Senior Media Relations Specialist

With a dual focus on strategic media outreach and social media integration, the Senior Media Relations Specialist plays a vital role in enhancing and protecting the University of Southern Indiana’s visibility and reputation through proactive, strategic communication with the media and public. This position is responsible for managing and strengthening the University’s public image by cultivating strong relationships with journalists, media outlets and creating an earned media placement and engagement strategy for the University. This position also works with influencers and ambassadors and leads the strategy and coordination of the University’s primary social media accounts, ensuring alignment of messaging and strategic growth across all channels.

Duties/Responsibilities

Media Relations:

• Develop and implement media relations strategies that align with the University’s long-term goals, academic priorities and brand position.
• Serve as a primary media contact for the University and a trusted advisor to leadership on media engagement.
• Build and maintain strong, collaborative relationships with local, regional and national media.
• Research, write and distribute press releases, media advisories, story pitches, statements and feature stories to secure earned media placements.
• Coordinate and respond to media requests, facilitate interviews with faculty, staff and University leadership and plan and lead University press conferences.
• Develop proactive strategies to promote academic, research and scholarly work through media channels.
• Monitor media coverage, higher education trends and reputational issues to provide awareness and recommendations to University leadership.
• Track key media metrics and compile regular reports to evaluate performance.
• Maintain the University’s Strategic Communication online Newsroom and Media Experts Guide.
• Assist with University-wide crisis communication planning and serve as a backup to the Chief Communications Officer during emergencies. Develop clear and confident messaging in response to reputational issues, crises or emerging challenges.
• Monitor and manage the University’s presence on online reputation platforms (e.g., Google Business, Wikipedia and college search sites).

Social Media Strategy and Management:

• Oversee strategy, planning and content creation for the University’s flagship social media accounts.
• Manage and monitor masthead platforms, crafting daily content and campaigns that support strategic initiatives, enrollment goals and institutional storytelling.
• Ensure alignment and integration between media relations and social media messaging for consistency and broader impact.
• Monitor performance metrics and audience engagement to refine strategy and improve reach.
• Stay current with platform trends, algorithm changes and digital communication best practices.
• Facilitate the University’s Social Media Administrators group and develop training resources for content creators.
• Lead and mentor student workers and interns in content creation, especially short-form video tailored for social platforms.

Content Development and Collaboration:

• Collaborate with University Administrators, Deans, Department Chairs and Content Marketing Specialists to gather content and help ensure consistency in messaging, including managing the President's presence on LinkedIn and developing strategic executive communications.
• Partner with Content Marketing Specialists to proof, publish and promote area-specific content across media and social platforms.
• Track projects and collaborations through Airtable project management software.
• Promote and uphold brand and editorial standards across all internal and external communications.
• Strengthen collaboration with departments such as Admissions and Student Affairs to enhance recruitment and retention messaging.
• Other duties as assigned.

Required Knowledge and Skills

• Bachelor’s degree in journalism, public relations, marketing or related field.
• Minimum of 2 years of progressively responsible experience in public relations, journalism or public affairs.
• Demonstrated success in securing impactful media coverage and shaping public narratives.
• Strong understanding of modern media, digital platforms and social media best practices.
• Exceptional writing, editing and interpersonal communication skills.
• Ability to manage multiple priorities in a dynamic, deadline-driven environment.
• Ability to collaborate with University departments, faculty and leadership
• Familiarity with digital communication tools and basic mobile or desktop video production and editing, media monitoring and analytics tools (e.g., Cision, Sprout, Google Alerts).
• Ability to think strategically and craft compelling narratives.
• Able to handle sensitive or controversial topics with professionalism and discretion.
• Experience working with or developing crisis communication plans or leading public response efforts.

Preferred Knowledge and Skills

• Master’s degree in communications, journalism, public relations, marketing or related field.
• At least 5 years of progressively responsible experience in public relations, journalism or public affairs.

Functional Requirements

• Remaining in a stationary position at a desk or workstation for extended periods of time for the majority of assigned duties.
• Position requires the use of computers and computer systems to add content to the website, social media platforms, to retrieve and process information and to write copy for press releases, newsletters and online, digital and print materials.
• Position requires movement across campus and physical access to classrooms, meeting rooms, buildings, events locations and outdoor venues throughout campus to cover events and oversee news conferences and interact with media.
• Frequent standing, stooping, bending, twisting and climbing required to capture social video and photos in a variety of locations and physical situations
• Position requires use of personal cell phone to maintain contact with media outlets, senior administration and to monitor and post to social media accounts.
• Position requires effective problem solving and the presentation of a professional demeanor while meeting deadlines and achieving critical outcomes, even under demanding conditions such as multiple priorities, short-notice deadlines and fast-moving crisis situations.
• Position requires creativity and resourcefulness in developing new ideas, staying abreast of evolving social media landscape and tools and reaching out to and building rapport with new media contacts.

Regular Work Hours/Travel Requirements

• Standard office hours are Monday through Friday, 8:00 a.m. to 4:30 p.m.
• Requires availability for evenings, weekends and on-call coverage, including monitoring and posting to social media accounts and timely response to emerging issues, crisis communications or media inquiries outside of standard business hours. On-call responsibilities may involve coordinating with University leadership, drafting communications and ensuring accurate, consistent messaging across platforms during critical situations.
• Occasional travel for press events or University outreach.

About USI

The University of Southern Indiana is a public higher education institution located on a beautiful 1,400-acre campus in Evansville, IN. We offer employees exceptional benefits! Benefits for this position include:

• Affordable medical, dental, vision, life and short term and long-term disability insurance plans.
• Retirement plan where the University makes the total contribution equivalent to 11% of annual salary.
• Full tuition fee waiver for employees/75% for spouses and dependent children.
• Vacation and sick time
• Holiday pay
• Free access to Recreation, Fitness & Wellness Center.
• Access to on-campus University Health Center and Dental Hygiene Clinic.

For more information about the benefits that USI offers, please visit www.usi.edu/hr/benefits.