Executive Director of Communications

Position Title: Executive Director of Communications

Immediate Supervisor: Superintendent

Summary: The Director of Communications will lead the district's communication and public relations efforts. This key member of the administrative team will work with district leadership and staff to promote the district's mission, share the district's story, and ensure timely and effective communication and community engagement.

Essential Duties and Responsibilities: (Other duties may be assigned.)

• Plan, organize and coordinate the district's public relations and communications strategy designed to support the goals and priorities of the district strategic plan.
• Serve as a key district contact / liaison. Create and maintain a positive and professional partnership between the district and the news media. Ensure regular contact with the media through creation and distribution of news releases; schedule time/quotes for Superintendent or designee(s); arrange for press conferences as required.
• Identify, develop, and coordinate positive, unique and/or exceptional storylines to promote Linn-Mar programs, students, policies, events, and initiatives for distribution to community partners, parents, and media.
• Attend district events and develop strategies, campaigns, and initiatives to create interest, awareness and a positive perception of public schools and the district.
• Serve as district spokesperson if the Superintendent / Associate Superintendent or designee are not available.
• Prepare, edit, and publish content/photos/video for district professional publications including internal and external newsletters and condition of the district. Ensure accuracy, professionalism, and quality for all communication materials and efforts. Distribute in a timely and effective manner to various audiences.
• Facilitate interviews with district personnel for stories, content, and media, as necessary.
• Oversee the creation and production of videos in house, including concept/theme development, production planning and execution of all steps resulting in a final product using in-house equipment. Outsource video projects as needed.
• Maintain and post content on appropriate social media platforms (Facebook, LinkedIn, X, and Instagram).
• Manage and oversee the district website including ADA compliance and a consistent flow of timely information to all stakeholders.
• Manage and expedite responses to inquiries and complaints, including FOIA requests.
• Design objective informational materials and lead communication efforts for district campaigns and programs.
• Plan, coordinate, implement and evaluate district and community special events including but not limited to the LION Learning, receptions, ribbon cuttings, groundbreakings, and open houses.
• Provide training, guidance, and information regarding media interviews with staff members.
• Provide professional public relations counsel and assistance and provide input into the development of district, department or building marketing plans, including the development of public relations activities aligned with the goals and objectives of the district.
• Oversee the approval of outside group backpack materials according to Board Policy. Ensure approved materials from vendors have confirmed space, insurance and/or fundraising requests on file.
• Maintain district displays and keep them up to date with current information and/or items of special interest to staff, students, and the public.
• Oversee district branding and trademarking.
• Coordinate the appearance of all district print and electronic materials such as letterhead, use of logos, and brochures, etc.
• Develop and communicate the district's brand to effectively market Linn-Mar in the community to increase student enrollment.
• Recruit key parents to participate in focus groups, communication committees, and parent ambassador programs.
• Analyze enrollment data and collaborate with various departments to set goals for growth.
• Serve as a district representative at and participate in school and community events.
• Maintain active participation in continuing education and career development activities and programs.
• Measure the effectiveness of the department by collecting data related to department objectives and targets. Monitor trends.
• Support other departments as required to assist with department web pages, social media posts, etc.
• Recruit, train, and lead a team of social media champions for buildings and departments.
• Recommend a variety of communication mechanisms for district leadership for the purpose of reaching a wide variety of audiences with varying needs and preferred communication vehicles.
• Maintain open lines of communication with all community organizations and provide prompt responses to requests for public information about the district, its policies, and its programs to manage the district's reputation.
• Develop, implement, and refine public relations plans that increase community engagement.
• Spearhead outreach efforts and partnerships to engage the community, business leaders, and every voting citizen (with or without students in the district) to ensure the public feels empowered and valued.
• Attend Board of Education meetings. After the meetings and prior to final publication, prepare, review, and edit all district publications that will be disseminated to the general public.
• Develop and implement Board policies and procedures relevant to the position.
• Assist the Board of Education with correspondence and special events.
• Coordinate with Student Support Services on district-level crisis communications.
• Research and write articles and speeches for the Superintendent, Board of Education, and others as directed.
• Serve on assigned district committees.
• Other duties as assigned.
• Regular and reliable attendance.

Supervisory Responsibilities:
N/A

Minimum Education or Experience:
Bachelor's degree in public relations/marketing; journalism, communications, or a combination of education and/or equivalent experience.
At least five years of successful working experience in news or public relations.

