POSITION PURPOSE:  

The Public Information Officer, under the direction of the Superintendent, supports student success by directing and managing all district communications and public relations while ensuring that strategies are aligned with the district vision, mission, goals, and strategic plan. Functions of the Public Information Officer include district level internal and external communications, media relations, public and community engagement events, consultation services for district administrators and department heads, and collaboration with other staff members to ensure communication needs for district wide initiatives are meet. The Public Information Officer serves as a liaison and counsel to the Superintendent, Cabinet, and School Administrators in regards to necessary and appropriate actions to ensure public understanding and support of the mission, vision, and goals of the school system.  The Public Information Officer serves as the media liaison regarding district-wide events and issues and serves as the spokesperson for the district as appropriate. The work of the Public Information Officer is intended to promote district, school, and student success by building community support and confidence in the Alamance-Burlington School System. Additionally, the Public Information Officer works collaboratively with the Superintendent and Cabinet to ensure all district policies are current and visible to employees and the public at large. 

MINIMUM QUALIFICATIONS:   

• A bachelor’s degree from an accredited university in Education Administration, Journalism, Public or Business Administration, Public Relations, Marketing, or another related field.

KNOWLEDGE, SKILLS, AND ABILITIES

• Understanding of and commitment to the role and social responsibility of public relations and communications for all educational institutions, organizations, and agencies in a democratic society.
• Commitment to improving educational opportunities for all.
• Commitment to professional performance and ethical behavior as described in the National School Public Relations Association’s Ethics for Educational Public Relations.
• Comprehensive working knowledge of internal and external public relations and communications programs for an educational organization.
• Demonstrated success working collaboratively with community partners.
• Ability to appropriately communicate with students, teachers, parents, members of the community and others including vendors, law enforcement and other county and state agencies.
• Ability to exercise good judgment and work in an environment with constant interruptions while maintaining organization.
• Proven record of working well in a team-environment.
• Mastery of communications skills, including new media and social media.
• Understanding of the importance of two-way communication between district staff and its many publics and audiences, and the ability to carry it out.
• Thorough knowledge and understanding of communications theory and research.
• Ability to provide expertise and advice to top management.
• Ability to work well with others from diverse backgrounds while focusing on solving conflict; maintaining confidentiality; listening to others without interrupting; keeping emotions under control; remaining open to others’ ideas and contributing to building a positive team spirit.
• Ability to problem solve, prioritize, and multi-task.
• Ability to present information and material to small and large groups.
• Ability to respond to common inquiries or complaints from students, parents, staff, regulatory agencies or members of the community.
• Ability to write reports and correspondence.
• Ability to identify, brainstorm, and research key issues in public schools and provide well-reasoned recommendations for best policy solutions with benefits and drawbacks.

EDUCATION, TRAINING, AND EXPERIENCE

• A bachelor’s degree from an accredited university in Education Administration, Journalism, Public or Business Administration, Public Relations, Marketing, or another related field.
• One (1) to two (2) years of progressively responsible experience in public personnel administration and/or management.
• Any equivalent combination of training and experience that provides the required knowledge, skills and abilities

CERTIFICATION AND LICENSE REQUIREMENTS

• Must possess a valid driver’s license issued by the NC Department of Motor Vehicles

PREFERRED QUALIFICATIONS:

• Three (3) to five (5) years of progressively responsible experience in public personnel administration and/or management.
• Spanish Speaking

ESSENTIAL DUTIES AND RESPONSIBILITIES

• Counseling the superintendent and other administrators and staff in public relations strategies.
• Developing and maintaining core messaging about the district and our values, and ensure consistent branding and communication.
• Planning and managing major news announcements by preparing press releases, speeches, talking points, articles, social media posts, safety messages, and other materials for public consumption.
• Facilitate all advertising, promotions, publicity and public outreach activities as well as manage contracts for advertising, sponsorships and other promotional activities.
• Recommend innovative and promotional avenues of communication for various types of media and counsel top management on effective communication strategies.
• Developing strategies and procedures for working effectively with the media.
• Maintaining good working relationships with media organizations.
• Collaborating with leadership and staff to ensure a cohesive public image for the district.
• Working with various teams to organize and host public events and promotions.
• Speaking directly to the public or media to address questions and represent the district.
• Solicit feedback through formal and informal means on activities, products and purposes of the community relations program and the school district in general.
• Occasionally conduct public opinion research to assess program outcomes.
• Coordinate public information requests and tracking and delivery of public and district materials.
• Research topics in education affecting the U.S. school system or from comparable international educational systems
• Evaluating how education policies affect the public — students, parents, teachers, and society.
• Monitoring events, policy decisions, trends, and other issues with implications for the education landscape.
• Assisting with monitoring and responding to federal, state, and local policy activities related to public education.
• Design and analyze financial information (e.g. revenues, expenditures and cash management) to ensure all operations are within budget.
• Performs other related duties as assigned by the Superintendent.