PUBLIC RELATIONS ASSISTANT SPECIALIST 35251

05/01/92 B

This is the first class in the Public Relations series for positions that perform a combination of public relations functions in support of an agency or its programs. Positions in this class are assigned some public relations activities for a segment of an agency public relations office, or may perform a variety of activities for a specific program area under direct supervision. Positions typically perform a combination of public relations functions such as media relations, publications, events and promotions, internal communications, public information, audio-video production, presentations and speeches, publicity, and/or development and promotional activities. This class is distinguished from the Public Relations Specialist class by the latter's responsibility for independently carrying out all public relations activities for an agency organizational unit of broader scope and impact or for a segment of an agency-wide public relations program.

Complexity of Work: Performs work of routine difficulty requiring the implementation of established public relations methods and techniques. Conducts preliminary research and basic layout and design, and writes, edits, proofreads and recommends material for publications, posters, and news releases pertaining to assigned area. Recommends and interviews for feature stories or articles. Responds to requests from news media, the public and other sources for information, and educational or promotional materials on assigned programs and services. Makes presentations and conducts demonstrations to promote awareness of program and the agency image. Takes photographs, makes slides, and produces, edits and records tapes or other audio-visual materials. May maintain publication, information, and audio-visual library and/or systems for assigned area. Some positions are assigned specific activities in the implementation of special events and/or development related functions. Implements phonathon, direct mail, other campaigns or activities by communicating orally and in writing with prospective donors, guests, and other outside sources to promote the image of or cultivate giving to the agency or its programs. Recommends logistical arrangements for events such as food, invitations, parking, entertainment, equipment. Acknowledges services rendered and donations. May perform administrative and support activities such as identifying potential donors or sources of funds; maintaining data base; preparing reports and correspondence related to assigned activities; monitoring budgets, grants, and expenditures; and overseeing support staff, temporary employees and volunteers.

Supervision Given: Supervision is typically not a factor; however, may supervise office support, students or volunteers.

Supervision Received: Receives general supervision from a higher level public relations position, other program manager or faculty member who approves the methods and approach for carrying out the assigned activities.

Scope: Positions in this class implement a variety of the public relations activities for an assigned program area or some of the activities of a segment an agency-wide program.

Impact of Actions: Effective implementation of assigned public relations activities enhance public awareness and the image of a specific agency program or aspect of the agency public relations program. Implementation of ineffective public relations methods and techniques can negatively affect costs and the image of the program or agency.

Personal Contacts: Frequent contacts within the agency to gather and provide information and to implement assigned public relations activities. Some external contacts related to specific program assignment such as vendors, media representatives, special interest or targeted groups, and the public to implement informational, promotional, and related activities.

Knowledge: Some knowledge of public relations; publicity, printing and design; electronic and print media; publication and production principles, concepts, techniques; personal computers and software applications. Some positions require knowledge of a specialty field.

Skills: Working skill in operating pc-based office systems and/or desk-top publishing systems.

Abilities: Demonstrated ability to communicate effectively orally and in writing; to organize and present ideas, materials, and concepts accurately and creatively; to establish and maintain effective working relationships with others; and to work within deadlines and schedules.

QUALIFICATIONS GUIDE*

Licenses or Certifications: None.

Education or Training: Graduation from an accredited college or university with some studies in public relations, journalism, communications, liberal arts, or a related field.

Level and Type of Experience: Some experience in public relations, journalism, public contact or related activities.

An equivalent combination of training and experience indicating possession of the preceding knowledge and abilities may substitute for this education and experience.

This class was created as a result of the Information series study which was part of the Classification Review/Specification Update Program. It was established in May 1992.