PUBLIC RELATIONS DIRECTOR SENIOR 35256

05/01/92 A

This is the sixth class and highest 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. In the Virginia Department of Transportation this position directs the most extensive and complex centralized public affairs, public relations and communications programs; substantial technical functional areas, including agency mission programs such as Mapping; and geographically dispersed public affairs and public relations programs in each district office. This class is distinguished from the Public Relations Director class by the former's responsibility for directing the largest and most complex agency public relations program which is characterized by: the most comprehensive range of public relations functions including extensive technical support areas, agency mission programs, and oversight of public relations programs which extend to all district offices; the largest and most diverse central staff; and oversight of statewide geographically dispersed public relations staff.

Complexity of Work: Performs work of unusual difficulty in developing and directing the most extensive centralized public affairs and public relations program characterized by substantial technical functional areas, agency mission programs such as Mapping, the largest professional and technical staff, including professional public relations staff who coordinate and manage public affairs and public relations programs in each district office. Plans and directs public relations, technical, community outreach and agency mission, and advertising programs through development of long and short-range goals and objectives for central office and district offices. Monitors district programs to ensure that long range program objectives and policies and procedures are being met. Serves on the Commissioner's Executive Committee and participates in the review of and provides input into departmental policies; and counsels agency executive management on the implications of agency policies, activities and programs on employees and strategies to educate and inform its various constituencies. Allocates resources to respond to changing organization and program priorities. Programs and services include areas such as public relations, media relations, community outreach programs, communication plans, news and information, public relations, and extensive technical support operations in graphic design, cartographic drafting, and visual communications. Other services include citizen inquiries, speech writing for executive staff, marketing, state and local mapping services, statewide advertising program, Adopt-a-Highway program, employee participation programs, visual communications programs (such as video training), and audio visual and graphic services provided to the Department as well as to other state agencies and executive branches of government. Develops, monitors, controls, and approves division program budgets, and directs the development and oversight of agency-wide advertising budgets. Directs the development of programs which are designed to educate industry, the general public and public officials in the agency's mission, transportation issues, and joint programs in order to implement statewide transportation initiatives.

Supervision Given: Provides general direction to a large staff including a Public Relations Director; and directions to Public Relations Managers, Coordinators, and Specialists; and technical support staff in audio visual, photography, television production, graphic design, and cartographic drafting.

Supervision Received: Receives administrative direction from the agency head who reviews major plans and programs that involve significant financial commitments.

Scope: Programs, public relations initiatives, and communications plans heighten public awareness of the agency's mission and affect statewide and national audiences; extend to geographically dispersed public relations programs in the districts; include extensive technical support functions, agency mission programs, and services provided to other agencies; and development of joint programs with industry and localities.

Impact of Actions: Decisions affect the administrative and technical operation of the agency public affairs and public relations programs and services statewide, and have a significant influence on transportation issues, public and industry opinion and perception of the agency and its programs. Community outreach programs and media releases impact the safety and well-being of the public.

Personal Contacts: Frequent internal contacts with all levels of agency management and employees. Frequent external contact with staff in the Cabinet Secretary's, Governor's Office, other state agencies, representatives of local and state government, industry officials, and local, state and national press in order to provide information on policies, programs, and activities of the agency and to coordinate agency programs, community outreach programs, and public affairs and public relations activities.

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

Skills: None identified for this class.

Abilities: Demonstrated ability to plan, manage and direct extensive public relations and public affairs programs; direct the development of effective communication programs, plans, policies and procedures; work through media representatives, industry representatives and local and state government officials in order to further agency mission goals; develop effective working relationships with inter-agency and intra-agency staff, and with national interest groups as needed; and communicate clearly and concisely orally and in writing.

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; administration of public information programs; and management 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 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.