Public Affairs Specialist

Duties

1. The Public Affairs Specialist coordinates news media interviews with staff, and oversees arrangements with media representatives involving organization activities; provides supporting materials as required. The incumbent ensures proper attribution of news stories between staff members holding joint appointments with the medical college.
2. Establishes and maintains working relationships with local mass and specialized media representatives and with the special interest representatives concerned with veterans affairs within the geographic area He/she generates solid relationships by keeping media informed; being responsive to their requests; obtaining resources for media on various issues and programs; and by otherwise creating goodwill. Is responsible for assignment, distribution, and review of workload for his/her designated area of responsibility.
3. Incumbent plans and implements training for any assigned clerical staff and acts as a resource person in providing input to this employees work performance.
4. Establishes and maintains a speaker's bureau, distributing the list to media and interested organizations, coordinating speech requests and providing training and materials to speakers.
5. Assists management in planning, developing and implementing various programs and projects to meet special needs of veterans' organizations, affiliated educational institutions, and other audiences that require public relations intervention.
6. Maintains liaison with public affairs staffs of related health and educational organizations, service, civic and fraternal organizations on behalf of the Medical Center to maintain goodwill and information and facilitate joint projects or information gathering. Constantly evaluates public affairs programs while helping to track effectiveness of activities in the Medical Center. He/she develops beats to gather information for possible dissemination, such as news stories involving station activities or personnel (i.e., research initiatives) and is always alert for opportunities to explore potential for participation in exhibits, conventions and professional meetings
7. Maintains effective relationships with service chiefs and their staffs to refer and evaluate inquires made by the media as well as identifying newsworthy or feature events.
8. Establishes effective relationships with local media and veterans organizations, community groups and management officials. The incumbent meets with a variety of these groups to disseminate information, enhance relationships, and communicate Medical Center and VHA policies and information about specialized programs and initiatives.
9. Acts as liaison with the VHACO and VACO Public Affairs Program Offices, and the VISN Public Affairs Manager in matters of public affairs. Develops and maintains an internal public affairs program designed to enhance employee knowledge of and pride in the Medical Center health care organization. This may include publication of a newsletter, participation in new employee orientation, preparation of pamphlets, booklets, photo displays, fait sheets, video programs, etc., which enhance internal and external perceptions of the Medical Center.
10. Has daily contact with top management and attends management meetings to contribute information about the public affairs milieu and to gain a proactive position on potential public relations issues. Calls news conferences and briefings after appropriate discussion and counsel; determines the best strategy to use when responding to negative media inquiries; and continuously evaluates campaign strategies and positions and monitors their effectiveness.
11. He/she advises the Medical Center director, VISN Director's staff and VHACO/VACO Public Affairs Program Offices for national issues and national media -- of changes in public affairs strategies and keeps them informed of potential complications, problems and resolutions. Initiates public affairs correspondence, prepares information packages, conducts tours and other related tasks for special visitors and dignitaries, organizes select ceremonies and writes speeches for the Medical Center Director. Actively participates in appropriate management committees; conducts special projects and analysis involving specific problems; analyzes the impact or implications of events, proposals or directives.