Senior Communications Officer

Description

The following are the duties performed by employees in this classification. However, employees may perform other related duties at an equivalent level.

Typical Tasks

• Formulates, directs, and implements strategies, goals, procedures, policies, standards, and guidelines for collection, review, and presentation of information to be communicated to the public, news media, and County employees;
• Functions as primary media contact and spokesperson for the County/agency/department;
• Reviews and/or writes and submits news releases to online and print newspapers, television, and radio stations;
• Pitches news stories to the news media;
• Serves as a point of contact for the news media regarding incidents, issues, inquiries, and requests, 24 hours per day;
• Develops media list and 24-hour media survival guide;
• Organizes and coordinates press conferences;
• Prepares questions and talking points for County staff;
• Studies the public's interest/knowledge in various programs, activities, and outcomes of County government, or the assigned agency/department;
• Designs and tabulates surveys and conducts focus groups;
• Develops and implements awareness and educational programs using a variety of promotional techniques;
• Designs, writes, produces, or coordinates production of informational materials, such as news releases, brochures, flyers, direct mail, advertising, marketing, website, and social media content using a variety of graphics, desktop and mobile device publishing software, and social media tools;
• Oversight the creation of content by others;
• Develops and maintains social media presence for the County/agency/department;
• Instigates and participates in web-based discussions;
• Maintains monitoring traditional and social media activity pertaining to the County/agency/department, identifies controversies and public relations issues, and initiates corrections to inaccurate media reports;
• Advise County/agency/department management on communications strategies that ensure effective flow of information to stakeholders of programs and services, including appropriate responses to sensitive and complex inquiries and issues;
• Trains and coaches other County employees about subjects and processes related to community and media relations;
• Acts as a liaison with other County departments, government entities, and community organizations to disseminate and exchange information;
• Covers newsletters;
• Creates and makes presentations before various groups on a local, state, and national level;
• Interviews department officials, employees, representatives from various groups and organizations, and members of the public to secure information;
• Establishes measures to evaluate communications efforts and implements improvements;
• May supervise and assign work to subordinate communications and/or support staff on an on-going or project basis;
• May interview, select, train, coach, and discipline subordinate staff;
• In compliance with the County’s branding strategy, develops and manages County/agency/department brand visual identity, including logo, letterhead, and communications templates and establishes and maintains brand center and guidelines for usage; ensures staff understand and utilize brand appropriately;
• Plans, coordinates, and supervises special events;
• May prepare or assist in preparing program’s budget;
• Makes sure program’s expenditures are monitored;
• Establishes a community information program;
• Conducts research and prepares reports of findings, conclusions, and recommended actions;
• Coordinates and manages special projects;
• Coordinates with and manages vendors and consultants assisting with the County’s communications and outreach programs;
• Collaborates with Procurement Department;
• Schedules and purchases media space and time;
• Represents County/agency/department on committees and at meetings, presentations, and special events;
• Provides staff support and direction to advisory commissions, as assigned;
• May establish and maintain a Countywide speakers’ bureau;
• May arrange tours of County facilities for interested groups and individuals;
• May prepare risk or emergency communications;
• Upon activation of the Emergency Operations Center (EOC), participates as a member of the public information staff;
• May be assigned as a Disaster Service Worker, as required;
• Performs other related duties, as required.

Education

• Sufficient education, training, and experience to demonstrate the ability to perform the above tasks, plus the possession and direct application of the following knowledge and abilities:
• Training and Experience: Note: The knowledge and abilities required to perform this function are attained through training and experience equivalent to a Bachelor’s Degree, preferably in Communications, Public Relations, Business Administration, Public Administration, Marketing, Journalism, or a closely related field.
• Relevant analytical, administrative, lead, supervisory, or management experience that includes interpreting rules and regulations, gathering data and formulating recommendations, and report writing can substitute for education on a year-for-year basis;
• One (1) year of full-time experience planning, directing, coordinating, implementing, and evaluating an assigned communications program.
• or Four (4) years of full-time experience as a public information or communications officer, journalist, or related work experience in a public relations/communications function.
• Specialized knowledge of assigned agency/department operations is desirable.

Specialized Knowledge

• Knowledge Of Principles and techniques of web page design and development;
• Principles and techniques of copy writing, speech writing, planning press conferences, and preparing news releases;
• Methods and techniques used in evaluating public attitudes regarding County and agency/departmental operations and issues, the determination of public affairs needs, and evaluating the effectiveness of communications programs;
• Concepts of branding;
• Principles and techniques of effective communication, and public relations, and news media relations;
• Principles, practices, and techniques of current and emerging public communications, relations, and information media;
• Interviewing techniques;
• Correct use of English grammar, spelling, vocabulary, and punctuation;
• Methods of administrative problem solving;
• Customs and practices of traditional media, social media, and citizen journalists;
• Presentation techniques;
• Research, analysis methods, and report writing;
• Principles of project management;
• Tools and software necessary for audio and video recording and editing;
• Computer applications, such as word processing, spreadsheet, database, desktop publishing, graphics, and digital photography.

Ability

• To scale social media accounts to significant levels across multiple platforms;
• To plan, organize, direct, and implement an effective and complex communications program;
• To write, edit, and lay out a variety of clear and concise articles for publication, speeches, scripts for radio and television, and reports and correspondence, often for the signature of executive leaders;
• To measure effectiveness of communication methods and implement improvements;
• To identify and implement emerging and new forms of communications;
• To effectively speak before, and facilitate discussions with, large and small groups;
• To organize, write, design, and lay out various written communications for a broad range of target audiences;
• To prepare clear and concise reports and written communications;
• To be proactive, creative, and resourceful in completing assignments;
• To supervise, train, develop, and motivate staff;
• To effectively utilize information systems;
• To learn the principles and practices of risk, crisis, and emergency communications;
• To learn the County organizational structure/operations, and the laws and regulations pertaining to the operations of the assigned agency/department;
• To understand and communicate technical data to the media and other audiences;
• To use excellent time-management and work prioritizations skills;
• To work quickly and effectively under pressure, with frequent interruptions, short deadlines, and tight schedules;
• To meet deadlines with minimal direction;
• To establish and maintain cooperative working relationships with those contacted in the course of work.

Physical Requirements

• Work irregular hours, including some nights and weekends, and be available to respond to County emergencies, as necessary.