Director Public Relations

This position is a key builder of and contributor to the company's reputation through proactive and reactive media relations, issues/crisis management, and thought leadership.

Responsible for developing and aligning messages with strategic direction, public policy and brand strategy to ensure consistency with external stakeholders (members, policy holders, employers, the public, etc.). Enhance the reputation of the company as an innovative enterprise that is helping people and communities achieve better health through a variety of traditional and social media platforms.

Job duties include but are not limited to:• Develop, execute and measure proactive plans, programs and tactics to drive the GuideWell/Florida Blue reputation and support key business priorities• Develop and measure earned media strategies and plans• Lead continuous process improvement for PR and media relations practitioners across the Enterprise, including ongoing improvement of media kits, backgrounders, etc. • Develop thought leadership materials and content, including managing program to establish Florida Blue as a go-to source for health insights to engage media and other stakeholders• Develop strategies to enhance media coverage of the company, highlighting innovation and thought leadership to align with business goals• Ensure media coverage is aligned with strategic direction• Ensure integration across business initiatives and consistent messaging• Proactively engage with key media in Florida to position the company's executives as thought leaders. Maintain central media database• Manage press release approval process for the Enterprise• Build and maintain relationship with print, electronic, broadcast and social media in both business, healthcare, and general news arenas in Florida and national news• Function as a PR and media relations "center of excellence," serving as key consultant and support to communications colleagues to develop messages and communication strategies to support brand, marketing, sales, public policy, local presence and other external/customer facing business/processes • Serve as spokesperson with the media • Write press releases, standby statements and Q&As• Conduct media training sessions for business unit leaders• Develop monitoring/reporting process that effectively measures media relations results quantitatively and qualitatively • Manage Daily leader clips• Develop Weekly Board News summaries• Ensure thought leadership content is maximized and leveraged appropriately to drive corporate reputation of our brands• Manage agencies/vendor relationships• Represent Florida Blue on the BCBSA Strategic Communications Advisory Network, and ensure the company leverages Association key messages, materials and programs. Represent FB and GuideWell Communications function across the Association• Manage and respond to issues and crises that present either opportunities or threats to the company's reputation/brand• Provide insightful, timely, strategic counsel on reputation management and media• Anticipate and reactively respond to emerging issues and counsel business unit leadership on external issues/crises with the potential to impact the organization's brand or overall reputation• Lead crises/issues management programs, serving as central contact for issues management and crisis response• Create and collaborate on media relations plans for business units • Proactively identify, track and report on reputation risks; raise awareness and understanding of risks among senior leaders; Measure results making strategic adjustments in messaging and positioning• Implement crisis communication plan; coordinate communication with all key stakeholders in a crisis situation

Job Requirements:• Related Bachelor's degree or additional related equivalent work experience• 7+ years related work experience. Experience details: Media Relations, Communications or a related field• Demonstrated excellence in writing and oral communication skills, with proven ability to develop and execute communication strategies that are aligned with business goals and objectives• Ability to identify, build and maintain relationships with senior leaders and other key stakeholders • Ability to communicate effectively in multicultural environments• Extensive understanding of communication measurement methodologies and appropriate use of data assessments; establish outcome measurements and tracking mechanisms; utilize data to monitor and analyze results• Extensive ability to translate complex concepts into understandable ideas and language based on target audience• Outside-in perspective and understanding relating to the health care industry• Deep understanding of company's strategies, culture and values; broad understanding of operating principles and major functions/processes• Ability to leverage information and relationships to form/create communication solutions• Ability to work closely with key areas including Marketing, IT, Innovation, etc. to assure consistency of messaging and brand experience• Sound judgment, strong initiative and the ability to work with multiple stakeholders• Proactively improve processes to increase efficiency, effectiveness and align with best practice standards• Detail-oriented, energetic self-starter with the ability to work well with all levels of management. Must have demonstrated commitment to teamwork and have achieved success in partnering with colleagues across organizational lines to produce results• Demonstrated experience responding to rapidly changing conditions with agility and creativity, identifying and capitalizing on opportunities• Excellent writing, analytic and presentation skills. • Must possess negotiation, consulting skills with facility to interact and influence senior leaders and those out of span of control• Executive presence and ability to represent the organization externally• Reputation for appropriately handling sensitive, confidential information and situations• Aggressively seek creative solutions to position company in a rapidly changing environment and competitive marketplace

Preferred:• Master's Degree• Bi-lingual

We are an Equal Opportunity/Protected Veteran/Disabled Employer committed to creating a diverse, inclusive and equitable culture for our employees and communities.