This is administrative and supervisory public relations work developing, implementing and coordinating the informational and communications policies and programs for a municipal agency. Employees in this class supervise a staff of public relations personnel gathering, preparing and disseminating promotional and publicity materials and plan the timing, distribution and release of the department's messages to the media and the public. Establishing and maintaining effective working relationships with City officials, departmental managers, representatives of the mass communications media, community groups and organizations, and the general public are important to the work. Work is performed under the direction of the department's Commissioner or Deputy Commissioner.

ALLOCATING FACTORS:
(The following conditions must be met for a position to be approved for this class.)

• An employee must supervise full performance level public relations specialists and have overall responsibility for a departmental public relations program.

• Plans, develops and implements the public information, education and public relations program for a City agency; plans radio and television programs, announcements, films and publications designed to inform and educate the public about the department's objectives; contacts and maintains liaison with representatives of the mass communication media in order to promote programs, disseminate information and provide necessary background and factual material.
• Works with departmental officials to study departmental plans, programs and activities to determine public information, education, public relations and communications needs; plans radio and television programs, announcements, films and publications designed to inform the public of the department's programs and activities; works with departmental staff, representatives of the City, mass media, and community groups to enlist their aid and cooperation in the preparation and release of informational and promotional material; confers with and advises departmental officials in the preparation and issuance of official policy statements; arranges and directs press conferences and mass media interviews of departmental officials.
• Supervises public relations staff preparing promotional and public relations materials; assigns projects to staff; reviews work of subordinates for relevance, accuracy and conformance to departmental objectives.
• Formulates and directs programs aimed at developing and maintaining channels of communication with community groups and the public; determines informational needs and appropriate media for meeting these needs; times the release of the message for most effective impact; arranges for the appropriate departmental personnel and officials to speak with community groups; serves as communications liaison between the department and these groups.
• Writes news releases for dissemination to the mass media; interviews departmental personnel to obtain information concerning departmental functions, programs activities and events; organizes material for publication; compiles and edits departmental reports; writes speeches.
• Assists in planning and implementation of departmental staff and board's orientation to their role/responsibility as public relations agents of the department.
• Performs related work as required.

KNOWLEDGE OF:

• English usage, grammar, rhetoric, punctuation and spelling.
• modern journalistic principles and practices.
• methods and techniques of disseminating information to the public and of the facilities and print and electronic media available for such activities.
• public relations principles and practices used in the preparation and dissemination of informational and promotional material to all types of media.
• speech writing techniques including data compilation, research and preparation of final drafts.
• editorial principles and practices as they pertain to the preparation of informational publications and materials.
• public speaking techniques.

ABILITY TO:

• supervise the work of promotional and public relations staff.
• formulate strategies to publicize departmental activities, programs and special events.
• plan, organize, and direct informational and promotional programs designed to improve customer and community relations and encourage community participation in departmental activities.
• learn the uses and capabilities of personal computers.
• prepare interesting and informative news releases, articles, speeches, bulletins, scripts, reports, and other informational materials.
• coordinate the production and dissemination of informational materials.
• evaluate various informational materials critically from the standpoint of reader interest, and organization of material, context and style.
• represent the department at municipal functions.
• speak and write effectively.
• prepare comprehensive written reports.
• establish and maintain effective working relationships with City officials, associates, the public, community groups and organizations, and representatives of the radio and television media and the press.
• arrange press conferences and radio and television interviews for departmental staff.

EDUCATION

• Completion of a bachelor's degree program at an accredited college or university with major course work in journalism, communications, marketing, public relations or a related area.

• Two years of experience in print or electronic media news writing, the preparation of informational material for popular release or as informational representative of a governmental or private agency.

• Two years of full performance level experience in print or electronic media newswriting preparing informational material for popular release, or serving as informational representative of a governmental or private agency.

PHYSICAL AND MEDICAL REQUIREMENTS

• Ability to physically perform the duties and to work in the environmental conditions required of a position in this class.

PAY RANGE: EP21
Class Established: 8/1988

Latest Spec. Revision:
  CSC - 1/1992 ; Ad Board - 2/1992

RPJ/rpj/sb