Under general direction, develops and implements public information and media relations activities and services in a department or area of the City's community affairs; performs a wide variety of duties related to the implementation, monitoring, and dissemination of City information; implements program goals and objectives; and performs a variety of administrative tasks in support of assigned area of responsibility.

Class specifications are intended to present a descriptive list of the range of duties performed by employees in the class. Specifications are not intended to reflect all duties performed within the job.

The following duties are typical for this classification. Incumbents may not perform all of the listed duties and/or may be required to perform additional or different duties from those set forth below to address business needs and changing business practices.
  
Develop, design, implement, and coordinate public relations and media relations activities and services in a department or area of the City's community affairs; ensure open avenues of communication and promote public understanding and support for City activities and objectives.

Develop, design, implement, and coordinate strategic communications plans to address City and department priorities, including developing and implementing corresponding public relations materials and campaigns.

Recommend and assist in the implementation of goals and objectives; establish schedules and methods for providing public relations services; implement policies and procedures.

Maintain media contacts and monitor news coverage of department events; contact media personnel to obtain coverage of department activities.

Gather and compile information; maintain informational press files for matters of department interest; provide information after verifying that it can be released to the requesting party; conduct informational briefings as needed.

Prepare correspondence, speeches and other materials; prepare news releases and disseminate news materials; assist with social media needs; prepare and maintain reports and records of activities.

Represent the City and serve as a primary communicator at business, civic, industry and governmental meetings.

Monitor program performance; recommend and implement modifications to systems and procedures.

Serve as public relations liaison for an assigned area with the news media, public and other government agencies.

Respond to and resolve difficult, sensitive, or complex complaints from citizens and visitors.

Plan and arrange public education and awareness programs; write, edit and format newsletters and articles for internal distribution to department and City employees.

Monitor program compliance with laws, rules and regulations related to provision of public communications services.

Participate in professional organizations and keep abreast of new developments in the field of public communications; incorporate new developments as appropriate into programs.

Provide staff assistance to appropriate department heads or other City management.

Perform related duties as required.

The following generally describes the knowledge and ability required to enter the job and/or be learned within a short period of time in order to successfully perform the assigned duties.

Knowledge of:
Operations, services and activities of a public relations or communications program.
Principles and practices of copy writing, editing, video production, news gathering and journalism.
Techniques and practices of organizing and coordinating programs, activities and special events.
Techniques of speech writing and delivering.
Extensive knowledge of City Government including assisting the Fire and Police Departments with their communication needs.
English usage, spelling, grammar and punctuation.
Operations of a public relations or communications function.
Office procedures, methods, and equipment including computers and applicable software applications.
Pertinent federal, state and local laws, codes and regulations.
Crisis communications best practices.

Ability to:
Coordinate and direct public relations programs.
Recommend and implement goals and objectives for providing public relations services.
Interpret and explain department and City policies and procedures.
Edit and organize information into an appropriate format for presentation.
Appear before special interest and civic groups to present materials dealing with City activities.
Serve as public relations liaison with the news media, public and other government agencies.
Retain presence of mind in emergency situations.
Work without direct supervision, exercising independent judgment and personal initiative.
Respond to requests and inquiries from the general public.
Perform responsible professional work in a high-profile position dealing with topics under intense public and media scrutiny and respond rapidly and appropriately as needed.
Write, edit and format newsletters and articles.
Work in a team based environment to achieve common goals.
Coordinate multiple projects and complex tasks simultaneously.
Meet the physical requirements to safely and effectively perform the assigned duties.
Communicate clearly and concisely, both orally and in writing.
Establish and maintain effective working relationships with those contacted in the course of work.

Education and Experience Guidelines - Any combination of education and experience that would likely provide the required knowledge and abilities is qualifying. A typical way to obtain the knowledge and abilities would be:

Education/Training:
A Bachelor's degree from an accredited college or university with major course work in public relations, communications, journalism or a related field.

Experience:
Four years of increasingly responsible experience in public relations, marketing, journalism, communications, media coverage or a related field.

License or Certificate:
Possession of an appropriate, valid driver's license.

PHYSICAL DEMANDS AND WORKING ENVIRONMENT
The conditions herein 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 job functions.

Environment: Work is performed in an office and field setting with some travel to attend meetings, interact with media at incident sites; occasional work in inclement weather and in an emergency environment; irregular work hours; extensive public contact; exposure to computer screens and other media equipment.

Physical: Primary functions require sufficient physical ability and mobility to work in an office setting; to stand or sit for prolonged periods of time; to occasionally stoop, bend, kneel, crouch, reach, and twist; to lift, carry, push, and/or pull light to moderate amounts of weight; to operate office equipment requiring repetitive hand movement and fine coordination including use of a computer keyboard; operate media equipment; and to verbally communicate to exchange information.

Revised 03/2019

Mid-Mgmt

B27

JD 11/2018