Director of Public Information and Community Relations

THE SCHOOL BOARD OF MARTIN COUNTY

DIRECTOR OF PUBLIC INFORMATION AND COMMUNITY RELATIONS


JOB DESCRIPTION

QUALIFICATIONS:
(1) Bachelor’s degree in communications, broadcast media, journalism, public relations, or related field
(Master’s degree preferred.)
(2) Minimum of five years successful experience in communications, digital social media, public relations,
journalism, public information management, and community relations (preferably in public schools).

KNOWLEDGE, SKILLS AND ABILITIES:
Demonstrated knowledge of current information technologies and electronic communications platforms.
Demonstrated knowledge of current principles and practices utilized in mass communication and public
relations campaigns. Demonstrated ability to communicate effectively both in oral and written communication.
Demonstrated ability to work with diverse groups of people. Experienced with industry-standard computer
applications, including Web Management. Self-motivated and highly organized. Valid Florida driver’s license.

REPORTS TO:
Superintendent

JOB GOAL
The Director of Public Information and Community Relations is responsible for building
and promoting relationships with key audiences – students, staff, parents, and the community. This
position ensures public awareness of the initiatives and success of the District through developing
and executing integrated communication strategies aligned to the District’s Vision, Mission and
Success Plan. The Director will provide a unified, non-conflicting image to the public with
information of public interest in accordance with the law and School Board policies and procedures.

SUPERVISES: Assigned Personnel


PERFORMANCE RESPONSIBILITIES:

Service Delivery
1. Develops and executes both short and long term communications plans to promote, inform and engage all
stakeholders on District initiatives.
2. Provides executive communications support to include advice/counsel of key communication issues, i.e.
speaking engagements, speech writing, talking points, risk/benefit assessment of key decisions from a
communication perspective.
3. Develops timely communications that focus on key messages and ensure understanding of plans and policies to
minimize resistance among key stakeholders.
4. Creates and manages a crisis communication plan that details effective procedures for communicating with the
press and public during emergency situations.
5. Develops a community relations program to raise visibility and favorable position of the District and ensure
consistency of message throughout the District to enhance commitment to District’s Strategic Plan, missions,
goals, school improvement and accountability.
6. Plan, direct and coordinate the District’s internal and external communication and information services
designed to inform employees and the general public about what is happening in the schools and the District.
7. Produce and disseminate high-quality newsletters, brochures, and printed materials and videos. Coordinate all
District publications and serve as a resource in design, printing, and distribution.
8. Collaborate with the webmaster to ensure that the District website’s design is user-friendly and intuitive and
that the content is accurate, relevant and up-to-date.
BOARD APPROVED: 05-01-2018

Director of Public Information and Community Relations (Continued)

9. Plan, direct and coordinate the District’s Business Partnerships.
10. Prepare and administers department budget.
11. Demonstrate initiative in the performance of assigned responsibilities.
12. Manage District’s social media presence, and drive all aspects of the brand(s) social and audience-building
strategy.
13. Oversee the daily maintenance and growth of MCSD’s social media accounts.
14. Develop and hone a consistent editorial voice across all platforms.
15. Communicate effectively with parents/caregivers about the programs and services and any other changes which
impact their children.


Inter/Intra-Agency Communication and Delivery
16. Serve as District liaison with all media, coordinating all District press releases and media requests following
confidentiality requirements under FERPA.
17. Facilitate crisis communication to the media and the public.
18. Serve as liaison to community associations; seeks positive relationships with business representatives, civic and
cultural organizations, special interest groups, etc.
19. Serve as liaison with the Education Foundation of Martin County, Martin Cares and Leadership Martin County.
20. Be an expert in best practices and community-building on key social media platforms (Facebook, Twitter,
Instagram, Pinterest).
21. Be well-versed in emerging platforms and tech industry trends.
22. Exercise a service orientation when working with others.
23. Acts as spokesperson for the District to provide timely responses to media inquiries..
24. Keep supervisor informed of potential problems or unusual events.
25. Serve on district committees as assigned or appropriate.
26. Use effective, positive interpersonal communication skills.
Professional Growth and Improvement
27. Arrange and conduct training to improve communications (i.e. school-based volunteer coordinators, mentors,
etc.).
28. Maintain expertise in assigned areas to fulfill project goals and objectives.
29. Attend training sessions, conferences and workshops as assigned to keep abreast of current practices, programs
and legal issues.
Systemic Functions
30. Perform duties in office as necessary, e.g., answer telephones, answer emails, and solve problems.
31. Prepare or assist in the preparation of all required reports and maintain all appropriate records.
32. Follow federal and state laws, as well as School Board policies.
33. Represent the district in a positive and professional manner.
34. Must be available/present during all emergency situations.
35. Demonstrate support for the school district and its goals and priorities.
36. Assist in interpreting statutes, Department of Education rules, and programs, policies and procedures of the
district as they relate to assigned responsibilities.
37. Ensure adherence to good safety standards.
38. Perform other duties as assigned.
Leadership and Strategic Orientation
39. Assist in implementing the district’s goals and strategic commitment.
40. Exercise proactive leadership in promoting the vision and mission of the district.
41. Follow attendance, punctuality and other qualities of an appropriate work ethic.
42. Maintain confidentiality regarding school/workplace matters.
43. Utilize appropriate strategies and problem-solving tools to make decisions regarding planning, utilization of
funds, and delivery of services and evaluation of services provided.
44. Demonstrate initiative in identifying potential problems or opportunities for improvement and take appropriate
action.
45. Use appropriate styles and methods to motivate, gain commitment and facilitate task accomplishment.

PHYSICAL REQUIREMENTS:
BOARD APPROVED: 05-01-2018

Director of Public Information and Community Relations (Continued)

Light Work: Exerting up to 20 pounds of force occasionally and/or up to 10 pounds of force as frequently as
needed to move objects.

See Job Description Supplement for Codes
Physical Activity - occasionally D-O, Q
- frequently A, B,C,P,S
- constantly T, U, V
Working Conditions C, M (parents seeking information)
Materials, Tools and Equipment A-H (microfilm reader/printer)

TERMS OF EMPLOYMENT:
Salary and benefits shall be paid consistent with the district’s approved compensation plan.
Length of the work year and hours of employment shall be those established by the district.

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

BOARD APPROVED: 05-01-2018