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Job Description

PUBLIC INFORMATION OFFICER

JOB CODE 06370

Effective Date:	11/92A

DISTINGUISHING FEATURES OF THE CLASS:

The fundamental reason this classification exists is to administer a wide range of public relations activities in a large, complex, multi-faceted department or on a Citywide basis in a centralized public information function. Work involves conceptualizing, developing, and implementing major media and advertising campaigns, marketing programs, and various special projects. Some positions supervise Public Information Specialists and Aides. Work is performed under general supervision of the Public Information Director or a City department manager and is evaluated on the basis of results achieved. This class is distinguished from the Public Information Specialist class by the greater independence with which work is performed, difficulty of assignments, and responsibility for actions taken.

ESSENTIAL FUNCTIONS:

• Researches, develops, writes, and coordinates a media campaign for one or more departments;
• Coordinates public relations activities for City Council or one or more departments;
• Develops and coordinates the illustration and printing of publications;
• Prepares, reviews, and edits news conferences, releases, newsletters, publications, and scripts;
• Supervises the work of Public Information Specialists and Aides;
• Counsels elected and appointed City officials concerning public relations aspects of policies, practices, procedures, programs, and actions;
• Researches, writes, photographs, and produces slide shows;
• Conceptualizes and co-produces videotapes about department programs;
• Participates in video-taped and telephone interviews with the media;
• Supervises public information related classes;
• Serves as a liaison between City officials, or organizations, departments, and specific groups;
• Interprets the actions and opinions of City management to specific groups and the perceptions, opinions, and actions of specific groups to elected and appointed City officials;
• Researches attitudes, opinions, and perceptions of selected internal and external groups and reports that information to elected and appointed City officials;
• Demonstrates continuous effort to improve operations, decrease turnaround times, streamline work processes, and work cooperatively and jointly to provide quality seamless customer service.

Required Knowledge, Skills and Abilities:

Knowledge of:

• Various journalistic styles.
• Current principles, techniques, and objectives of public information and relations programs.
• Principles and practices of effective supervision.

Ability to:

• Perform a broad range of supervisory responsibilities over others.
• Communicate orally with other employees, members of the media, other agencies, and the public by telephone, in a one-to-one, face-to-face setting, and in a group setting in the English language.
• Produce written documents in the English language using proper sentence structure, punctuation, and grammar.
• Organize the many activities involved in a public relations program.
• Comprehend and make inferences from materials written in the English language.
• Enter data and information into a terminal or personal computer using a keyboard device.
• Moves objects 20 - 50 pounds short distances (20 feet or less).
• Work cooperatively with other employees, media representatives, and the public.

Additional Requirements:

• Some positions require the use of personal or City vehicles on City business. Individuals must be physically capable of operating the vehicles safely, possess a valid driver's license, and have an acceptable driving record. Use of a personal vehicle for City business will be prohibited if the employee is not authorized to drive a City vehicle or if the employee does not have personal insurance coverage.
• Some positions will require the performance of other essential and marginal functions depending upon work location, assignment, or shift.

ACCEPTABLE EXPERIENCE AND TRAINING:
Four years of responsible experience in journalism, mass media communications, or public relations and a bachelor's degree in journalism, mass media communications, public relations, advertising, marketing or a related field. Other combinations of experience and education that meet the minimum requirements may be substituted.