COMMUNICATIONS STRATEGIST

Transcription

1 June 2014 DEFINITION COMMUNICATIONS STRATEGIST Provide direct, high-level communication and community engagement oversight and strategic planning support to the city manager and the city council, with the purpose of keeping council, city employees and the public informed, and increasing city visibility in the community. Develop city-wide communications efforts and related policies that include external public relations, internal messaging, media coverage, and strategic communication. Serve as a communication and civic engagement consultant to city departments, reviewing projects for excellence in messaging content and advising on implementation for both internal and external audiences. The role of this position includes: Aligning communications between the public, the city and its departmental efforts Creating more proactive, engaging, two-way communications between the city and community Connecting citywide messages with the appropriate communication tools. Developing and maintaining city communication processes Managing leadership for cross-departmental communication projects and programs. Leading engagement efforts for the City s strategic plan. SUPERVISION RECEIVED AND EXERCISED Receives administrative and general policy direction from the city manager or designee. The work provides for a wide variety of independent decision-making, within legal and general policy and regulatory guidelines. This position coordinates work with and through other team members, including the city manager s office team, the design and communications team as well as with communications staff in departments throughout the city. Additionally, this position may have some supervisory responsibilities. CLASS CHARACTERISTICS This is a professional, management level classification. Responsibilities include coordinating the city s communication with both internal and external stakeholders, and engaging citizens in the City s decision-making process. The incumbent is accountable for accomplishing city-wide planning and operational goals and objectives related to the communications functions, within general policy guidelines. An incumbent may act as a principal spokesperson for the city in responding to inquiries from the media and the public. An incumbent is expected to exercise considerable discretion in carrying out responsibilities independently and with awareness of intergovernmental and community issues and sensitivities. The Communication Strategist will focus on managing the programs and resources relating to broad public information, involvement, and education programs and projects versus being focused on design. The position will work in partnership with the design and communication team as needed.

2 Page 2 of 5 This management level classification oversees, directs, and participates in aspects of all/most activities of the city s operations, including short- and long-range planning, crisis management, policy development and administration. The incumbent regularly interacts with the city manager, City Council, and departmental representatives in obtaining and coordinating information. Successful performance of the work requires knowledge of public policy, municipal functions and activities, including the role of elected officials, and the ability to develop, oversee, and implement communication projects and programs in a variety of areas. ESSENTIAL FUNCTIONS Design, develop and direct a city-wide communication strategy and program. Coordinate with executive management team and departmental staff, to develop and recommend an annual plan for the city s communication strategy in the context of the organization's strategic and operating plans. The annual plan will include objectives, strategies, and specific activities to be pursued in each area of responsibility and methods to monitor and evaluate effectiveness. Assist city elected officials and staff in effectively presenting information on city priorities and issues. Develop and distribute audience specific, strategic, department and city-wide messages and themes to advance programs, projects, departmental, and city-wide goals. Establish measurable goals for and provide strategic advice about public involvement processes and projects to ensure efficient use of resources and effective, measurable engagement of identified audiences. Lead the generation of online and social media content that engages diverse audience segments and leads to measurable action. Develop marketing strategies that effectively promote the city and its projects and programs, while educating the public on the issues. Marketing strategies should maximize the organization's engagement with internal and external stakeholders while fostering the organizations core values. Write, edit, research, and work with Design and Communications division to produce public information outreach materials using a variety of formats (including print, electronic, blogs, and other social media, audio and video) to enhance two-way communication and engagement between the city and the community. Develop and prepare key messages that resonate with both internal city staff and members of the community, engaging them in the city s services, efforts, and the strategic planning process. Develop and implement media-communication strategies that successfully deliver information and key messages to a target audience... Develop and maintain a strong and productive relationship with the media. Ensure the organization is understood by the media and the media is interested in presenting information to the public in a manner that informs and educates the public on the organization; act as liaison with the media. Lead and/or facilitate interdepartmental communication to facilitate productive cross-departmental planning and cooperation. Lead external communication efforts, ensuring consistency in presenting city information to the public in a timely and effective manner. Develop programs and plans that enhance the image of the city and promote branding, in cooperation with other staff members.

