Media Relations Coordinator

The administrative coordinator for media relations will report to the director of communications and oversee all division-wide media relations planning and implementation. This position is responsible for building positive relationships with local, national, and international media, supporting the director of communications in the development of responses to the media, and helping schools and departments best interact with the media to positively represent the Prince William County Public Schools brand. 

This job description is a representative summary of the major duties and responsibilities performed by incumbents of this job. Employees may be requested to perform job-related tasks other than those specifically presented in this description. Additionally, the scope of this job may change as necessary by the school division.

?To perform this job successfully, an individual must be able to perform each essential responsibility satisfactorily. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential responsibilities.

PWCS requires that each employee:

• work collaboratively with all stakeholders in providing a World-Class Education,
• establish and maintain cooperative and effective working relationships with others,
• communicate effectively,
• relate to and interact with a non-traditional and diverse student and employee population,
• report to work on a regular and punctual basis as scheduled,
• perform all other related work delegated or required to accomplish the objectives of the total school program,
• have knowledge of and be able to use relevant technology,
• participate in the annual professional growth planning process, and
• recognize that they are in a position of public trust and are held to a high standard of personal and professional conduct.

Essential Responsibilities:

• Develops and implements media relations plan for the division.
• Maintains and regularly updates division media contact list.
• Writes and distributes media releases, media advisories, media statements, media talking points, media briefings, website stories, social media posts, and other high-quality written materials, as requested.
• Contributes to the Communications Department Editorial Plan by suggesting which content is suitable for the media and pitching that content to media.
• Responds to media inquiries during crises and supports Communications Department in crisis management through writing and distributing crisis communication.
• Develops relationships with local, national, and international media through phone calls, emails, meetings, etc.
• Pitches positive PWCS stories on a weekly basis to appropriate media contacts
• Studies media trends and patterns of published stories to inform media planning.
• Collaborates with the director of communications and other department personnel to respond to media inquiries.
• Serves as school division spokesperson, including on-camera appearances and radio interviews, as necessary.
• Develops media coverage plans for special events, such as Outstanding Educators, groundbreakings, ribbon-cuttings, and other division or school events.
• Develops and implements first-day media plan to include interview opportunities for Superintendent and PWCS subject matter experts.
• Seeks opportunities for division leadership to serve as industry experts through media interviews.
• Coordinates press conferences, as needed.
• Provides interview and media training to division personnel including school staff, as needed.
• Other duties as assigned.

Knowledge, Skills, Abilities and Behaviors

• Knowledge of English grammar, spelling, punctuation, and Associated Press style
• Exceptional writing skills
• Knowledge of basic computer software programs with advanced proficiency in Adobe Acrobat and Microsoft Office (i.e., PowerPoint, Excel, Word, Outlook)
• Demonstrated knowledge of working with a variety of media professionals through experience being interviewed by television, radio, newspaper, or other print or online news organizations
• Knowledge of various social media platforms and associated analytic tools
• Knowledge of school system reporting procedures and processes
• Knowledge of current legal county, state, federal, and School Board policies affecting office
• Knowledge of Prince William County Public Schools policies, objectives, priorities, and operating procedures
• Exceptional listening and strategic questioning skills
• Interpersonal skills necessary to develop and maintain effective and appropriate working relationships
• Skill in performing a variety of duties, often changing from one task to another of a different nature
• Skill in performing basic mathematical functions such as addition, subtraction, multiplication, division, percentages, and ratios
• Skill in prioritizing work assignments
• Exceptional customer service skills with ability to effectively interact with all levels of employees, including key School Division officials or their representatives
• Ability to work effectively both independently and in a team environment
• Ability to effectively manage multiple projects and priorities, conduct research to interpret findings, and prepare reports on education issues
• Ability to use a notification system to deliver urgent information about school and/or Division developments and status
• Ability to remain calm in a fast-paced environment
• Ability to communicate effectively, both orally and in writing
• Ability to communicate courteously and tactfully with students, teachers, parents, and the general public
• Ability to meet schedules and deadlines of the work
• Ability to understand and carry out oral and written directions
• Ability to accurately organize and maintain paper documents and electronic files
• Ability to maintain the confidentiality of information and professional boundaries
• Ability to manage projects through completion
• Demonstrated working knowledge of comprehensive, internal and external communications programs
• Demonstrated ability to communicate complex issues to a wide variety of audiences