DISTINGUISHING FEATURES OF THE CLASS
The work involves the performance of public relations work in a school district. An employee in this class is responsible for the gathering and dissemination of information relative to all aspects of a school district's activities including but not limited to setting up programs, policies and procedures, for public relations purposes, advising administrators on utilization of media services, writing and/or editing speeches, scripts, news releases and other informational materials, and maintaining relationships with media personnel in order to provide information on school district activities. Work is performed under the general supervision of an administrative superior with a considerable amount of leeway for the exercise of independent judgment in fulfilling work assignments. Supervision may be exercised over a small number of clerical staff. Does related work as required.
TYPICAL WORK ACTIVITIES
Plans and directs a public relations program of a school district with responsibility for accurately representing the agencies various programs and policies.
Prepares news releases and reviews and edits media material prepared by school district personnel before release to the press.
Supervises the preparation and dissemination of various types of written material explaining general and specific programs, policies and objectives.
Publishes the official news paper of the school district and administers the routing of the same.
Recruits and schedules speakers requested by the school district.
Frequently speaks before PTO groups, chamber of commerce and other community organizations.
Develops ideas for booklets, pamphlets, articles and supervises in their preparation.
Seeks out and writes proposals for certain grants or awards.
Attends all meetings of the Board of Education and reports actions to interested groups or the general public.
FULL PERFORMANCE KNOWLEDGES, SKILLS, ABILITIES AND PERSONAL CHARACTERISTICS
Good knowledge of public relations principles, techniques, terminology and the communication media including website design/modification, social media, electronic notification systems and network software.
Good knowledge of the principles of journalism as relative to school public relations.
Ability to evaluate public attitudes and identify the policies and procedures with the public interest.
Ability to execute a program of action to earn public understanding and acceptability.
Ability to write, edit, conduct and participate in public interviews.
Ability to compile complex data and to prepare detailed reports.
Ability to establish harmonious working relationships with the media and general public.
A. Graduation with a Bachelor’s Degree from a regionally accredited college or university or one accredited by the New York State Board of Regents to grant degrees and two (2) years of work experience, or its part time equivalent, in journalism, communications, public relations or a closely related field which must have included the use of electronic communication systems such as electronic notification systems, bulletin boards, social media, or web applications; or,
B. Six (6) years of work experience, or its part time equivalent in journalism, communications, public relations or a closely related field which must have included the use of electronic communication systems such as electronic notification systems, bulletin boards, social media, or web applications.
C. An equivalent combination of training and experience as defined by the limits of (A) and (B).
Date Revised: December 2012