively with local Marketing and Communications Directors and local leaders.
  • Draft content (e.g. media releases) for media or news section of website
  • Liaise with media and handle requests for interviews, statements etc.
  • Pitch stories to the media and coordinate news coverage. Identify key topics of national and local interest and conversation of interest to the media. Identify key members of the media and their areas of interest/specialization. Identify key spokespeople and prepare them to respond appropriately and represent CHRISTUS effectively.
  • Foster relationship with reporters and key stakeholders in CHRISTUS Louisiana ministries.
  • Measure and oversee monthly news and publicity tracking for the Louisiana ministries, ensuring data in the tracking software is correct and updated and properly quantifies media relations outputs.
  • Create and manage best practices related to social media and reputation management to include creating responses for complaints received via reputation management platforms and social media postings.
  • Provide corporate media measurement KPI report regularly. Understand key performance indicators (KPIs) that accomplish engagement goals defined in social media plan/strategy and ensure the corporate social media presences and monthly earned media reports are achieving those goals.
  • This position will lead the proactive management of social media accounts to include management of all social media engagements with online audiences to support and increase the CHRISTUS Health online presence in Louisiana ministries.
  • Collaborate across departments to stay aware of key issues/messages and ensure consistent branding, messaging and responses when speaking to the media, members on social networks, blog, private messages and email.
  • As appropriate, coordinate outreach responses regarding media channels, media influencers and reporters via social media channels.
  • Monitor social media and earned media to locate and address any mention of CHRISTUS Health as necessary, both positive and negative.
  • Identify key topics of online conversation and key influencers. Provide real-time consumer feedback on the company brands and competitors.
  • Communicate in a professional manner that is aligned with the culture and communication style of CHRISTUS Health and its Louisiana ministries.
  • Manage the collection of original and user-generated content. Source, create and share via appropriate channels deeply compelling content about CHRISTUS and its ministries.
  • Assist with story- and publicity-relevant photography and video assignments across the system, including shooting and editing photos and videos when necessary.
  • Manage risk inherent in media and social media and assist in crisis response when media or social media crises arise.
· Collaborates with Director of External Communication and the external communication team on social media and media relations, both proactive and reactive, including pitching stories to media representatives, handling social media presences, etc. · Perform other duties as assigned
  • Bachelor's degree in Communications, Public Relations, Marketing, Business or related field required.
  • Solid understanding of the social media universe and experience communicating via a variety of online media, including the use of YouTube, Twitter, Facebook, Pinterest, LinkedIn, Instagram, Snapchat, Reddit, forums and blogs from a business perspective.
  • Experience in copywriting and editing
  • Ability to work extended hours on occasion, including some weekends and evenings.
  • Must be able to work rapidly, under pressure, and with frequent interruptions.
  • Ability to respond to difficult or crisis-level issues in online forums in a way that addresses concerns and decreases further growth of issue, often quickly with little oversight.
  • Ability to travel.
  • Ability to use a computer for extended periods of time, including word processing, presentation, spreadsheet, social media and various graphics and video programs.
  • Ability to work extended hours on occasion, including some weekends and evenings.
  • Exceptional oral and written communications skills
  • 3 - 5 years of experience in organizational social media and/or public relations roll required.
  • 5+ years in a health care setting is strongly preferred but not required.
  • Experience with Online Repuation Platforms like Yext and social media and news monitoring platforms like Sprout Social and Meltwater as well as photography editing (via Photoshop or some other program) and video editing preferred but not required.
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