Communication Specialist II
DEFINITION:
Under the direction of the Director of Communication, performs a variety of specialized duties in the research, preparation, composition, design, editing, and distribution of materials in print and/or electronic formats. Assists schools and departments in developing and implementing effective communication plans. Develops and maintains a specialized knowledge base and skill set relevant to assigned communication duties. Identifies and resolves technical issues in communication platforms and processes on a routine basis and develops and delivers technical training.
DIRECTLY RESPONSIBLE TO:
Director of Communication
DUTIES AND RESPONSIBILITIES:
(Any one position may not include all of the duties listed below. The listed examples do not include all duties and responsibilities that may be assigned to positions within this classification.)
- Leads and contributes to the development of comprehensive communication plans.
- Participates in the coordination and implementation of public, employee, and media relations strategies at the district level or for a school/program.
- Serves as a resource to district administrators and staff, providing information related to strategic communications and public relations, including the dissemination of non-confidential information related to collective bargaining. Provides assistance to district staff and others in writing, editing, composition, layout, and production of publications as needed.
- Works closely with interns, volunteers, or student workers.
- Provides support to school sites and departments in the development, implementation, and maintenance of their websites. Reviews district websites for conformity to district standards and initiates steps to bring them into compliance as necessary. Supports effective social media presences for the district and individual schools.
- Assists staff in responding to media inquiries by determining appropriate resources for responses.
- Arranges and coordinates media interviews as directed.
- Researches, prepares, composes, designs, edits, and distributes a variety of materials, including but not limited to: press releases, promotional materials, newsletters, handbooks, manuals, correspondence, brochures, advertisements, presentations, posters, camera-ready artwork, guides, directories, and web-based documents in support of established communication goals.
- Conducts interviews and photographs students, teachers, administrators, staff, and members of the public. Attends, photographs, and reports on district events and activities as assigned.
- Produces or assists with the production of videos.
- Supports emergency response efforts, including communication and media relations, or performs other duties as assigned.
- May plan, organize, and implement special events and activities to enhance public relations. Coordinates major district events as assigned.
- Delivers training on the appropriate use of communication tools and strategies to school and district staff. Explains standards, principles, techniques, practices, and procedures.
- Manages and maintains vendor relationships as needed.
- Provides excellent customer service and develops and maintains professional relationships with news media, business representatives, community members, and district staff.
- Designs and conducts research and evaluations related to assigned efforts, including but not limited to: facilitating focus groups; designing, implementing, and analyzing surveys and other input collection tools; identifying metrics; and collecting related data.
- Responds to phone calls, emails, letters, and other communications.
- Performs related duties as required.
QUALIFICATIONS
Education and Experience:
Any combination of education and experience equivalent to a bachelor's degree with major coursework in communications, public relations, marketing, graphic design, or a related field, along with prior experience in journalism, public relations, or another communications-related field. Experience with electronic media and web applications is required. Experience with website design, programming, and media production is desirable but not required.
Licenses and Certifications:
A valid California Class C driver's license, issued by the California Department of Motor Vehicles, is required within 30 days of hire or before operating any vehicle requiring this license.
Knowledge, Skills, and Abilities:
Knowledge of:
- Public relations and communications practices and procedures
- Public relations code of ethics
- Social media applications
- All facets of the production process of a periodical or newsletter
- Public speaking techniques
- Copyright laws
- Correct English usage, including grammar, spelling, punctuation, and vocabulary
- Modern office practices, procedures, and equipment
- Graphic design principles and techniques
- Accessibility issues as they relate to communication tools and platforms
- Laws and regulations impacting communication tools and strategies
Ability to:
- Plan and organize special events and activities to enhance public relations
- Serve as a spokesperson for the district when directed
- Analyze situations accurately and take effective action
- Handle multiple tasks and work under pressure with shifting priorities and deadlines
- Conceptualize project objectives and effectively apply knowledge for optimal impact
- Organize and edit rough draft copy in accordance with accepted rules of style and syntax
- Operate a computer, peripheral equipment, and assigned software used in all aspects of communication, including graphic design, publication production, website development, photography, and video production
- Establish and maintain records and reports, and maintain confidentiality of privileged information
- Communicate effectively both verbally and in writing
- Work effectively with all levels of district staff, parents, and the community
- Plan and organize work to meet schedules and timelines
- Work independently with minimal direction
- Complete work amid frequent interruptions
- Maintain consistent, punctual, and regular attendance