As part of the Marketing & Communications office at The New School, the Communications team is responsible for the development and implementation of public relations and media strategies to promote The New School's innovative, higher education profile, both externally and within the university community.
Reporting to the Senior Director of Communications and Public Affairs, the Associate Director of Communications creates and implements communications and public relations strategies to best engage external and internal audiences. The Associate Director is a superior writer, editor, and creative communications professional who manages projects and produces original content for a wide variety of initiatives that advance The New School's mission and ethos. The Associate Director assists the Senior Director, Communications & Public Affairs with the development of key strategic initiatives to increase visibility, enrollment, alumni engagement, and development efforts, and is responsible for providing leadership and strategic guidance to campus partners to ensure messages are consistent and compelling. The individual in this role is also responsible for cultivating strong relationships with local, regional, and national media, identifying opportunities to raise visibility of the university in various media, and supporting the efforts of journalists covering university-related stories.
With a focus on generating awareness of The New School to external audiences, the Associate Director, Communications works closely with a three-member team, as well as members of the strategic marketing, social media, creative, digital and editorial teams, to drive strategic media coverage and increase public understanding of the university's innovative and socially engaged thought leaders, initiatives, research, and events. The role is responsible for creating, implementing and managing a wide range of communications strategies focused on the New School for Social Research, Schools of Public Engagement, Parsons School of Design (SCE, AMT, SDS), Sheila Johnson Design Center and University Art Collection to elevate and drive awareness for core university themes: management and entrepreneurship, media and technology, sustainability, and global issues and their impact.
This individual will be an experienced media professional who is passionate about moving forward stories that communicate The New School's progressive values and educational experience with reporters, producers, editors and other media contacts, finding new ways to tell the huge volume of interesting stories. The work will focus on priorities and core messages including the university's unique legacy of intellectual scholarship and distinct approach.
Create and implement media outreach strategies for university-wide and school-based initiatives, research, and events that raise the profile of The New School and advance the university's key themes, messaging, and goals
Draft and format press releases, create media lists and disseminate press releases, identify relevant press contacts, craft pitches, and facilitate interviews
Develop media relationships by leveraging key university initiatives, research, and events. Maintain a list of key media contacts whose platforms and interests are most appropriate to telling The New School story (e.g. Nth Degree among others)
Work with external partners, including corporations, governments, and non-governmental organizations, to pursue media outreach around collaborations with the university, amplifying key themes and ensuring consistency with the university's brand voice and messaging
Craft leadership visibility strategy for university thought leaders that secures media and speaking opportunities on pressing social issues. The plan shall include:
●Identify deans and select faculty members with unique insights on pressing issues to pitch to media ●Develop distinct campaigns for each university thought leader to raise awareness on key issues and build profiles ●Develop and maintain a list of targeted media contacts covering issues related to thought leaders' area of expertise ●Build reporter relationships, in part through introductory and background briefings ●Determine speaking opportunities for university thought leaders
Support the strategic development of Marketing and Communication department initiatives (e.g. Nth Degree, New School New_S/Social Hub)
Work with Senior Director of Communications & Public Affairs to develop a process for distributing information and insights on media analytics and trends to university partners and oversee creation and dissemination of press clips report
Support Senior Director of Communications & Public Affairs in creating internal executive-level communications, including drafting letters to the university community, talking points addressing crisis situations, and other supporting materials. Assists in crisis / rapid response scenarios; provides support in drafting communications and coordinating with other departments.
Lead and draft content development about The New School for the university's website, specifically including profiles on faculty members, students, and alumni, and stories on initiatives, work, and events that amplify the university's key themes
Serve as editor-in-chief of The New School New_S, including planning editorial calendar, assigning and writing articles, and overseeing content development by the communications team. Maintains and analyzes metrics and statistics.
Manages content for the university's Faculty Experts webpage
Help faculty members draft and edit, on occasion, articles and op-eds
Represents Communications team and/or Marketing & Communications department on university committees, as assigned Supervises student worker Provides support and guidance to junior members of the Communications team Manages and responds to emails on Webmaster account Special projects and other duties, as assigned
The Associate Director will have 8-10 years of experience, preferably at a higher education institution and as a journalist Experience in strategic and analytical communications planning, execution and evaluation, with demonstrated cross-functional experience (digital, internal, media etc) Excellent interpersonal skills, written and verbal communication skills, and project management skills Flexible approach and ability to navigate multiple projects and competing priorities Ability to work effectively, efficiently, and calmly in a fast-moving environment
Deep knowledge and experience of working successfully with media and proven track-record of results Experience in coaching, producing and editing, under tight-deadlines, delivering accurate and dynamic communications materials including press-releases, op-eds, news stories, talking points and digital content
Internal Number: 16495
About The New School
The New School, a leading university in downtown New York City, offers degree and nondegree academic programs in design, the social sciences, the liberal arts, management, the arts, and media. Students benefit from small classes, superior resources, and renowned faculty members who practice what they teach. Continuing education courses and public programs place the university at the center of New York’s cultural and intellectual life.