- Plans, develops and implements strategic and operational integrated communications plans that deliver desired business results in support of the state and national communications plans. Develops and implements communications strategies to strengthen the visibility of AARP within the state and in communities. Designs creative and innovative communications tactics, including marketing, advertising and special events planning as appropriate. Leads state crisis communications efforts and provides counsel to the State Director. Prepares key staff and volunteer spokespersons to work with reporters and editors to advance the Association’s agenda and, when necessary, to manage crisis situations in both foreseen and unforeseen circumstances.
- Responsible for staffing, orienting, coaching, managing and evaluating staff. Develops and monitors work plans for and with staff. Manages and documents staff performance and takes corrective action when necessary. Ensures that policies and procedures are carried out appropriately. Identifies training/development needs of staff.
- Serves as a member of the State Office management team; works with the Sr. State Director and other managers in developing state plan; identifies, plans and executes activities to support state plan objectives using communications tools; supports the achievement of Membership and Social Impact goals using communications tools.
- Serves as a member of the state team with responsibility for creating, disseminating, exchanging, and managing information among AARP staff, volunteers, members, partners, the media and the general public. Represents AARP to the public at large through earned media channels, as well as through other external communications vehicles. Ensures effective media relations practices are followed, often in crisis situations, and usually facing tight external deadlines. Approaches the media with information on AARP programs and activities, positioning the outreach to achieve coverage that clearly articulates AARP’s message and enhances AARP’s strategic goals.
- Creates and distributes communications materials to promote AARP objectives, including member newsletters, news releases and advisories; brochures, media kits, and flyers; letters to the editor and op-eds; radio, TV, and newspaper advertisements; newsletter articles; and talking points or briefing materials for senior staff and volunteers. Plans and coordinates special events, including large media events, news conferences, editorial boards with major newspapers, public forums, and community activities. Partners with national AARP publications to promote state and regional initiatives.
- Directs the development and implementation of Web content as part of an integrated communications strategy, by using state communications resources and in cooperation with Web Strategies Organization. Stays current in the use of innovative technological solutions, such as e-newsletters, blogs, interactive Web design (Web. 2.0) and other tools to affirm AARP’s position as a leader in the use of innovative communications best practices.
- Provides direct and indirect communications support to all volunteer categories. Recruits, trains, and manages state communications volunteers. Serves as lead for communications and media training of staff and volunteers and develops effective media messages. Coaches, counsels, and evaluates staff and volunteers on the ability to be effective spokespersons on AARP’s strategic issues. Develops and implements materials and modules to educate staff and volunteers on writing, editing, media relations, public speaking, and photography. Provides training to staff and volunteers for media appearances and interviews.
- Works with appropriate staff (state operations, advocacy, and communications) to design communications strategies and tactics that move AARP’s legislative, issue and strategic priorities forward. Keeps abreast of national, regional, and local news, as well as provides comprehensive, broad-based knowledge of public relations, social, and legislative issues affecting older Americans. To ensure successful programs and campaigns, counsels other staff on appropriate media messages and venues. Provides hands-on knowledge and familiarity with state, local, regional media markets and outlets. Serves on state teams and provides communications expertise on national strategic teams.