Public Relations Specialist

POSITION SUMMARY

Position Title: Public Relations Specialist

Department: Integrated Marketing

Reports to: Integrated Marketing Director

Position Purpose: The Public Relations Specialist is responsible for independently evaluating, developing, and managing public relations, media relations, and external communications initiatives that support AACN's strategic priorities, advocacy efforts, products, programs, and member engagement objectives.

This role serves as a subject matter expert within the Integrated Marketing function, applying specialized knowledge in public relations, media relations, storytelling, messaging, and reputation management to evaluate communication needs, develop recommendations, and determine appropriate communication approaches and tactics aligned with organizational priorities.

The Public Relations Strategist partners with the Integrated Marketing Director, organizational leaders, marketing teams, product owners, and external partners to identify communication opportunities, develop effective approaches, and deliver impactful communications that strengthen AACN's visibility, reputation, and connection with key audiences.

The role exercises independent judgment and discretion in managing complex communication assignments, evaluating opportunities and risks, determining appropriate communication approaches, and advising stakeholders on public relations activities. The position operates within established organizational strategy while independently determining methods, tactics, and execution approaches to achieve communication objectives.

Main Accountabilities & Results:

• Develops and executes public relations and media relations initiatives aligned with organizational priorities and communication strategies established by Integrated Marketing leadership.
  
  • Partners with the Integrated Marketing Director and key stakeholders to translate organizational priorities into communication plans, messaging recommendations, media opportunities, and storytelling approaches.
  • Provides subject matter expertise and recommendations regarding public relations opportunities, media engagement, audience considerations, messaging strategies, and communication tactics.
  • Collaborates with business partners, product owners, marketing strategists, clinical leaders, and subject matter experts to identify opportunities to amplify organizational initiatives, programs, products, and thought leadership.
  • Maintains a strong understanding of AACN's mission, strategic priorities, governance structure, advocacy initiatives, healthcare environment, and industry trends to inform effective communication recommendations and execution.

• Evaluates and manages assigned media relations activities, including identifying opportunities, determining appropriate outreach and engagement approaches, responding to media inquiries, and developing relationships with journalists, media outlets, and external partners.
  
  • Develops and oversees communication materials, including press releases, media advisories, key messages, executive talking points, briefing documents, FAQs, and other public relations resources, ensuring they reflect appropriate messaging, audience considerations, and organizational priorities.
  • Builds and maintains relationships with media contacts and external partners to support AACN's visibility, reputation, and thought leadership objectives.
  • Monitors media coverage, industry trends, public conversations, and emerging issues to identify opportunities, assess communication needs, and provide recommendations to support organizational decision-making.
  • Analyzes public relations outcomes, including media coverage, audience engagement, visibility, and other performance indicators, to assess effectiveness, identify opportunities and risks, and recommend adjustments to communication approaches.
  • Maintains relationships with external public relations partners, vendors, and communication resources to support effective execution of initiatives.

• Partners with organizational leaders to support high-visibility communications that support executive leadership, crisis response, advocacy efforts, and organizational priorities.
  
  • Advises AACN leadership, including the President, President-elect, and Board of Directors, on media engagement by evaluating communication needs, recommending messaging and interview approaches, and developing briefing materials, talking points, and other communications aligned with established organizational priorities and messaging direction.
  • Supports onboarding and communications planning for incoming Presidents and Presidents-elect by managing communication timelines, preparing messaging materials, coordinating media considerations, and ensuring communication needs are addressed.
  • Partners with the Director of Integrated Marketing and senior leaders to address media inquiries, emerging issues, and public-facing communication needs by providing recommendations, developing appropriate communications materials, and supporting implementation.
  • Provides communications expertise for crisis and advocacy matters by assessing communication needs, evaluating risks, recommending approaches and priorities, developing materials, and independently managing assigned workstreams within established organizational direction.

• Collaborates across marketing and organizational teams to ensure communications are audience-focused and aligned with organizational priorities, providing public relations expertise and recommending tactics and approaches for crisis, advocacy, and high-priority communications.
  
  • Partners with the social media team to monitor conversations, audience sentiment, emerging issues, and relevant discussions, using insights to provide recommendations and inform communication approaches and opportunities for proactive engagement.
  • Collaborates with marketing leaders and channel specialists to provide public relations expertise, recommend communication tactics, and support timelines and channel execution for crisis, advocacy, and high-priority organizational communications.
  • Builds and maintains strong working relationships with internal stakeholders, external partners, and media contacts to support effective communication execution, collaboration, and organizational objectives.
  • Upholds the organization's talent philosophy and values.
  • Performs other duties as assigned.

