Responsibilities

• PR Agency Relationship Management
• Serve as the primary day-to-day liaison between CCRM's internal marketing team and its external PR agency
• Set clear national and local priorities, deliverables, and success metrics for the agency on a monthly and quarterly basis
• Proactively surface newsworthy moments, outcomes data, patient stories (with appropriate consent), and clinical milestones to fuel the agency's media outreach pipeline
• Review and approve all media materials — pitches, press releases, briefing documents — before agency distribution
• Conduct regular performance reviews with the agency to assess coverage quality, outlet mix, market penetration, and message alignment
• Ensure agency partners deeply understand CCRM's brand voice, clinical differentiation, and the unique characteristics of each local market
• Translate national PR strategy into market-specific priorities for each of CCRM's locations, accounting for local media landscapes, competitive dynamics, and community opportunities
• Build and maintain a structured intake process so individual practices can surface local stories, physician milestones, community events, and patient interest areas for agency activation
• Serve as the primary point of contact for practice-level questions related to PR activity, media inquiries, and spokesperson requests

Content & Data Enablement

• Partner with clinical, research, and patient experience teams to identify and package compelling story assets for media use
• Develop a rolling content calendar of PR-ready stories, statistics, and expert perspectives — organized by market and theme
• Maintain a media asset library including physician bios, market-specific boilerplate, fact sheets, and approved data points for each location
• Translate complex clinical concepts into accessible, media-friendly narratives without compromising accuracy
• Coordinate with internal data and analytics teams to surface outcomes data and market-level insights that support earned media positioning

Practice Reporting & Internal Communications

• Own the development and delivery of a regular PR activity report for each of the practices, summarizing media placements, outreach activity, and upcoming opportunities in their market
• Build a standardized reporting cadence — monthly at minimum — that gives clinic leaders clear visibility into what PR is doing for their location
• Translate agency reporting and coverage data into plain-language summaries that resonate with non-marketing audiences, including physicians and clinic directors
• Proactively flag significant coverage wins to local practice leadership and internal stakeholders in a timely manner
• Maintain a network-wide PR activity dashboard that enables marketing leadership to track earned media performance across all markets at a glance
• Gather feedback from practices on reporting usefulness and continuously refine the format and content based on what clinic leaders actually need

PR Event Execution

• Own end-to-end planning and execution of all PR-related events, including media briefings, press tours, speaking engagements, and community activations across the network
• Manage vendor relationships, venue logistics, run-of-show documents, and on-site coordination for media-facing events
• Brief CCRM spokespeople ahead of media interactions and events, including physicians and executive leadership
• Capture and report post-event results including coverage generated, attendee sentiment, and lessons learned — shared with both marketing leadership and relevant practices
• Coordinate with the broader marketing team to ensure PR events align with campaign timelines and brand standards

External Communications Playbook

• Develop and maintain a comprehensive external communications playbook that governs how CCRM responds to, and proactively engages with, media and public audiences
• Define protocols for crisis communications, spokesperson designation, message approval workflows, and rapid-response situations — including a local market escalation path
• Establish brand voice guidelines specific to earned and external media contexts, with market-level customization guidance
• Train internal stakeholders — including physicians, clinic directors, and marketing team members — on playbook protocols
• Regularly review and update the playbook to reflect organizational changes, new markets, and evolving media landscape dynamics

Measurement & Reporting

• Track and report on key PR performance indicators including share of voice, media placements, outlet quality, message pull-through, and estimated reach — at both the network and individual market level
• Provide monthly and quarterly PR performance summaries to marketing leadership, with market-by-market breakdowns
• Deliver practice-facing reports that surface local wins, active media relationships, and upcoming PR opportunities relevant to each location
• Benchmark CCRM's earned media presence against key competitors and the broader fertility care category
• Identify coverage gaps by market and work with the agency to prioritize outreach accordingly