Penn State Job Catalog

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Missing levels within the leveling matrix can be added based on business need.

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:

– Manager

Base Description:

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

Level Summary:

– Demonstrates proficient ability in work design, project management, financial planning and development of goals for accomplishing unit assignments. Reviews and guides work to ensure conformity to policy and effective approaches. Evaluates employee performance and recommend development opportunities. Demonstrates ability to coach employees. Presents and communicates key university indicatives and connects it to unit contributions. Provides broad guidelines. Develops, evaluates, enhances, and/or implements quality improvement practices. Recommends innovative solutions.

Supervisory Responsibilities:

– Oversees a team (typically 4 or more; no fewer than 2) full
– time direct reports of individual contributors and/or first level supervisors.

Fiscal Responsibilities:

– Monitors and tracks department/area budget
– May plan, forecast, and/or assist in developing budgets
– May have final signature authority for specific area

Problem Solving:

– Encounters varied and complex problems
– Helps to develop creative and/or novel approaches to resolve problems that are difficult in nature but within limited scope
– Modifies, adapts, or refines guidelines if necessary to resolve issues or problems

Independence of Action:

– Works independently on complex or strategic assignments
– Uses existing practices and advanced working knowledge to determine appropriate work methods for the team
– Reviews completed work of others for conformity to policy, and effectiveness of approach
– Delegates 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
– Prepares written and/or verbal presentations or proposals on complex issues and delivers to a broad variety of audiences
– Communicates key university initiatives and how unit’s work contributes to their achievement
– Presents ideas, concepts and instructions in a clear manner, and uses persuasion and negotiation to build consensus and cooperation
– Establishes and maintains networks to facilitate successful communication among units

• Comp Grade – 13
• Minimum – $91,488.00
• MidPoint – $114,384.00
• Maximum – $137,280.00

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