Sr. Public Relations Specialist

Summary

Description

Position Overview

The Senior Public Relations Specialist is responsible for developing and executing integrated public relations and strategic communications initiatives that elevate ACVIM's reputation, increase awareness of veterinary specialty medicine and support organizational priorities. This position coordinates earned media efforts, develops compelling communications that showcase ACVIM and Board-certified specialist expertise, and identifies opportunities to position the organization, its Diplomates and its research as trusted resources within the veterinary profession and beyond.

Working collaboratively across departments and with volunteer leaders, subject matter experts, external partners and media, this role develops communication strategies that support research dissemination, education, advocacy and awareness initiatives while strengthening ACVIM's visibility through media relations, digital storytelling, video content, social media, key opinion leader (KOL) engagement and strategic communications planning.

Essential Functions & Responsibilities

Public Relations & Media Relations

• Develop and execute integrated public relations strategies that increase awareness of ACVIM, veterinary specialty medicine and organizational initiatives.
• Build and maintain relationships with veterinary, trade and consumer media to generate earned media opportunities.
• Write and distribute press releases, media advisories, pitches, talking points, key messages, fact sheets and other communications materials.
• Develop proactive media outreach campaigns that support research publications, educational initiatives, organizational announcements and awareness campaigns.
• Coordinate media interviews and prepare organizational spokespersons for media opportunities.
• Monitor media coverage, industry trends and emerging issues, providing recommendations to maximize visibility and protect organizational reputation.
• Support crisis communications in collaboration with organizational leadership.
• Measure and report on public relations performance, including earned media, share of voice and campaign outcomes.

Strategic Communications

• Develop comprehensive communication plans supporting organizational initiatives, research, educational programs and strategic priorities including Journal of Veterinary Internal Medicine (JVIM).
• Collaborate with internal departments to ensure consistent messaging across marketing, communications and public relations efforts.
• Partner with subject matter experts and volunteer leaders to translate complex scientific and medical information into compelling communications for professional and public audiences.
• Collaborate with internal and external stakeholders to develop executive messaging, presentations, speeches, articles and thought leadership content that positions ACVIM as the leading authority in veterinary specialty medicine.
• Identify opportunities to elevate ACVIM's visibility through industry awards, speaking engagements, partnerships and industry recognition. Translate research findings into compelling, audience-specific content for media, members, veterinary professionals and the public.
• Partner with researchers, authors and external agencies to maximize visibility and impact of published research through earned media, digital storytelling and thought leadership campaigns.

Social Media

• Develop and execute social media strategies that support organizational goals, brand awareness, audience engagement, and reputation.
• Create, schedule, and publish compelling content across social media platforms while maintaining a consistent brand voice.
• Manage the social media content calendar and coordinate posts with broader communications, public relations, and marketing initiatives.
• Monitor social media channels, engage with audiences, and respond to comments, questions, and emerging issues appropriately.
• Track and analyze social media performance, identify trends, and use insights to optimize content and strategy.
• Stay current on platform updates, emerging trends, and best practices to identify opportunities for audience growth and engagement.
• Support paid social media campaigns, including audience targeting, campaign coordination, and performance reporting.
• Coordinate influencer strategy by identifying and cultivating relationships with relevant creators, managing outreach and campaign execution, and tracking performance to support brand awareness and engagement goals.

Digital Storytelling & Content Creation

• Capture engaging photo and video content during conferences, meetings, interviews and organizational events.
• Produce and edit short-form videos for social media and digital platforms using light editing techniques, graphics and captions.
• Develop storytelling campaigns that highlight ACVIM research, educational initiatives, member achievements, patient success stories and organizational impact.
• Identify, develop and implement strategic advertising opportunities, including partnership development, campaign planning, budgeting, timelines and vendor management. Build and maintain strong relationships with external advertising, media and industry partners to identify opportunities that align with ACVIM’s goals. Measure campaign performance and ROI and provide recommendations to inform the overall marketing and communications strategy.
• Collaborate with the marketing team to integrate visual storytelling into broader communication campaigns.
• Maintain an organized library of digital assets, including photography, video and testimonial content.

Key Opinion Leader (KOL) Implementation

• Implement ACVIM's Key Opinion Leader (KOL) engagement strategy to expand organizational reach and influence.
• Identify and cultivate relationships with Diplomates, researchers, educators, industry leaders and veterinary content creators who align with ACVIM's mission.
• Coordinate ambassador and advocacy initiatives that encourage trusted experts to amplify ACVIM campaigns, research and educational initiatives.
• Partner with KOLs to create authentic digital content, interviews, educational videos, social media collaborations and event coverage.
• Evaluate KOL engagement efforts through performance metrics and identify opportunities to strengthen relationships and expand audience reach.

Vendor Management & Collaboration

• Partner with Marketing, Education, Membership and other departments to develop integrated communication campaigns that support organizational goals.
• Collaborate with external agencies, freelancers and vendors to execute public relations and communications initiatives.

Minimum Qualifications

Education & Experience:

• Bachelor's degree in Public Relations, Communications, Journalism, Marketing or a related field preferred.
• 3-5 years of progressive experience in public relations, communications or strategic communications.
• Association, nonprofit, healthcare or veterinary industry experience preferred.

Skills & Knowledge:

• Communication: Exceptional written, verbal and interpersonal communication skills.
• Technical Communication: Proficient at translating complex scientific and technical information into clear, compelling and audience-appropriate communications.
• Strategic Storytelling & Editorial Writing: Strong storytelling, interviewing, editing and content development skills across press releases, media pitches, executive communication and thought leadership.
• Content Creation: Experience capturing, producing and editing short-form video and photography for digital and social media platforms.
• Media & Stakeholder Relations: Proven ability to build and maintain strong relationships with journalists, media outlets, external stakeholders and internal partners.
• PR Analytics: Experience measuring communications effectiveness through media, digital and PR analytics, reporting and performance insights.
• Software Tools: Familiarity with video editing tools such as Adobe Premiere Rush, Adobe Express, CapCut or similar platforms. Demonstrated ability to effectively navigate, utilize, and adapt to digital tools that support organizational workflows, data management, communication, automation, and innovation.
• Project Management: Strong ability to independently manage multiple projects, competing priorities, deadlines and deliverables with exceptional attention to detail.
• Critical Thinking: Ability to anticipate challenges, exercise sound judgment and quickly develop effective solutions.

Core Competencies:

• Ability to consistently model ACVIM's core values by demonstrating the following:
  • Adaptability, continuous learning, and a growth mindset
  • Reliability, accountability, and consistent follow-through
  • Strong judgment, integrity, and the ability to build trust
  • Collaborative working style with strong relationship-building skills
  • Ability to empower others and work independently when needed
• Commitment to fostering a respectful, diverse, equitable, inclusive, and collaborative workplace while adhering to all ACVIM policies, ethical standards, and organizational values.

Other Job Details

Supervisory Responsibility

This position has no staff supervision responsibilities.

Position Type/Expected Hours of Work

Full-time non-exempt position working 40 hours per week, Monday – Friday during general business hours with periodic schedule deviations to support business needs. Domestic (and potentially international) travel may be required (1-2 times per year), including one week, annually, in June for the ACVIM Forum.

Physical Demands:

• Ability to sit or remain stationary at a computer workstation for extended periods of time.
• Frequent use of hands and fingers to operate a computer keyboard, mouse, and other standard office equipment.
• Occasional lifting and moving boxes or equipment weighing up to 30 pounds.

This job description is not intended to be an exhaustive list of all duties, responsibilities, or qualifications associated with the position. Duties and responsibilities may change at any time with or without notice.