Vacancy Detail
Job Details  * This vacancy is now closed *
Job Title:
Digital Media & PR Specialist

Posted Date:
Closing Date:
Functional Discipline:

Job Description



Title: Digital Media & Public Relations Specialist
Program: Corporate Communications
Status: Permanent Full Time
Schedule: 8 Hour Days and on-call (subject to change)
Salary: $35.45 - $44.30 per hour
Location: Oshawa Hospital
Posting: UNEX-2000001826


The Communications Department is viewed as a critical enabler of Lakeridge Health's priorities and the role, Digital Media & Public Relations Specialist is a key member of the hospital's strategic communications team.

Reporting to the Manager, Public Relations & Digital Communications, the Digital Media & Public Relations Specialist is responsible for supporting the development, execution and measurement of effective digital media and media relations strategies in support of strategic imperatives and annual business priorities at Lakeridge Health.

The successful candidate is the go-to expert in the area of digital and social media platforms and technologies and media relations and is a leader who straddles the line between strategy and execution. The successful candidate has a thirst for new and emerging web and digital trends and desire to tell compelling and engaging stories through digital platforms, as well as leveraging news media. The individual will have a strong grasp of current marketing tools and strategies and be able to lead digital and media relations strategies from concept to execution.


Lakeridge Health is Durham Region's acute health care provider. With five hospitals, four emergency departments, a residential treatment centre and more than a dozen community locations, Lakeridge Health is working to provide the best experience for patients and their families. Home to the R.S. McLaughlin Durham Regional Cancer Centre and Pinewood Centre, Lakeridge Health also provides regional mental health, eye care and nephrology services. With a committed and dedicated team of more than 5,400 employees, more than 760 physicians and more than 1,600 volunteers, Lakeridge Health provides care to the more than 650,000 people living and working in Durham Region.


* In partnership with the Manager, PR & Digital Communications, support the development, implementation and execution of Lakeridge Health's Digital & Social Media and Web Strategy and the hospital's Media Relations Strategy;
* Advise and provide guidance regarding employing digital media and leveraging traditional news media to mitigate and manage issues;
* Use digital tools to take a key role in the hospital's community engagement strategy, ensuring that Lakeridge Health is viewed in a positive manner by the community it serves;
* Provide guidance and strategic oversight of digital media streams and media relations tactics to advance Lakeridge Health's strategic priorities.
* Provide guidance, support and coaching to communication team members, hospital leadership and Hospital Foundations as needed;
* Develop and disseminate news releases, proactively pitch strategic media stories that will resonate with target audiences;
* Act as the primary media relations liaison and respond to all media inquiries, including during the day and afterhours and weekends;
* Write a full range of clear and effective materials and products tailored to all of Lakeridge Health's audiences and stakeholders;
* Actively monitor all media activity and provide a daily collection of relevant news clips to key internal audiences including the Senior Management Team
* Oversee and monitor Lakeridge Health's website, blogs, email marketing, mobile apps and social media channels and provide ongoing evaluation and performance-related data related to various campaign;
* Conceptualize, create, edit and produce content (including print, graphic design, photos, and videos) targeted to optimize strengths of digital media channels, including social media, websites, and newsletters;
* Create innovative ideas for digital campaigns, and constantly test, measure, and tweak ideas;
* Monitor, review, and respond to community questions and concerns via social and websites in a timely manner to promote positive engagement and interaction;
* Work with hospital leaders to help raise awareness of Lakeridge Health's strategic priorities, services, programs and people;
* Promote social media and media guidelines and policies as defined by Lakeridge Health's social media and media relations strategy and continuously review and revise guidelines and practices as needed;
* Brainstorm new and creative improvement and growth strategies and evaluate emerging platforms and approaches;
* Collaborate with agencies, internal and external partners and other vendor partners as required;
* Ability to travel between sites as required;
* Ability to work on-call as required.


* Bachelor's or Post Graduate degree in communications, journalism, marketing or a related field;
* Minimum of three years proven working experience with digital/social media and proven media relations expertise;
* Demonstrate track record of excellent, versatile writing skills, particularly for digital platforms, media, patients, decision makers and the public;
* Demonstrable experience overseeing and managing social media platforms, websites, search engine optimization/search engine marketing, marketing database, and email, social media and/or display advertising campaigns;
* Strong understanding of social channels, how they differ, and demonstrate the ability to adapt different tools and social channels in different contexts and purposes;
* Highly creative with experience in identifying target audiences and devising media relations, stakeholder relations/community engagement campaigns that align with Lakeridge Health's strategic priorities;
* Is a self-starter and able to curate, create and manage content in digital platforms including on social media and on the Lakeridge Health website.
* Ability to tell compelling, strategic stories visually, graphically and digitally in a way that engages and target audiences;
* Solid knowledge of digital analytics tools (e.g., Google Analytics, Hootsuite, native social analytics);
* Working knowledge of HTML, CSS, and JavaScript;
* Expert use of various content management systems (Sitefinity, Medseek, Wordpress, etc.);
* Strong ability to anticipate and plan for potential issues and provide support in a dynamic and fast-paced internal, external and complex environment;
* Highly developed escalation skills to manage social media and media crises and strong understanding of the Personal Health Information Protection Act (PHIPA) and Access for Ontarians with Disabilities Act (AODA);
* Up-to-date with the latest trends and best practices in online marketing and measurement;
* Able to motivate, engage and coach;
* Proficiency with well-established graphic design platforms an asset.
* Experience working in health care and hospitals is an asset; and,
* Must have a satisfactory performance record;
* Demonstrated commitment to our core values of Inclusion, Compassion, Innovation, Teamwork and Joy;
* Demonstrated understanding of and commitment to Lakeridge Health's comprehensive safety programs and practices including staff safety, patient safety and environmental safety and participation in regular in-service education sessions;
* Demonstrated understanding of and commitment to LH's comprehensive safety programs and practices including staff, patient and environmental safety and participation in regular in-service in this area; and,
* Proven good attendance record, and capable to maintaining this same standard.


The terms and conditions of employment are in accordance with Lakeridge Health's policies and procedures.

Accommodation will be provided in all parts of the recruitment and assessment process in accordance with the Accessibility for Ontarians with Disabilities Act (AODA) . Applicants need to make their needs known in advance.

At Lakeridge Health we value inclusion and diversity. We are committed to fostering a culture that is respectful, inclusive and accessible and to employing a workforce that is representative of the diverse community we provide services to. As an equal opportunity employer we welcome applications from all qualified applicants.