This is administrative work directing and coordinating, through subordinate supervisors, the library system's marketing and public relations program. The employee in this class directs the planning, development and implementation of diversified programs designed to inform and serve library users, the general public, local and national media, legislators, private donors, and civic organizations in order to support the fundraising goals of the Free Library. Work includes supervising the work of subordinate public relations, special events, marketing and graphics design staff and maintaining effective working relationships with the public and private organizations. Responsibility for the promotion of library programs and the dissemination of information is of major significance to the work. Work is performed under the general direction of an administrative superior. An employee in this class has controlling responsibility in administering a citywide library information, public relations, exhibition, special events, public image and fundraising publicity operation.

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

• The employee in this class directs and coordinates the public relations program for the Free Library of Philadelphia.
• The employee in this class must supervise, through subordinate supervisors, a staff of full-performance level public relations, graphics design, sign fabrication, printing, marketing, photographic and special events personnel.
• Only one position will be allocated to this class.

• Plans, directs, and coordinates the work of a staff of public relations, marketing, special events, print shop, sign shop and graphic design personnel engaged in implementing the library system's public information, exhibition, public image, and fund raising publicity programs
• Plans and directs the preparation library publications such as brochures, pamphlets, book lists, exhibit catalogs, donor reports, and electronic web site pages; and the development, design, execution and promotion of large-scale special events and activities, including major fund raising events.
• Plans and directs the implementation of marketing, public affairs, community and educational programs, and fund raising communications programs to promote a favorable library department image and to support the library's major fund raising goals; confers with community groups and individuals to determine public perception of the department's services and employees; develops program concepts, structure and design; solicits financial support from corporate partners to promote, market or underwrite library projects.
• Prepares annual budget proposals for subordinate units; prepares reports on program activities and accomplishments; reviews and discusses subordinate supervisors' performance, annual budget requests and special reports; defines and develops responsibility areas for subordinate supervisors; identifies problem areas and plans and implements new program procedures, methods and techniques; oversees expenditures.
• Determines promotional and public relations needs of the Free Library; formulates strategies and plans promotional activities, special events and programs; solicits media coverage, plans news conferences, and arranges for air time on local television and radio stations; coordinates the participation of major donors, including representatives of corporations, foundations, individual major gift contributors and elected officials; oversees the preparation of sites for special events, including logistics, catering, equipment rental and decorations; hires freelance personnel, including photographers, decorators, performers, etc.; may attend events to ensure that all required arrangements have been made.
• Participates with administrative superior in the development, planning, and implementation of the library's long-range public information, public relations, and fund raising communications programs; directs and coordinates the preparation of informational and promotional material for special library initiatives and fund raising activities; counsels library departmental supervisors and branch heads on sensitive public relations issues and promotional plans.
• Revises and updates departmental communication policies; maintains timely and effective communications, liaison and rapport with library staff, government and civic organizations, private contributors, and the media, in order to obtain and provide information to the public.
• Creates production partnerships with outside organizations for programs and exhibits and represents the Free Library in those partnerships; develops themes for major library fund raising campaigns, special events, programs, and exhibitions; supervises the creation of promotional images, logo designs, videos and advertisements; negotiates and directs public affairs contracts with outside consultants; supervises the installation of exhibits; obtains required exhibition materials by arranging for private citizens and organizations to lend materials and use display space.
• Directs the preparation of news releases for dissemination to local and national media and for use on the Internet and World Wide Web in required formats; arranges for local and national press, radio and television coverage of library events and grant funded programs; arranges for media interviews of library staff specialists, visiting librarians, authors and library supporters; writes and directs the writing of speeches, opinion columns and feature stories for the library director, and the library board chairpersons.
• Plans exhibit schedule and oversees facility rental to outside organizations; negotiates contracts and rental fees.
• Serves as spokesperson for the Free Library.
• Performs related work a required.

KNOWLEDGE OF:
• modern journalistic principles and practices.
• the principles of fund raising.
• the principles, practices and techniques of the municipal library organization and operations.
• English usage, grammar, rhetoric, spelling, and punctuation.
• effective methods of promotion of services and programs in the community to achieve library objectives.
• effective methods of promotion to encourage corporate, foundation and private individual donors to increase private financial support of library programs.
• public relations principles and practices used in the preparation and dissemination of informational and promotional material for use in all types of media.
• editorial principles and practices as they pertain to the preparation of informational publications, videos and electronic materials.
• the methods and techniques of administering a public relations program.
• supervisory methods and techniques.
• public speaking techniques.
• speech writing techniques, including data compilation, research and preparation of final drafts.
• special events production, logistics, and concept development.

ABILITY TO:

• supervise the work of promotional and public relations staff.
• formulate strategies to publicize departmental activities, programs and special events, and fund raising campaigns.
• plan, organize, and direct informational and promotional programs designed to promote increased financial support, improve customer and community relations and encourage community participation in library activities and events.
• prepare interesting and informative news releases, articles, speeches, bulletins, scripts, reports, and effective grant solicitations and fund raising materials.
• utilize computer hardware and software relating to work assignment.
• plan and supervise the installation of exhibits and displays in the central and branch libraries.
• present ideas effectively, both orally and in writing.
• establish and maintain effective working relationships with representatives of the press, radio, and television, the public, and associates.

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.

AND

GENERAL EXPERIENCE

• Four years of experience in the preparation of library promotional or informational material for popular release.

AND

SPECIFIC EXPERIENCE

• Two years of experience supervising public relations specialists engaged in the preparation of library promotional or informational material, which included participation in the development, planning, evaluation, and implementation of major public relations or large-scale promotional, informational, or fund raising campaign.
• Or any equivalent combination of education and experience determined to be acceptable by the Personnel Department which has included a bachelor's degree and the specific experience described above.

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: EP24
Class Established: 2/1979
Class Abolished: 4/1993

Class Re-established:
  CSC - 2/1999 ; Ad Board - 4/1999

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