POSITION: Director – Communications
ORGANIZATION / LOCATION: Office of Communications
REPORTS TO: Associate Superintendent - Communications & Community Engagement
REVISION / REVIEW DATE:
JOB CODE:81
UNION: Executive
CLASSIFICATION: Executive
GRADE: 4
POSITION SUMMARY:Under the supervision of the Associate Superintendent of Communications and Community Engagement, the Director of Communications performs specialized communication tasks in the day-to-day operation of public relations. The incumbent serves as principal advisor providing comprehensive and proactive communications, strategies and planning, public relations, and news analysis to the Board of Education and Superintendent of Schools. The target audience includes all stakeholders to include the Board of Education, the Superintendent’s leadership team, school district employees, news media and community leaders. The incumbent plans and conducts a broad information program concerning public education and all functions and services of the school system, so as to better articulate the appropriate messages. This position serves as a primary, on-the-record liaison of PGCPS with the national, regional, and local media under the direction of the Associate Superintendent of Communications and Community Engagement.
DUTIES AND RESPONSIBILITIES Drafts and issues press releases to showcase students,
staff, the Superintendent of Schools and the Board of Education and to
highlight upcoming events or accomplishments; Builds and maintains a network of contacts, regularly
updating lists of media and opinion leaders to whom press releases and
publications are to be sent; Supervises the areas of Public Information, Digital and
Visual Communications, and Web Services; Serves as primary spokesperson/liaison for school
district and Superintendent in interacting with media for day-to-day news
stories and media inquiries; Advises the Associate Superintendent, Superintendent and
senior staff on responding to requests for background and on-camera interviews
and providing information about key initiatives; Cultivates professional working relationships with
members of the media to enhance the image of the school system; Oversees story compilation to be incorporated into
various internal and external communication materials to highlight media
coverage of PGCPS; Responds to requests filed pursuant to the Maryland
Public Information Act working in tandem with the Office of General Counsel and
Chief of Staff; Responds to and follows-up on requests from the Board of
Education for information to assist Board Members in the discharge of their
duties working in tandem with senior staff; Assists individual schools with their media inquiries and
responding to requests for information; Issues, on a regular basis, a Media Report, detailing
ongoing inquiries from the media and the status of responses; and Performs other duties as assigned.
QUALIFICATIONS Outstanding verbal, written and interpersonal
communication skills; Ability to work as a member of a team, maintaining
sensitive and confidential communications; Ability to work independently in a variety of situations
often requiring extensive contact with local public officials, local media
representatives, community members and special interest groups; Experience working with senior management in an
organizational structure; Ability to remain calm and focused under pressure in an
often fast-paced environment; Critical and quick thinker; Experience in news or publication writing; Strong knowledge of and familiarity with media and
different aspects of public information and communications; Ability to think boldly and innovatively to develop and
enact new ideas; Proficiency with digital and social media platforms and
related applications for oversight, direction and performance of duties; Experience in planning, implementing, evaluating,
budgeting and personnel management; Proven skills in public relations program management,
research, planning, communication, marketing and evaluation; Ability to establish and maintain effective working
conditions; and Excellent analytical and critical thinking skills and
judgment; and ability to integrate diverse information from varied sources.
EDUCATION and/or EXPERIENCE REQUIREMENTS: Bachelor’s degree in communications, public relations, journalism or a related field required; Master’s degree preferred. A minimum of five (5) years of increasingly higher-level related work experience in the field of communications in the public or private sector required; previous experience in school public relations management preferred.
CERTIFICATION REQUIREMENTS: None Required.
SUPERVISORY RESPONSIBILITIES: Leads the day-to-day operations and supervision of the office staff.
PHYSICAL DEMANDS: The physical demands are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the employee is frequently required to stand, talk, hear, walk, sit, and use fingers, tools or controls. The employee is occasionally required to reach with hands and arms and stoop, kneel, crouch, or crawl. Specific vision abilities required by this job include close vision such as to read handwritten or typed material, the ability to adjust focus, and depth perception. While performing the duties of this job, the employee may occasionally push or lift up to 25 lbs.
WORKING ENVIRONMENT: Normal
ADDITIONAL INFORMATION: Work schedules may include evenings and weekends. Incumbent may be required to work beyond normal hours with little or no advanced notice. Drivers’ License is required, inasmuch as there will be a need to travel to sites throughout the school district.
Prince George’s County Public Schools • www.pgcps.org • 14201 School Lane, Upper Marlboro, MD 20772