PUBLIC RELATIONS MANAGER 35254

05/01/92 A

This is the fourth class and managerial level 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 manage a centralized agency-wide public relations program or a public relations program for a major division of a state agency or university. In state agencies with central office public relations operations, positions in this class manage all aspects of the agency public relations program or several major public relations functions such as media relations, general public relations, public awareness and education, and publications. Work focuses on the management of the agency public relations program, including supervision of a professional public relations staff, management of program resources, and rendering independent decisions concerning the content and scope of the program. Some positions in this class may focus upon a single area such as communications, publications, public education efforts, and employee information programs. This class is distinguished from the Public Relations Coordinator class by its responsibility for focusing on program management and staff supervision. This class is distinguished from the Public Relations Director class by the latter's responsibility for directing extensive programs with national and international scope or subunits engaged in various specialized professional public relations and technical areas.

Complexity of Work: Performs work of considerable difficulty in developing, managing, and implementing public relations plans, programs, and procedures. Plans, manages, and evaluates the work of several professionals in such areas as publications, audio-visual, graphics, and general public relations areas. Oversees media relations; reviews and approves press releases; and serves as agency spokesperson to the press. Counsels agency managers on public relations functions and services. Plans and develops programs to educate the general public on the agency mission and/or to promote community services of interest to the agency. Oversees employee and public information programs. Supervises the preparation of a wide variety of publications intended for internal distribution and distribution to the general public. Plans, designs and schedules the production of major publications of a state agency or large division of an agency. Develops and oversees publication policies and standards to control quality, distribution options, and cost; and develops and recommends publications themes. Duties emphasize managing and scheduling work, and editing and approval of final products. Responsibilities also include reviewing background information to assure accuracy and consistency of the publications; and coordinating publications at all stages of development with agency managers to confirm data, theme, and schedule. May develop specifications for contracted printing; and plan and direct special events. Develops and administers program budget and approves expenditures. Some positions may direct the design, development and implementation of educational and training programs which promote various aspects of the agency's mission; write grant proposals to receive assistance; tract, monitor and report on state and federal legislation of interest to the agency; and participate on committees and task forces inside and outside the agency as requested.

Supervision Given: Supervises and provides guidance to Public Relations Assistant Specialists, Specialists and Coordinators; technical specialists; program support and office services staff; and wage and contract employees.

Supervision Received: Positions receive general direction from an agency head, Public Relations Director, other agency executive manager or faculty member who approves major plans and programs that involve significant financial requirements.

Scope: Work affects all aspects of a major division of an agency's public relations program or an entire agency public relations program.

Impact of Actions: Decisions affect the effectiveness of agency information and public relations programs and have a significant effect on program efficiency and in forming a positive public image of the agency and its programs. Successful educational efforts ensure consistent understanding of agency decisions and programs by both employees and the general public. Effective programs also may contribute to employee morale and retention.

Personal Contacts: Frequent internal and external contacts with all levels of agency management and employees; representatives of the local and state press; the general public; and outside contractors to plan and provide information concerning public relations programs and the agency's mission.

Knowledge: Considerable knowledge of public relations program management and publications management; media relations; management principles and budget development; and of agency programs.

Skills: None identified for this class.

Abilities: Demonstrated ability to plan and manage public relations programs; to analyze and develop effective communication programs; and to establish working relationships with staff and media representatives.

QUALIFICATIONS GUIDE*

Licenses or Certification: None.

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

Level and Type of Experience: Considerable experience in several public relations program areas that included program design, development, and management or related responsibilities.

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

This class replaces Lottery Public Information Manager, F.A.M. Communications Director, University Public Relations Director, D.P.B. Publications Manager, State Community Services Liaison, and V.E.C. Marketing and Information Director. It 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.