1 INTERMEDIATE DISTRICT 287 CLASSIFICATION DESCRIPTION CLASSIFICATION TITLE: Public Relations Liaison DEPARTMENT: Teaching and Learning INCUMBENT NAME: REPORTS TO: Executive Director of Teaching and Learning BARGAINING UNIT CLASSIFICATION Unaffiliated FLSA DESIGNATION: Exempt PART I SUMMARY OF SCOPE OF CLASSIFICATION This class is accountable for assisting the district to further its strategic plan through planning, coordinating, and implementing district wide public relations initiatives. PART II MINIMUM KNOWLEDGE, SKILLS AND ABILITIES A. EDUCATION AND EXPERIENCE: Bachelor s Degree in Business, Public Relations, Marketing, Communications, Journalism or a closely related field required. Bachelors or Advanced Degree in Education preferred. Must have at least five (5) years of professional level experience in public relations, including experience in planning and strategizing communication methods and approaches. Experience must have been gained while working in a school district or consortium of school districts, either in public relations, teaching, or as an administrator. B. CREDENTIALS: National School Public Relations Association coursework or continuing education training preferred. C. LICENSURES, CERTIFICATIONS AND OTHER REQUIREMENTS: D. CONTINUING EDUCATION REQUIREMENTS: N/A
2 E. KNOWLEDGE, SKILLS AND ABILITIES: 1. Knowledge of media, including how to capitalize on social networking and video media trends; 2. Knowledge of and application of methods used in improving organizational communication; 3. Knowledge of effective communication delivery methods for key leaders within the organization; 4. Knowledge of how to develop and maintain interpersonal relationships among organizations; 5. Knowledge of diverse populations perspectives and how this impacts effective relationship building; 6. Skills in effective written and oral communications; 7. Skills in effective problem solving; 8. Skills in video production and editing; 9. Ability to match effectively communications/public relations techniques to specific situations. 10. Ability to establish and maintain effective working relationships with students, staff and the community; 11. Ability to work well with individuals from diverse backgrounds; 12. Ability to apply leadership skills within a shared decision-making model; 13. Ability to apply effective communications tactics to carry out the intent of management and key leaders within the organization; 14. Ability to create long-term public relations plans that support the strategic plan; 15. Ability to be a creative thinker while still playing attention to detail; 16. Ability to exhibit and maintain a professional demeanor at all times. PART III POSITION SUPERVISES Supervises support staff member(s) assigned to assist in ensuring that the communications and public relations goals and desires of the organization are efficiently carried out. PART IV ESSENTIAL FUNCTIONS 1. Provide leadership in developing, managing, and executing an effective public relations and communication plan for the district. 2. Direct production of materials that create a consistent message and image for print and electronic distribution 3. Promote and protect the district s position on a variety of issues by providing strategic advice to superintendent, senior management, and school leadership; 4. Assist superintendent and other key leaders in defining and refining the organization s message; 5. Respond to media inquiries; and serve as designated representative for communicating the superintendent s intent; 6. Respond to inquiries from key leaders, community groups, businesses and others who solicit information about the district 7. Build consensus across broad and diverse groups through two-way communications and soliciting feedback from selected audiences; 8. Build external relationships to enable greater community partnership and collaboration 9. Monitor industry and social trends for their impact on the district.
3 10. Oversee the creation of all major communication documents from draft creation through final distribution of end product; 11. Coordinate creation of fact sheets, newsletters, brochures and speeches to be used in communicating the organization s mission and vision; 12. Manage website content consistent with public relations and communications plan. 13. Coordinate recognition programs and award applications. 14. Direct special events, such as retirement and recognition celebrations. 15. Manage special assignments and initiatives as assigned 16. Evaluate job performance of subordinates who are directly supervised by incumbent; 17. Represent the district through participation with the Minnesota School Public Relations Association; 18. Produce a wide range of video content, including short documentaries, student stories, district and program highlights, videos linked to web stories and promotional pieces consistent with the overall public relations plan.
4 PART V WORKING CONDITIONS, PHYSICAL AND MENTAL REQUIREMENTS Frequency: Place an X in each box that is appropriate to the job. Follow other instructions as written. NEVER (N) OCCASIONALLY (O) FREQUENTLY (F) CONSTANTLY (C) 0% OR Never on Shift 1-33% of Shift 34-66% of Shift % of Shift Physical N O F C Physical N O F C What is moved weight and Grasping distance Computers/Printers & Binders Twisting Describe movement: lift, push, pull Repeat Motion Lower, carry, reach above Driving Automotive Equipment Standing Fingering/Handling Walking Feeling Sitting Visual Acuity: near Bending/Stooping Visual Acuity: far Kneeling/Duration Dept Perception Squatting Color Discrimination Climbing/Height Peripheral Vision Balancing Talking Crawling/Distance Hearing Reaching above shoulder Running Reaching at or below shoulder Other Physical Surroundings Environmental Conditions Cold (50 degrees F or less) Chemicals Heat (90 degrees F or more) Gases and Fumes Exposure to abusive and/or offensive Confinement to small, restricted area behavior and language Inside Work Exposure to unpleasant odors Office or Classroom setting Exposure to bodily fluids Outside work Dampness Unprotected Heights Extreme Noise, Vibration Use Moving Machinery or Equipment Driving a motor vehicle Mental Requirements and Stress of the Position: Place an X by all descriptions that apply to this job. Exposure to stressful situations, such as demanding students, visitors, public. Must be able to concentrate on work tasks amidst distraction, such as distractions from telephone, customers, co-workers, etc. Must exert self control in very difficult situations, such as individuals and/or situations may be difficult to deal with. Life threatening circumstances are likely to affect the incumbent and/or person served.
5 THE ABOVE STATEMENTS ARE INTENDED TO DESCRIBE THE GENERAL NATURE AND LEVEL OF WORK BEING PERFORMED BY THE EXPLOYEE ASIGNED TO THIS POSITION. THEY ARE NOT TO BE CONSTRUED AS AN EXHAUSTIVE LIST OF ALL JOB RESPONSIBILITIES AND DUTIES PERFORMED BY PERSONNEL SO CLASSIFED. INTERMEDIATE DISTRICT 287 IS AN EQUAL OPPORTUNITY EMPLOYER. IN COMPLIANCE WITH THE AMERICANS WITH DISABILITIES ACT, THE DISTRICT WILL PROVIDE REASONABLE ACCOMODATIONS TO QUALIFIED INDIVIDUALS WITH DISABILITIES AND ENCOURAGE BOTH PROSPECTIVE AND CURRENT EMPLOYEES TO DISCUSS POTENTION ACCOMODATIONS WITH THE DISTRICT WHEN NECESSSARY. Prepared on: May 2010 Approved on:
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