Los Angeles Community College District

Plans, develops, implements, and manages a comprehensive and effective public relations program for a college through strategic marketing programming, branding, internal and external publications, and information dissemination.

Plans, develops, implements, and manages a comprehensive and effective public relations program for a college by:

Formulating and recommending a strategic marketing plan, advertising and public relations campaigns, and branding strategies that will increase public awareness and enhance the image and funding sources of a college.

Enlisting the support of community and business leaders as advocates for the causes of a college.

Establishing and maintaining effective working relationships with representatives of local news media, community and college organizations, business and industry partners, and governmental agencies.

Advising college administrators, faculty, and staff in the effective use of messaging and other mediums to enhance the awareness and support for college programs and services.

Developing and maintaining standards for campus communications, including publications, web site and social media platforms, photography, and policies affecting college communication channels.

Collecting, developing, and organizing information for dissemination to college and community groups through a variety of media including radio, television, newspaper, magazines, newsletters, social media platforms, podcasts, email, and Web pages.

Writing and editing news releases, feature articles, special articles, speeches, postings, scripts, reports, and other communications, which describe and highlight college programs and activities including educational opportunities, accomplishments, athletics, recreation, theatre arts media, and fine arts media.

Developing internal informational materials newsletters, bulletins, web site postings, and related materials for college employees concerning policy and organizational changes, special programs, staff achievements, awards, and news of general interest to employees.

Coordinating the dissemination of information and materials regarding college programs and activities to representative of the news media, business and college community.

Monitoring issues and trends in the community and advises senior administrators on appropriate communications strategies.

Evaluating the effectiveness and efficiency of internal information, media relations, and community relation programs and making recommendations on appropriate modifications; assisting administrators with the creation and implementation of an effective communications plan and strategy.

Obtaining feedback from the public and college and District staff through surveys, public opinion studies, and/or group meetings concerning college programs, policies, services and actions, summarizing findings, and making recommendations.

Managing and creating the design and layout for publications including brochures, newsletters, posters, catalogs, web site content, and other publications.

Assuring that public relations and marketing goals are met in the content management of web pages and various social media platforms on behalf of the college.

Supervising the work of staff assigned to the office.

Developing and maintaining the public relations program budget.

Conferring with college administrators in the evaluation of sensitive communications and in the management of media relations during crisis situations; facilitating public safety information during an emergency or natural disasters.

Coordinating publication activities by, ensuring that specifications and production schedules have been met.

Representing the college at internal and external events, and serves as the spokesperson on designated public relations matters.

Attending and participating in various administrative and committee meetings on-site and off-site to gather information and identify publicity goals for a college.

Arranging the logistics of press conferences, ceremonies, meetings, special events, and itineraries for college officials and official visitors.

Planning, coordinating, scheduling, publicizing, and attending special college and community relations events.

Coordinating photo and/or video coverage of special events and distributing photos and/or videos to appropriate publications and sources.

Performs related duties as assigned.

A College Public Relations Manager plans, develops, implements, and manages a comprehensive and effective college marketing and public relations program designed to promote the services and programs of a college and to enhance its image. An incumbent in this class serves as an advisor to senior administrators on campus relations and communication matters and acts as the primary liaison to internal and external stakeholders.

A Public Information Officer performs a variety of journey-level staff work in support of a public relations program of a college or the District which includes developing various informational materials to promote and publicize programs, services, activities, and events, providing support with the effective presentation of program information, services, and activities, and assisting with media relations.

A Direct or of Communications and External Relations plans, develops, implements, and maintains an effective and strategic communications, public relations, and external relations program for the District by making the public aware of the value and importance of the District, enhancing its image, and enlisting the public's support for the programs, projects, services, operations, and needs of the District.

General supervision is received from a classified or academic administrator. Immediate supervision is exercised over clerical and technical staff.

Knowledge of:

Principles and techniques of public relations, promotion, publicity, marketing, branding, and advertising

Methods and techniques of writing, composition, layout, and production for mass media

Communications media sources and their most effective uses, including print, broadcast, web, and social media

Goals, objectives and functions of a college’s public relations program

Mission, philosophy, and goals of a college

Objectives and interests of community groups, professional organizations, employee associations, and the associated student organizations

Principles of conflict resolution and crisis management

Research methods and techniques used in the field of public relations

Basic website usability concepts and section 508 compliance standards for website design and video captioning, to ensure accessibility to individuals with disabilities

Capabilities of computer applications, systems, and hardware used in the field of public relations including content management systems

Principles and techniques of supervision and training

Skill in:

Interpersonal relationships

Presenting concepts effectively verbally and in writing

Achieving the understanding and support of individuals or groups with indifferent or opposing points of view

Desktop publishing using Adobe InDesign, Adobe Photoshop, Microsoft Office Publisher, or similar software

Ability to:

Plan, develop, implement, and manage a multi-discipline marketing and public relations program of a college

Identify and craft multiple creative means of delivering positive messages about a college to various constituencies

Strategize marketing and communications programs and activities

Obtain, organize, and develop information material for audiences of varied interests

Exercise judgment in the release of information and materials to the public and communications media

Write and edit news releases, articles, reports, and speeches for distribution through appropriate communications media

Communicate and present information effectively both orally and in writing

Independently plan and organize work projects

Plan, schedule, coordinate, publicize, and travel to public relations events

Establish and maintain positive relationships with a diverse pool of college administrators, staff, business and community leaders, and representatives of communications media, and governmental agencies

Draft crisis and emergency communication plans and assure their effective execution

Evaluate the public relations value of information

Anticipate conditions, plan ahead, establish priorities, and meet schedules

Consistently use and promote professional standards and practices related to assignments

Actively contribute to a culture of constructive collaboration and innovation with colleagues

Select, motivate, train, and supervise assigned staff

Effectively coordinate the use of websites and social media platforms to promote the college and its District programs

Travel to off-site events and meetings

Learn specific computer applications

Education and Experience:

A bachelor’s degree from a recognized college or university preferably with a major in public relations, journalism, communications, marketing, or a related field AND four years of recent, full-time, paid, professional-level experience in the planning and implementation of a public relations and/or marketing program. Experience in an institution of higher learning is desirable.

Special:

A valid Class “C” California driver’s license.

Travel to locations throughout the District is required.

Our class specification generally describes the duties, responsibilities, and requirements characteristic of the position(s) within this job class. The duties, responsibilities, and requirements of a particular position within this class may vary from the duties of other positions within the class.

In accordance with the Americans with Disabilities Act (ADA), the Los Angeles Community College District provides reasonable accommodation to qualified individuals with covered disabilities on a case-by-case basis throughout the application, examination, and hiring processes and throughout employment. If an individual is in doubt about their ability to perform the duties and responsibilities of a position or possession of any other requirement noted in a class specification or job announcement, they should always apply for a position and request reasonable accommodation at the appropriate time.