22ND DISTRICT AGRICULTURAL ASSOCIATION
I. POSITION IDENTIFICATION
Classification: Information Officer II
Working Title: Public Information Officer
Supervisor: Jennifer Hellman, Staff Services Manager II-Managerial (Marketing Director)
Effective Date: To Be Determined
II. POSITION DESCRIPTION
Under the general direction of the Staff Services Manager II-Managerial (Marketing Director), the duties of the Information Officer II (Public Information Officer), include, but are not limited to, having full responsibility for developing, organizing, directing, and evaluating a comprehensive program to inform the public of the activities and objectives of the 22nd District Agricultural Association (the Del Mar Fairgrounds facility and the various events and activities hosted at the facility), serving as the official spokesperson for the District, and doing other related work.
III. SUPERVISION EXERCISED
This position does not supervise civil service employees but oversees 119-day Part-time, Seasonal, Temporary employees in the Guest Services Sub-department and the public and media support staff.
IV. TYPICAL JOB DUTIES
Essential Job Functions
Employee must be able to perform the following functions with or without reasonable accommodations. Consideration of reasonable accommodation for qualified individuals with disability may be made, providing that doing so does not impose an undue hardship.
30% Development and Execution of Public Relations Plan
· Develops and executes a public relations plan for the dissemination of information to the media and the public, including crafting a timeline and topic list for press releases, eblasts, website content, and media-related events by considering broadcast and publication lead times and editorial calendars, target markets, and market demographics to guide timing and content decisions.
· Establishes the objectives of the District’s information program and develops and actuates the techniques and procedures to accomplish these objectives.
· Plans and directs the development of media events and public relations campaigns to promote the District’s message and availability of programs, services, and/or resources provided by the organization.
· Develops policies and procedures (e.g., social media, interviewing protocol, media contact, photography access) to ensure adherence to District protocols.
· Analyzes the extent of public understanding of the programs and services administered by the District and determines the need for further public information and education activity.
· Evaluates public information campaigns (e.g., advertising, public outreach) for effectiveness by conducting research and analysis to assess and measure communication and outreach effectiveness and recommends appropriate changes.
· Meets and works with all levels of management to identify trends, key interests, and concerns and/or to provide advice on public relations implications of policy decisions and proposed actions.
· Drafts issue briefings to inform Executive Management Team and supervisors regarding trends and issues of importance that may offer opportunities or threats to the District by expressing complex issues clearly, logically, and in varied communication formats.
· Provides writing, editing, and advisory service to District representatives by developing public relations strategies that will influence public opinion or promote programs, objectives, activities, and events of the District.
· Creates comprehensive communication and crisis management plans on complex issues by implementing strategies designed to provide information on any sensitive media issue that may have an adverse consequence on the District’s activities and objectives that may leave the public with a negative perception of the District.
· Ensures that staff are well versed in the application of legal notification requirements (e.g., California Public Records Act, Bagley-Keene Act).
· Directs production and supports staff to produce or to coordinate production and printing of advertisements and promotions.
· Oversees and directs vendors and contractors to ensure the scope of the contracts and agreements are fully executed.
· Researches and analyzes public understanding of the District’s programs, services, benefits, etc. and determines the need for additional outreach and education.
· Arranges and coordinates media events, public appearances, lectures, speakers, subject matter experts, or exhibits to get the District’s message out to interested parties.
· Plans and executes events geared toward media interaction and involvement, including but not limited to, press conferences, event previews, and media events by developing list of invites, as well as coordinating all activities planned for the events, including entertainment, décor, food, beverage, staff, set-up, and tear-down.
· Establishes and maintains effective working relationships, within and outside the District, to establish collaborative relationships and works as a team.
· Works in a dynamic, multi-tasked, fast-paced team environment and handles day-to-day public relations issues on specific campaigns for multiple contracted advertising agencies.
· Manages time and remains flexible in adapting to changes in priorities of assignments that may impact pre-established courses of action for completing projects.
