SHRM Specialist, Brand and Public Relations in Alexandria, Virginia
The Communication Department is responsible for informing all of SHRM’s audiences on SHRM’s thought leadership, mission and activities in a positive, consistent and credible manner. The Communication Department is also responsible for publicly protecting and defending SHRM’s reputation and brand. Typically, this means working directly with news organizations and journalists responsible for producing the news and features in mass media. In other instances, it means utilizes social media to exchange information about SHRM directly with the press, key audiences and influencers. The Communication Department encompasses Brand, Media Relations, Social Media Engagement and Corporate Communications. The collective team engages in a variety of work related to managing SHRM’s reputation and brand image among SHRM’s members as well as elevating the reputation to business leaders and policy makers on a broader, global scale.
The Specialist, Brand and Public Relations is a core member of the SHRM Brand and Communication team with responsibilities to support national TV commercials, brand activations, PR campaigns and earned media to amplify SHRM’s thought leadership and reputation. This is a unique hybrid role spanning across the strategic communications function to promote the brand through messaging, creative storytelling and public relations with a demonstrated understanding of SHRM’s audience and strategic vision.
The Specialist, Brand and PR partners on strategic planning and executes tactics driving the overall brand strategy from brand activations, to messaging, to project management. Activities may include but not limited to integrated marketing programs, commercial programs, SHRM events, communications/brand campaigns and executive visibility.
Contribute to the development of creative, proactive strategies to communicate SHRM’s role as the expert on all things work.
Understand content marketing and ensure that all branded campaign materials are repackaged for each key audience of SHRM to drive value to that audience.
Work collaboratively on tactical implementation that supports the larger brand strategy.
Create a wide variety of communications and execute deliverables including but not limited to logos, branded assets, branded event support, digital project support, integrated marketing campaigns and pitching the media.
Establish and maintain ongoing productive relationships with members of the media and proactively seek media coverage.
Contribute to the development of messaging and talking points and assist in the preparation of SHRM staff and executives.
Analyze brand trends and analytics and make recommendations to stakeholders.
Monitor press coverage, oversee department’s media-monitoring software and media-mentions database, serve as liaison to media monitoring company and oversee regular production of reports about coverage.
Anticipate need for and prepare press releases and multimedia communications.
Conceptualize, develop and promote articles and other content for placement in earned (media) and owned channels.
Edit and distribute twice-weekly news summary for staff.
Maintain and improve online pressroom. Write and edit content about media mentions for SHRM’s Intranet.
Promote SHRM’s conferences and specialty events. Conduct reporter outreach and coordinate media presence at the conferences. Coordinate press room logistics.
Travel to SHRM events to support the SHRM brand and media events.
Other duties as assigned.
Bachelor's degree in a related field
Three years’ experience in a communications role
Required approach to day-to-day work: Flexibility & Agility; Smart & Curiousness; and Collaborative Openness
Strong writing and oral communications skills required
Ability to develop productive relationships with the media required
Able to appropriately and positively represent SHRM to external constituents
Exemplary organizational skills and judgment in project management
Ability to balance multiple priorities with attention to detail and adhere to deadlines
Fully computer literate, including proficiency with Microsoft Suite
Let us know if you also have:
Experience with news-clip database and PR software
Regularly required to sit; talk and hear, use hands to type, file, handle or feel. The employee is frequently required to reach with hands and arms. Occasionally required to stand; walk and stoop, kneel, crouch, or crawl. Visual acuity to use a keyboard, prepare and analyze data and figures; transcribing, viewing a computer terminal; extensive reading. May require ordinary ambulatory skills sufficient to visit other locations; or the ability to stand, walk, lift, carry and move light to medium weight. Requires good hand-eye coordination, arm, hand and finger dexterity, including ability to grasp, and visual acuity to use a keyboard, operate equipment and learn technical information. Light lifting is required. Exerting up to 20 pounds of force occasionally, and/or up to 10 pounds of force frequently, and/or a negligible amount of force to constantly move objects.
The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Work is regularly performed in a professional office environment and routinely uses standard office equipment. This job requires occasional travel 0-10%.
The Society for Human Resource Management is an equal opportunity employer (Minority/Female/Disabled/Veteran).
ACCESSIBILITY NOTICE: If you need a reasonable accommodation for any part of the employment process due to a physical or mental disability, please send an email to: email@example.com or TDD (703) 548-6990.