PUBLIC RELATIONS DIRECTOR 35255

05/01/92 A

This is the fifth class and director 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 direct extensive public relations programs with significant technical functional areas or with national and international scope. Statewide programs typically focus on agency public and media relations, publications, communications, public information and education; and several technical functions such as graphics, printing, or typesetting carried out by professional and technical staff. Manages all resources committed to public relations programs with wide latitude for independent decisions concerning the content and scope of the program. Some positions in this class are responsible for public relations programs of national and international scope that include sophisticated advertising programs and publications, trade shows, special events, marketing and sales initiatives and other programs. Serves as second in charge of the largest and most complex centralized public relations program which includes extensive technical support subunits, a large and diverse public relations and technical staff, and geographically dispersed public relations programs and staff. This class is distinguished from the Public Relations Manager class by its responsibility for directing an extensive public relations program and significant technical functions or with national and international scope. This class is distinguished from the Public Relations Director Senior class by the latter's responsibility for directing the largest and most complex centralized public relations programs, extensive technical support subunits, agency mission programs, and oversight of public relations programs and professional staff located in each district office.

Complexity of Work: Performs work of unusual difficulty in developing and directing extensive public relations plans, programs, technical operations and procedures. Plans and directs the entire public relations program, including areas such as publications, media relations, public information, and several technical support operations such as graphics, printing, and typesetting. Supervises section heads in planning and implementing specialty and technical support programs. Directs media relations programs that may extend nationally or internationally. Reviews and approves press releases and serves as agency spokesperson to the press. Reviews staff recommendations on the selection of various media. Develops and manages program budget, determines equipment and supply needs, and reviews specifications for printing contracts. Plans and supervises programs to educate the general public in the agency mission and services. Oversees employee and public information programs. Some positions direct a wide variety of national and international public relations activities such as sophisticated publications and advertising programs; special presentations and events for foreign and domestic marketing missions and trade shows; and marketing and sales oriented promotional initiatives in support of state economic development. May plan and direct television and video production. As second in charge of the largest and most complex public relations program; manages extensive technical support services provided to the agency as well as to other state agencies; and provides guidance on program goals, objectives, policies, procedures and budget to managers and coordinators located in the central office and district programs.

Supervision Given: Supervises and provides guidance to Public Relations Specialists, Coordinators and Managers; technical support staff engaged in printing, photography, graphic design, or audio-visuals; program support and office services staff; and wage and contract employees.

Supervision Received: Positions receive administrative direction from an agency executive manager who reviews changes in major plans and programs that involve significant financial requirements.

Scope: Positions in this class affect all aspects of an agency's public relations program and technical operations, and may include national and international public relations and marketing and sales initiatives.

Impact of Actions: Decisions affect the efficient and effective operation of agency information and public relations programs and related technical operations, and have a substantial effect in forming a positive public image of the agency and its programs. Effective educational efforts ensure an understanding of agency decisions and programs by both employees and the general public. Successful programs also may contribute to employees morale and retention.

Personal Contacts: Frequent internal contact with all levels of agency management and employees; staff in Cabinet Secretary's and Governor's Office, and other state agencies. Frequent external contact with representatives of the local, state, national and international press; the general public; and outside contractors for the purpose of implementing and planning agency public relations programs. Some positions have additional contacts with representatives of various domestic and foreign industries, industrial development organizations, trade offices, and embassies to carry out economic development initiatives.

Knowledge: Comprehensive knowledge of public relations program management, publications management, and media relations. Considerable knowledge of principles of management and budget development; agency programs and goals; and of a variety of public relations technical support functions.

Skills: None identified for this class.

Abilities: Demonstrated ability to plan and manage public relations programs; to analyze and develop effective communication programs; to work with media representatives; and to develop effective working relationships within the agency, with other state agencies, and with those outside state government, including special interest groups in national and international arenas.

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: Extensive experience in general public relations program design, development, and management; and direction of various public relations technical operations or a related area.

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 Industrial Development Communications and Public Affairs Director, Port Director of Promotions and Public Affairs, and Game Commission Education Chief classes. It was created as a result of the Information series study which was part of the Classification Review/Specification Update Program. This class was established in May 1992.