The Senior Manager, External Communications is responsible for earned media relations, thought leadership, influence, and social media programs for Babson College with the goal of positively impacting, as well as protecting, Babson's 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. Provides strategic counsel on the communications response to internal and external issues affecting the Babson College community.
Integrated Media Strategy
In cooperation with the AVP, Communication Strategy, develop, execute, and analyze earned media strategies to support key announcements and initiatives; integrate news and storytelling with traditional media strategies; and write new stories, pitches, media advisories, and messaging to promote the Babson brand and position in the marketplace.
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 College's relationship with external agency partners to support national/international reputation and awareness efforts, provide strategic direction, and evaluate their performance to plan.
Responsible for ensuring the College's communication strategies for rankings appropriately reflect brand positioning and that the messaging and outreach strategies are accurate and timely. In collaboration with the Vice President of Academic Affairs and Dean of the College, Associate Undergraduate and Graduate Deans, and other Academic Leadership, leads the College's 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, talking points, FAQs, briefings, press releases, news and feature stories, and more in College efforts and activities.
Develop and maintain relationships with international, national, regional, and local news media. Manage the College's relationship with external agency partners to support national/international reputation and awareness efforts, provide strategic direction, and evaluate their performance to plan.
Social Media Management
Lead, develop, and manage thought leadership social media content designed to engage users and create an interactive relationship between consumers and the College.
Manage social media campaigns and conduct daily listening and engagement. Develop, plan, and implement creative programs, campaigns, and content that grows online community and increases engagement.
Maintain editorial calendar for key social media initiatives to provide fresh and engaging daily content.
Provide strategic social media counsel to internal stakeholders to extend College reach and audience. Work collaboratively with campus partners to incorporate relevant social media techniques into divisional communications.
Monitor trends in social media tools, applications, channels, design, and strategy.
Maintain social media dashboard and corresponding reporting; track metrics and analyze efficacy of campaigns in effort to maximize reach and results.
Monitor effective best practices for measuring the impact of social media campaigns.
Media and Community Management
Develop, maintain, and manage relationships with key industry media at the local, regional, and national/international levels in support of the College'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 Babson'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.
In collaboration with the Assistant Vice President of Communication Strategy and Chief Marketing Officer, 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.
Represent College Marketing at various meetings at the request of the AVP, Communication Strategy and the Chief Marketing Officer.
Assume additional responsibilities as required.
Minimum Level of Education Required Bachelor's Degree
Position Knowledge/Skills & Abilities Requirements:
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 and conceptually, listen carefully as well as to influence and persuade others. Must possess and 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.
Must have excellent analytical, verbal, and written communication skills along with a high level of diplomacy, discretion, and problem solving ability.
Proven success in developing collaborative relationships across diverse constituencies. Ability to establish credibility and confidence with internal and external stakeholders, vendors, and constituents; demonstrated experience working with external partners.
Adept at multitasking and managing in an agile, fast-paced environment.
Able to establish credibility and confidence with internal and external stakeholders, vendors, and constituents; demonstrated experience working with external partners.
Experience in analyzing and reporting on earned media impact.
Ability to operate calmly, proactively, and effectively in stressful and emergency situations; understands demands of role.
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.
Ability to travel on and off campus.
Will be required to work some evenings and weekends as needed.
Must have had a valid unrestricted U.S. Driver's License for one year, and maintain throughout employment an insurable (as determined by the College's insurer's criteria) or a satisfactory driving record; must successfully complete and pass the College's vehicle training program within the first 60 days of employment; annual or more frequent review of employee's driving record based on the College insurer's criteria; and safety training as required by management.
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.