Job Summary: Under the direction of the Superintendent, the School/Community Relations Director translates system goals and objectives into a systematic two-way public relations program. Duties include: directing the design and delivery of a comprehensive communications program; assigning staffing; allocating financial resources required for successful program implementation; providing communications counsel and support to system leaders, including the school board; directing the media relations program; hiring and supervising community relations staff; directing the district’s enrollment marketing efforts; and ensuring compliance with the Minnesota Government Data Practices Act regarding requests for public data.
ESSENTIAL DUTIES AND RESPONSIBILITIES
Translate system goals and objectives into a systematic two-way communications program.
- Oversee the development and implementation of a broad range of public relations activities that support the organization’s strategic direction and strengthen the reputation of the school district and its leadership. Key areas of work include internal (staff) and external (families/community) communications, crisis communications, communications counsel, school board communications, website management, referendum communications, Realtor relations, enrollment marketing, media relations, district social media, and school news reporting.
- Allocate financial resources to support communications program goals.
- Plan and execute continuous improvement processes.
- Lead strategic plan priority work in area(s) assigned by the superintendent.
Provide communications counsel and support to system leaders, including the school board.
- Lead crisis communications response.
- Create key messages and determine communication strategies for critical issues affecting individual schools and/or the district.
- Provide communications guidance and/or support (including writing, editing and coaching) to all areas of the organization.
- Recommend and implement a coordinated response to email messages and other communications received by school board members; work with individual board members, as needed.
- Provide direct support to the superintendent for communication needs such as presentations, memos, videos, and districtwide communications.
- Forecast challenges and emerging issues that could have a negative impact on the organization.
Direct a proactive media relations program that supports the system’s mission and strategic objectives.
- Provide authoritative organizational response to media inquiries; determine appropriate spokespersons for media requests.
- Establish mutually beneficial relationships with local media.
Lead and direct the community relations and publications teams to ensure effectiveness of the system’s community relations program and publications services.
- Plan, schedule and direct the work of others; delegate tasks and authority appropriately; establish procedures to guide departmental work; monitor projects to meet deadlines.
- Supervise direct reports; provide formative feedback and timely performance evaluations.
Direct the development and implementation of a strategic enrollment marketing plan.
- Oversee development and implementation of the plan.
- Establish marketing priorities and allocate resources.
- Evaluate effectiveness of marketing activities.
- Position the school system as the district of choice.
Ensure compliance with the Minnesota Government Data Practices Act (MGDPA) regarding requests for public data.
- Develop, communicate, and update guidance for making requests for public data.
- Communicate with requestors to acknowledge and, if necessary, clarify their request; estimate reimbursable charges and response time frames.
- Ensure that all responsive data is gathered, compiled, redacted as necessary, and provided to the requestor in accordance with the requirements of the MGDPA.