Assistant Director of Public Relations, VCU Health
Enterprise Marketing and Communications
Primary Purpose and General Responsibilities Summary
As VCU’s Enterprise Marketing and Communications division,
inclusion fuels our creativity and innovation, and it is central to
who we are and what we do. We excel at storytelling, connecting
audiences to the very essence of what makes VCU and VCU Health
To explore our benefits further, please visit
The Assistant Director of Public Relations for VCU Health
will develop and execute healthcare content campaigns that connect
with external stakeholders, including patients, the community,
influencers, and the media. The role initiates and conducts public
relations programs to support VCU and VCU Health’s strategic plan,
The primary purpose of this role is strategic storytelling that
promotes and protects the VCU Health brand through integrated
public relations campaigns, national and regional media relations,
issues management, multi-channel content creation, and other
messaging needs. A primary area of responsibility will be creating
strategic content and media relations efforts for clinical and
service lines that demonstrate VCU Health’s commitment to
patient-centered care and health equity.
Working closely with the director of public relations for VCU
Health, the assistant director will represent the public relations
office in internal and external meetings regarding specific
projects or long-term communications efforts and will assist with
the daily management of the VCU Health public relations
The assistant director will engage with leadership in a complex
organization and work collaboratively with senior leadership and
enterprise-level project teams when needed.
Core to VCU Health’s safety-net mission, the assistant director
will play a key role in developing and maintaining an external
content strategy that demonstrates our commitment to diversity,
equity, and inclusion and strengthens the VCU Health brand by
communicating equitably with all communities in a way that builds
trust and engagement.
Content creation and media outreach are key parts of this role. The
assistant director must have a strong record of writing
web-optimized news content and collaborating with part-time
writers, video producers, and designers to create multimedia
content for maximum engagement on social media and digital
Strong initiative and strategic communication skills to adapt to
the evolving needs of a growing academic health system are
Minimum Hiring Standards:
Preferred Hiring Standards:
- Bachelor’s degree or higher in public relations, marketing,
communications, journalism, or equivalent related experience.
- Must have skills and abilities in writing, public speaking, and
interpreting concepts/ideas into written and/or verbal form to
- Proven media relations experience including the ability to
promote human-interest stories, research, and clinical news to
local, regional, and national journalists.
- Must have crisis communication skills and strong knowledge of
integrated communication and public relations practices, methods,
- Must be able to manage multiple projects simultaneously under
deadlines with evolving priorities, including coordination with
other university and health system departments.
- Must have experience creating communications content for
digital and social media platforms.
- Demonstrates a track record in fostering a diverse and
inclusive environment through communications/marketing work,
operations, and interpersonal relationships.
- Demonstrates an equity-focused approach to communications.
- Proven experience in public relations, journalism, marketing
communications, or related fields that required strategic and
creative thinking skills, writing, and editing.
- Must be able to solve complex issues independently with minimal
- Demonstrated experience working in and fostering a diverse
faculty, staff, and student environment or commitment to do so as a
staff member at VCU.
· Master’s degree from an accredited program in communications,
marketing, public relations, journalism, or related fields.
Salary Range: $70,000 - $73,000
Department: EMC - Public Relations
- PR agency experience and/or APR certification
- Proven track record of working with physicians, scientists,
healthcare professionals, and senior leadership.
- Bilingual in English/Spanish.
Employment Type: UF - University Employee FT
Restricted Status: No
Exemption Status: Exempt