Job Description

Primary Purpose of this Position

The primary purpose of this position is to develop, coordinate, direct and administer the facility marketing and public relations programs and services. Must have Clinical Liaisons background.

Duties and Responsibilities

Administrative Functions

• Plan, develop, organize, implement, evaluate and direct the facility public relations and marketing programs and activities in order to maintain the resident census and to provide the community with information relative to the facility programs, services and practices.
• Function as authorized media spokesperson for live broadcasts and media interviews.
• Assist in standardizing the methods in which marketing and public relations programs and activities will be developed and implemented.
• Assist in the development, implementation and tracking of customer satisfaction surveys.
• Assist with promotions, publications, newsletters, etc., as necessary.
• Assume the administrative authority, responsibility and accountability of directing the activities and programs of the marketing and public relations department.
• Contact the news media when new programs, promotions, etc., are implemented within the facility that will be beneficial to the facility and community alike.
• Coordinate special functions for community outreach and facility events.
• Develop and maintain a current file of media contacts and establish positive working relationships with media outlets.
• Develop and maintain written facility policies and procedures that govern the release of information concerning the residents, employees and/or the facility in accordance with current privacy rules and regulations.
• Develop, schedule and guide tours/personnel through the facility.
• During emergencies, establish a public relations area to assure that the release of information is accurate and within the scope of established facility policies governing the release of information during emergency conditions.
• Ensure that all employees follow established facility policies and procedures governing the release of information.

Duties and Responsibilities

• Ensure that public information (policy manuals, brochures, information packets, etc.) describing the services provided in the facility is accurate and fully descriptive.
• Maintain an archive of all facility collateral and marketing brochures.
• In conjunction/coordination with the Administrator, develop and implement long range plans for the facility in its effort to establish and maintain marketing and public relations programs.
• Keep a supply of brochures and other printed material readily available for persons requesting such information.
• Keep the Administrator informed of newspaper, radio and television accounts of items that may have an impact on the facility.
• Maintain a thorough knowledge of the facility admission requirements, services and programs.
• Maintain a liaison with families, residents and community and civic leaders.
• Maintain schedules for all marketing and public relations programs.
• Provide reports/recommendations to the Administrator concerning the facility’s marketing and public relations programs and brand activities.
• Organize and implement internal communications through theuse of bulletin boards, committee meetings, newsletters, memos, emails, etc.
• Participate in community service and civic groups on behalf of the facility.
• Plan and implement special events that serve to advance staff, resident and community relations.
• Track all paid media campaigns. Analyze key performance indicators and returns on investment.
• Develop a social media campaign with Health Insurance Portability and Accountability Act (HIPAA)safeguards and media release forms.
• Provide creative support for activity and social services departments in developing resident programs, publications, etc., as necessary.
• Monitor all online ratings including Nursing Home Compare, Google reviews, Yelp ,Facebook, etc.
• Review the facility’s marketing and public relations policies and procedures at least annually and make changes as necessary.
• Schedule and participate in departmental meetings concerning marketing and public relations programs and activities.
• Serve as liaison to the Administrator, medical staff and other professional and supervisory staff.
• Supervise ongoing community service projects and develop appropriate problem-solving actions.
• Support and promote the philosophy, goals and objectives of the facility’s marketing and public relations programs and activities.
• Work with design and printing companies in the development of facility brochures, newsletters, publications, etc.

Duties and Responsibilities

Assure that adequate financial records and expense reports are submitted to the Administrator as required.

Committee Functions

Serve on various committees of the facility as directed by the Administrator.

Staff Development Functions

• Attend and participate in mandatory facility in-service training programs as scheduled (e.g., Occupational Safety and Health Administration (OSHA), tuberculosis (TB), HIPAA, abuse prevention, etc.).
• Attend and participate in workshops, seminars, etc., to keep abreast of current changes in the long-term care field as well as to maintain a professional status.

Safety and Sanitation Functions

Follow established safety regulations to include fire protection/prevention, smoking regulations, infection prevention and control, etc.

Budget and Planning Functions

Prepare a departmental operating budget for approval by the Administrator and allocate the resources to carry out programs and activities of the facility.

Resident Rights Functions

• Assist in establishing and implementing a resident/group council.
• Maintain the confidentiality of all resident care information including protected health information (PHI); report known or suspected incidents of unauthorized disclosure of such information.
• Review resident complaints and grievances and make written reports of action taken; discuss with resident and family as appropriate.

