Chief Public Information Officer

POSITION PURPOSE:  

The Public Information Officer, under the direction of the Superintendent, supports student success by directing and managing all district communications, marketing, and public relations, ensuring that strategies align with the district's vision, mission, goals, and strategic plan. Functions of the Public Information Officer include district-level internal and external communications, media relations, marketing/branding, public and community engagement events, consultation services for district administrators and department heads, and collaboration with other staff members to ensure marketing and communication needs for district-wide initiatives are met. The Public Information Officer serves as a liaison and counsel to the Superintendent, Cabinet, and School Administrators regarding necessary and appropriate actions to ensure public understanding and support of the mission, vision, and goals of the school system.  The Public Information Officer serves as the media liaison for district-wide events and issues and, as appropriate, as the district's spokesperson. The work of the Public Information Officer is intended to promote district, school, and student success by building community support and confidence in the Orange County School District. Additionally, the Public Information Officer works collaboratively with the Superintendent and district leadership to ensure compliance with information requests, accessibility, and Board Policy. 

Education, Training, and Experience:

Professional Preparation and Experience:

• A bachelor’s degree from an accredited university in Education Administration, Journalism, Public or Business Administration, Public Relations, Marketing, or another related field.

• Demonstrated successful experience in a public relations role such as journalism, marketing, communications, public relations, or another related field.

• Demonstrated successful experience managing a team of employees, setting and monitoring goals, objectives, and plans of action to achieve goals.

Preferred Qualifications:

• Over five (5) years of progressively responsible experience in public personnel administration and/or management.
• Strong background in computer technology, website design, marketing, and publications.
• Knowledge, experience, and advocacy for public education.

Certification and Licensure Requirements:

• Must possess a valid driver’s license issued by the North Carolina Department of Motor Vehicles. 

Abilities and Aptitudes:

• Understanding of and commitment to the role and social responsibility of public relations and communications for all educational institutions, organizations, and agencies.
• Demonstrated ability to appropriately communicate with students, teachers, parents, members of the community, and others, including vendors, law enforcement, and other county and state agencies.
• Comprehensive working knowledge of internal and external public relations and communications programs for an educational organization.
• Commitment to professional performance and ethical behavior as described in the National School Public Relations Association’s Ethics for Educational Public Relations.
• Demonstrated success working collaboratively with community partners.
• Demonstrated ability to exercise good judgment and work in an environment with constant interruptions while maintaining organization. 
• Commitment to improving educational opportunities for all. 
• Proven record of working well in a team environment.
• Demonstrated ability to work well with others from diverse backgrounds while focusing on solving conflicts, maintaining confidentiality, listening to others without interrupting, keeping emotions under control, remaining open to others’ ideas, and contributing to building a positive team spirit.
• Mastery of communications skills, including new media and social media.
• Understanding of the importance of two-way communication between district staff and its many publics and audiences, and the ability to carry it out.
• Thorough knowledge and understanding of communications theory and research.
• Demonstrated ability to provide expertise and advice to district leadership.
• Demonstrated ability to problem solve, prioritize, and multitask.
• Demonstrated ability to present information and material to small and large groups.
• Demonstrated ability to respond to common inquiries or complaints from students, parents, staff, regulatory agencies, or members of the community.
• Demonstrated ability to write reports and correspondence.
• Demonstrated ability to identify, brainstorm, and research key issues in public schools and provide well-reasoned recommendations for best policy solutions with benefits and drawbacks. 

Roles and Responsibilities:

• Counseling the superintendent, other administrators, and staff on public relations strategies. 
• Developing and maintaining core messaging about the district and our values, and ensuring consistent branding and communication. 
• Planning and managing major news announcements by preparing press releases, speeches, talking points, articles, social media posts, safety messages, and other materials for public consumption.
• Facilitate all advertising, promotions, publicity, and public outreach activities, and manage contracts for advertising, sponsorships, and other promotional activities.
• Recommend innovative and promotional communication channels across various media types and counsel district leaders on effective communication strategies.
• Developing strategies and procedures for working effectively with the media.
• Maintaining good working relationships with media organizations.
• Collaborating with leadership and staff to ensure a cohesive public image for the district.
• Working with various teams to organize and host public events and promotions.
• Speaking directly to the public or media to address questions and represent the district.
• Solicit feedback through formal and informal means on activities, products, and purposes of the community relations program and the school district in general. Occasionally, conduct public opinion research to assess program outcomes.
• Coordinate public information requests, tracking, and delivery of public and district materials.
• Supervise and perform personnel administration duties for direct reports, including hiring, evaluating, assigning special duties, monitoring attendance and travel reports, and granting leave in accordance with OCS policies and regulations.
• Research topics in education affecting the U.S. school system or from comparable international educational systems
• Evaluating how education policies affect the public — students, parents, teachers, and society.
• Monitoring events, policy decisions, trends, and other issues with implications for the education landscape.
• Assisting with monitoring and responding to federal, state, and local policy activities related to public education.
• Design and analyze financial information (e.g., revenues, expenditures, and cash management) to ensure all operations are within budget. 
• Performs other related duties as assigned by the Superintendent.

Specific Program Roles and Responsibilities:

Web Design:

• Coordinate the activities of the Web Design team, including, but not limited to, the district’s electronic communications and digital footprint.

Switchboard at the Central Office:

• Supervise the receptionists for the district’s primary switchboard, including coordinating coverage and scheduling for absences or changes in coverage.

DISCLAIMER:  The above statements are intended to describe the general purpose and responsibilities assigned to this position.  They are not intended to contain, or be interpreted as, a comprehensive inventory of all duties, responsibilities, and skills that may be required of employees assigned to this position.  This description may be revised by the supervisor at any time, with HR review and approval.