20% Marketing Collateral, Web Content, and Social Media Content
· Writes and edits news releases, alerts, advisories, and other publications to be distributed by effectively communicating in a tone and style appropriate for the needs of the audience.
· Writes and edits eblasts, website, marketing collateral, employee newsletters, and other organizational publications in support of the District’s mission in order to get the District’s message out to interested parties.
· Supervises the production and content of fair programs, day sheets, and other informational marketing collateral that will be used by internal and external audiences.
· Develops, updates, and monitors content on internet or intranet web pages to convey information to various interested parties (e.g., employees, media, stakeholders, community organization, the public) to ensure relevance and accuracy of content.
· Develops and executes content for social media platforms associated with District facility and events, including photography, status updates, contesting, and cross-promotions.
· Works with the District’s Webmaster and Marketing Director in the design and production of the District’s intranet and internet web pages, social media pages, videos, and printed materials to ensure content on design meets departmental protocols.
· Plans, writes, edits, and prepares complex information material for dissemination through all major means of communication (e.g., videos, social media platforms, webcasts, podcasts).
· Establishes and maintains constructive relationships with internal staff and external staff by working cooperatively with individuals from varied experiences, perspectives, and wide ranges of cultural backgrounds.
· Remains organized and self-motivated while working on multiple projects and assignments to ensure completion within established timeframes.
15% Collection and Distribution of Information
· Coordinates and collects information from District departments, governmental agencies, vendors, and partners and shares correct, timely, and thorough information with staff through the project management system.
· Conducts research and gathers information from all relevant sources in preparation of work related materials (e.g., news releases, articles, speeches).
· Disseminates information to the media through news releases, media alerts, and downloadable photography, videography and graphic files.
· Reviews news release open rates, clicks through and media coverage, and analyzes effectiveness of media relation materials and press releases.
· Prepares collateral materials (e.g., talking points, fact sheets, brochures, testimony) to support the District’s message.
· Distributes news releases and other information material through publicity channels such as newspapers, news services, periodicals, radio, television, social media alerts, and advisories to get the District’s message out to interested parties (e.g., media, stakeholders, community organizations, the public).
· Builds and maintains current contact lists for local, regional, and sometimes national media outlets to ensure information is being disseminated to targeted reporters, editors, and journalists.
· Collects and evaluates information from outside sources to distribute to all staff.
15% Official Spokesperson
· Serves as the official spokesperson for the District before news media, other agencies, and the public regarding the organization’s activities and objectives ensuring a smooth and accurate dissertation of information and that the District’s overall strategic direction for communication with the public are addressed.
· Interacts with the news media, community groups, governmental agencies, and the public to inform and engage them regarding the District’s programs, activities, and public outreach efforts to ensure the District’s mission, vision, and goals are endorsed and supported.
· Drafts speeches, briefing materials, and talking points and arranges interviews, editorial boards, and other forms of contact for designated individuals (e.g., Executive management team, subject matter experts, supervisors) to promote the District’s message and perspective.
· Responds to all public and inquiries requests for information from the media or designate appropriate subject matter expert or information resource to ensure the District maintains a positive reputation.
· Facilitates and answers press inquiries by researching and analyzing data to disseminate accurate information, in a timely manner, consistent with the District’s policies and procedures.
· Attends and speaks at various board, chamber, and community meetings, escorts and informs news media of information, and attends community events.
· Works with the Executive Management Team, in particular with the Marketing Director, to provide information on any sensitive media issue that may have an adverse consequence on the District’s programs and services or that may leave the public with a negative perceptions of the District.
· Arranges interviews between representatives of the new media or public groups and department staff when necessary and coaches designated individuals in effective communication.
· Creates, develops, and maintains effective working relationships with government officials, news media, communities, consumers, and public interest groups that are critical to the District in its goal of strengthening partnerships, improving communication, and maintaining a positive reputation.
· Uses good judgement and a high degree of tact in dealing with the public, external contractors, press and media representatives, vendors, marketing agencies, and others.
