ASSISTANT DIRECTOR, MEDIA RELATIONS

Salary Schedule

To accurately and consistently inform the public through the news media and the Internet of issues, programs, plans and topics in support of the district’s goals and objectives to increase public knowledge, awareness and appreciation of the district and school operations.

QUALIFICATIONS:

1. Bachelor’s degree in communications, public relations, journalism or a related field from an accredited institution, or an equivalent combination of training and experience.


2. Five years progressively responsible experience in media, public relations or a related field, of which two years must have been in a management capacity leading employees.


3. The incumbent is considered to be “essential personnel” during an emergency and can be subject to being held over or called back to a district location at all times.


4. Minimum 3 years TV newsroom experience and/or as a Public Information Officer for a government/public agency, preferred.


5. Bilingual, preferred.

KNOWLEDGE, SKILLS AND ABILITIES:
Ability to use effective communications and public relations skills; thorough understanding of media relations with demonstrated media skills; ability to effectively use public speaking skills; ability to work as part of a team with staff; ability to identify important issues or problems in area of responsibility; ability to share ideas with others in a clear and informative manner; knowledge of current educational trends and research; demonstrated written and oral communications skills; knowledge and understanding of print and electronic media news gathering practices; ability to plan and produce media events; knowledge of effective methods to promote strategic marketing plans; analytical skills to review information and formulate alternative solutions to problems; skills in personnel management interaction and supervision techniques; knowledge and understanding of the distinction between line and staff positions and functions within an organization; computer proficiency.

REPORTS TO: Director, Media Relations

SUPERVISES: Manager, Media Relations; Manager, District Information Office

MACHINES, TOOLS, EQUIPMENT:
Machines, tools, equipment, electronic devices, vehicles, etc., used in this position. Telephone, Computer, (Personal Computer and Mainframe), Automobile, Copier

PHYSICAL REQUIREMENTS:
Describes physical conditions of this position.

Light Work: Exerting up to 20 pounds of force occasionally and/or up to 10 pounds of force frequently. If the use of arm and/or leg controls requires exertion of forces greater than that for sedentary work and the worker sits most of the time, the job is rated as Light Work.

PHYSICAL ACTIVITY:
Physical activities of this position. Percent of a typical day involved in each applicable activity is noted.

Percentage
70 Sitting: Resting with the body supported by the buttocks or thighs.
10 Standing: Assuming an upright position on the feet, particularly for sustained periods of time.
10 Walking: Moving about on foot to accomplish tasks, particularly for long distances.
5 Bending: Lowering the body forward from the waist.
5 Reaching: Extending hand(s) and arm(s) in any direction.
5 Lifting: Raising objects from a lower to a higher position or moving objects horizontally from position-to-position through the use of the upper extremities and back muscles exerting up to 10 pounds of force.
80 Finger Dexterity: Picking, pinching, typing or otherwise working primarily with fingers rather than with the whole hand or arm.
70 Grasping: Applying pressure to an object with the fingers and palm.
90 Talking: Expressing or exchanging ideas by means of the spoken word. Those activities in which detailed or important spoken instructions must be conveyed accurately, loudly or quickly.
90 Hearing Acuity: The ability to perceive speech and other environmental sounds at normal loudness levels.
90 Visual Acuity: The power to see at a level which allows reading of numbers and text, operation of equipment, inspection of machines, etc.

Note: Will total more than 100 percent as several activities may be performed at one time.

WORKING CONDITIONS:
Conditions the worker will be subject to in this position.

Indoors and Outdoors: The worker is subject to both environmental conditions. Activities occur inside and outside.

PERFORMANCE RESPONSIBILITIES:
* Manifests a professional code of ethics and values.
* Responds to internal and external customers in a timely, accurate, courteous and empathetic manner representing OCPS in a positive light.
* Models the routine, intentional and effective use of technology in daily work, including communications, organization and management tasks.
* Manage all functions and services relative to the district’s day to day media response consistent with district priorities and expected results.
* Directs Media Relations in creating a proactive, timely response to daily requests.
* Assists the Director, Media Relations to develop and implement proactive media relations strategies to support all positive public relations efforts and crisis management for the district.
* Keep the Director, Media Relations informed of critical issues within the units and incidents about which his or her supervisor should be aware.
* Provides assistance in greater positive exposure for the district through routine placement of news stories in both broadcast and print.
* Maintains daily log detailing media inquiries.
* Serve as a proactive liaison to the news media.
* Coordinate media inquiries and requests for information.
* Coordinate communications efforts to inform and update the community about the district and the schools through news releases, issue papers and other communications.
* Correct factual errors in media reports when necessary and appropriate.
* Advise district, learning community and school-based administrators on policies and strategies for media impact and public response.
* Implement and coordinate on-going media training for district and school-based personnel.
* Monitor media coverage of issues, events and trends involving the district and education as a means for further refining media relations strategies.
* Attend and release summary/highlights of School Board Meetings.
* Required to serve as a Disaster Incident Management Team (DIMT) member during a disaster or emergency caused by severe weather, fires, power failures, pandemic, or event challenging our security.
* Write and/or edit mass notification scripts for principals to release to families regarding Standard Response Protocols (HOLD, SECURE, LOCKDOWN, EVACUATE, SHELTER) or any necessary communication that could get media attention.
* Assist Director, Media Relations in crisis communication planning and execution.
* Follow the district’s policies and procedures as related to all HRMD guidelines and the district’s instructional initiatives.
* Follow the district’s policies and procedures as related to fixed assets.
* Develop leadership in subordinates.
* Responsible for keeping up to date on current technology being used by OCPS. With the support of the district, attends training to ensure skill level in various technologies is at the level required to perform in current position.
* Responsible for maintaining timely and accurate information and accountable for the quality of information maintained by those they supervise.
∗ Responsible for self-development and keeping up to date on current research, trends and best practices relevant to the area of responsibility.

Perform other duties and responsibilities as assigned by supervisor.

* Essential Performance Responsibilities

TERMS OF EMPLOYMENT:
Non-bargaining unit compensation plan, twelve months, 8.0 hours per day. The incumbent is considered to be “essential personnel” during an emergency and may be subject to being held over or called back to a district location at all times.

EVALUATION:
Performance of this job will be evaluated in accordance with provisions of the board’s policy on evaluation of personnel.