DISTINGUISHING FEATURES OF THE CLASS:  This is responsible administrative work involving the planning and development of public relations and informational services for a school district. This work involves communication and outreach to educate the public about programs, events, services and general developments in the school district. Use of a computer is required to perform the work, and accuracy is essential. Considerable contact with school administrators and personnel, parents, students, news media outlets, and community leaders is required. The work is performed under general supervision of and in conjunction with higher-level district administrators. Work is performed in accordance with policy and procedural guidelines with leeway for the use of independent judgment. Performs related work as required.

TYPICAL WORK ACTIVITIES: (Illustrative only)

• Disseminates information to the media, school officials, parents, students and other school district residents regarding functions and activities of the school district;
• Writes, edits and prepares news releases, radio announcements, articles, newsletters, social media content, and audio-visual materials for public information and various internal and external publications;
• Prepares and disseminates mass notifications for emergencies affecting the school district;
• Identifies communication needs and develops and implements strategies to meet them;
• Maintains working relationships with the press, electronic news media, trade or professional associations and the news departments of radio stations to publicize school district events or issues of interest;
• Maintains mailing and contact list for distribution of information to community members, media outlets, etc.;
• Maintains and updates district website to post information, announcements, and to ensure accuracy of information presented;  
• Confers with school administrators, staff and department heads to establish content information for web pages;
• Assists with communications to the public, including responding to telephone calls, inquiries
• and complaints, and provides information and referrals as needed;
• Coordinates preparation and distribution of district calendar;
• Uses computer applications such as spreadsheets, word processing, calendar, e-mail and computer software in performing work assignments;
• Researches and prepares a variety of written reports and studies on community relations, as assigned;
• May represent school district at community events and meetings;
• May assist in organizing special events and meetings;
• May photograph school events and activities for use in newsletters, publications or press releases;
• May assist with clerical office duties such as answering telephones, monitoring email accounts and other clerical support work, as assigned;
• Performs a variety of related activities as required.

Typical Work Activities are intended only as illustrations of possible types of work that might be appropriately assigned to an incumbent of this title. Work activities that do not appear above are not excluded as appropriate work assignments, as long as they can be reasonably understood to be within the logical limits of the job.

FULL PERFORMANCE KNOWLEDGES, SKILLS, ABILITIES AND PERSONAL CHARACTERISTICS: Good knowledge of office terminology, procedures and methods; good knowledge of the principles and techniques of establishing and maintaining good public relations; good knowledge of the techniques of preparing, producing and disseminating information to the various media; good knowledge of the school district and community organizations; good knowledge of the techniques and methods used in evaluating the effectiveness of a public information and relations program; ability to use computer applications such as word processing, e-mail, spreadsheet and database software; ability to establish and maintain effective working relationships; ability to understand and carry out complex oral and written directions; ability to communicate clearly and effectively, both orally and in writing; ability to work effectively with the public; ability to speak in public; good judgment; creativity; initiative and resourcefulness; tact and courtesy.

MINIMUM QUALIFICATIONS:   Either

1. Associate’s degree, or higher, and three (3) years of experience involving public relations, marketing, educational or community outreach, including writing and/or editing of correspondence, statements, press releases, reports, articles, or similar documents;
2. Graduation from high school or possession of a comparable diploma, and five (5) years of experience as described above;
3. An equivalent combination of training and experience as described above.

PLEASE NOTE: Your degree must have been awarded by a college or university accredited by a regional, national, or specialized agency recognized as an accrediting agency by the U.S. Department of Education/U.S. Secretary of Education.

SPECIAL REQUIREMENT FOR APPOINTMENT IN SCHOOL DISTRICTS:

In accordance with the Safe Schools Against Violence in Education (SAVE) legislation, Chapter 180 of the Laws of 2000, and by the Regulations of the Commissioner of Education, candidates for appointment in school districts must obtain clearance for employment from the State Education Department prior to employment based upon a fingerprint and criminal history background check.

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Competitive Class