Under administrative direction by the General Manager, plans, organizes, manages, and oversees all
functions and activities of the Public Affairs Department. Activities include public information, media
relations, community outreach and engagement, promotions and branding, maintenance of the District’s
website and governmental affairs, works with partner agencies, elected officials at all levels of
government, and lobbyists to further District’s mission, projects, and programs; coordinates activities
with other District departments, officials, external agencies, and the public; fosters cooperative working
relationships among District departments, intergovernmental and regulatory agencies, and various public
and private groups; provides highly responsible and complex professional assistance to the General
Manager and executive management in areas of expertise; and performs related work as required.
This position is a member of the District’s Department Managers team and participates on various
District-wide committees, as well as participates in organizational, operational, and budgetary planning
meetings related to the Public Affairs function of the District. As a manager, this position will have broad
responsibility, independence, and accountability while serving on an at-will basis.
SUPERVISION RECEIVED AND EXERCISED
Receives administrative direction from the General Manager. The work provides for a wide variety of
independent decision-making within legal and general policy, and regulatory guidelines. Exercises
general direction and supervision over professional, technical, and administrative support staff.
This is a Department Manager classification that oversees, directs, and participates in all activities of the
Public Affairs Department, including short- and long-term planning, development, and administration of
departmental policies, procedures, and services. This class assists the General Manager by providing
leadership and management of the Public Affairs function along with a variety of administrative,
coordinative, analytical, and liaison capacities. Successful performance of the work requires knowledge
of public policy and District functions and activities, including the role of the Board of Directors, and the
ability to develop, oversee, and implement projects and programs in a variety of areas. Responsibilities
include coordinating the activities of the department with those of other departments and external
agencies, and managing and overseeing the complex and varied functions of the department. The
incumbent is accountable for accomplishing departmental planning and operational goals and objectives,
and for furthering District’s mission, goals, and objectives within general policy guidelines.
EXAMPLES OF ESSENTIAL FUNCTIONS (Illustrative Only)
Management reserves the right to add, modify, change, or rescind the work assignments of different
positions and to make reasonable accommodations so that qualified employees can perform the essential
functions of the job.
Assumes full management responsibility for all Public Affairs Department programs, projects,
services, and activities.
Public Affairs Manager
Develops, directs, and coordinates the implementation of goals, objectives, policies, procedures, and
work standards for the department; establishes, within District policy, appropriate budget, service,
and staffing levels.
Manages and participates in the development and administration of the department’s action plan and
annual budget; directs the forecast of additional funds needed for staffing, consultants, contractors,
equipment, materials, and supplies; directs the monitoring of and approves expenditures; directs and
implements adjustments as necessary.
Selects, trains, motivates, and directs department personnel; evaluates and reviews work for
acceptability and conformance with department standards, including program and project priorities
and performance evaluations; works with employees on performance issues; implements discipline
and termination procedures; initiates and manages internal investigations; responds to staff questions
Contributes to the overall quality of the department’s service by developing, reviewing, and
implementing policies and procedures to meet legal requirements and District needs; continuously
monitors and evaluates the efficiency and effectiveness of service delivery methods and procedures;
assesses and monitors the distribution of work, support systems, and internal reporting relationships;
identifies opportunities for improvement; directs the implementation of change.
Tracks, monitors, and reports results of public information campaigns, outreach and engagement
activities, and adapts programs based on data.
Represents the department to other District departments, elected officials, and outside agencies;
conducts significant political and legislative outreach to obtain support and funding for programs;
explains and interprets departmental programs, policies, and activities; negotiates and resolves
significant and controversial issues.
Evaluates the need for, develops, plans, and schedules long-term public and media relations and
website development programs; compiles estimates, contract provisions, and specifications.
Advises the General Manager on the formulation, strategic development, implementation, and
evaluation of the District’s communications, marketing, and community relations programs, projects,
Develops and manages the District’s branding image, including review of materials developed by
other departments for public distribution and marketing programs, projects, and issues of importance
to the District.
Oversees the District’s media relations program; reviews and produces news releases; directs the
creation of media opportunities; maintains personal contact with key media people, including
responding to live and written media inquiries as needed; advises the General Manager and Board on
Provides public affairs services to other District programs including grant application support,
attendance and input at meetings, press releases, flyers, displays, media liaison, and workshop
Based on the District’s approved legislative priorities, monitors legislation that may affect the
District; prepares correspondence in support of, or opposition to, proposed legislation; meets and
confers with legislators on pending legislation; coordinates legislative efforts with other agencies and
District legislative advocate.
Oversees the development of consultant requests for proposals for professional services and the
advertising and bid processes; evaluates proposals and recommends project award; coordinates with
legal counsel to determine District needs and requirements for contractual services; negotiates
contracts and agreements and administers same after award.
Conducts a variety of departmental organizational and operational studies, and investigations;
recommends modifications to programs, policies, and procedures as appropriate.
