The posting
Job Description Summary
The media relations manager advances and protects MUSC’s reputation by contributing to proactive public relations strategy and executing high-level reactive media relations across clinical, academic, research and enterprise priorities. The position serves as a primary contact for journalists, identifies and develops earned media opportunities, leads day-to-day media engagement, prepares spokespeople and subject matter experts, supports issues and crisis response, and uses media intelligence and performance data to inform decisions and strengthen results.
Entity
Medical University Hospital Authority (MUHA)
Worker Type
Employee
Worker Sub-Type
Regular
Cost Center
CC005839 SYS - CCMO - Communications
Pay Rate Type
Salary
Pay Grade
Health-29
Scheduled Weekly Hours
40
Work Shift
Job Description
This role operates with the ownership, pace and judgment expected of an experienced public relations professional. The media relations manager manages multiple priorities and internal stakeholder relationships, develops and executes proactive media approaches, and provides counsel and execution for reactive inquiries and emerging issues.
The individual should be strategic, driven, responsive and highly organized; continually scan the media environment for opportunities and risks; translate enterprise priorities into timely story ideas; and contribute consistently to planning, tracking and reporting processes.
The role works within enterprise processes established by senior communications leadership and collaborates closely with communications, marketing, content, regional, clinical, academic, research, legal and other operational partners.
Key Responsibilities:
40% - Media Relations Execution and Stakeholder Management
Success Criteria
- Serve as a primary media relations representative and designated spokesperson, as appropriate, providing responsive, accurate and professional service to journalists and internal partners.
- Lead day-to-day management of media inquiries from intake through resolution, including assessing requests, identifying and preparing subject matter experts, coordinating logistics, facilitating interviews and managing follow-up.
- Write and distribute press releases, media alerts, pitches, responses, statements, talking points, Q&A documents and other media-facing materials aligned with MUSC core messages and AP style.
- Cultivate productive relationships with local, statewide and targeted national media, maintaining a strong understanding of reporters, outlets, beats and current interests.
- Prepare media briefings and provide interview preparation or media refreshers for leaders, spokespeople and subject matter experts.
- Receive and escort media on campus and at off-site MUSC events; supervise in-person and virtual interviews.
- Manage multiple assignments, deadlines and stakeholder expectations with strong follow-through, sound judgment and attention to detail.
- Participate in the on-call rotation, including after-hours and weekend coverage, to support urgent or breaking media inquiries.
- Coordinate media relations activities with regional health network leaders and other enterprise partners.
35% - Proactive Public Relations Strategy and Opportunity Development
Success Criteria
- Serve as the primary media relations lead for external communications related to Board of Trustees activity, including timely agenda distribution, message preparation, press release drafting and distribution, media attendance coordination, issues support and on-site media management. This work may include occasional travel to off-site MUSC locations.
- Contribute to annual and initiative-specific public relations and media relations strategies, including goals, audiences, story platforms, tactics and key performance indicators aligned with MUSC and OneMUSC priorities.
- Translate organizational priorities into proactive earned media opportunities and executable pitch plans.
- Continuously scan the news cycle, media landscape, industry trends and cultural conversations to identify timely opportunities, emerging risks and areas where MUSC expertise may add value.
- Develop compelling, audience-relevant story angles and targeted pitches; recommend appropriate outlets, reporters, spokespeople and timing.
- Collaborate with communications, marketing, content, social media and regional partners to build integrated approaches and identify stories and subject matter experts.
- Prepare for regular planning meetings, bringing ideas and recommendations to build and maintain a forward-looking pipeline of proactive opportunities.
15% - Issues and Crisis Communications
Success Criteria
- Manage and execute reactive media response during crises, sensitive matters and emerging issues in collaboration with communications leadership, legal, clinical, academic and operational partners.
- Provide media relations counsel, assess potential reputational implications and recommend response approaches within established enterprise protocols.
- Draft and coordinate timely, accurate and transparent messages, statements, talking points and Q&A materials for media and public-facing use.
- Conduct active media and environmental monitoring during issues and crises; synthesize developments, media coverage and stakeholder questions for communications leadership.
- Monitor and report on crisis communications activity and resulting media coverage during and after a crisis to inform counsel, document impact and outcomes, and demonstrate the value of the team’s strategic management of the situation.
- Maintain crisis response documentation, message archives and scenario-based materials.
- Support updates to crisis communications protocols, scenario materials and response workflows to improve consistency and readiness.
- Coordinate FOIA-related media response activities in partnership with legal and communications leadership.
10% - Media Intelligence, Measurement and Reporting
Success Criteria
- Conduct daily media, topical and environmental monitoring to identify opportunities, trends and potential issues; elevate significant findings with clear context and recommended actions.
- Maintain accurate media lists, pitch trackers, inquiry logs and other working records that support team coordination and relationship management.
- Contribute consistently to daily, weekly, quarterly and annual reporting processes, including media coverage reports and dashboards.
- Analyze coverage and media relations results; identify patterns, lessons and recommendations that can improve future strategy and execution.
- Communicate concise, decision-useful insights to communications leadership and relevant partners.
- Perform other duties as assigned.
Note: Percentages reflect approximate annual effort and may shift during breaking news, crisis response, Board of Trustees activity or other enterprise priorities.
Additional Job Description
Required Skills and Abilities:
- Proven experience in public relations and media relations, with demonstrated success managing proactive and reactive assignments in a fast-paced, high-accountability environment.
- Ability to contribute to strategy while independently driving execution across multiple concurrent priorities.
- Expertise in media inquiry management, message development, pitching, interview coordination and spokesperson preparation.
- Strong news judgment and the initiative to monitor the media environment, recognize opportunities and risks, and recommend timely action.
- Ability to build trusted relationships with journalists, leaders, subject matter experts and cross-functional partners.
- Excellent writing and editing skills, with a strong command of grammar and AP style.
- Strong project management, organization and follow-through, including the ability to manage deadlines, approvals and stakeholder expectations.
- Ability to remain composed, responsive and accurate during breaking news, sensitive issues and crisis situations.
- Proficiency with media monitoring, database, analytics and reporting tools, such as Meltwater, Muckrack, Talkwalker and Google Alerts.
- Working knowledge of AI tools, such as Copilot, Claude and ChatGPT, with the initiative to use and further develop these capabilities to improve efficiency, generate ideas and strengthen systems and outputs while maintaining accuracy, consistency and professional discernment.
- Collaborative, solutions-oriented approach with strong judgment, curiosity, adaptability and attention to detail.
Physical Requirements:
- Statewide travel to media outlets, events and region, as needed.
- Prolonged periods of sitting at a desk and working on a computer.
- Must be able to lift up to 15 pounds at a time.
- May be required to kneel, squat or stand for extended periods to support on-site media activity or capture images.
Education and Experience:
- Bachelor’s degree in public relations, journalism, communications or a related field.
- A minimum of seven years of related work experience is required; seven years of related work experience is preferred.
- Agency, health care, higher education or similarly complex organizational experience is preferred.
If you like working with energetic enthusiastic individuals, you will enjoy your career with us!
The Medical University of South Carolina is an Equal Opportunity Employer. MUSC does not discriminate on the basis of race, color, religion or belief, age, sex, national origin, gender identity, sexual orientation, disability, protected veteran status, family or parental status, or any other status protected by state laws and/or federal regulations. All qualified applicants are encouraged to apply and will receive consideration for employment based upon applicable qualifications, merit and business need.
Medical University of South Carolina participates in the federal E-Verify program to confirm the identity and employment authorization of all newly hired employees. For further information about the E-Verify program, please click here: http://www.uscis.gov/e-verify/employees
