Specialist, Media

Responsibilities

• Exhibits and promotes integrity, respect and authenticity in all interactions internal or external to TVA Communications and Stakeholder Engagement and in performance of assigned duties.
• Demonstrates strong collaboration, open-mindedness and partnership with teammates within and outside the TVA Communications and Stakeholder Engagement organization.
• Enhances and protects the TVA reputation and brand; builds understanding and support for the agency’s long-term strategy and enterprise priorities.
• Communicates TVA’s overall mission, vision and values through media relations activities.
• Serves as a spokesperson for TVA– proactively identifies opportunities to share TVA’s story and pulls together strong crisis communications strategies to use reactively, as needed.
• Develops strong professional relationships with a variety of both traditional and non-traditional media.
• Monitors and evaluates all external media activity related to utility industry trends and/or TVA, sharing with relevant stakeholders opportunities for proactive message development; also identifying and mitigating potential risk issues.
• Keeps key TVA stakeholders aware of a variety of topics that are in external media as they relate to TVA or the utility industry; provides counsel on responses to a variety of proactive and reactive issues. Identifies opportunities for improved TVA positioning through external media.
• Proactively creates a variety of External Communications content – such as statements, op-eds, white papers, pitches, fact sheets, backgrounders, news releases, talking points – that may be used to inform the public about TVA’s mission of service and in growing our Earned Media sentiment.
• Develops public relations campaigns that positively position TVA’s employees and leaders within the community and drive meaningful engagement. Regularly creates targeted messaging for initiatives and newsworthy events.

Requirements

• Education – Bachelor's degree in Journalism, Communications, Public Relations or closely related discipline
• Experience – 3-5 years work experience in Media Relations or Public Relations. Experience at a news organization or in the electric utility industry is preferred.
• Certification/License, etc — n/a
• Knowledge/Skills/Abilities — • Excellent verbal, written and editorial communications skills with proficiency in serving as a spokesperson on and off camera with various media and emerging communications outlets • Thorough understanding of best practices in media relations that protect and enhance the brand • Proven ability to create, nurture and sustain professional and productive working relationships with members of the media – local, regional and national • Strong understanding of the tactics and strategies that drive positive brand perceptions through Earned Media channels • Experience successfully handling crisis communications and emerging issues • Proven track record of measurable results in media relations • Proven ability to get out in front of potential brand issues while also identifying potential opportunities for improved positioning of the brand • Track record of maintaining a friendly, professional demeanor at all times, particularly during high-pressure or challenging situations • Ability to balance immediate and long-term priorities • Ability to build trusted, sustainable relationships within the business and across the Communications department • Demonstrated ability to make sound business judgments and draw conclusions that ensure validity, identifies alternatives, and develops specific recommendations • Strong business acumen/business experience and continuous improvement methodologies • Strong customer service, interpersonal and collaboration skills • Ability to adapt to changes quickly, proposing and implementing thoughtful solutions Job Specific Competencies Cultivates Innovation Decision Quality Business Insight Drives Vision & Purpose Collaborates Values Differences Customer Focus Instills Trust Manages Complexity Strategic Mindset