3 Page 3 of 5 Provide expertise and coordinate city communications programs to obtain community participation in the city's decision making process; identify groups/organizations affected by anticipated city action, engage the groups and ensure their opportunity for involvement. Provide guidance, support and problem-solving assistance to community groups in accessing city decision-makers and the decision-making process. Develop and recommend new communications methods and enhancements to engage the community, achieve city goals and evaluate emerging communications technologies. Represent the city in meetings with governmental agencies, community groups, and various businesses, professional, educational, regulatory and legislative organizations. Develop city-wide policies and procedures to improve the quality of both internal and external communication and outreach. Identify and support effective messengers and spokespeople to support program and project goals in citywide communications. Ensure the development of promotional plans and manages the annual promotional budget. Manage the use of external resources as they pertain to the marketing and communications function (e.g. advertising agency, printers, social media, etc.) Perform other duties as assigned. Knowledge of: Leadership theories and practices, work styles and team building. Principles, practices and applications of public relations, public information/communication and marketing. Practical needs of print and electronic news media and other emerging technologies that may impact local government management. Advanced project management skills. Principles, practices, concepts and techniques of desktop publishing, graphics production, printing processes and production methods; and website development Principles, practices, concepts and techniques of providing/producing public information using public access television and other mediums. Techniques to effectively represent the city with the public, other agencies, community groups, the business community, and various professional, educational, regulatory and legislative organizations. City goals, objectives, and priorities. Effective business communications, including letter writing, report presentation, and public speaking skills. Modern office procedures, methods and equipment including computers and computer applications related to the work and applicable software applications. English usage, grammar, spelling, vocabulary, and punctuation. Applicable federal, state and local codes, laws and regulations including public disclosure laws.

4 Page 4 of 5 Ability to: Write, edit, design, produce and disseminate communication materials using a variety of formats, including print, electronic, audio, video, website, public access television and other digital platforms. Communicate clearly and concisely, both orally and in writing, and make effective presentations to both large and small groups. Integrate graphic design elements in communications materials. Develop and implement guidelines, policies and procedures for external communications on issues affecting the organization. Use sound judgment and professional methods to provide expertise, advice and assistance to departments on communications issues; act with political awareness and tact. Analyze, organize and develop action plans, set priorities and manage significant communication projects, including analyses of large, complex and controversial issues, assessing the best course of action. Influence and gain cooperation when there are competing or conflicting priorities. Place communication vehicles in locations to create momentum, engagement and awareness as well as to test the effectiveness of communication activities. Monitor and evaluate the efficiency and effectiveness of communication methods and procedures; assess and monitor the flow of communication both internal and external; identify opportunities for improvement; directs the implementation of change. Develop, organize and guide the communication of the city s vision, values, and central themes and messages to internal and external audiences in conjunction with executive team members and other stakeholders. Develop and maintain strong working relationships with community leaders, elected officials, members of the media and other internal and external stakeholders. Commit to a team focus and provide efficient, effective and innovative services. Promptly respond to requests and inquiries from the general public, media, other governmental entities, and internal staff, including time sensitive news and/or emergency situation response. Operate office equipment including computers. High level of technical skill and expertise in public relations, communications, organizational effectiveness/development, and related information technology. Advise elected officials of policy communication as well as providing preparation to spokespersons. Demonstrated experience and capability working with politically sensitive, complex situations, analyzing complex problems and developing creative solutions. Analyze and communicate web statistics and social media traffic to tailor future city messaging. Ability to establish, maintain and foster positive and harmonious working relationships. Use sensitivity and tact to address and/or defuse situations with both internal and external stakeholders.

5 Page 5 of 5 QUALIFICATIONS Education and Experience 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: Five (5) years or more of increasingly responsible experience in public or community relations work, with an emphasis on managing external communications, marketing, public engagement and public information programs. Training: Equivalent to a bachelor's degree from an accredited college or university with major course work in public relations, marketing, journalism, public administration or a related field. Master s degree preferred. PHYSICAL DEMANDS Must possess mobility to work in a standard office setting and use standard office equipment, including a computer; to operate a motor vehicle and to visit various City and meeting sites; vision to read printed materials and a computer screen; and hearing and speech to communicate in person, before groups, and over the telephone. This is primarily a sedentary office classification although standing in work areas and walking between work areas and driving to meeting locations will be required. Finger dexterity is needed to access, enter, and retrieve data using a computer keyboard, or calculator, and to operate standard office equipment. Positions in this classification occasionally bend, stoop, kneel, reach, push, and pull drawers open and closed to retrieve and file information. Employees must possess the ability to lift, carry, push, and pull materials and objects weighing up to 25 pounds, to carry materials to external meetings, lap tops, projectors, etc. Due to the critical public engagement aspects of this position off-site and evening/weekend meetings may be a regular requirement of the position. ENVIRONMENTAL ELEMENTS Employees work in approximately 60% of the time in an office environment with moderate noise levels, controlled temperature conditions, and no direct exposure to hazardous physical substances. Employees will also work off-site at businesses, in the community at large collecting information, engaging the community, presenting at meetings both during the day and in the evening. Employees may interact with upset, emotional or frustrated staff and/or public and private representatives in interpreting and enforcing citywide and departmental policies and procedures. Employees will spend time in off-site meeting locations, including but not limited to restaurants, parks, libraries and other public gathering locations.