Senior Communications Officer

Under general direction, to plan, develop, direct, coordinate, implement, and evaluate an assigned County communications program; and to act as a consultant to management regarding communications strategies.

The following are the duties performed by employees in this classification.  However, employees may perform other related duties at an equivalent level.  Each individual in the classification does not necessarily perform all duties listed.

• Formulates, directs, and implements strategies, goals, procedures, policies, standards, and guidelines for collection, review, and presentation of information to be communicated to the public, news media, and County employees;

   

• Functions as primary media contact and spokesperson for the County/agency/department; reviews and/or writes and submits news releases to online and print newspapers, television, and radio stations; pitches news stories to the news media; serves as a point of contact for the news media regarding incidents, issues, inquiries, and requests, 24 hours per day; develops media list and 24-hour media survival guide;

   

• Organizes and coordinates press conferences; prepares questions and talking points for County staff;

   

• Studies the public's interest/knowledge in various programs, activities, and outcomes of County government, or the assigned agency/department; designs and tabulates surveys and conducts focus groups;

   

• Develops and implements awareness and educational programs using a variety of promotional techniques;

   

• Designs, writes, produces, or coordinates production of informational materials, such as news releases, brochures, flyers, direct mail, advertising, marketing, website, and social media content using a variety of graphics, desktop and mobile device publishing software, and social media tools; oversees the creation of content by others;

   

• Develops and maintains social media presence for the County/agency/department;

   

• Instigates and participates in web-based discussions; ensures discussions among key officials and other appropriate individuals occur across platforms, as necessary;

   

• Monitors traditional and social media activity pertaining to the County/agency/department, identifies controversies and public relations issues, and initiates corrections to inaccurate media reports;

   

• Advises County/agency/department management on communications strategies that ensure effective flow of information to stakeholders of programs and services, including appropriate responses to sensitive and complex inquiries and issues;

   

• Trains and coaches other County employees about subjects and processes related to community and media relations;

   

• Acts as a liaison with other County departments, government entities, and community organizations to disseminate and exchange information; 

   

• Coordinates, writes, edits, and produces newsletters;

   

• Creates and makes presentations before various groups on a local, state, and national level;

   

• Interviews department officials, employees, representatives from various groups and organizations, and members of the public to secure information;

   

• Establishes measures to evaluate communications efforts and implements improvements;

   

• May supervise and assign work to subordinate communications and/or support staff on an on-going or project basis;

   

• May interview, select, train, coach, and discipline subordinate staff;

   

• In compliance with the County’s branding strategy, develops and manages County/agency/department brand visual identity, including logo, letterhead, and communications templates and establishes and maintains brand center and guidelines for usage; ensures staff understand and utilize brand appropriately;

   

• Plans, coordinates, and supervises special events;

   

• May prepare or assist in preparing program’s budget; monitors program’s expenditures;

   

• Establishes a community information program;

   

• Conducts research and prepares reports of findings, conclusions, and recommended actions;

   

• Coordinates and manages special projects;

   

• Coordinates with and manages vendors and consultants assisting with the County’s communications and outreach programs; collaborates with Procurement Department; schedules and purchases media space and time;

   

• Represents County/agency/department on committees and at meetings, presentations, and special events;

   

• Provides staff support and direction to advisory commissions, as assigned;

   

• May establish and maintain a Countywide speakers’ bureau;

   

• May arrange tours of County facilities for interested groups and individuals;

   

• May prepare risk or emergency communications;

   

• Upon activation of the Emergency Operations Center (EOC), participates as a member of the public information staff;

   

• May be assigned as a Disaster Service Worker, as required;

   

• Performs other related duties, as required.

Sufficient education, training, and experience to demonstrate the ability to perform the above tasks, plus the possession and direct application of the following knowledge and abilities:

Training and Experience Note: The knowledge and abilities required to perform this function are attained through training and experience equivalent to a Bachelor’s Degree, preferably in Communications, Public Relations, Business Administration, Public Administration, Marketing, Journalism, or a closely related field.  Relevant analytical, administrative, lead, supervisory, or management experience that includes interpreting rules and regulations, gathering data and formulating recommendations, and report writing can substitute for education on a year-for-year basis;

and

One (1) year of full-time experience planning, directing, coordinating, implementing, and evaluating an assigned communications program.

or

Four (4) years of full-time experience as a public information or communications officer, journalist, or related work experience in a public relations/communications function. 

Specialized knowledge of assigned agency/department operations is desirable.

Special Requirements

• Ability to travel to alternate locations in the course of work. If driving, possession of a valid California Driver's License prior to appointment and the ability to qualify for and maintain a County driver authorization.

Knowledge of:

• Principles and techniques of web page design and development;

   

• Principles and techniques of copy writing, speech writing, planning press conferences, and preparing news releases;

   

• Methods and techniques used in evaluating public attitudes regarding County and agency/departmental operations and issues, the determination of public affairs needs, and evaluating the effectiveness of communications programs;

   

• Concepts of branding;

   

• Principles and techniques of effective communication, and public relations, and news media relations;

   

• Principles, practices, and techniques of current and emerging public communications, relations, and information media;

   

• Interviewing techniques;

   

• Correct use of English grammar, spelling, vocabulary, and punctuation;

   

• Methods of administrative problem solving;

   

• Customs and practices of traditional media, social media, and citizen journalists;

   

• Presentation techniques;

   

• Research, analysis methods, and report writing;

   

• Principles of project management;

   

• Tools and software necessary for audio and video recording and editing;

   

• Computer applications, such as word processing, spreadsheet, database, desktop publishing, graphics, and digital photography.

Ability to:

• Scale social media accounts to significant levels across multiple platforms;

   

• Plan, organize, direct, and implement an effective and complex communications program;

   

• Write, edit, and lay out a variety of clear and concise articles for publication, speeches, scripts for radio and television, and reports and correspondence, often for the signature of executive leaders;

   

• Measure effectiveness of communication methods and implement improvements;

   

• Identify and implement emerging and new forms of communications;

   

• Effectively speak before, and facilitate discussions with, large and small groups;

   

• Organize, write, design, and lay out various written communications for a broad range of target audiences;

   

• Prepare clear and concise reports and written communications;

   

• Be proactive, creative, and resourceful in completing assignments;

   

• Supervise, train, develop, and motivate staff;

   

• Effectively utilize information systems;

   

• Learn the principles and practices of risk, crisis, and emergency communications;

   

• Learn the County organizational structure/operations, and the laws and regulations pertaining to the operations of the assigned agency/department;

   

• Understand and communicate technical data to the media and other audiences;

   

• Use excellent time-management and work prioritizations skills; work quickly and effectively under pressure, with frequent interruptions, short deadlines, and tight schedules; meet deadlines with minimal direction;

   

• Establish and maintain cooperative working relationships with those contacted in the course of work.

• Work irregular hours, including some nights and weekends, and be available to respond to County emergencies, as necessary.