PUBLIC RELATIONS SPECIALIST 35252

05/01/92 B

This is the second class in the Public Relations series for positions that perform a combination of public relations functions in support of an agency and/or its programs. Positions in this class are responsible either for a segment of an agency-wide public relations program or for all public relations activities for a part of an agency. Perform specialized public relations functions including media relations, publications, events and promotions, internal communications, public information, audio-video production, presentations and speeches, publicity, and promotional activities. Positions may also serve as feature story writers and editors and/or have overall responsibility for internal publications such as employee newsletters. This class is distinguished from the Public Relations Assistant Specialist class by its 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. This class is distinguished from the Public Relations Coordinator class by the latter's responsibility for planning, developing, implementing and evaluating public relations functions for a major unit of an agency or for an entire agency.

Complexity of Work: Performs work of moderate difficulty requiring the selection and use of a variety of public relations methods and techniques. Researches, designs, writes, edits and proofreads material for publications, posters, and news releases. Responds to requests from news media and other sources for information and photographs. Conducts interviews to obtain information for publications, and for promotional and informational purposes. Develops, produces, edits and records tapes or arranges for tape production for radio and TV broadcasting. Makes presentations and conducts demonstrations for informational and educational purposes. Takes photographs and makes slide shows or other audio-visual materials. Conducts training in public and media relations. Maintains publication, information and audio-visual library and/or systems. Plans feature stories or articles, conducts research and interviews to gather data, and writes and edits a variety of materials for internal and external distribution. Duties may also include basic layout and design of publications. Some positions provide training, presentation materials and audio-visual aids to agency personnel who make presentations to various audiences; and plan and implement conferences to education the public on a variety of agency program topics.

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

Supervision Received: Receives directions from a higher level public relations position, other program manager or faculty member who makes the final decision regarding the content and direction of the public relations program.

Scope: Positions in this class affect the implementation of public relations functions for a segment of the agency's public relations program.

Impact of Actions: Effective recommendations on the selection of public relations methods and techniques can positively affect program costs and the overall provision of services. Ineffective public affairs activities can adversely affect public awareness and opinions of a specific agency program or unit.

Personal Contacts: Frequent internal contacts with agency staff to review informational materials and to ensure accuracy and consistency with the intent of publications. Occasional external contacts with vendors to arrange services; and with electronic and print media representatives, special interest groups and the general public to provide and obtain information.

Knowledge: Working knowledge of public relations; publicity; printing and design; electronic and print media; and publication principles, concepts and techniques.

Skills: None identified for this class.

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

QUALIFICATIONS GUIDE*

Licenses or Certification: None.

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

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

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.