Working Conditions

• Works in office areas as well as throughout the facility and its premises.
• Moves intermittently during working hours.
• Is subject to frequent interruptions.
• Is involved with residents, family members, personnel, visitors, government agencies/personnel, etc., under all conditions/circumstances.
• Is subject to hostile and emotionally upset residents, family members, personnel, visitors, etc.
• Works beyond normal working hours on weekends and holidays and other shifts when necessary.
• Is subject to callback during emergency conditions (e.g., severe weather, evacuation, post-disaster, etc.).
• Is involved in community/civic health matters/projects.
• Attends and participates in continuing education programs.
• Is subject to injury from falls, burns from equipment, odors, etc., throughout the workday as well as reactions from dust, disinfectants, tobacco smoke and other air contaminants.
• Is subject to exposure to infectious waste, diseases, condition, etc., including TB and the AIDS and Hepatitis B viruses.
• May be subject to the handling of and exposure to hazardous chemicals.
• Communicates with the media, medical staff, nursing personnel and other department directors.
• Maintains a liaison with the residents, their families, support personnel, etc., to assure that the resident’s needs are continually met.
• May be subject to the handling of and exposure to hazardous chemicals.

Education

A bachelor’s degree from an accredited college/university or equivalent. (Five (5) year(s)experience in marketing/public relations in a health care setting may be recognized in lieu of a bachelor’s degree.)

Experience

• Must possess a thorough knowledge of principles of effective communication, mass media, advertising, policies, education, community relations, demonstration, organization structure, social and activity services, government relations, etc., as they relate to nursing facility operations.
• Must possess the ability to plan, organize and effectively present ideals and concepts to community groups/agencies.
• Must possess the ability to communicate effectively, orally and in writing.
• Must possess the ability to assimilate information from a variety of sources, analyze information and make recommendations to the Administrator.
• Must possess the ability to establish, implement and maintain effective marketing and public relations program.

Specific Requirements

• Must be able to read, write, speak, and understand the English language.
• Possess the ability to make independent decisions when circumstances warrant such action.
• Must possess the ability to deal tactfully with personnel, residents, family members, visitors, government agencies/personnel and the general public.
• Must have advanced training in hospital or nursing facility administration.
• Must be knowledgeable of nursing and medical practices and procedures as well as laws, regulations and guidelines pertaining to nursing facility administration.
• Must possess the ability to work harmoniously with other personnel.
• Must possess the ability to plan, organize, develop, implement and interpret the programs, goals, objectives, policies, procedures, etc., that are necessary for providing quality care and maintaining a sound operation.
• Must be thoroughly familiar with the laws, regulations and guidelines governing the release of information.
• Must have patience, tact, cheerful disposition and enthusiasm as well as be willing to handle personnel based on whatever maturity level at which they are currently functioning.
• Must possess the ability to seek new methods and principles and be willing to incorporate them into existing practices.
• Must be able to maintain good personnel relations and employee morale.
• Must not pose a direct threat to the health or safety of other individuals in the workplace.

Physical and Sensory Requirements (with or without the aid of mechanical devices)

• Must be able to move intermittently throughout the workday.
• Must be able to speak and write the English language in an understandable manner.
• Must be able to cope with the mental and emotional stress of the position.
• Must possess sight/hearing senses or use prosthetics that will enable these senses to function adequately so that the requirements of this position can be fully met.
• Must function independently, have flexibility, personal integrity and the ability to work effectively with residents, personnel and support agencies.
• Must meet the general health requirements set forth by the policies of this facility which include a medical and physical examination.
• Must be able to relate to and work with ill, disabled, elderly, emotionally upset and, at times, hostile people within the facility.
• Must be able to push, pull, move and/or lift a minimum of 25 pounds to a minimum height of 5 feet and be able to push, pull, move and/or carry such weight a minimum distance of 50 feet.
• May be necessary to assist in the evacuation of residents during emergency situations.

Job Position Analysis Information

(1) Risk Exposure to Blood/Body Fluids Column:

A check mark entered into this column indicates the risk potential of your exposure to blood or body fluids. Established procedures identify the appropriate personal protective equipment (PPE) that you should use when performing this task.

(2) Essential Functions Column:

A check mark entered into this column indicates that you may be required to perform this task.

(3) Safety Factors Column:

RM = Repetitive Motion:

A “RM” in this column indicates that it will be necessary for you to perform some functions of this task repeatedly. When such tasks are not performed properly injury can result. Established procedures identify the precautions and/or equipment that should be used.

WL = Minimum Weight Lifting Requirement:

A “WL” in this column indicates that it will be necessary for you to perform functions of this task that require some lifting, moving, pushing or pulling. When such tasks are not performed properly injury can result. Established procedures identify the precautions and/or equipment that should be used when performing this task. Minimumweight lifting requirements that you must perform are located in the “Physical and Sensory Requirements” section of this job description.

SB = Prolonged Sitting, Standing and Bending:

A “SB” in this column indicates that some functions of this task require you to sit, stand or bend for an extended period of time. When such tasks are not performed properly injury can result. Established procedures identify the precautions and/or equipment that should be used when performing this task.

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