FUNCTIONAL PURPOSE:

This position leads public relations efforts for the district with a specific focus on district branding, public trust and transparent, intentional internal and external communications with students, parents, staff, the community, and media outlets. This is done through multiple formats, including written communications, television (via the school district's education public access station or local broadcast stations), the district websites, social media and other digital platforms as needed. This position also manages all community engagement efforts including the Office of Community Engagement and Volunteers. The position also oversees the district print shop and the receptionists located inside 475 Corporate Square Drive and the WS/FCS Education Building.

DUTIES AND RESPONSIBILITIES:

• Advises superintendent, Board of Education, staff, and other administrators when delivering messages to the media and community stakeholders to promote an open and positive image of the district.
• Develops and implements comprehensive a collaborative proactive public relations plan that strategically increases community engagement, market share, positive image of the school division, as well as responses to potential “crisis” incidents.
• Utilizes quantitative and qualitative data points to revise public relations plans and strategies within the Marketing and Communication department as well as the district as whole to achieve strategic plans goals and organizational objectives.
• Serves as District spokesperson during public, news, emergency events, and at the superintendent's direction.
• Coordinates a variety of activities (e.g. recognition programs, special events, media relations, community relations, phone notification system, communications dept., Cable2, etc.) for the purpose of delivering services in compliance with established guidelines.
• Coordinates and manages all media interviews and opportunities to keep the media informed of the correct information about District activities.
• Manages all district and school websites and social media accounts via oversight of the Executive Director of Communications and Media
• Directs the implementation of existing and new programs/services through a combination of delegation and personal involvement which may include, but is not limited to: cable TV programs, e-mail newsletters, media relations, community relations, parent engagement opportunities, phone notification system, etc. for the purpose of ensuring new programs/services are provided within established timeframes in compliance with all related requirements.
• Manages and directs all community engagement efforts and events via oversight of the community engagement team.
• Manages and facilitates the district volunteer program via oversight of the Volunteer Coordinator.
• Facilitates meetings that may frequently involve a range of issues (e.g. personnel actions, financial procedures, regulatory requirements, community involvement, actions involving outside agencies, interdepartmental needs, etc.) for the purpose of identifying appropriate actions, developing recommendations, supporting other staff, and serving as a District representative.
• Maintains positive relations with students, principals, parents, school board, staff, and community to unify efforts of all concerned.
• Manages assigned program and/or departmental responsibilities for the purpose of achieving outcomes in relation to organizational objectives and ensuring compliance with legal, financial and District requirements as well as monitors budget allocations, expenditures, and related financial activities for the purpose of ensuring that department functions are maintained while complying with all sound accounting practices and district objectives.
• Monitors program/services (e.g. all mass communications and public relations programs for the school district, communications dept. budget, etc.) for the purpose of ensuring stated outcomes are achieved, relevant policies and procedures are met, and services are efficiently provided within budgetary guidelines.
• Participates in meetings, workshops, trainings, and seminars (e.g. workshops, district committees, seminars, conferences, etc.) to convey and/or gather information required to perform functions.
• Performs personnel administrative functions (e.g. hiring, training, supervising, evaluating, providing professional development opportunities, etc.) for the purpose of maintaining adequate staff, enhancing productivity of personnel and ensuring department outcomes are achieved and trains administrators, staff, school board, teachers for the purpose of teaching them community relations and how to interact with the media.
• Presents information on a variety of topics related to administrative responsibilities (e.g. financial information, overviews of programs/services, policies and procedures, news releases, parent and community letters, etc.) for the purpose of providing general information, training others, and/or implementing actions.
• Research information required to manage assignments including reviewing relevant policies, current practices, etc. for the purpose of developing new programs/services, ensuring compliance with relevant requirements, securing general information for planning, taking appropriate actions, and/or responding to requests.
• Responds to emergency situations both during and after normal working hours for the purpose of receiving and conveying information needed for effective decision making.
• Serves as liaison between the school District and media/community partners to ensure accurate information is disseminated.
• Oversees and coordinates public information requests for the district.
• Oversees the district print shop team and all related activities in support of schools

REQUIRED KNOWLEDGE, SKILLS, AND ABILITIES:

• Ability to communicate clearly and effectively in written, video, audio, and other types of formats used to communicate with district staff and patrons.
• Ability to use a computer or other electronic devices for communication, budgeting, data recording, location of information, and presentations.
• Ability to problem-solve and think analytically while managing multiple tasks
• Ability to prioritize work activities and meet predetermined deadlines.
• Ability to collaborate with staff members representing various levels within the school district to positively represent programs, events, and other matters.
• Ability to develop and maintain effective working relationships with Federal, State, and local officials, Board of Education, school administrators and staff, parents, and community.
• Ability to interpret policies, administrative regulations, and legislation, and accurately explain to others.
• Ability to maintain a flexible work schedule to respond to a variety of matters that could require public comment or consultation with district leaders or staff members.
• Skills in developing a comprehensive brand focus public relations plan.
• Skill in assimilating details to represent information that provides a positive message that is consistent with the district's mission and values.
• Skill in conceptual, analytical, organizational, and management ls as well as demonstrated ability to lead and communicate effectively during routine and urgent matters.
• Knowledge of computer applications such as Microsoft Word, Excel, and other programs used by the district to record information or communicate.
• Knowledge of Family Educational Rights Privacy Act (FERPA) regulations and how they may apply to sharing student information with various stakeholders who may be requesting information.
• Knowledge of effective methods to engage local media outlets to share information and events about the district.
• Knowledge of a variety of social media strategies that provide a consistent message in multiple platforms.
• Knowledge of methods to either design or contract services to produce images, videos, or other media to represent the district positively.
• Knowledge of laws and policies related to freedom of press and free access to public information.
• Preferred knowledge of basic elements of website and content design to share information related to district events or information.
• Knowledge of marketing and mass communication strategies and techniques including direct mailings, email marketing, social media marketing, and video and radio marketing.
• Knowledge of community engagement strategies and techniques by facilitating and planning events that foster collaboration.

EDUCATION AND EXPERIENCE REQUIREMENTS:

• Minimum: Bachelor’s degree in communications/public relations or related field and five (5) years associated work experience.
• Desirable: Master’s degree in communications/public relations or related field and seven (7) years associated work experience.

CERTIFICATION AND LICENSURE REQUIREMENTS:

• Valid NC Driver’s License

Pay Grade - Chief Communciation Officer Scale 

PHYSICAL WORK DEMANDS: 

In compliance with Federal Law, Winston-Salem/Forsyth County Schools administers all education programs, employment activities and admissions without discrimination against any person on the basis of sex, race, color, religion, national origin, age, or disability.