Public Relations Specialist

Description:

This position is located within the Smithsonian Libraries and Archives (SLA), Under Secretary for Science and Research, Smithsonian Institution (SI). SLA was formally established with the approval of Congress in FY 2020 through the integration of Smithsonian Libraries and Smithsonian Institution Archives. SLA's library research collections play a dynamic role in advancing scientific and cultural understanding. Collections acquired and managed by SLA on behalf of Smithsonian researchers provide them with the resources and infrastructure needed to participate in the cycle of scholarly communication. The archival collections document the history of the Smithsonian, from its founding in 1846 to the present, and support the Smithsonian community, scholars, and the public by acquiring, evaluation, and preserving the records of the Institution and related documentary materials. The expert staff who manage and preserve these collections are a crucial resource for research and education communities at the Smithsonian, within the United Staes, and around the world. These permanent records are safeguarded and preserved in leased, specialized environments in facilities in Washington, DC, Landover, Maryland, and Iron Mountain in Boyers, Pennsylvania. Additionally, research library collections are held in SLA's network of libraries from the Republic of Panama to New York City. SLA serves as the institutional memory of a unique cultural organization and is responsible for ensuring institutional accountability.

The purpose of this position is to increase public awareness of SLA's activities and services and enhance the visibility of SLA and its' mission. The position performs a critical role in SLA's overall communications effort, helping to establish new partnerships and fostering an SLA-wide culture of ideation and engagement. The incumbent is responsible for implementing and executing the day-to-day, annual, and long-term external communications and public outreach work for SLA, as directed by the SLA Director, and in accordance with SLA's external communications strategies.
Tasks may include planning and executing marketing campaigns, developing press releases, communication with members of the media/press, conducting interviews, developing and placing advertisements, overseeing the development of social media campaign strategies, developing content, and creating program-specific marketing plans.

Major Duties

Marketing Strategy and Brand Management
Collaborates with the Director, and other leadership/staff to create SLA's brand and develops, within a specified budget, an innovative marketing campaign and strategy that results in audience growth, engagement and increased public awareness of SLA and its' history, programs, and initiatives.
Executes all internal and external communication plans and makes day-to-day decisions on marketing communications. Analyzes and interprets a wide range of public perceptions and attitudes covering all aspects of SLA policies, programs, and responsibilities and evaluates the effectiveness of marketing and advertising plans and uses this return-on-investment data to predict and forecast future marketing and advertising success, as well as inform future decision making and reports out to SLA stakeholders on results of promotional campaigns.
Develops, directs, and executes the brand strategy for all collateral including print and digital. Collaborates with internal stakeholders to explore marketing and outreach strategies and to develop and implement brand strategies for targeted stakeholder groups. Maintains SLA's style guide and brand identity guidelines. Ensures all campaigns and communication channels align with SLA brand and identity. Expands the SLA brand across audience markets and platforms. Manages creative teams and oversees design concepts, market research to reach target results.
Contributes communications and marketing expertise to the development of SLA exhibitions, public programs, digital projects, and physical galleries. Participates in the development of marketing and external communications plans for SLA programs and initiatives in collaboration with curators, educators, program leads, and exhibition team members and ensures alignment with SLA brand and communications strategy. Works with the SLA Director and SLA staff to execute these plans through social media and digital platforms. In concert with the SLA Director, reviews programs for potentially sensitive issues and plans options for managing a range of public responses.
Public Information Officer
Serves as the unit's Public Information Officer (PIO) and represents the unit at Institutional meetings related to public affairs including, but not limited to, the Smithsonian Office of Communications and External Affairs (OCEA) organized PIO meetings. Coordinates with other PIOs at the Institution; develops and facilitates Inter-unit coordination for public affairs/promotion related projects and initiatives. Uses the news media, web-based and social media products and other communications channels to report, explain, and interpret to the public, the unit's policies, programs, and activities. Speaks on behalf of the unit to the news media and the public about SLA's official work as the unit's public information officer.
Ensures information provided to the news media and the public is accurate and delivered timely. Provides expertise on communications/public affairs matters to supervisor and unit leadership. Informs top officials on the views, reactions, achievements and criticism of stakeholders, customers, and the public and provides well thought out alternative messaging when necessary.
Establishes and maintains effective working relations with members of the news media and specialized groups interested in SLA's programs, as well as with non-SI museums and various academics and research organizations. Responds to information requests from local, regional, national, and international news media, as well as specialized and general public on various programs in written and oral form, often requiring detailed explanations to situations/issues. Serves as liaison to media, community-based journalists and news outlets, and other internal and external groups. Represents SLA at public appearances, meetings and speaking engagements. Prepares SLA leadership and other designated spokespersons for public appearances and media interviews. Develops media briefs and talking points. Writes and edits a range of communications materials such as news releases, stories, web and social media messages, and annual reports.
Maintains a working knowledge of Smithsonian policies and procedures related to external communications and public affairs.
Digital Content Strategy
In concert with the SLA Director, advises on sets, and guides digital content and strategies for SLA's email and digital communications, and web content. Ensures digital planforms maintain brand and messaging consistency and integrate seamlessly with SLA's broader outreach and engagement plans. Leads the development of a comprehensive strategy for growing SLA's digital media outreach listings. Works closely with the SLA Director and SLA staff to implement the social media plan and ensures consistency and compliance with approved SLA branding and the overall communications strategy plans. Constantly explores new platforms and innovative opportunities for online engagement. In collaboration with SLA staff, devlopes story ideas for SMithsonian Channel and other documentary shows, coordinating film shoots/interviews as needed. Oversees the processing of external film requests through the proper channels and determines appropriate fees.
Performs all other related duties as assigned.

QUALIFICATION REQUIREMENTS

Knowledge and expertise in production methods sufficient to develop a wide range of written materials, including but not limited to news releases, talking points, marketing communications, editorial plans and sophisticated PowerPoint reports and presentations.
Knowledge of the news media, web-based and social media products and other communications channels sufficient to provide extensively thorough reports, explain, and expertly interpret to the public, the unit's policies, programs, and activities and how they are impacted by events outside of SI and SLA and vice versa.
Knowledge of and experience and skill in leveraging news cycles, relationships, and digital and social media tools to advance news stories.
Skill and knowledge related to interacting with media representatives and museum staff while conducting oral presentations, PowerPoint presentations and background interviews, as well as expert proficiency in presenting information in a logical and clear manner to explain programs, projects, and activities to both internal and external audiences.
Knowledge and understanding of SLA's collections. services and programs, and skill in developing multichannel communications plans to further the public's understanding of SLA and lead marketing and advertising campaigns that enhance brand awareness, stimulate the public's interest in activities, programs, and events conducted or co-sponsored by SLA.
Knowledge and skills in the development of content for digital media platforms and strategic knowledge of existing tools and emerging trends in that area sufficient to provide expert advice on sets, and guide digital content and strategies for SLA's email, digital communications, and web content.
Advanced skills in conducting market research and preparing reports on key findings, synthesizing complex data to recommend informed decisions related to marketing strategy.
Skill and expertise in establishing and maintaining effective and cooperative work relationships with and between SLA and SI staff, as well as with representatives of local, national, and international media.
Expertise and skill in designing content-rich editorial calendars resulting in high audience engagement and publicity and managing competing assignments and projects effectively and efficiently.