JOB SUMMARY:  Plan, organize and direct district communications, including public relations, strategic communications marketing and awareness activities to enhance community understanding of Upper Darby Schools’ mission, goals, objectives, services and activities.  Direct media relations, strategic publication, website, communications, social media, public engagement, governmental relations and community outreach.  Advise and support the superintendent, school board and district staff regarding internal and external communications.  Supervise and evaluate the performance of assigned personnel.  

ESSENTIAL FUNCTIONS:  Employee must have the ability to perform the following essential functions on a timely basis with or without reasonable accommodations.

1. Provide advice and counsel to superintendent on district-wide initiatives including forecasting potential ramifications, implications and unintended consequences. Provide advice and counsel to the school board and district leadership including serving on the district’s senior staff. Provide support to district leadership to position the district and its schools in the most favorable standing with the community and marketplace. 

2. Develop and implement high-quality communications and marketing programs that effectively promote the district and its services. Direct strategic internal and external communication plans and activities.  Provide leadership and training to district staff related to effective communications and marketing.  Develop and implement marketing and branding strategies. 

3. Provide strategic leadership in media relations and crisis communications. Direct training for district leadership and staff in support of communicating the district’s key messages.  When appropriate, serve as spokesperson for the district.  Serve on the district’s crisis response team for media and community relations.  Interpret educational issues and positions to a variety of local and national media, and the public. 

4. Direct the district’s governmental relations programs to affect positive changes in laws impacting the district: includes working with state-wide elected leaders, state agencies, the Governor, his appointed cabinet member and other districts.

5. Implement comprehensive public engagement plans centered on building relationships with external and internal, targeted audiences in order to shape public opinion and behaviors in support of the district and its initiatives. Listen to and analyze the concerns of the public. 

6. Provide leadership to communications staff and functions including overseeing public relations, marketing, strategic publications, social media, and the district’s website. Conduct research on and incorporate cutting edge interactive formats to vest engage internal and external audiences. 

7. Attend meetings of the School Board, district-wide meetings/events, school based meetings/events, and community meetings/events to gather and disseminate information about the district.

8. Assure compliance with applicable laws and regulations regarding disclosure of public information, and financial, operational and academic accountability.  

9. Perform other duties as assigned.

EDUCATION AND RELATED WORK EXPERIENCE:

• A BA/BS in marketing, business administration, public relations, communications or journalism. A Masters Degree in marketing, business administration, public relations, communications or journalism required or MBA preferred.
• Accreditation in public relations through a national professional association preferred.
• Minimum seven years of experience in public relations, communications, marketing or journalism.

TECHNICAL SKILLS, KNOWLEDGE & ABILITIES:

• Ability to frequently travel among district and community locations
• Demonstrated success in research, development, implementation and evaluation of strategic communication plans.
• Ability to develop strong communication strategies that create a better understanding of and support for the district. Effectively implement the tactics that support the organization’s communication strategies.
• Excellent verbal and written communication skills, including public speaking and news interview abilities.
• Competence, experience and knowledge of media relations practices.
• Excellent analytical and research skills.
• Ability to meet strict deadlines.
• Commitment of time outside the regular workday schedule to meet necessary deadlines, provide advice and counsel to district administration, complete current job assignments and maintain customer satisfaction.
• Ability to demonstrate consistent work ethic and respect necessary to maintain a cooperative and cohesive work environment.
• Ability to maintain regular attendance.
• Ability to exhibit and maintain a professional manner at all times.
• Ability to manage one’s own work as well as directing the work of others, balancing multiple concurrent assignments. Ability to quickly understand global concepts, prioritize and make sound decisions about where to apply resources.
• Computer literate.
• Capable of working effectively and cooperatively with people from diverse ethnic and educational backgrounds.
• Ability to stay abreast of professional practices in the field of communications and public relations through participation in professional organizations.

BUDGET AND/OR RESOURCE RESPONSIBILITY:

• Serve on Superintendent’s Cabinet as member of district leadership team.  Attend administrative meetings to aid in strategies for school district leadership.  Serve on special committees, as needed.
• Serve as school district spokesperson and manage all press relations, including but not limited to press requests and press releases.
• Aid and assist in district written communications, including but not limited to crisis communication, speech writing, administrative memos, and school-level correspondence to families.
• Coordinate, oversee, and edit production of all print media, including but not limited to monthly district newsletters, district family manual, an annual graduation special publication, informational booklets/pamphlets, banners, posters, brochures, etc.
• Coordinate, facilitate, and monitor all district-level digital media, including but not limited to the district website, social media platforms, the district mobile application, and the district mass notification system.  
• Coordinate and oversee all district-level video production, including but not limited to special promotional videos and district events, and monitor video broadcasting to local cable channel and district video server.
• Coordinate and oversee district-wide school photography and identification card system.
• Record and manage all phone greetings at the school buildings and other buildings in the district’s phone system.
• Coordinate and facilitate professional development annually for Teachers, Website Content managers, and Newsletter Coordinators throughout the district.
• Oversee monthly School Board Meetings by coordinating advertising, work session presentations, and awardees.  Aid in creation of reports given by student school board representatives, school board members, and the superintendent.
• Coordinate and facilitate district-level special events, including but not limited to special meetings/presentations, parent information sessions, student recognition receptions, and the annual commencement ceremony.
• Creation of the district calendar in both print and digital form.
• Serve as point person for approvals for advertising requests.  Communicate weekly with principals regarding approved content to be shared in weekly email communication.  Manage community bulletin board on district website for advertisements to benefit the broader school community.
• Serve as the district liaison to the Upper Darby Arts and Education Foundation.  Attend monthly meetings to report on school district initiatives and activities. Coordinate meetings with school district officials and UDAEF leadership, as needed.  Aid in approvals and distribution of UDAEF funded grants to school district teachers and/or initiatives.
• Manage and evaluate members of Media Services staff.  Coordinate schedules for part-time employees.
• Prepare, monitor, and maintain a Media Services annual budget.