Public Relations Director jobs in Virginia

GENERAL STATEMENT OF JOB

The Director of Communications and Public Relations is responsible for implementing a comprehensive and dynamic communications strategy for the school. The Director serves as the creative architect for all internal and external communications. This role supports the district with strong written, public relations, and media relations skills, and strategies for identifying, capturing, and sharing the stories of Roanoke City Public Schools (RCPS). They work to prepare and provide information to the public about the mission, goals, policies, and activities of the district, while serving as a media contact for the district. This role leads the Marketing team to ensure messages are reaching the target audience in the manner they wish to receive them. The Director of Communication and Public Relations reports to the Superintendent. 

SPECIFIC DUTIES AND RESPONSIBILITIES

ESSENTIAL JOB FUNCTIONS

Develops and manages strategic two-way communication plans for internal and external stakeholders

Authors comprehensive messaging to organize all district priorities, attributes, and initiatives into defining messages that are accessible for all stakeholders and tell the story of RCPS.

Serves as district journalist and storyteller, highlighting newsworthy stories in the district for use in district communications and develops a comprehensive media outreach strategy to engage local media in telling the story of RCPS.  This includes writing and distributing of press releases and pitching stories to media representatives on a regular basis to gain regular coverage of school activities, accomplishments, and educational issues. Monitors, measures, and archives media coverage of RCPS.

Coordinates public information and communications to cultivate and maintain effective relationships with a variety of stakeholders including staff, parents, community organizations, PTAs, volunteers, and the community at-large.

When requested by the Superintendent, serves as spokesperson for the school system.

Supports crisis communications by regularly updating the Crisis Communication Plan, drafting messages, responding to media inquiries, and coordinating other communications tactics to keep the public informed.

Lead the Communications and Marketing team to ensure editorial content on website, social media, and other marketing materials align with the communications strategy and voice of the district.

Develop strategic communications plans to support enrollment and recruitment efforts.

Stays abreast of developments, trends, and news related to nearby school districts, public education, public relations and effective communication.

Works collaboratively with other staff responsible for outreach, special events, and marketing to ensure equity across all communication strategies and communities.

Performs other related work as required.

Supervisory Responsibilities: Evaluate direct reports. Direct Reports include the Marketing and Events Specialist.

Follows through other duties as assigned.  

The duties of the Director of Communications and Public Relations will have been satisfactorily performed when the evaluation of this person is at the standard or above on the applicable Performance Evaluation System.

MINIMUM TRAINING AND EXPERIENCE

Bachelor’s degree in journalism, communications, or related field with a minimum of 2 years of journalism experience.

MINIMUM QUALIFICATIONS OR STANDARDS REQUIRED TO PERFORM ESSENTIAL JOB FUNCTIONS

Physical Requirements: Must be physically able to operate a variety of equipment including computers, copiers, etc. Must be physically able to operate a motor vehicle. Must be able to exert up to 10 pounds of force occasionally, and/or a negligible amount of force constantly to lift, carry, push, pull or otherwise move objects, including the human body. Light Work usually requires walking or standing to a significant degree.

Data Conception: Requires the ability to compare and/or judge the readily observable, functional, structural, or composite characteristics (whether similar or divergent from obvious standards) of data, people, or things.

Interpersonal Communication: Requires the ability to speak and/or signal people to convey or exchange information. Includes giving instructions, assignments, or directions to subordinates or assistants.

Language Ability: Requires the ability to read a variety of correspondence, reports, forms, articles, proposals, contracts, etc. Requires the ability to prepare correspondence, reports, forms, evaluations, contracts, policies, handbooks, budgets, etc., using prescribed formats and conforming to all rules of punctuation, grammar, diction, and style. Requires the ability to speak before groups of people with poise, voice control and confidence.

Intelligence: Requires the ability to apply principles of logical or scientific thinking to define problems, collect data, establish facts, and draw valid conclusions; to interpret an extensive variety of technical instructions in mathematical or diagrammatic form; and to deal with several abstract and concrete variables.

Verbal Aptitude: Requires the ability to record and deliver information, to explain procedures, to follow oral and written instructions. Must be able to communicate effectively and efficiently in a variety of technical or professional languages including education, legal and counseling terminology.

Numerical Aptitude: Requires the ability to utilize mathematical formulas; to add and subtract; multiply and divide; utilize decimals and percentages; and to apply the principles of descriptive statistics, statistical inference, and statistical theory.

Form/Spatial Aptitude: Requires the ability to inspect items for proper length, width, and shape.

Motor Coordination: Requires the ability to coordinate hands and eyes rapidly and accurately in using office equipment.

Manual Dexterity: Requires the ability to handle a variety of items such as office equipment and hand tools. Must have minimal levels of eye/hand/foot coordination.

Color Discrimination: Does not require the ability to differentiate between colors and shades of color.

Interpersonal Temperament: Requires the ability to deal with people beyond giving and receiving instructions. Must be adaptable to performing under stress and when confronted with emergency situations.

Physical Communication: Requires the ability to talk and hear: (Talking: expressing or exchanging ideas by means of spoken words. Hearing: perceiving nature of sounds by ear.) Must be able to communicate via telephone.

KNOWLEDGE, SKILLS AND ABILITIES

Demonstrate leadership qualities and the ability to work effectively with students, teachers, parents, and business and community leaders and partners.

Strong project management and organizational skills are required with the ability to track intricate details and prioritize multiple initiatives and timelines.   

Ability to attend evening school board meetings upon request and work a flexible schedule.

Authentic, effective, professional communication style with excellent public speaking and presentation skills and the ability to make presentations to large groups of people. 

Ability to understand cultural differences with students and parents.

Work cooperatively with staff members and agency personnel.

Work cooperatively with designated supervisor and staff.

Understand program objectives.

Maintain confidentiality. 

Must be proficient with Microsoft Office.

Performs accurate record keeping and provides program report updates to the School Board.  

DISCLAIMER

The preceding job description has been designed to indicate the general nature and level of work performed by employees within this classification. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities, and qualifications required of employees for this job.