Executive Director of Communications & Marketing - Communications

JOB TITLE : Executive Director of Communications- WAGE / HOUR STATUS : Exempt

Marketing

REPORTS TO : Deputy Superintendent PAY GRADE : Admin 9 (230 days)

DEPARTMENT : Communications & Marketing DATE REVISED : July 2024

This position is eligible for a Non-Chapter 21 contract

PRIMARY PURPOSE : Lead pro-active communications efforts designed to enhance parent and community engagement, improve the public perception of the school district, and increase student achievement.

Provide thoughtful, strategic counsel to district employees and execute comprehensive public relations and marketing plans.

Collaborate with schools, departments and community to build relationships while enhancing the Irving ISD brand and its reputation.

Coordinate and execute all district-wide communications functions including promotions through print and electronic publications, social media, website, cable channel, special events, video production, photography, language translations, and media relations.

Prepare and provide information about the activities, goals, and policies of the school district to employees, the media and external audiences.

Lead the district in multi-faceted and objective-focused communications / marketing initiatives designed to enhance district performance, sustainability and success.

QUALIFICATIONS :

Minimum Education / Certification :

• Bachelor's degree in public relations, journalism, media, communications, or a related field
• Master's degree required (in a related field preferred)
• Accreditation in Public Relations (APR) preferred

Special Knowledge / Skills :

• Solid knowledge of public education and the role of public relations
• Strong organizational, communication, and interpersonal skills
• Demonstrated skills in writing, editing, and public speaking
• Thorough knowledge of media operations and public relations functions
• Ability to use industry technology to design and produce district publications and digital communication
• Adhere to the code of ethics for educators and public relations professionals
• Experience in working in community organizations
• Ability to remain calm under pressure and multi-task on a regular basis

Minimum Experience :

• Five (5) years in public relations, media, journalism, communications or education
• Experience in planning, implementing, evaluating, budgeting, and personnel management
• Three (3) years in a supervisory role with significant responsibility
• Three (3) years working in school district or governmental agency, preferred

MAJOR RESPONSIBILITIES AND DUTIES :

Public and Community Relations

• Direct and manage the district's communication activities.
• Communicate the district's mission, instructional philosophy, and curriculum implementation strategies to the media and community.
• Serve as the information liaison between the school system and the community.
• Serve as district spokesperson in areas of sensitivity, crisis or controversy and coordinate media coverage.
• Draft, coordinate and deliver responses in times of sensitivity, crisis or controversy.
• Provide communication and logistical support for school board and superintendent-led leadership meetings.
• Assist in the writing of speeches, statements, letters and other correspondence for administration.
• Provide professional communications counsel and assistance to district personnel.
• Prepare news releases, photos and other communications for media and pitch stories to media.
• Design, prepare, and edit district publications including newsletters, recruitment brochures, programs for special events, and other publications.
• Prior to final publication, review and edit all district communications disseminated to the public.
• Demonstrate awareness of district / community needs and initiate activities to meet those needs.
• Recommend innovative avenues of communication for external and internal audiences.
• Represent the district within various community organizations and committees.
• Speak at civic organization meetings and make presentations to schools and community groups.
• Ensure that communication activities contribute to the attainment of district goals and objectives.
• Oversee special events and recognition programs coordinated by the communications department.
• Coordinate notification systems and related software; write and record scripts as needed.
• Oversee software and applications used for parent communication and engagement, post messages as appropriate.
• Manage the flyer approval process for non-school materials as outlined in policy.
• Help district personnel, as appropriate, in publicizing and promoting events, displays, dedications or special programs sponsored by the school district.

Provide support to schools and departments.

• Publicize, promote and attend after-hours and / or weekend events as assigned.
• Represent the district's best interest and maintain emotional control at all times.

Policies, Reports, and Law

• Helps the superintendent develop and publicize reports related to the performance of the district and articulate district goals and objectives.
• Comply with, and implement the policies established by federal and state law, State Board of Education rule, and local board policy in the public information area.
• Collaborate with the records office in response to inquiries under the Public Information Act.
• Coordinate responses and collaborate with legal counsel when needed and as appropriate.
• Ensure all communications department employees understand and adhere to requirements outlined in FERPA (Family Educational Rights and Privacy Act).

Administration and Fiscal / Facilities Management

• Contribute to the leadership team and make sound, thoughtful recommendations and decisions.
• Administer the communications department budget and ensure that programs are cost effective and that funds are managed prudently.
• Compile budgets and cost estimates based on documented program needs.
• Demonstrate responsible fiscal control over assigned program budgets.

Personnel Management

• Develop training options and / or improvement plans to ensure exemplary operation of the communications department.
• Provide in-service training to school district leaders, campus administrators and other employees on communications and brand / reputation management.
• Supervise communications department employees, coach them for growth, and create an environment where each team member makes positive contributions.
• Secure consultants, specialists, and other community resources as assigned.

Professional Growth and Development

• Keep informed of developing communication trends and techniques.
• Provide leadership in identifying trends and opportunities as well as working collaboratively to solve problems facing the PR profession and public education.
• Participate in professional development to improve skills related to job assignment.
• Demonstrate behavior that is professional, ethical, and responsible.
• Maintain professional appearance and grooming standards that are expected of a top district official.

SUPERVISORY RESPONSBILITIES : Supervise and Evaluate the Communications & Marketing Department Staff

WORKING CONDITIONS :

Mental Demands / Physical Demands / Environmental Factors : Must maintain emotional control, work with frequent interruptions and exercise reasoning and problem solving skills while under stress.

Must demonstrate ability to communicate effectively (verbally and written). Should be able to interpret procedures and analyze data for decision-making.

Prolonged sitting and occasional light lifting, carrying, pushing, pulling, bending, twisting, reaching, crouching, stooping, kneeling, and / or climbing.

Position requires repetitive hand motions including frequent keyboarding and use of mouse. Frequent in-district and occasional in-state or national travel.

Occasional prolonged and irregular hours. Use of standard office equipment including personal computer and peripherals, camera and video camera.

Safety : Contribute to the prevention of accidents and injuries by observing safety rules and District policy, practicing the principles and skills taught in safety training, wearing personal protective equipment as required, reporting injuries and incidences immediately to supervisor, and being proactive in the ongoing efforts to improve and maintain workplace safety.

The information contained in this job description is for compliance with the Americans with Disabilities Act (ADA) and foregoing statements describe the general purpose and responsibilities assigned to this job and are not an exhaustive list of all responsibilities, duties, and skills that may be required.

Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.