Sarafina Brooks James

As a Senior Public Relations Analyst for Allegheny Health Network (AHN), I play a pivotal role in managing all aspects of media and public relations for AHN and its affiliated entities. I am responsible for developing and executing comprehensive communication strategies that enhance and protect the Network's brand, reputation, and mission. This position requires a strong background in strategic PR planning, media relations, and healthcare communications.

Key Responsibilities:

• Strategic Communication Planning: Develop and implement targeted communication plans that promote AHN's brand and safeguard its public image. Work closely with leadership to ensure alignment with organizational objectives.
• Media Relations & Stakeholder Engagement: Build and maintain strong relationships with local, regional, and national media outlets, journalists, and healthcare industry influencers. Proactively pitch story ideas and coordinate interviews with AHN's medical experts and executives to elevate the Network's presence.
• Crisis Communication: Anticipate potential public relations crises, develop effective crisis communication strategies, and act as a spokesperson for the Network during high-profile or sensitive situations.
• Press Materials & Campaign Development: Write and edit press releases, media kits, and other public-facing materials. Collaborate with cross-functional teams to create cohesive messaging for external distribution.
• Media Monitoring & Reporting: Monitor media coverage and public sentiment regarding AHN, providing timely reports and actionable insights. Evaluate the impact of PR efforts and adjust strategies as needed to enhance visibility and reputation.
• Research & Data Analysis: Conduct research on industry trends, competitor activities, and public perceptions to support PR initiatives and inform decision-making.
• Event Planning & Execution: Coordinate media events, press conferences, and other public relations initiatives to showcase AHN's leadership in healthcare and its contributions to the community.
• Mentorship & Team Collaboration: Mentor and provide guidance to junior PR team members, fostering a collaborative environment and supporting their professional growth.
• Public Speaking & Media Training: With a background in television news, my manager tasks me with creating and leading a media training program for AHN's leaders, physicians, and executives. I work directly with key spokespeople to train them for interviews, including live television. This training includes mock interviews filmed on camera, followed by a critique session where we rewatch the footage to provide constructive feedback and improve performance.

Core Skills:

• Strong written and verbal communication skills with a focus on crafting compelling messages for diverse audiences.
• Proficiency in media relations, including story pitching, interview coordination, and managing media inquiries.
• Strategic planning and execution of PR campaigns with measurable results.
• Crisis management and the ability to effectively manage public perception during sensitive situations.
• Event planning, public speaking, and presentation skills.
• Excellent time management, attention to detail, and creative problem-solving abilities.
• Ability to collaborate across teams and adapt to fast-paced, dynamic environments.

In this role, I contribute significantly to AHN's public image, ensuring that the health network's mission and achievements are communicated effectively to the public and stakeholders.

• Research, gather, write and present news reports on a daily bases
• Present stories on live television
• Pitch stories relevant to the viewers and the community
• Write stories for the web and other digital platforms

As a Digital Reporter at WFLA, I was responsible for creating and producing engaging news content for digital platforms, including the station’s website, social media, and mobile apps. I wrote and reported timely news stories, provided multimedia content such as videos and interviews, and updated online platforms with breaking news and live coverage.

• Anchored two hour weekday morning newscasts and produced half-hour noon newscasts

• Report, Wrightsville 21, led to unmarked graves, for 21 institutionalized African American boys that had mysteriously perished in a fire, to be memorialized with a standing marker

• Promoted to weekend anchor

• Production Assistant for the African American Men and Boys Series