Skills Required:

• Demonstrated experience independently managing and executing public relations, media relations, and communications initiatives that support organizational priorities and established communication strategies.
• Advanced understanding of media relations practices, including media outreach, relationship management, story development, press materials, interview coordination, and media engagement processes.
• Exceptional writing and editing skills with demonstrated experience developing high-quality communications materials, including press releases, executive communications, talking points, FAQs, media advisories, and other public-facing content.
• Ability to translate organizational priorities, products, advocacy initiatives, and clinical topics into compelling stories and communications materials that effectively engage target audiences.
• Strong understanding of integrated marketing and communications principles, including how public relations supports broader campaigns, organizational initiatives, and audience engagement efforts.
• Experience supporting crisis, issues management, and advocacy communications by coordinating messaging, developing communication materials, and executing approved communication plans across multiple channels.
• Strong collaboration and relationship-building skills with the ability to effectively partner with executives, volunteer leaders, media contacts, business partners, and cross-functional teams to support communication objectives.
• Experience using media monitoring, social listening, analytics, and audience insights to evaluate communication effectiveness, identify opportunities, and provide recommendations to improve engagement.
• Strong project management, organizational, and prioritization skills with the ability to independently manage multiple communication initiatives, coordinate deadlines, and ensure timely execution.
• Excellent judgment, discretion, communication, and problem-solving skills with the ability to manage sensitive, high-visibility communications, evaluate situations, and determine appropriate next steps within established organizational priorities.

Education and/or Experience:

• Bachelor's degree in Public Relations, Communications, Journalism, Marketing, English, or an equivalent combination of education and experience.
• Minimum 7 years of progressive experience in public relations, media relations, corporate communications, or a related field, with demonstrated ability to independently manage complex communications initiatives and deliver high-quality results with limited supervision.
• Demonstrated experience developing and managing public relations and communications strategies that support organizational priorities, brand awareness, stakeholder engagement, and business objectives, with the ability to independently assess communication needs and recommend appropriate approaches.
• Experience managing media relationships and evaluating media opportunities, including developing executive communications, messaging, talking points, briefing materials, and other communications aligned with organizational priorities.
• Experience managing crisis communications, advocacy communications, or issues management by assessing communication needs and risks, recommending messaging and communication approaches, and managing initiatives within established organizational direction.
• Experience exercising independent judgment in managing complex communications initiatives, prioritizing competing demands, advising cross-functional stakeholders, and evaluating communication effectiveness through media monitoring, audience insights, engagement metrics, and other measurement tools.

Physical Requirements:

In addition to the responsibilities outlined in the job description, the following requirements represent the essential functions of this job, which must be met by an individual to perform successfully. Reasonable accommodations may be made to enable individuals with disabilities to perform these essential functions. Upon request, the organization will engage in an interactive process to identify and implement reasonable accommodations.

This position involves frequent communication and collaboration with internal stakeholders, external partners, media contacts, and organizational leaders through virtual, in-person, and written communication channels. The role requires regular use of standard office equipment, including computer systems, and prolonged periods of desk work involving writing, research, communication planning, analysis, and content development. Occasional travel may be required.

The position requires the ability to evaluate information, analyze complex communication needs, exercise sound judgment, and determine appropriate approaches within established organizational priorities. The individual must demonstrate strong mental focus and attention to detail while managing multiple projects, competing priorities, sensitive communications, and evolving organizational needs.

This role requires the ability to interpret and synthesize information, develop communication materials, provide recommendations, and collaborate effectively with cross-functional stakeholders. The individual must be able to work independently with limited supervision, prioritize assignments, resolve issues, and apply professional judgment to support organizational objectives and communication outcomes.

Total Compensation:

The target pay range for this role is $101,223 - $126,529

** We offer a 37.5-hour workweek with 3 different schedule options. In addition to the salary range listed, we offer a wealth of benefits to make working at AACN even more rewarding. Benefits include generous paid time off, low-cost health plans for medical and mental health services, dental, and vision, company-paid life and short-term disability insurance, a variety of other benefits, and a retirement savings program with employer matching and additional company contribution. AACN is committed to a people-centered culture of workplace excellence and belonging, and offers various alternative and flexible work arrangements to support work/life balance for our team members.