Media Relations Professional

Overview PNNL is seeking an experienced and creative media relations professional with strong storytelling skills and a passion for science and technology. In this role, you will help elevate PNNL’s reputation among key audiences and build awareness of PNNL’s contributions to the Pacific Northwest region, the nation, and the global scientific enterprise. The media relations professional will draw upon knowledge of the national media landscape and its most important influencers to reinforce and expand PNNL’s existing network of media contacts. The successful candidate will develop a full understanding of the mission-critical science conducted at PNNL and combine that with their keen news judgment to prioritize stories that both reflect research priorities and stimulate interest in PNNL, its people, and their work. Reporting to the newsroom manager and working within a dynamic news and digital media team, the media relations professional must build positive and trusted relationships through close coordination and adaptability to a rapidly changing daily news environment. This individual must be a self-starter who can evaluate the news value of scientific and technical innovations and transform highly technical subject matter into accessible and engaging storylines. The ideal candidate will fully leverage PNNL’s creative team to develop multimedia story packages that incorporate visual storytelling, including creation of original video, audio, and infographics. The media relations professional must be flexible, resourceful, and deadline- and detail-oriented—all while maintaining professional decorum and a sense of humor. Responsibilities Key Responsibilities: Identify, build, and maintain relationships with key media influencers whose areas of coverage align with PNNL priorities. Understand news media appetites, needs, and interests. Develop and pitch compelling story ideas that result in earned media placements in targeted media outlets. Provide expert counsel to key PNNL scientists and engineers to develop their interest in, and ability to, proactively engage with key news media. Proactively offer counsel on opportunities to connect Laboratory leaders to national and international issues, public interests, and industry trends. Propose creative ideas and new approaches to media outreach activities and strategy. Research, write, and distribute news releases and other written media materials. In partnership with the digital team, develop complete news packages that amplify the PNNL brand, align with goals, resonate with key audiences, and inspire desired actions. Support the development of strategic messaging that engages key audiences through PNNL’s digital communications channels, including the pnnl.gov website and PNNL social media channels. Plan and conduct offsite visits to media offices to build or maintain relationships, discuss news story ideas, and suggest key Laboratory staff as expert resources for future stories. Conceptualize and execute powerful multimedia storytelling, including copy writing and collaboration with team members to create audio, visual, and other multimedia content. Analyze media trends to optimize and prioritize media engagement. Use metrics to test and evaluate new media initiatives and the success of media campaigns. Additional Responsibilities Ability to identify, understand, and reflect the perspective of PNNL’s key audiences and sponsors. Demonstrated track record of forging and maintaining positive working relationships with local, regional, and national media contacts and of successful placement of news pitches in key national media outlets. Evidence of interest in the roles science and technology play in current events and issues. Ability to analyze difficult situations and then provide sound counsel to staff and management. Demonstrated experience working in a collaborative, and ever-changing environment while maintaining humor, tact, and professionalism Qualifications Minimum Qualifications: BS/BA and 5+ years of relevant work experience -OR- MS/MA and 3+ years of relevant work experience -OR- PhD with 1+ year of relevant experience Preferred Qualifications: Experience moving a mission forward in scientific or technical communications, particularly in a national laboratory or other complex research-based organization. Proven expertise in interviewing researchers and scientists; you are a gifted storyteller and an exceptional communicator who can spin complex science into simple terms and choose compelling complementary visual content. Keen ability to implement new strategies and stay on the cutting edge of news media industry trends. Interest and experience with science-based pod-cast hosting and audio production. Experience with media metrics and evaluation. Ability to set meaningful KPIs, critically evaluate data, and analyze results to inform future decisions. Strong expertise in social media, a demonstrated track record on Twitter and LinkedIn, and a clear understanding of content strategy. Hazardous Working Conditions/Environment Not Applicable Additional Information Not Applicable Testing Designated Position Not Applicable About PNNL Pacific Northwest National Laboratory (PNNL) is a world-class research institution powered by a highly educated, diverse workforce committed to the values of Integrity, Creativity, Collaboration, Impact, and Courage. Every year, scores of dynamic, driven people come to PNNL to work with renowned researchers on meaningful science, innovations and outcomes for the U.S. Department of Energy and other sponsors; here is your chance to be one of them! At PNNL, you will find an exciting research environment and excellent benefits including health insurance, flexible work schedules and telework options. PNNL is located in eastern Washington State—the dry side of Washington known for its stellar outdoor recreation and affordable cost of living. The Lab’s campus is only a 45-minute flight (or ~3-hour drive) from Seattle or Portland, and is serviced by the convenient PSC airport, connected to 8 major hubs. Commitment to Excellence, Diversity, Equity, Inclusion, and Equal Employment Opportunity Our laboratory is committed to a diverse and inclusive work environment dedicated to solving critical challenges in fundamental sciences, national security, and energy resiliency. We are proud to be an Equal Employment Opportunity and Affirmative Action employer. In support of this commitment, we encourage people of all racial/ethnic identities, women, veterans, and individuals with disabilities to apply for employment. Pacific Northwest National Laboratory considers all applicants for employment without regard to race, religion, color, sex (including pregnancy, sexual orientation, and gender identity), national origin, age, disability, genetic information (including family medical history), protected veteran status, and any other status or characteristic protected by federal, state, and/or local laws. We are committed to providing reasonable accommodations for individuals with disabilities and disabled veterans in our job application procedures and in employment. If you need assistance or an accommodation due to a disability, contact us at [email protected]. Drug Free Workplace PNNL is committed to a drug-free workplace supported by Workplace Substance Abuse Program (WSAP) and complies with federal laws prohibiting the possession and use of illegal drugs. Beginning 05/01/23, if you are offered employment at PNNL, you must pass a drug test prior to commencing employment. PNNL complies with federal law regarding illegal drug use. Under federal law, marijuana remains an illegal drug. If you test positive for any illegal controlled substance, including marijuana, your offer of employment will be withdrawn. Mandatory Requirements Battelle requires employees to have a COVID-19 vaccine as a condition of employment, subject to accommodation. Applicants are required to disclose their vaccination status following a conditional offer of employment and must attest to being fully vaccinated with a Center for Disease Control (CDC)-approved COVID-19 vaccination or provide documentation of need for medical or religious exemption from the COVID-19 vaccination requirement. Please be aware that the Department of Energy (DOE) prohibits DOE employees and contractors from having any affiliation with the foreign government of a country DOE has identified as a “country of risk” without explicit approval by DOE and Battelle. If you are offered a position at PNNL and currently have any affiliation with the government of one of these countries, you will be required to disclose this information and recuse yourself of that affiliation or receive approval from DOE and Battelle prior to your first day of employment. Rockstar Rewards Employees and their families are offered medical insurance, dental insurance, vision insurance, health savings account, flexible spending accounts, basic life insurance, disability insurance*, employee assistance program, business travel insurance, tuition assistance, supplemental parental bonding leave**, surrogacy and adoption assistance, and fertility support. Employees are automatically enrolled in our company funded pension plan* and may enroll in our 401k savings plan. Employees may accrue up to 120 vacation hours per year and may receive ten paid holidays per year. * Research Associates excluded. **Once eligibility requirements are met. Click Here For Rockstar Rewards