PUBLIC RELATIONS COORDINATOR 35253

05/01/92 B

This is the third class in the Public Relations series for positions that perform a combination of public relations function in support of an agency and/or its programs. Positions in this class plan, develop, evaluate, and perform public relations functions for a component of an agency public relations program, or serve as the single position for an agency's public relations, media relations or publications program. Some positions may focus on writing and editing, or may have overall responsibility for, a variety of complex publications for distribution. This class is distinguished from the Public Relations Specialist class by its responsibility for developing and evaluating public relations programs and activities and/or serving as the single position for an agency's public relations program. This class is distinguished from the Public Relations Manager class by the latter's responsibility for managing a major division of or an entire public relations program and several professional staff.

Complexity of Work: Performs work of considerable difficulty which involves planning, developing, implementing, and evaluating a major component or an agency public relations program. Develops annual publicity and public relations plans, goals and objectives for a major unit or for the agency. Determines the best approach to implement a multi-media communications plan. Selects markets and audiences and evaluates various demographic information, audience responses and inquiries to determine media and program success. Serves as spokesperson for the agency during news events. Writes and edits a variety of materials for internal and external distribution. Plans the content and theme of publications and other informational materials, determines the format, evaluates cost and distribution options, and conducts research and interviews to gather data. Writes speeches for the agency head and gives speeches. Serves on agency committees or as community liaison to describe programs, present positions or otherwise explain an agency's affairs or interests. Responds to inquiries concerning the agency. Oversees the development of and/or secures specifications for printing and other services. Some positions supervise a small staff engaged in public relations and related activities by assigning and reviewing work, evaluating performance, and providing guidance and training to staff. May focus on a specific public relations area such as writing, editing and producing materials and publications; or responding to media and public inquiries.

Supervision Given: Positions may supervise Public Relations Assistant Specialists and Specialists; and other professional, technical, contract and/or support staff.

Supervision Received: Positions receive general directions from an agency head, higher level Public Relations position, other agency program manager or faculty member. Receives guidance on public relations plans, goals and objectives; and discusses sensitive and controversial issues involving the media with supervisor prior to release.

Scope: Positions in this class affect the development and implementation of a component of or an entire agency public relations program.

Impact of Actions: Decisions on the development, implementation and evaluation of public relations functions have a direct effect on program costs, the attainment of goals and objectives for the program, and the public perception of the agency.

Personal Contacts: Frequent internal contacts with agency staff for the purpose of providing and obtaining public relations information and to verify information for publications. Frequent external contacts vendors to arrange services; and with representatives of the media, the community, special interest groups, and the public in order to response to inquiries and present the agency's concerns. As the single position for an agency, may also have occasional internal contact with the Secretary's and the Governor's offices.

Knowledge: Considerable knowledge of public relations, publicity, printing and design, electronic and print media, and publications principles, concepts and techniques. Some knowledge of organizational and supervisory concepts.

Skills: None identified for this class.

Abilities: Demonstrated ability to communicate effectively orally and in writing; to plan, organize, implement and evaluate a public relations program, plans and activities; to present ideas, materials and concepts creatively; to establish and maintain effective working relationships with others; and to work within program objectives, deadlines and budget limitations.

QUALIFICATIONS GUIDE*

License or Certification: None.

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

Level and Type of Experience: Considerable 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 a part of the Classification Review/Specification Update Program. It was established in May 1992.