Description
Under the supervision of the Superintendent, the Public Information Officer (Coordinator I) manages communications programs, including issues management, social media, digital communications, publications, and web communications designed to create and maintain favorable public relations for the school division, both internally and for the community at large.
ESSENTIAL FUNCTIONS:
Develops and implements an integrated communication plan to advance the division’s message, broadening awareness of its programs and priorities, and increasing the visibility of its programs across key stakeholder audiences
Plans, designs, implements, maintains, and evaluates specific types of communications based upon Danville Public Schools (DPS) strategies and objectives within division guidelines
Develops content for and ensures appropriate messaging and imagery is implemented across multiple platforms, including website, social media, video, email, email, speeches, presentations, and/or print publications, as necessary to communicate and engage target audiences such as employees, parents, and community
Monitors external media and social media coverage as necessary
Determines manner to present information to the local news media in the event of emergency and/or challenging situations
Serves as external media spokesperson, responding to division and/or school emergencies and crises as necessary, including serving as emergency essential personnel and may be on-call overnight, weekends, and holidays
Attends DPS Leadership Team, School Board, or community meetings, as required
Provides communications guidance and training for schools, departments, and offices
Handles requests for official public records made under Virginia’s Freedom of Information Act
Conducts research; verifies all data; gathers, writes, and/or edits and evaluates correspondence, press releases, and print and online publications
Assists news media covering school division activities
Assists senior management with and conducts interviews; drafts speeches and creates presentations; writes and reviews scripts for the division superintendent and other internal and external clients
Collaborates with DPS departments and/or school administrators to determine internal/external communications goals for issues and/or programs
Coordinates web standards with departments and schools
Researches, identifies, monitors, and evaluates electronic communication tools
Collaborates with businesses, government, and agency partners to select, create, update, schedule, and market programming that meets the needs of the requestors
Responsible for all aspects of DPS public information programs, public service announcements, and marketing pieces
Answers inquiries from internal and external stakeholders
Performs a variety of related tasks as required and/or requested by the Superintendent
KNOWLEDGE, SKILLS, AND ABILITIES:
Knowledge of the theories, principles, practices, methods, materials, and trends related to the management of communication, public school system policies, and communication outreach programs
Must possess effective human resource and organizational skills; analytical ability; ability to develop and maintain effective working relationships with all levels of employees; ability to work independently and in teams; ability to oversee a budget; and ability to communicate effectively, both orally and in writing
Knowledge of federal, state, and local regulatory requirements applicable to DPS communication and community relations programs
Capacity to establish and maintain collaborative working relationships with personnel assigned to schools, departments, public entities, and citizens
Extensive knowledge of available communication technologies, print and non-print, including publishing, graphic design, and broadcast and web-based media
Proven ability to exercise judgment to prioritize media opportunities and prepare talking points, speeches, presentations, and other supporting material as needed