Job Descriptions

DEFINITION

Under direction, plans, organizes, and provides direction and oversight for comprehensive public/community relations and communications programs for the City including all departments; plans, manages, implements, coordinates, and evaluates public information, community outreach, and media relations functions and activities including conducting press briefings; oversees Citywide strategic and ongoing communications, social media,and branding; prepares press releases, fact sheets, stakeholder community correspondence, publications, and newsletters; supports the goals and objectives of the City through public outreach, community engagement, education programs, and marketing strategies.

This position is designated as Management for Labor Relations purposes and is considered exempt under the Fair Labor Standards Act (FLSA).

DISTINGUISHING CHARACTERISTICS

This is a management level classification responsible for planning, organizing, reviewing, and evaluating the day-to-day operations of the Public Information function within the City. Incumbents serve as a professional-level resource for organizational, managerial, and operational analyses and studies. Performance of the work requires the use of considerable independence, initiative, and discretion within established guidelines.

SUPERVISION RECEIVED AND EXERCISED

Receives direction from the City Manager or Deputy City Manager. Exercises supervision over and collaboration with assigned staff.

ESSENTIAL FUNCTIONS - INCLUDE BUT ARE NOT LIMITED TO THE FOLLOWING:

• Manage media inquiries and provide clear, factual, and prompt information to the community through press releases, press briefings, social media, and other communication channels.
• Build and maintain positive relationships with media outlets to effectively share City news and initiatives.
• Interface with the media and conducts/organizes press briefings; researches, writes, edits, and issues news releases, media advisories, news articles, feature stores, and public service announcements.
• Plans, manages, and oversees the daily functions, operations, and activities of the Public Information office, including outreach, customer service, public relations, and communications programs.
• Participates in the development, administration, and oversight of division budget; determines funding needed for staffing, equipment, materials, and supplies; ensures compliance with budgeted funding.
• Participates in the development and implementation of goals, objectives, policies, and priorities for the office.
• Respond to inquiries and requests for information from the media, government agencies, City staff, and members of the public.
• Develop, write, edit, design, and produce various communication materials, including newsletters, brochures, factsheets, press releases, articles, multi-media presentations, correspondence, reports, speeches, and special publications
• Developsandstandardizesproceduresandmethodstoimproveandcontinuouslymonitortheefficiency and effectiveness of assigned programs, service delivery methods, and procedures.
• May assist during citywide emergencies developing and directing emergency information to the media, City employees, and the general public.
• Assess and monitors workload, administrative, and support systems, and internal reporting relationships; identifies opportunities and makes recommendations for improvement.
• Participates in the selection of, trains, motivates, and evaluates assigned personnel.
• Develops and implements comprehensive outreach and communication programs; schedules, coordinates, and facilitates news conferences, community meetings, and City events that promote the City's services, programs, and activities and to educate and inform the public and customers.
• Collaborates with City departments, school districts, community groups, and other agencies to identifycommunicationopportunities; utilizes the City's cable television channeland other media sources todisseminate information through community education projects; promotes public awareness campaigns and community relations' initiatives.
• Responds to media requests with information about City programs and services as well as unusual circumstances/situations of immediate public interest, including emergency information; prepares, edits and coordinates speeches, press releases, media tip sheets, brochures, flyers, pamphlets, newsletters, annual reports, articles, electronic media, and related communications.
• Oversees participation in community and special events; produces informational and promotional materials; supervises staff engaged in the production, development, publication, and broadcast of information to the public and the community; provides ongoing support and advice to City staff regarding communications to the public.
• Assists in the development and maintenance of the City's website and related social media related to public information announcements; provides guidance and oversight to other City departments regarding website and online content.
• Provides training and technical support to staff on marketing, advertising, writing, publicity, and communication strategies and policies.
• Directs the establishment and maintenance of working and official division files.
• Performs other duties as assigned.

QUALIFICATIONS

Knowledge of:

• Principles, practices, methods, and techniques of marketing, public information, media relations, and community relations programs.
• Principles and techniques used in the conduct of an effective public information and publicity program for a department or agency;
• Principles of marketing and promotional programs.
• Current emerging communication tools;
• Principles and practices of organization, administration and personnel management.
• Principles and practices of budget preparation and administration.
• Modern office procedures, methods and computer equipment and word processing and software applications.

Ability to:

• Learn the process and structure of the City of Turlock.
• Plan, initiate and complete work assignments with a minimum of direction.
• Communicate clearly and concisely orally, in writing, with colleagues, managers, employees, the public, organized employee groups, and representatives of various organizations.
• Establish and maintain cooperative-working relationships in a team environment and with those contracted in the course work.
• Utilize word processing, spreadsheet and presentation computer software in an effective and efficient manner.
• Must have the ability to work a varied schedule of hours, which may include evenings, and/or weekends, as needed.

Experience and Training Guidelines

Any combination of experience and training that would likely provide the required knowledge and abilities is qualifying. A typical way to obtain the knowledge and abilities would be:

Experience:

Three (3) years of public relations or mass communications experience.

Training:

Equivalent to a bachelor’s degree in business, public administration, or a closely related field.

License:

Possession of and the ability to maintain an appropriate, valid California Drivers License as a condition of continued employment.

ADDITIONAL INFORMATION:

Physical Conditions:

Maintain the following physical abilities: see well enough to read instructions, read fine print, view computer screen, operate vehicles and equipment; hear well enough to converse on the telephone, on the radio and in person, assist customers and program supplies and equipment; use of hands and fingers for use of computer keyboard, copy machine, filing, writing, drive equipment and answering telephones; tolerate extreme fluctuation in temperature while performing essential functions and be able to lift equipment as necessary.