Licensure or Certification:
N/A

Professional Standards:
1. Quality (Projects a genuine concern for quality. Work is accurate, thorough and well organized. Uses time wisely. Seeks out and takes responsibility for additional projects. Adheres to quality standards / procedures and frequently suggests quality improvement ideas. Develops systems and procedures to ensure high quality work. Consistently completes work on time. Encourages and develops practices for continuous improvement in work processes and systems; demonstrates and fosters creativity and technical excellence. )
2. Knowledge of job (The job and job-related responsibilities are well understood and reflected in job performance; exhibits continuous improvement and ongoing learning.)
3. Problem Solving / Independent Judgment (Effectively analyzes and solves problems. Makes high quality decisions in a timely manner. Self-reliant capacities to perceive, discern, or make reasonable decisions. Willing and able to exercise sound judgment. Breaks down complex problems into component parts and develops solutions in a logical/scientific systematic way. Develops, analyzes, selects, implements and evaluates optimum courses of action. Takes responsible actions and is accountable.)
4. Teamwork / Collaboration (Works well on a team. Demonstrates commitment to shared team goals. Builds relationships. Collaborates and cooperates in order to achieve group objectives. Listens, responds, and expresses disagreement constructively. Encourages all team members to contribute their ideas and skills. Shares own expertise with others. Fosters alliances with others as valuable resources; seeks and understands other people's viewpoints.)
5. Initiative / Dependability (Identifies what needs to be done. Takes action prior to being asked or before the situation requires it. Does more than what is normally required in work situations. Resourceful and follows direction.)
6. Motivation / Self-Management (Strives to achieve. Perseveres. Demonstrates adaptability. Commits self and others to accomplish challenging objectives. Recovers quickly when progress is stalled by obstacles or adversity.
7. Technical Skills (Exhibits proficiency in and uses required computer applications to maximize efficiency.)
8. Communication (Communicates effectively both verbally and in written forms. Communicates up, down and across the organization and maintains constructive working relationships. Listens to others. Speaks clearly and concisely; expresses thoughts and ideas easily in groups and in one to one conversations. Conveys information (written/verbal) and ideas accurately and clearly. Provides input/feedback in a timely, direct and candid manner. Shows interest in what others have to say; listens well in a group to enhance understanding and quality of participation.)
9. Managing Change/ Adaptability (Demonstrates good understanding of organizational changes and communicates support and/or leadership for such change.)
10. Professional / Conflict Resolution (Positive approach. Recognizes, mediates and resolves conflicting people, priorities and resources. Displays professional and positive manner with students, families, employees, co-workers and administration. Ensures that conflicts are resolved in a professional manner and recognizes when to request additional resources to help resolve the situation.)
11. Professional development (Takes responsibility for own development and learning. Encourages and develops practices for continuous improvements in work processes and systems. Continually learns from personal experience; actively seeks opportunities for learning and self-development; requests feedback and welcomes advice when it is offered.)
12. Safety (Leads by example that safety is important. Adheres to safety policies and procedures.)

Knowledge, Skills and Abilities: (To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed here are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.)

• Must be a seasoned strategic thinker with knowledge and understanding of key district stakeholders and audiences to include students, parents, community groups and partners, citizens, district employees, Board of Education, city, state and local government, and members of the news media.
• Able to work in a highly collaborative environment with internal and external stakeholders for the purpose of building effective communication, enhancing relationships, and ensuring a high quality of customer service to achieve district goals and objectives.
• Excellent ability to work independently, conceptualize projects and manage multiple priorities.
• Self-directed and possess strong follow-through traits.
• Excellent written, editing, verbal and interpersonal communication skills. Must be able to interact and communicate effectively with administrators, staff, students, members of the Linn-Mar community as well as community officials, media and the public.
• Knowledge of professional practices in the communications field through participation in affairs of the National School Public Relations Association.
• Knowledge of probable public relations consequences relating to shifts in existing programs and policies.
• Knowledge of principles and methods for showing, promoting, and selling products or services including marketing strategy and tactics, product demonstration and sales techniques.
• Ability to maintain confidentiality in sensitive and personnel situations in the nature of public relations work.
• Excellent ability to identify potential negative or crisis situations and apply conflict resolution principles to mitigate issues.
• Convey a confident, positive, professional, and helpful image to employees and the public.
• Proficient knowledge of computers, graphic design, publication software and other electronic resources for completion of projects.
• Knowledge of camera equipment.
• Wide degree of creativity and attention to detail.
• Ability to develop, design, and create new applications, ideas, relationships, systems, or products, including artistic contributions.
• Ability to develop specific goals and plans to prioritize, organize, and accomplish work.
• Ability to perform creative writing and related activities such as conducting interviews, research, and copy editing.

Physical Demands: (The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.)
While performing the duties of this position, the employee may be required to sit (may be in front of a computer) or stand for extended periods of time, walk, stand, talk, speak, and hear. Manual dexterity as required for using the telephone, computer keyboard. May be required to lift or move up to 30 lbs.

Work Environment: (The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.)
Environment is air-conditioned, drug-free, and asbestos-free. Noise level is quiet to loud in a busy office setting. Workspace is limited, often crowded, and shared with other central office staff.

The statements in this job description are intended to describe the general nature and level of work being performed by individuals assigned to this job. They are not intended to be an exhaustive list of all responsibilities, duties, and skills required of personnel in this position. These statements are not intended to limit or in any way modify the right of any supervisor to assign, direct, and control the work of employees under his or her supervision.