The Director of Public Relations is responsible, for developing and managing implementation of major product public relations initiatives and corporate communications for vaccines including promotional programming, media strategy and media relations, issues and crisis management. Serves as primary media spokesperson on brand related matters and as the communications liaison on product and general vaccine communications to external stakeholders including news media, third-party consumer groups, and other advocates/critics. Provides strategic communications counsel and support to internal stakeholders on brand related external communications including senior management, product marketers, policy, investor relations, internal communications and corporate communications. Oversees the selection of, and ongoing interactions with multiple agencies. Manages staff and/or agency personnel and monitors and manages product budgets. Expected results include awareness of company messages among target audiences (healthcare providers, consumers, government officials, policy makers) and motivation to act favorably toward company's interests.
KEY ACCOUNTABILITIES
Develop and obtain approval for strategic product public relations plans that are supportive of business plans. Implement plans and programs to achieve agreed upon goals and objectives. This is done by surveying external environment and developing messaging and programming proposals to address stakeholder perceptions to bring to desired outcome, obtaining appropriate management approval, ensuring sufficient budget to carry out program, keeping management apprised on a timely basis, adapting programs as necessary, managing resources to achieve agreed upon results, and measuring and reporting results against agreed upon objectives.
Develop and maintain effective two-way relations with groups whose influence is of special interest to the company in support of strategic marketing public relations plans. This will be done by identifying key groups, establishing appropriate contacts, working with groups to identify projects of mutual interest and serving as a company liaison to groups on an ongoing basis.
In conjunction with outside consultants, and as appropriate to support strategic marketing public relations plans, monitor issues and trends of interest to enhance the company's ability to respond on a timely basis, alert management to developments as necessary, prepare issue brief/crisis response. Respond to/correct issues in traditional and social media consistent with approved statements and company policy/process as appropriate.
May serve as communications counsel to U.S. and/or global crisis team. Develop communication vehicles for crisis management (e.g., press releases, standby statements, Q&As, talking points, customer letters, etc.) for company spokespeople to use before various audiences. Provide spokesperson training. Manage media relations strategy associated with crisis communications and may serve as primary spokesperson to media and/or other external audiences. Coordinate with other global and corporate communications colleagues to support message consistency.
In conjunction with Public Policy and Immunization Policy, develop communications plans and vehicles to further vaccine advocacy that maintain public confidence in vaccines.
Develop processes and provide appropriate support for ensuring content of digital/social media external communications is effective, consistent and supportive of business goals.
Serve as spokesperson to consumer and professional media and provide information on a timely basis. Identify and train subject matter experts (internal and external) and senior company executives in media relations to delevelope spokespeople.
Interface with Internal Communications to ensure employees are aware of and sufficiently informed of major product initiatives.
Context of the Job/Major Challenges
Needs to intimately understand business objectives and brand strategies and identify those that can be supported by public relations. Identify external environmental factors impacting the strategies and help to identify and drive appropriate communications objectives that meet not only brand objectives, but that are also consistent with legal, regulatory, governmental/policy and global strategies. Interface between marketing teams and outside PR agencies to ensure appropriate level of activity and cost-effective programs. Represent business unit, regional, Global and Corporate perspectives within context of local communications needs.
Works independently with little supervision and directs the work of other communication professionals, administrators, and agency staff for whom there is no formal supervisory relationships.
Operates in a matrix environment with key interfaces to other regional Communications colleagues, U.S. Marketing, Medical Affairs, Government Affairs, Public Policy, Advocacy, Legal, R&D, Global Product Communications, Corporate Media Relations, Investor Relations, and Senior Commercial Management.
Dimensions/Scope
Position scope is primarily U.S. commercial operations but requires thorough understanding of corporate communications priorities, and global brand strategy to ensure integration of messaging.
Ensures compliance with Company Policies & Procedures related to public relations materials, FDA, FTC, SEC regulations and related laws, policies and standards.
Position requires the ability to appropriately challenge existing Company methods with new, creative approaches when appropriate to better support business goals.
Jon Ramos
Staffing Consultant
Marcom Choices Staffing
P.O. Box 620632
Woodside, Ca. 94062
408 887-0455
