PUBLIC COMMUNICATIONS SPECIALIST II

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1 PUBLIC COMMUNICATIONS SPECIALIST I PUBLIC COMMUNICATIONS SPECIALIST II Class specifications are intended to present a descriptive list of the range of duties performed by employees in the class. Specifications are not intended to reflect all duties performed within the job. DEFINITION To provide responsible assistance in the strategic development, implementation and coordination of media relations, marketing, advertising, special events, community relations and citizen participation activities; to involve all City departments in public communication programs; and to perform a variety of tasks relative to assigned area of responsibility. DISTINGUISHING CHARACTERISTICS Public Communications Specialist I--This is the entry-level class in the Public Communications Specialist series. This class is distinguished from the Public Communications Specialist II by the performance of the more routine tasks and duties assigned to positions within the series. Since this class is typically used as a training class, employees may have only limited or no directly related work experience. Advancement to the "II" level is based on demonstrated proficiency in performing the assigned functions, and is at the discretion of higher level supervisory or management staff. Public Communications Specialist II--This is the full journey level class within the Public Communications Specialist series. Employees within this class are distinguished from the Public Communications Specialist I by the performance of the full range of duties as assigned. Employees at this level receive only occasional instruction or assistance as new or unusual situations arise, and are fully aware of the operating procedures and policies of the work division. Positions in this class are flexibly staffed and are normally filled by advancement from the I level, or when filled from the outside, have prior experience. SUPERVISION RECEIVED AND EXERCISED Public Communications Specialist I Receives immediate supervision from the Public Communications Division Manager. 1

2 Public Communications Specialist II Receives general supervision from the Public Communications Division Manager. ESSENTIAL FUNCTION STATEMENTS--Essential responsibilities and duties may include, but are not limited to, the following: Essential Functions: 1. Analyze communications needs and develop strategic communications plans for all City and Utilities departments. 2. Identify, research and play a key role in the resolution of public issues having a high degree of impact on the management and operation of the City and effect citizen opinions. 3. Research, design, develop and implement communications, advertising and marketing strategies including planning, copy writing, media buying, image positioning and design and production of final product. 4. Develop, research, write, edit and market City and Utility stories to local, State, national and trade publications and broadcast media in conjunction with the department's media marketing program. 5. Research, develop, coordinate and implement new options and alternatives for strategic communications planning for all City departments; participate in shaping public opinion and public perception; identify and create key communications plans and statements. 6. Work with internal and external focus groups and task forces to offer strategies for conflict resolution, public participation and communications; monitor, evaluate and analyze the status of programs, situations and events. 7. Gather, design, write, photograph, edit and coordinate the printing and distribution of internal and external newsletters; advise and assist departments in the development and maintenance of a lively presence on the Internet. 8. Create and coordinate the design, production and distribution of all externally and internally produced City and Utilities videotape presentations. 9. Prepare requests for proposal; review and investigate bids; analyze costs and benefits, and determine criteria for evaluating bids; select or recommend contract accordingly. 2

3 10. Coordinate citizen participation and community involvement with City employees; research and develop programs of different community events. 11. Provide 24-hour on-call assistance; determine how and when to communicate to the public in crisis situations. 12. Perform related duties and responsibilities as required. QUALIFICATIONS Knowledge of: Public Communications Specialist I Basic operations, services and activities of a municipal public communications program. Marketing theories, principles and practices and their application to public communications. Modern office procedures, methods and equipment including computers. Pertinent Federal, State and local laws, codes and regulations. Ability to: Learn strategic communications planning, advertising, publications and community relations procedures. Learn principles and practices of emergency or crisis response and management. Provide responsible assistance in the strategic development, implementation and coordination of media relations, marketing, community relations and citizen participation activities. Develop, research, write, edit and market City and Utility stories. Conduct a variety of research and data analysis functions. Learn to research, design, develop and implement communications, advertising and marketing strategies. Learn to coordinate citizen participation and community involvement with City employees. Elicit community and organizational support for public communications programs. Deal effectively and efficiently with the public and City staff. Communicate clearly and concisely, both orally and in writing. Establish and maintain effective working relationships with those contacted in the course of work. Experience and Training Guidelines 3

4 Any combination of experience and training that would likely provide the required knowledge and abilities is qualifying. A typical way to obtain the knowledge and abilities would be: Experience: One year of public communications or media relations experience is desirable. Training: Bachelors degree from an accredited college or university with major course work in public communications, journalism, marketing or a related field. Public Communications Specialist II In addition to the qualifications for Public Communications Specialist I: Knowledge of: Strategic communications planning, advertising, publications and community relations procedures. Principles and practices of emergency or crisis response and management. Ability to: Research, design, develop and implement communications, advertising and marketing strategies. Coordinate citizen participation and community involvement with City employees. Experience and Training Guidelines Any combination of experience and training that would likely provide the required knowledge and abilities is qualifying. A typical way to obtain the knowledge and abilities would be: Experience: Two years of increasingly responsible public relations, communications or marketing experience. Training: Bachelors degree from an accredited college or university with major course work in communications, journalism, media relations or a related field. 4

5 WORKING CONDITIONS Environmental Conditions: Office environment; extensive public contact. Physical Conditions: Essential functions may require maintaining physical condition necessary for walking, standing or sitting for prolonged periods of time; speaking in public. 5

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