Michigan State University Hiring for Strategic Storyteller / Communications Manager II at East Lansing Full Time

Generates stories/content pieces on a regular basis that advance strategic goals and drive performance, covering stories around academic and research excellence with high relevance to priority audiences including peers, policymakers, Michigan and national public, alumni, prospective and current students and employees

Tailors content to audiences, channels and platforms as we move toward audience segmentation and personalization informed by data, adapting stories for different audiences and channels

Translates complex topics into audience-friendly, engaging stories and general content while also ensuring all information is represented accurately

Writes about MSU’s research, innovation, discoveries and trend stories, as well as in-depth stories of cross-college collaborations and multiunit initiatives that advance strategic priorities, specifically:

Produces stories/content on a regular basis for publication/distribution

Follows good SEO practices in writing to help grow audience and enhance performance of content

Identifies and interviews students, faculty, staff, alumni and other sources for stories

Recommends and helps coordinate visual/multimedia elements to accompany articles. May include capturing content using smartphone technology; working with story subjects to identify visuals; and collaborating with editors, visual storytellers and designers to take content from concept to final execution

Coordinates story creation, including strategic briefs, writing and collaboration with designers, photographers and editors while meeting deadlines

Works with subjects of stories and other stakeholders to ensure content is approved prior to publication/distribution

Occasionally writes copy for marketing materials such as advertising, collateral or email copy

Contributes to upkeep of detailed editorial calendar to organize story flow and ensure the ability to leverage relevance and trends

Ensures expert quality control and adherence to AP style

Works collaboratively and flexibly with other colleagues in University Communications and in units across campus, facilitating joint content efforts, collaborative storytelling, coordinated messaging and cohesive brand experience

Collaborates with strategic content team to develop institutional-level, multichannel strategies to drive content reach, consumption and engagement in multiple channels

Works with strategic content team on selection, planning, creation and production of stories gathered through campus sources that position MSU as a leading research university through fresh and engaging content

Coordinates with PR colleagues on content ideas with earned media potential

Works on multiple projects at one time, ensuring seamless execution and quality control

Exercises sharp editorial judgment to identify and ideate brand-aligned content/story ideas that help shape audience perceptions and drive University Communications’ strategies focused on brand, content, channels and audiences

Develops relationships with a wide network of faculty and staff, including communications colleagues across MSU, to serve as sources for story ideas

Keeps a pulse on content trends, attends conferences to stay current on industry best practices and provides recommendations on how to apply learnings to MSU’s content strategy to ensure relevant and breakthrough communications

Regularly accesses and reviews data and analytics to understand how content performs; incorporates insights and learnings to help shape future tactics and content

Works with members of the content and analytics teams to help improve content performance among audiences

Knowledge equivalent to that which normally would be acquired by completing a bachelor’s degree program in journalism, marketing, advertising, public relations, English or related field that prepared individual to communicate effectively with diverse audiences

Three to five years of related and progressively more responsible or expansive work experience in a professional writing field and the ability to comprehend research and academic writing and “translate” it effectively for different audiences, including the general public, depending on the distribution channel

Keen editorial judgement and proven track record of identifying and producing stories with demonstrated (through audience metrics) appeal to target audience

Experience translating, with the highest regard for accuracy, complex topics and research into accessible, concise, creative and relevant content for a public audience

Experience developing engaging content for social media channels

Excellent writing, interview, research and editing skills, with proficient knowledge of Associated Press style

Or an equivalent combination of education and experience

Bachelor’s degree in journalism, marketing, advertising, public relations, English or related field

Seven to 10 years of related and progressively more responsible or expansive work experience in public relations, journalism or content marketing

Experience developing cross-channel content

Proven ability to develop quality content that grabs attention, stimulates discussion and is relevant and emotionally engaging

A proven “team player” mentality ready for a fast-paced marketing communications environment; flexible, collaborative, positive

A solid understanding of how brand storytelling interacts with the larger integrated marketing and communications network (earned, paid, owned, and shared)

Experience with visual storytelling through use of photo, video, animations, infographics, etc.

Experience working in a fast-paced, deadline-driven environment

Excellent verbal and presentation skills; can deliver content in a compelling, confident, professional and poised manner

Strong verbal communication skills

Strong leadership and accountability; can work under minimal supervision; highly productive and can manage multiple projects simultaneously

Proficiency in word processing software, Microsoft Office

Experience with and demonstrated ability to learn new content management systems, content management platforms