The American Academy of PAs (AAPA) is the national professional society for PAs (physician assistants). PAs have graduate-level degrees from accredited schools, and are nationally certified and state licensed medical providers who conduct physical exams, diagnose and treat illnesses, order and interpret tests, write prescriptions and perform medical procedures in nearly every practice setting and medical specialty.
PAs are integral to modern healthcare and provide a solution to the demand for increased access to cost-effective, evidence-based, patient-centered care. Today there are more than 115,500 PAs in the United States and the profession is expected to grow another 30 percent through 2024.
The Director, Media Relations is one of two director-level positions reporting to the Vice President of Communications. He/she will be an enthusiastic self-starter, who enjoys working with people and thrives in a fast-paced environment. The Director of Media Relations should have the ability to analyze and synthesize complex information, distilling it into more easily-understandable formats. This position responds to daily media inquiries, and at the same time, executes a proactive, comprehensive earned media plan to help AAPA meet key legislative and business objectives. He/she should be able to identify and leverage opportunities to gain visibility for the PA profession and AAPA with national, trade, and local press.
- Works collaboratively across AAPA departments to develop and direct a nationwide media relations strategy to advance understanding of the PA profession and support organizational business goals and objectives.
- Develops and executes earned media strategies for major AAPA products and initiatives.
- Understands the legislative process and works closely with AAPA advocacy staff to identify communications strategies and develop associated tactics that support PA-positive changes and initiatives.
- Develops media relations and communications toolkits for affiliated PA organizations.
- Helps plan the general session of AAPA’s annual conference, liaising with speakers and drafting remarks for staff.
- Researches and thoughtfully analyzes content to draft op-eds, letters to the editor, press releases, talking points, and other communications deliverables.
- Prepares senior leadership and subject-matter experts for media interviews.
- Serves as the organizational spokesperson when necessary.
- Develops and maintains relationships with journalists.
- Protects the reputation of AAPA in the media and enhances visibility of the PA profession.
- Provides effective issues management and crisis communications support.
- Develops content and ensures organization of content in the press room of AAPA.org.
- Develops fact sheets, talking points, slide decks and other materials relevant to the understanding of the PA profession.
- Tracks news coverage relevant to the PA profession and updates senior management when necessary.
- Stays knowledgeable about the evolving field of media and media relations.
- Demonstrates measurable results through relevant metrics and reporting.