Department: Superintendent’s Office / Communications
Reports To: Superintendent or Designee
Work Location: Central Office
Employment Term: 12 Months
Status: Exempt (if applicable)
Salary Range: $60,000 - $70,000
The Public Information Officer serves as the primary communications representative for the school system and is responsible for developing, coordinating, and implementing strategic communication efforts that promote transparency, strengthen community relationships, and enhance public understanding of district programs, initiatives, and accomplishments. The Public Information Officer manages internal and external communications, serves as the district spokesperson when assigned, coordinates media relations, and ensures consistent messaging across all communication platforms.
The Public Information Officer works collaboratively with district leadership, schools, departments, employees, families, community partners, and media representatives to effectively communicate information that supports the mission, vision, and goals of the school system.
Essential Duties and Responsibilities
The following duties are representative of the position. Additional duties may be assigned based on the needs of the school system.
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Develop, implement, and evaluate a comprehensive communications plan aligned with the district’s strategic priorities and goals.
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Create and maintain consistent messaging, branding, and communication standards across district departments and schools.
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Provide communication support and guidance to district leadership, principals, and departments.
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Develop communication strategies for district initiatives, programs, achievements, and organizational changes.
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Monitor public perception and communication effectiveness to identify opportunities for improvement.
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Serve as a primary point of contact for media inquiries and coordinate responses on behalf of the school system.
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Prepare news releases, media advisories, talking points, statements, and informational materials.
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Coordinate interviews, press conferences, and media opportunities featuring district leadership, staff, and students.
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Develop positive relationships with local, regional, and statewide media representatives.
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Respond to public information requests in accordance with applicable laws, policies, and procedures.
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Manage and oversee district communication platforms, including websites, social media channels, newsletters, and digital publications.
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Create, edit, and distribute engaging content highlighting student success, employee accomplishments, district initiatives, and community partnerships.
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Develop written, photographic, video, and multimedia content for various audiences.
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Monitor social media activity and provide timely communication during emerging issues or crises.
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Ensure district communications are accurate, accessible, timely, and aligned with district standards.
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Develop communications that support employee engagement, including newsletters, announcements, and updates.
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Assist departments and schools with communication strategies for internal initiatives.
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Promote consistent information sharing between district leadership, schools, employees, families, and community stakeholders.
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Assist district leadership with crisis communication planning and response.
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Develop timely and accurate communications during emergencies, incidents, or sensitive situations.
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Coordinate messaging with district administrators, emergency personnel, and appropriate stakeholders.
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Maintain confidentiality and exercise sound judgment when managing sensitive information.
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Promote awareness of district accomplishments, programs, opportunities, and initiatives.
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Support community outreach efforts and events.
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Build and maintain positive relationships with families, community organizations, local government agencies, and business partners.
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Identify opportunities to strengthen public trust and confidence in the school system.
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Capture and coordinate photographs, videos, and other media content highlighting district activities.
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Maintain a district media library and ensure appropriate permissions and documentation are obtained.
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Develop promotional materials, presentations, brochures, and digital campaigns as needed.
Knowledge, Skills, and Abilities
The successful candidate must demonstrate:
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Knowledge of effective communication strategies, public relations practices, and media relations.
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Strong writing, editing, proofreading, and storytelling skills.
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Ability to communicate complex information clearly and effectively to diverse audiences.
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Ability to exercise discretion and maintain confidentiality regarding sensitive information.
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Strong organizational skills and ability to manage multiple projects with competing deadlines.
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Ability to establish and maintain positive working relationships with employees, families, media, community members, and governmental agencies.
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Proficiency with social media platforms, website management systems, graphic design tools, and digital communication technologies.
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Knowledge of public education systems, school operations, and community engagement practices preferred.
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Ability to work independently while collaborating effectively with district leadership and departments.
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Strong attention to detail and commitment to accuracy.
Education and Experience:
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Bachelor’s degree in communications, public relations, journalism, marketing, education, or related field required.
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Experience in communications, public relations, journalism, marketing, education, or a related field.
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Experience developing communication plans and managing digital communication platforms.
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Experience working with media outlets and responding to public inquiries.
Preferred Qualifications:
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Experience working in a K-12 public education environment.
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Experience serving as a spokesperson or communications liaison.
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Knowledge of public information laws, including public records requirements.
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Experience with photography, videography, graphic design, and multimedia production.
Physical Requirements
The employee must be able to:
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Sit, stand, walk, and work at a computer for extended periods.
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Travel between district facilities and community locations as needed.
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Attend meetings, events, and activities outside of normal working hours, including evenings and weekends when required.
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Lift and/or move materials weighing up to 25 pounds.
Work Environment
The employee works primarily in an office environment but may work in schools, community settings, and event locations. The position may require occasional work beyond the normal workday to support district events, emergency communications, and time-sensitive communication needs.
Performance Responsibilities
The Public Information Officer shall:
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Demonstrate professionalism, confidentiality, and ethical communication practices.
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Support the mission, vision, and goals of the school system.
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Promote positive relationships between the school system and the community.
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Provide accurate, timely, and effective communication to internal and external stakeholders.
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Maintain compliance with applicable federal and state laws, board policies, and administrative procedures.
DISCLAIMER
The preceding job description has been designed to indicate the general nature and level of work performed by employees within this classification. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities, and qualifications required of employees.
