Senior Public Relations Specialist

UF/IFAS; Gainesville (FL); On-site; USD 80,000 - 120,000; Full time

Job summary

The University of Florida Institute of Food and Agricultural Sciences (UF/IFAS) Communications team seeks a seasoned Senior Public Relations Specialist to lead media relations, science communication, and integrated communications planning. This role advances UF/IFAS research, Extension, and academic programs through strategic storytelling and proactive outreach.

The position provides editorial leadership, crisis communications guidance, and cross-functional collaboration with university

Qualifications

• Experience in strategic communications leadership and media relations.
• Ability to translate scientific information into clear, accessible content for diverse audiences.
• Experience guiding editorial review and coordinating cross-functional communications teams.

Responsibilities

• Lead media relations and originate news releases, pitches, and feature content.
• Provide strategic communications leadership for major initiatives and crisis response.
• Serve as senior editorial resource, ensuring messaging consistency across channels.
• Advise faculty, Extension professionals, and administrators on communications planning.
• Coordinate with university and external partners to elevate UF/IFAS visibility.

Skills

Media relations

Strategic communications

Crisis communications

Editorial leadership

Stakeholder engagement

Storytelling

Job description

The University of Florida Institute of Food and Agricultural Sciences (UF/IFAS) Communications team is seeking an experienced and strategic communications professional to serve as a Senior Public Relations Specialist. This position plays a critical leadership role in advancing awareness of UF/IFAS research, Extension, and academic programs through media relations, science communication, integrated communications planning, editorial leadership, crisis communications, and stakeholder engagement.

As a senior member of the communications team, this position develops and executes strategic communications initiatives, leads cross-functional communications efforts, provides guidance on sensitive and high-profile issues, and serves as a key liaison with university-wide communications partners. The successful candidate will identify and develop compelling stories, cultivate relationships with journalists and key stakeholders, provide communications counsel on complex and high-profile issues, and lead cross-functional communications initiatives that advance organizational priorities. This role also serves as a senior editorial resource, helping ensure quality, consistency, and alignment across communications efforts while representing UF/IFAS in university-wide communications initiatives and integrated communications teams.

Media Relations, Science Writing & Story Development

Identify, research, develop, and distribute news releases, feature stories, media pitches, blog content, and other communications materials that highlight UF/IFAS research, Extension, teaching, and outreach initiatives.

• Identify emerging story opportunities across UF/IFAS and collaborate with faculty, staff, and communicators to develop compelling content.
• Translate scientific and technical information into clear, engaging, and accessible content for public audiences.
• Develop content for traditional media, digital platforms, stakeholder communications, and organizational communications channels.
• Coordinate with photography, video, graphic design, and digital content teams to maximize storytelling impact.
• Build and maintain relationships with local, state, national, and industry media outlets.
• Serve as a resource to journalists by connecting media representatives with appropriate UF/IFAS subject matter experts.
• Monitor media trends and identify opportunities to expand visibility for UF/IFAS expertise.

Strategic Communications Leadership, Crisis Communications & Integrated Communications

Provide strategic leadership for communications initiatives that advance organizational priorities, strengthen stakeholder engagement, and enhance awareness of UF/IFAS programs and expertise.

• Lead the development, implementation, and evaluation of strategic communications and public relations campaigns.
• Provide operational leadership for cross-functional communications teams supporting major initiatives, projects, issues management efforts, and organizational priorities.
• Serve as a communications strategist and advisor on high-profile, sensitive, or complex communications matters.
• Assist in planning and executing crisis communications and emergency response communications, including issues related to Extension, weather events, and emerging organizational concerns.
• Coordinate communications efforts across multiple channels to ensure message consistency and alignment with institutional priorities.
• Measure communication outcomes and recommend strategies to improve effectiveness and audience engagement.
• Serve as the UF/IFAS representative to integrated communications initiatives involving UF Strategic Communications and Marketing, UF Health Communications, and other university communications partners.

Editorial Leadership & Communications Consultation

Serve as a senior communications resource for editorial review, messaging strategy, and communications best practices across the UF/IFAS communications network.

• Provide final review and editing for complex, sensitive, controversial, or high-visibility communications materials.
• Offer editorial guidance and feedback to communicators throughout the UF/IFAS system.
• Ensure consistency, quality, accuracy, and alignment with organizational messaging and communications standards.
• Consult with faculty, Extension professionals, communicators, and administrators regarding media relations strategies, storytelling opportunities, and communications planning.
• Assist in establishing and promoting editorial standards and best practices across UF/IFAS.

Stakeholder Engagement, Program Communications & Organizational Representation

Develop and maintain strong relationships with internal and external stakeholders to support communications objectives and enhance organizational visibility.

• Serve as communications liaison for assigned initiatives, departments, programs, and stakeholder groups.
• Promote organizational achievements, research discoveries, educational opportunities, and community impacts through integrated communications efforts.
• Support stakeholder communications and public engagement initiatives that advance the UF/IFAS mission.
• Facilitate media coverage of events, programs, and major announcements.
• Build partnerships with faculty, researchers, administrators, Extension personnel, industry representatives, and external organizations to identify communications opportunities.
• Represent UF/IFAS Communications in university-wide communications initiatives, planning groups, and professional networks.

Training, Reporting & Professional Development

Contribute to organizational effectiveness through reporting, training, mentorship, and continuous improvement.

• Track communications activities, projects, outcomes, and media placements using department systems and reporting tools.
• Assist with internal and external reporting related to communications performance and organizational visibility.
• Conduct media relations and communications training for faculty and staff.
• Provide guidance on storytelling, media engagement, interview preparation, and crisis communication best practices.
• Share industry trends, emerging technologies, and communications best practices with colleagues and stakeholders.
• Participate in ongoing professional development activities to remain current in communications, journalism, media relations, strategic communications, and science communication.