Penn State Job Catalog

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The defined natural career progression within or between job profiles.

Public Relations

The Strategic Communications Manager - Public Relations serves within the Office of Strategic Communications and leads the University's public relations, media engagement, and social media strategies to advance the institution's reputation, visibility, and strategic priorities; works closely with University leadership and communicators across the institution to provide strategic counsel on media engagement and messaging; directs crisis communications and issues management efforts that support institutional priorities; actively promotes and supports the integration of enterprise communications strategy; oversees the University's digital and social media operations and strategy; leads internal communications and the University's most visible digital storytelling platforms; manages a team of public relations professionals.

• Lead the development and execution of comprehensive public relations strategies that advance the University's strategic priorities
• Identify high-impact storytelling opportunities that highlight the University's academic strengths, research enterprise, institutional leadership, and community impact
• Develop integrated communications strategies incorporating media relations, executive thought leadership, op-eds, speaking engagements, digital engagement, and targeted social media amplification
• Lead enterprise-wide internal communications initiatives designed to inform, engage, and support employees and students, including enterprise-wide human resources communications
• Develop and implement communications frameworks for University initiatives, institutional changes, and organizational transformation efforts
• Provide strategic counsel on media engagement, messaging, and reputation management
• Direct the University's media relations efforts by cultivating and maintaining relationships with influential journalists and media outlets at international, national, regional, and local levels
• Oversee the development and placement of press releases, feature stories, op-eds, and other earned media content designed to elevate the University's public profile
• Manage responses to complex or sensitive media inquiries and serve as a University spokesperson as required
• Guide proactive media outreach efforts and oversee media briefings, press conferences, and media engagement opportunities
• Develop and oversee the University's social media strategy to strengthen engagement, brand visibility, and institutional reputation
• Monitor social media channels and broader digital conversations to identify trends, opportunities, and potential reputational issues
• Oversee the development and implementation of crisis communications strategies and emergency operations planning, including preparation of statements, fact sheets, FAQs, and media responses
• Provide guidance to leadership during reputational or high-profile issues and coordinate communications responses
• Oversee daily monitoring and analysis of media coverage related to the University and broader higher education trends
• Provide strategic insights regarding media narratives, reputational risks, and opportunities for proactive storytelling
• Ensure that key stakeholders receive timely updates on major media coverage and reputational developments
• Lead collaboration with communications professionals across colleges, campuses, and administrative units to ensure coordinated messaging and strategic media engagement
• Provide counsel and expertise to academic and administrative leaders in developing media strategies that elevate the University's people, programs, and research impact; partner with internal stakeholders to align messaging and maximize communications impact
• Oversee day-to-day media relations operations, including policies, procedures, and communications technologies
• Manage budgets associated with media relations activities, vendor relationships, and communications initiatives
• Lead, mentor, and manage staff; establish priorities and conduct performance reviews; support professional development
• Set team priorities, assign projects, and ensure alignment with institutional communications goals

Level:

– Senior Manager

Base Description:

– Manages direct reports where primary duty is the management of a working unit.

Level Summary:

– Demonstrates advanced skills in critical functions related to unit's success. Demonstrates advanced knowledge of emerging technologies and processes. Monitors completed work of others to ensure effectiveness and adherence to requirements. Sets clear expectations and holds team accountable. Establishes a shared team/unit vision. Demonstrates ability to evaluate and enhance team/unit practices that promote a strong commitment to inclusionary practices. Coaches others using appropriate strategies. Demonstrates diplomacy. Demonstrates ability to serve as liaison between senior-level management and staff. Resolves complex, controversial, or unprecedented issues and problems.

Supervisory Responsibilities:

– Oversees large team or teams of individual contributors and/or supervisors/managers
– Leads a department or functional area

Fiscal Responsibilities:

– Monitors and tracks large budgets
– Plans, forecasts, and/or develops budgets
– May approve budgets for specific area
– Typically has final signature authority for specific area

Problem Solving:

– Encounters highly varied and complex problems that impacts the team and possibly the unit
– Develops creative and/or novel approaches to resolve problems that are difficult in nature
– Independently resolves complex and/or unprecedented issues and problems

Independence of Action:

– Work results are not clearly defined
– Generally sets own goals and determines how to accomplish results with few or no guidelines to follow
– Monitors completed work of others to ensure soundness of approach, effectiveness of meeting requirements, the feasibility of recommendations and adherences to requirements
– Delegates more advanced tasks to others

Communication and Collaboration:

– Communicates with both internal and external audiences
– Collaborates closely with team members and various areas across the University
– Fosters collaboration between units and engages others' coordinated efforts to reach desired outcomes with broad scope

• Comp Grade – 15
• Minimum – $115,860.00
• MidPoint – $144,804.00
• Maximum – $173,844.00

• Attention To Detail
• Creativity
• Customer Service
• Ethical marketing
• Media planning
• Media relations
• Networking
• Presentation Skills
• Public relations
• Public speaking
• Reputation management