National Media Relations Specialist - Office of Communications and Marketing - UTK

The National Media Relations Specialist is a vital member of the News and Information team within the Office of Communications and Marketing (OCM) at the University of Tennessee, Knoxville. This role focuses on advancing the university’s reputation among national audiences through developing earned media strategies, media pitching and strategic storytelling.  The specialist collaborates across OCM teams, university departments, and colleges to highlight UT’s achievements in academics, student success, research and innovation.

National Media Strategy 

• Directly support the director of news and information in planning, executing and evaluating national media strategies that elevate the reputation of the university. 
   
• Lead collaboration across OCM departments and with key campus partners on stories, projects, and initiatives that advance UT’s reputation nationally. 
   
• Generate ideas that align with UT’s national storytelling goals and participate in brainstorming sessions to uncover national pitching opportunities. 
   
• Proactively seek innovative opportunities and new channels to elevate UT’s national reputation across both traditional and non-traditional media. 
   
• Monitor and analyze national media trends to inform compelling pitches and ensure UT remains competitive in national coverage. 
   

National Media Relations and Pitching 

• Execute targeted outreach to national media by creating news releases and strategic pitches that highlight UT’s priorities, research and achievements. 
   
• Develop and maintain relationships with national media contacts that support the university’s strategic communications plan. 
   
• Elevate key research to national media in partnership with the director of research marketing and communications to earn placement in traditional, non-traditional and niche publications; regularly attend monthly research council meetings.  
   
• Increase national recognition of faculty experts by working with the director of research marketing and communications and assistant director of news and information in elevating faculty expertise through the university’s membership with The Conversation. 
   
• Create alignment with key campus communications partners to promote college/unit research expertise to trade publications and specialized media outlets. 
   
• Actively promote and utilize UT’s Experts Guide to identify faculty and staff for national media interviews. 
  
   
• Create high-level content supporting institutional goals, including news releases, repurposing select campus partner content, some of which will be featured in the university’s bi-annual magazine and across official university social platforms. 

 

Evaluation of National Media Monitoring Efforts 

• Collaborate with the Digital News Content Coordinator to assess pitch outcomes and coverage and regularly report back to leadership.  
   
• Analyze factors influencing results and provide actionable insights for data-driven improvements. 

 

Other Duties 

• Build news posts and publish content on UT’s news page using best practices such as SEO optimization, concise headlines, and audience-specific copy (when needed in back-up capacity). 
   
• Work with project managers to secure photography for assignments (as needed). 
   
• Other duties as assigned. 

Required 

Education:

Bachelor's degree in public relations, communications, journalism, marketing or the humanities. 

Experience:

At least 4 years of communications experience directly related to the duties and responsibilities specified.

Knowledge: 

• Demonstrated knowledge of effective media relations strategies for securing national media placements engaging diverse audiences. 
• Working knowledge of traditional and emerging media platforms. 
• Familiarity with university branding guidelines and standards. 

Skills: 

• Strong media pitching skills.
• Strong writing skills for creating clear, ac