Director of Communication and Public Relations

 DEFINITION

Under direction of the Superintendent or designee to plan, develop, organize, and administer all aspects of a School District’s strategic communications and public relations program, including: the coordination of effective media, community, and public relations; crisis communications; branding, publications, and marketing; and social media, online and digital media and communication, and related activities.

ESSENTIAL JOB FUNCTIONS 

• Direct the planning, developing, organizing, and administering of the overall communications and public relations program for the District.  
• Develop, supervise, and coordinate effective print and digital communication with District stakeholders, including newsletters, brochures, program announcements, social media, emails, videos, and other publications as assigned. These responsibilities may include writing, editing, image selection, supervising and/or performing video and photographic work, and other related work, as necessary.
• Manage advocacy for the organization in social media, including overseeing and participating in the online dialogue through the use of blogs, websites, social media tools, and other platforms.
• Monitor relevant media outlets, including social media and blogs, for coverage mentioning, involving and/or conveying information relevant to the District.
• Coordinate content and function of the District website.
• Promote newsworthy material from District and site personnel including, but not limited to, information on events, activities, shows and exhibits, and other District-related matters.
• Plan and coordinate District marketing activities, programs, and special events.
• Respond to media inquiries, prepare press releases, and maintain positive working relationships with the media.
• Serve as administration’s chief advisor for public information and provide leadership to District schools in all areas of communication and public relations when appropriate and assigned.
• Keep administration informed on potential public relations issues and consequences related to shifts in existing programs and policies.
• Prepare speeches, statements, and other communications for administration, as necessary.
• Keep informed of current trends in communications, public relations, advertising, community relations, brand promotion and management, and public education.
• Maintain an active list of key community members to notify of district events, activities, and rumor control.
• Maintain a working relationship with business and community leadership and community organizations.
• Answer general inquiries about the District and serve as the contact person in other phases of community relations.
• Develop and manage a budget as assigned.
• Serve as a member of the management team and attend and participate in other District meetings and Board meetings.
• Supervise and evaluate staff as assigned.
• Perform other duties as necessary.

EDUCATION, EXPERIENCE, AND LICENSE REQUIREMENT

Completion of a Bachelor’s Degree and/or Master’s degree in Communications, Journalism, Public Relations, Education, Marketing, or a related field. Successful and responsible experience in communications, public information, public relations, education, a related field, or equivalent administrative or practical experience are highly desirable. Must possess a valid California Driver’s License.

DESIRABLE QUALIFICATIONS

Knowledge of:

• Effective marketing and communications strategies.
• Communications media and its most effective uses, including print, radio, television, online, and social media.
• Appropriate media and media management contacts regarding given issues and circumstances.
• Ethnic, cultural, geographic, and social economic diversity of the populations served by the District.
• Current issues regarding the District.
• Organization, operation, and practices of newspaper, radio, television, and other media.
• Activities, policies, practices, organization, and protocols of the District.
• Fundamentals of writing, editing, composition, layout, and production of various media and educational publications.
• Online, multi-media, print, digital, mobile, and other technologies for use as communication tools.
• Local and national educational issues and trends.
• Principals of supervision.
• Current social media platform trends and techniques.
• Social listening and monitoring tools.

Ability to:

• Present information regarding District programs in a proactive and media-sensitive manner.
• Communicate effectively, including with those of diverse educational and cultural backgrounds, as well as the news media and the public.
• Effectively write for media distribution and communications campaign proposals.
• Write clear, concise communications (for various media) under tight deadlines.
• Develop and maintain effective relationships with news media personnel and management, District divisions, business partners and community leaders, administrations, and others.
• Utilize resources in order to develop effective media campaigns for both English and non-English speaking populations.
• Effectively work with individuals who are individuals who are emotional, ill, upset, or hostile.
• Use good judgment under pressure.
• Train, supervise, and lead effectively.
• Use current technology efficiently and effectively.
• Read and comprehend handwritten or typed documents.
• Sit or stand for sustained periods of time.
• Travel as required to effectively conduct the duties of the position.
• Maintain regular, steady attendance.