Required Certifications/Licenses:

Accreditation in Public Relations (APR) preferred.

Position Purpose:

To create broad-based support for RUSD, its educational reform initiatives, and its facilities improvement plans and use a wide-range of communications channels and methodologies to engage an ever-widening audience of stakeholders and expand awareness of the Racine Unified School District’s progress and successes.

Formal Education:

Masters Degree in Public Administration, Public Relations, Journalism, Social Sciences, Marketing, or related field.

Experience: 

The successful candidate will have a minimum of 10 years of communications and public relations experience in either the private or public sector.  Credentials and demonstrated competence in journalism and/or public communications will also be required.

Fiscal Responsibilities: 

Adhere to the Communications Department budget

Knowledge, Skills & Abilities:

Knowledge of strategies for successful implementation of long range communication plans.

Knowledge of current research / best practices in education.

Demonstrated ability to provide productive and highly collaborative leadership.

Demonstrated ability to develop and sustain strategic media relationships.

Excellent written and oral communication skills, including presentation skills.

Demonstrated ability to synthesize and communicate complex issues to various constituents.

Demonstrated ability to facilitate effective strategic communications.

Demonstrated ability to team with a wide variety of internal and external stakeholders.

Essential Functions:

General

·         Direct the central communications and information office, managing a staff of two individuals.

·         Work with leadership to develop the organization’s communication strategy, while managing the planning and implementation process.

·         Lead the development and implementation of communication policies and best practices.

·         Serve as a credible and articulate spokesperson on behalf of the District.

·         Communicate the vision, mission, goals and objectives of the district.

·         Develop internal and external communication strategies and multimedia products to inform stakeholders about the school system’s performance, programs, policies, resources, and initiatives.

·         Provide executive leadership in areas of public information; multimedia services (editorial, graphics, publishing, instructional television, web services); family and community partnerships.

·         Build and maintain searchable online staff directory.

In Support of Internal Stakeholders

·         Support the Superintendent in his or her communications roles of RUSD which would include helping him prepare for public presentations.

·         Lead communication efforts of RUSD’s core values, vision, strategies and initiatives.

·         Publish staff bulletins in print and web formats.

·         Support instruction, staff development, and business operations.

·         Produce videos to support staff development in the areas of literacy, math, reading strategies, grading and reporting, diversity, and assessments

·         Produce training videos.

·         Assist school staff with parent outreach and communication efforts.

·         Assist schools with the annual coordination and training volunteers who support school and PTA efforts.

·         Create a communications training program and toolkit for principals, area superintendents and department heads.

·         Highlight school-based news, brag sheets, annual recognition programs.

·         Provide editorial support to administrative secretaries, resource teachers, and media specialists.

In Relation to Parents/Community

·         Collaborate with various parent and community organizations.

·         Engage the community by conducting annual interest and satisfaction surveys with follow-up community forums.

·         Seek third-party support, advocacy among PTAs, business and civic leaders, parents, faith leaders.

·         Host quarterly meetings with civic, business, parent and political groups on topics/themes that reinforce RUSD initiatives.

·         Support continued Listening and Linking sessions in areas of high interest.

·         Engage supporters via peer-to-peer communications through social media, such as Facebook and Twitter.

·         Coordinate parent/family outreach and community partnerships.

·         Educate on need for facilities improvement and funding with long-term upgrade plan and improvement tracking.

·         Support two-way communication web, print, video/TV, email, phone, and face-to-face interactions in multiple languages to employees, students, families and school district residents, with an emphasis on regular feedback.

·         Publish electronic and print parent newsletters in multiple languages.

·         Produce informational brochures and other multimedia resources, for parents, students and staff.

·         Coordinate cablecast and webcast closed captioned Board of Education meetings.

Media Relations

     ·         Conduct press conferences and provide support for elected officials’ press events at schools.

·         Proactively address issues of concern on ongoing basis to limit/prevent crises and coordinate media access to school staff and facilities.

·         Maintain flow of “good news” stories through local print (including community newsletters) and broadcast media.

·         Coordinate emergency communications via print, phone, email, web, and television.