15% Team Development and Leadership
· Oversees the activities of the Guest Services sub-department, including informing, training, and motivating at least 30 119-day Part-time, Seasonal, Temporary employees by ensuring that the staff is skilled in areas of customer service and District policies, rules, and regulations.
· Directs and trains seasonal public and media relations support staff, including writers, marketing consultants, media assistants, marketing interns, and evening Information Officer by identifying information to be communicated and supervising the development and distribution of information.
· Conducts interviews to assess the qualifications of candidates applying for positions and makes hiring decisions and carries out supervisory responsibilities to promote Equal Employment Opportunity (EEO) and maintains a work environment that is free of discrimination and harassment utilizing laws, rules, regulations, policies, procedures, training, etc.
· Provides leadership to develop and retain highly competent, service oriented staff through selection, compensation, coaching, and day-to-day supervisory practices that supports the District’s mission, values, goals, guiding principles, objectives, and service expectations.
· Leads by example, participates in programs and activities that promote workplace diversity and success, and recognizes the efforts and accomplishments of staff in order to create a positive work environment using speeches, recognition, and employees rewards programs.
· Plans and manages the work plan for assigned staff, assigns work activities and projects based on functional areas involved, workload levels, individual expertise, and skills, reviews and evaluates work products, methods, and procedures, and meets with staff to identify and resolve problems.
· Determines work priorities, scope assignments, and establishes deadlines to ensure objectives are met effectively and in a timely manner.
· Develops procedures to respond to inquiries received from staff with direct public contract and evaluates customer service practices by observing customer interactions and provides feedback on appropriateness of responses and/or actions.
· Resolves disagreements and conflicts between staff members to achieve a positive work environment.
Marginal Job Functions
5% Other Related Responsibilities
· Responds to emergency situations during and after standard hours of operations in order to resolve urgent issues.
· Participates in training and team building opportunities as needed and provides support for all District internal and external outreach functions.
V. PHYSICAL REQUIREMENTS AND WORKING CONDITIONS
Employee must be able to perform the following requirements with or without reasonable accommodations. Consideration of reasonable accommodation for qualified individuals with disability may be made, providing that doing so does not impose an undue hardship.
Work environment is primary performed in a standard office with artificial light and climate control. Essential job functions require sufficient physical ability and mobility to work in an office setting; to sit for prolonged periods of time; to walk including walking on uneven ground; to continuously bend neck in an upward and downward flexion and side-to-side turning of neck; to operate office equipment requiring repetitive hand movement and fine finger dexterity and fine coordination including the use of a computer keyboard, telephone, smartphone, and mouse; to occasionally push and pull file drawers; to bend and stoop to retrieve and replace file and records; to reach above, at, and below shoulder height; to verbally communicate and hear to exchange information; to see to perform assigned tasks; and ability to read, write, and speak English at a level required for successful job performance.
Employee must be able to travel by private vehicle, District’s vehicle, or various modes of transportation to various locations. Travel is primarily local during the business day, although some out-of-the-area and overnight travel will be required.
Ongoing attendance is required to perform the essential job functions and adhere to conduct standards and meet other performance expectations at the job site. Also, must be flexible with the availability to meet attendance requirements.
HUMAN RESOURCES APPROVAL (Print Name)
HUMAN RESOURCES DIRECTOR’S SIGNATURE
SUPERVISOR’S STATEMENT: I have discussed the duties of the positon with the employee.
SUPERVISOR’S NAME (Print Name)
EMPLOYEE’S STATEMENT: I acknowledge that I have read and understand all the requirements and agree to the expectations of the position. I have discussed with my supervisor the duties of the position and have received a copy of this job description.
The statements contained in this job description reflect the general details as necessary to describe the principal functions of this job. This job description should not be considered an all-inclusive listing of the work requirements. Individuals may perform other duties as assigned, including work in other function areas to cover absence of relief, to equalize peak work periods, or otherwise to balance the work load.
EMPLOYEE’S NAME (Print Name)