Title:
Director of Communications
DBM Classification:
D72/Grade 22
Department:
Communications
Salary Range:
$109,027 - $161,360
Employee Group:
Administrative
Prepared Date:
March, 2024
Reports to:
Superintendent
FTE/ FLSA Status:
1.00-12-Months- Exempt
SUMMARY OF RESPONSIBILITIES
As a member of the Superintendent's leadership team, the Director of Communications
proactively creates and communicates anti-racist structures and systems, works to interrupt systems of oppression, and serves as a role model for culturally relevant pedagogy. They are unwaveringly committed to anti-racist actions and use data to adapt and sustain their efforts toward racial equity. Under the direction of the Superintendent, the Director of Communications is responsible for effectively communicating about and marketing St. Louis Park Public Schools so that staff, families, and community members are well-informed. The Director of Communications collaborates and works closely with other administrators, staff, students, and the public in addressing and meeting the District's needs and goals and performing various public relations responsibilities with staff, families, and within the community. The Director of Communications is expected to lead with racial consciousness and cultural competence to create racially equitable learning environments that energize and enhance the spirit of our students, staff, and community.
DUTIES AND RESPONSIBILITIES
- Leads and approaches department functions with a racial equity focus, including internal communications, marketing and promotions, multilingual communications, crisis communication response, media relations, employee recognition programs, public relations and strategic communications, multimedia production, and web and social media strategies.
- Supporting the Superintendent, as a member of the Executive Leadership Team, in coordinating action to achieve the mission.
- Ensures strong communications equity practices, including prioritizing partnerships with diverse vendors, seeking diverse perspectives in the development of communications, elevating diverse voices without tokenizing, using a diversity of images proportionate to audiences in multimedia projects, and increasing awareness of one's own racial and cultural identity and biases in communications preparation.
- Develops and executes plans to elevate student voice and participation in district communications strategies and tactics.
- Plans, creates and executes internal and external district communication and publications in a racially, culturally, and linguistically responsive way, including, but not limited to, district website content, videos, newsletters, press releases, brochures, social media, and promotional materials that support the district's mission of inspiring each.
- Ensures district communications portray key messages, follow the approved style and branding guide, show a commitment to equity and inclusion, and are culturally relevant and accessible to all.
- Evaluates public attitudes, including those of diverse groups, through multiple avenues, including polling instruments, communicating programs and initiatives to the community, using current trends and innovations, and executing a plan to deepen the community's trust and partnership.
- Conducts market research to analyze current trends and identify opportunities to promote the school district. Develop and implement marketing strategies that promote the district's programs to effectively retain current families in our schools and attract new families.
- Serves as a media liaison and/or spokesperson and creates a climate of cooperation between the media and district for mutual benefit in disseminating news and information to public audiences at the local, state, and national levels. Organizes proactive media relations activities, conferences, news releases, and crisis communications.
- Develops annual department priorities and goals, aligned to district priorities and equity priorities, and implements strategies, tactics and plans to meet goals.
- Develops and aligns employee development opportunities that support department priorities and the district's mission, vision, and core values.
- Manage the communications budget with an equity lens to meet and remain within the annual allocation, including ensuring that funds align with departments' and district's priorities and goals, in particular those that are equity-driven.
Qualifications:
- Ability and experience to synthesize and accurately communicate complex issues in an understandable manner.
- Skilled at anticipating the need for information based on political trends and emerging issues.
- Knowledge of data collection and ability to organize, interpret and present such data in an understandable format to diverse audiences.
- Ability to manage complex communication projects involving multiple sites and numerous individuals, using communications equity practices.
- Proficient at using current information technologies including internet and video and able to keep pace with emerging trends.
- Demonstrated ability in using an equity lens to design, produce and develop print documents, web communications, and multimedia presentations
KNOWLEDGE, SKILLS & ABILITIES
- Racially conscious and committed to equity work. Possesses a clear personal commitment to advancing racial equity and racial consciousness. They prioritize their own racial equity journey and set clear expectations for themselves and others in their pursuit of racial equity goals. They are skilled in using racial equity tools to achieve these objectives.
- Evidence of successful communicating planning using industry standard communications protocols such as Research, Action and planning, Communication, and Evaluation (RACE) or similar tools.
PHYSICAL DEMANDS
- The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the employee is regularly required to sit; use hands, talk, and hear. The employee is occasionally required to stand; walk; reach with hands and arms, and lift and/or move up to 20 pounds. Specific vision abilities required by this job include close vision and the ability to adjust focus.
WORK ENVIRONMENT
- The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodation may be made to enable individuals with disabilities to perform essential functions. The noise level in the work environment is usually quiet.
- Generally, work is performed under normal office /school conditions where there are minimal environmental risks associated with the work. Occasionally, work is performed in outdoor weather conditions. Work may involve some disagreeable human interactions dealing with the public, staff, parents, and students.
Education/Certification:
- Bachelor's degree in communication, journalism, marketing, education, or related field required.
Experience:
- Minimum of 5 years of experience in marketing, communications, or public relations.
- Advanced skills in writing, editing, and publication production are required.
- Strong information technology skills that include website management, digital communication, and social media.
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