Participates in and makes presentations to the Board of Directors and a wide variety of committees,
boards, and commissions.
Public Affairs Manager
Attends and participates in professional association meetings; stays abreast of new trends and
innovations in the field of public information, media relations, and other services as they relate to the
area of assignment.
Maintains and directs the maintenance of working and official departmental files.
Monitors changes in laws, regulations, and technology that may affect District or departmental
operations; implements policy and procedural changes as required.
Prepares, reviews, and presents staff reports, various management and information updates, and
reports on special projects as assigned by the General Manager.
Maintains effective press and media relations; responds to difficult and sensitive public inquiries and
complaints; recommends resolutions and alternative recommendations.
Participates as a member of the management team; works cooperatively to address District issues,
ensures overall health of the organization, fosters good communications between program staff, and
provides consistent and professional management.
Performs other duties as assigned.
Administrative principles and practices, including goal setting, program development,
implementation, and evaluation and supervision of staff, either directly or through subordinate levels
Public agency budget development, contract administration, District-wide administrative practices,
and general principles of risk management related to the functions of the assigned area.
Organizational and management practices as applied to the analysis and evaluation of projects,
programs, policies, procedures, and operational needs.
Principles and practices of public information, media relations, and community outreach project and
Governmental affairs including, legislative lobbying and liaison strategies.
Applicable federal, state, and local laws, regulatory codes, ordinances, and procedures relevant to
assigned area of responsibility.
Methods and techniques for the development of presentations, contract negotiations, business
correspondence, clear, concise messaging and information distribution; research and reporting
methods, techniques, and procedures.
Record keeping principles and procedures.
Modern office practices, methods, and computer equipment and applications related to the work.
English usage, grammar, spelling, vocabulary, and punctuation.
Techniques for effectively representing the District in contacts with governmental agencies,
community groups, and various business, professional, educational, regulatory, and legislative
Techniques for providing a high level of customer service by effectively dealing with the public,
vendors, contractors, and District staff.
Develop and implement goals, objectives, policies, procedures, work standards, and internal controls
for the department and assigned program areas.
Provide administrative and professional leadership and direction for the department and the District
regarding Public Affairs.
Prepare and administer large and complex budgets; allocate limited resources in a cost-effective
Public Affairs Manager
Interpret, apply, explain, and ensure compliance with federal, state, and local policies, procedures,
laws, and regulations.
Plan, organize, direct, and coordinate the work of management, supervisory, professional, and
technical personnel; delegate authority and responsibility.
Select, train, motivate, and evaluate the work of staff, and train staff in work procedures.
Research, analyze, and evaluate new service delivery methods, procedures, and techniques.
Effectively administer special projects with contractual agreements and ensure compliance with
Effectively represent the District and the department in meetings with governmental agencies,
contractors, vendors, and various businesses, professional, regulatory, and legislative organizations.
Prepare clear and concise presentations, reports, correspondence, policies, procedures, and other
Conduct complex research projects, evaluate alternatives, make sound recommendations, and prepare
effective technical staff reports.
Establish and maintain a variety of filing, record keeping, and tracking systems.
Organize and prioritize a variety of projects and multiple tasks in an effective and timely manner;
organize own work, set priorities, and meet critical time deadlines.
Utilize modern office equipment including computer equipment and specialized software programs.
Use English effectively to communicate in person, over the telephone, and in writing.
Use tact, initiative, prudence, and independent judgment within general policy, procedural, and legal
Establish, maintain, and foster positive and effective working relationships with those contacted in the
course of work.
Education and Experience:
Any combination of training and experience that would provide the required knowledge, skills, and
abilities is qualifying. A typical way to obtain the required qualifications would be:
Equivalent to a Bachelor’s degree from an accredited college or university with major coursework in
public relations, communications, public or business administration, or a related field and five (5) years of
management experience in public affairs, community engagement, or related area. A Master’s degree in a
related field is highly desirable.
Licenses and Certifications:
Possession of a valid California Driver’s License.
Must possess mobility to work in a standard office setting and use standard office equipment, including a
computer, to operate a motor vehicle, and to visit various District and meeting sites; vision to read printed
materials and a computer screen; and hearing and speech to communicate in person, before groups, and
over the telephone. This is primarily a sedentary office classification although standing in work areas and
walking between work areas may be required. Finger dexterity is needed to access, enter, and retrieve
data using a computer keyboard or calculator and to operate standard office equipment. Positions in this
classification occasionally bend, stoop, kneel, reach, push, and pull drawers open and closed to retrieve
and file information. Employees must possess the ability to lift, carry, push, and pull materials and
objects weighing up to 25 pounds.
Public Affairs Manager
Employees work in an office environment with moderate noise levels, controlled temperature conditions,
and no direct exposure to hazardous physical substances. Employees may interact with upset staff and/or
public and private representatives in interpreting and enforcing departmental policies and procedures.
EFFECTIVE: March 2017