Job Title: Public Information Officer
Reports to: Superintendent
Under the direction of the Superintendent, the Public Information Officer will coordinate, plan, and develop all elements of internal and external communications, media relations, publications, school/business partnerships, social media, marketing, and special events and provide professional and technical support, assistance, and guidance, to the Superintendent and other district administrators. This position will be responsible for expanding access to school and district communications for linguistically diverse families. As the conduit for district communication for all stakeholders, best practices and a variety of communication tools will be used to inform, engage, and collaborate with staff, families, and the community.
Essential Duties and Responsibilities:
- Develop and implement an annual strategic communications plan aimed at earning a reputation districtwide of excellence in public education, fostering increased awareness and understanding of the District and its schools.
- Oversee the development of communications materials and content utilizing multiple channels, including print, electronic and social media.
- Develop and coordinate policies and procedures regarding all District public relations matters, which include District media relations, community relations, promotional functions, special events, marketing, social media, and selected publications.
- Develop, prepare, and edit all correspondence to public media that may include press releases, executive summaries, reports, highlight articles, promotional materials, etc., in compliance with policies, regulations, and guidelines concerning public information.
- Support crisis and emergency communication planning and efforts both during and after normal working hours to receive and convey information needed for effective decision-making.
- Serve as liaison between the school District and media to ensure accurate information is disseminated.
- Perform special projects and prepare various communications on behalf of the Superintendent; identify opportunities to increase superintendent presence with internal and external stakeholders to amplify communication efforts.
- Plan and coordinate special events and activities as required; perform varied duties related to the Superintendent’s responsibilities; schedule student, staff, and community recognitions; assist in coordinating of focus groups and other Superintendent forums for internal and external audiences.
- Maintain the district’s website and social media channels and serve as the districtwide resource on these platforms.
- Develop and execute proactive media campaigns to advance District priorities.
- Assist school site and District administrators in the development and effective communication procedures through brochures, newsletters, websites, and other written material.
- Trains administrators and staff on public relations and how to interact with the media.
- Attend school, district, and community events to gather the news, pictures, etc. for use in public information releases and promotions.
- Assist the District in its obligation to provide internal and external audiences with accurate and timely information, including press releases, public records requests, publications, and other related communications or requests.
- Identify needs and provide communications training, staff development, or presentations to District employees, Board of Trustees, student and parent groups, or community members on a variety of topics, as needed.
- Work collaboratively with administrators, staff members, and community volunteers in planning/developing public relations programs and strategies for both one-way and two-way communications with diverse constituents.
- Work collaboratively with and provide communication expertise to Superintendent’s Cabinet and Executive Staff on a variety of Moreland School District projects and initiatives.
- Conduct other duties as assigned by the supervisor.
Knowledge, Skills, and Experience:
- Theories and principles of public administration, education, communications, public information, community dynamics, public relations, marketing, and media networking; techniques and practices for organizing internal and external communication programs and activities
- Impact of District, state, and federal government policies and procedures, and applicable sections of State Education Code related to providing service to a community
- A variety of technical platforms – Adobe suite, web design, Microsoft, Publisher, Google Docs as well as other content management systems, design software, and social media platforms
- Best practices in public relations, marketing, communication, community relations, and public affairs
- Fundamentals of writing, composition, layout, and production of mass-media communications
- Correct English usage, grammar, spelling, punctuation, vocabulary, editing, and proofreading techniques
- Methods, techniques, and procedures pertaining to the preparation of news releases, promotional brochures, video and print production, and other information materials including layout design fundamentals, branding, conceptualization, and photography; marketing and communication campaigns
- Principles and practices of time management and training
- Public speaking techniques
- Interpersonal skills, including tact, patience, and courtesy
- Ability to perform a variety of complex communications work involving the use of independent judgment and requiring accuracy, speed, and a deadline-oriented environment.
- Review and interpret highly technical information, write technical materials, speak persuasively to implement desired actions, and analyze situations to define issues and draw conclusions.
- Research, write, fact-check, edit, and post/place articles/release
- Manage multiple projects with a demonstrated ability to complete tasks within established timeframes.
- Leverage technology to provide access to information for linguistically diverse families and community
- Exhibit diplomacy, discretion, and integrity, particularly when dealing with sensitive or confidential matters.
- Prepare and present written and oral reports to diverse audiences that effectively represent the school district to the community
- Create professional quality graphics, audio, and video using video editing software such as FinalCutPro or Adobe Premier
Education and Experience:
- Bachelor’s degree required. Master's degree preferred in educational administration, public information, communication, marketing, or related field.
- Three years of increasing responsibility in media and public information
- Experience in public school administration preferred
- Experience using multiple communication modalities, including social media, print media, and oral communication
- Valid California driver's license
While performing the duties of this job, the employee is frequently required to stand, walk, sit, talk, and listen. The employee is occasionally required to reach with hands and arms and stoop, kneel, crouch, or crawl. The employee must occasionally lift and/or move up to 50 pounds. Specific vision abilities required by this job include close vision, distance vision, and the ability to adjust vision. Required to be proficient in oral communication to deliver public communications.
Terms of Employment:
- Salary Placement: Appropriate Step on Management and Confidential
- Salary Schedule
- Work Year: 220 days
- Evaluation: Performance evaluation will be completed by the Superintendent