CLASS TITLE: Communications/Public Relations Specialist

To perform a variety of professional-level activities involving editorial production coordination and support for publications of the Santa Clara County Office of Education and the school districts it serves. To gather information, assure compliance with established timelines and write featured segments. To provide responsible staff assistance in planning and executing recognition functions and special events; and to perform related duties as assigned. This job class requires specialized subject matter expertise in the area of journalism and public relations as well as some directly related and progressive experience.

The class of Communications/Public Relations Specialist requires specialized subject matter expertise in the area of journalism and public relations as well as some directly related and progressive experience. Knowledge is applied to the technical aspects of the public information and communications program. No supervisory responsibility for other staff is assigned. Most frequently meets with internal staff for the purpose of providing, obtaining, sharing, or exchanging information.

• Assists in the editorial production coordination and support for the internal and external communications provided by the Santa Clara County Office of Education

• Researches, writes, edits and distributes news releases, articles, opinion pieces, brochures etc., ensuring communications are technically correct and error-free to appropriate media and outlets

• Writes, edits or serves as editor for County Office of Education publications including web pages, publicity materials, official documents, advertising and marketing materials

• Creates, designs and executes high-quality major publications, promotional and marketing materials, and comprehensive web pages/sites

• Writes speeches and recognition event scripts

• Develops and layouts copy for information brochures, pamphlets, maps, logos, catalogs, and other related materials

• Creates templates and style sheets for publications, newsletters and web pages

• As assigned, performs a variety of research and data gathering functions in relationship to County Office of Education programs, activities, and services

• Writes, edits and provides quality control for various articles and other publicity materials

• Maintains and revises media list

• Maintains current knowledge of emerging technologies and trends on computer graphic design and publishing and web technologies

• Operates desktop computer and peripheral equipment; uses specialized software in the course of assigned duties

• Attends a variety of meetings and conferences for the purpose of obtaining and disseminating information

• May work with members of the Superintendent’s cabinet, department heads and office staff in the course of assigned functions

• May direct the work of others as assigned

• Assists with planning and preparation of County Office functions

• Performs related duties as assigned.

Knowledge of:

• Principles, techniques, and practices of public relations, journalism, marketing and advertising methods and techniques

• Research and interview techniques, methods, and procedures

• Publication design, editing and writing

• Principles of page layout and web page authoring

• Technical aspects of field of specialty including Internet design and web publishing

• General organization and services provided by public agencies, particularly in the area of education

• General principles of print processes, techniques and procedures

• Media operations and procedures in the context of information dissemination

• Media contacts appropriate to news and feature stories

• Oral and written communication skills

• Record-keeping techniques

• County Office of Education organization, operations, policies and objectives

• Operation of a desktop computer and office and specialized software utilized for print and web publications

• Interpersonal skills using tact, patience and courtesy

• Correct English usage, grammar, spelling, punctuation and vocabulary

Ability to:

• Coordinate news releases and publications to inform the public, and participants of the programs, services and events

• Write and edit a variety of materials that are creative, descriptive, technical, and factual

• Operate a desktop computer and related office equipment such as a copier, fax machine, and printer

• Respond to sensitive matters with discretion and tact

• Interpret and apply rules, laws, codes, and policies pertaining to the Santa Clara County Office of Education

• Remain abreast of the emerging and changing social media technologies

• Assemble information in a creative, informative manner

• Analyze situations accurately and adopt an effective course of action

• Communicate effectively, both in oral and written form

• Plan, prioritize, and organize work within established timelines

• Work independently with minimal direction

• Direct the work of others as assigned

• Establish and maintain a cooperative relationship with those contacted in the course of assigned duties.

Generally, any combination of education and experience that could provide the required knowledge and abilities is qualifying. A typical method of demonstrating these qualifications would be:

BARGAINING UNIT: Office, Technical, and Business Services (OTBS) Unit

WORKING CONDITIONS: Duties are primarily performed in an office environment while sitting at a desk operating a computer terminal. Incumbents are subject to extensive public contact with external agencies, media officials, and other individuals seeking information.

PHYSICAL DEMANDS: Use hands and fingers to operate desktop computer keyboard or other office equipment, reach with hands and arms, stoop, kneel, or crouch to file, speak clearly and distinctly to answer telephones and to provide information; see to read fine print and operate computer; hear and understand voice over telephone and in person.

Date: 1988 Personnel Commission Approval: 1994
Revised: 1994, 2002, 2009 Board Adoption: