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The Senior Manager, External Communications reports directly to the AVP of Communications and Marketing Strategy and is a key member of the College Marketing team. This position will work across the College to advance storytelling and brand awareness efforts by supporting the planning and implementation of strategic communications to enhance the Collegeâ™s reputation locally, nationally, and internationally. The Senior Manager of External Communications is responsible for developing PR plans, media strategies, and integrated communications campaigns for Babson College with the goal of positively impacting, as well as protecting, Babsonâ™s brand reputation. This position plays a leading role in issues management and proactive communications management, including crisis communications, for the College, with a particular focus on communicating key College priorities and strategic initiatives; and provides strategic counsel on the communications response to internal and external issues affecting the Babson College community.
WHAT YOU WILL DO
In cooperation with the AVP, develops and implements a multi-year media relations plan that sets priorities for seeking coverage that is reflective of the Collegeâ™s strategy.
Develop and maintain strong working relationships with key national, regional, local, and trade news media. Execute all aspects of media relations, including story development, media targeting, pitching, and relationship management. Secure media opportunities for College spokespeople and conduct interview preparation and media training.
Stay attuned to external news events and trends related to business education, higher education, research, and innovation/entrepreneurship, leveraging information for media outreach and other visibility opportunities.
Draft, edit and disseminate communications materials for College publications and video productions such as press releases, op-eds, blogs, public service announcements, feature stories, media advisories, scripts, web site content, short-form stories, newsletters, electronic communications, and other promotional materials as required.
Responsible for ensuring the Collegeâ™s communication strategies for rankings appropriately reflect brand positioning and that the messaging and outreach strategies are accurate and timely. In collaboration with Marketing and academic leadership, leads the Collegeâ™s influencers and rankings outreach strategy, including packaging and promoting significant faculty appointments, awards, and thought leadership. Recommends and manages owned and earned marketing strategies, programs, and individual deliverables to positively influence brand positioning and annual rankings.
Identify ways to sponsor and promote Babson at key academic associations and conferences including Academy of Management (AOM), AACSB, United States Association of Small Business and Entrepreneurship (USASBE), and EFMD. Leverage academic association communications channels to promote Babson thought leadership (i.e. AACSB Newsletter, BizEd Magazine).
Prepare and edit internal messages, public statements, remarks for senior leadership, engagement speaking points, FAQs, briefings, press releases, news and blog posts.
Ensure College spokespeople (including senior leadership and the President) are properly informed and briefed for media interactions, and follow up is done on their behalf.
Manage the Collegeâ™s relationship with external agency partners to support national/international reputation and awareness efforts, provide strategic direction, and evaluate their performance to plan.
Develop, maintain, and manage relationships with key industry media at the local, regional, and national/international levels in support of the Collegeâ™s strategic plan; oversee media tours to top-tier, national outlets as well as all media visits to Babson.
Proactively develop and cultivate positive relationships with Babson faculty, students, administrators, alumni, College neighbors, and other community members to create and uncover media-worthy news items.
Manage and maintain Babsonâ™s Faculty Expert database. Proactively partner with College Marketing colleagues and Academic Leadership to maintain knowledge of faculty research deliverables for use in crafting stories and opportunities, and to connect Babson thought leaders to journalists seeking expert commentary.
Provide crisis support related to media management and messaging; help implement crisis communication strategies in the Babson community, and to the media and external community.
Analyze earned media impact on brand; develop weekly reports on reach and frequency of media reporting and regularly report out to senior leaders on earned media impact.
Manage promotion to the media of appropriate College-sponsored events; attend events as needed.
Partner with Institutional Marketing colleagues to execute a direct engagement strategy as part of earned media efforts, specifically targeting speaking roles, panel opportunities, and other efforts at academic and business conferences globally.Â
Develops and implements plans to incorporate social media into overall PR efforts. Stays abreast of current social media trends to ensure optimal utilization of social media platforms in support of the communications strategy.
Represent College Marketing at various meetings at the request of the AVP, Communications and Marketing Strategy and the Chief Marketing Officer.
Assumes additional responsibilities as required.
WHAT EDUCATION AND SKILLS YOU WILL NEED
A minimum of 8-10 years of demonstrated experience in public relations/media management required with a proven success in managing complex media strategies; specific focus on experience in integrated news rooms/media outlets.
Experienced media professional and strategic thinker with a demonstrated capacity for skillful management and multi-tasking, with good political judgment, excellent communication and interpersonal skills, proven crisis management abilities, an understanding of complex organizations.
Must have the ability to innovate, think strategically, creatively, and conceptually, listen carefully as well as to influence and persuade others. Must possess an extremely high level of professionalism, sound and mature judgment, and collegiality.
Creative approach to storytelling and media management; proven media management and messaging in complex environment.
Organized, self-directed, and self-disciplined; keen attention to detail.
Must have superb analytical, verbal, and written communication skills. Strong writing and editing skills and proficient in many writing styles, including promotional writing, which demonstrates attention to audience, tone, nuance, and detail.
High level of diplomacy, discretion, and a track record of making sound decisions that demonstrate problem solving ability, adaptability, and responsiveness to change.
Proven success in developing and maintaining collaborative relationships across diverse constituencies. Ability to establish credibility and confidence with internal and external stakeholders (faculty, staff, students, alums), vendors, and constituents; demonstrated experience working with external partners.
Adept at multitasking and managing multiple projects in an agile, fast-paced environment. Able to consistently meet deadlines and deliver high quality results under pressure.
Experience in analyzing and reporting on earned media impact.
Ability to operate calmly, proactively, and effectively in stressful and emergency situations; ability to work independently and as a collaborative, team player.
Envisions and proposes new methods to perform tasks that support ET&A; takes thoughtful risks; and accepts new and ongoing initiatives, objectives, and solutions to gain sought-after results.
Anticipates and embraces change; demonstrates willingness to achieve, acquire, and utilize new skills and challenging tasks; and is flexible in changing conditions.
At Babson, we believe that entrepreneurship is applicable?and crucial?in organizations of all types and sizes, in established businesses as well as new ventures. Today, teams, divisions, and whole enterprises are striving to be more entrepreneurial. Furthermore, entrepreneurial thought and action are happening at all levels of an organization, where collaboration complements top-down leadership.Babson College was the first to understand that thinking and acting entrepreneurially is more than just an inclination. Rather, it can be taught. And we do it better than anyone.
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