Director of Communications – Petersburg, VA

Job Description

Job Title: Director of Communications
Grade Level/Terms of Employment: Level 23/12-month contract
FLSA Status: Exempt
Work Location: Central Office
Immediate Supervisor: Chief of Staff

Position Overview:

The Director of Communications is a key leadership role responsible for managing the public relations and communication strategies within Petersburg City Public Schools (PCPS). This position is dedicated to building and maintaining a strong reputation for excellence, reliability, and community engagement. The Director will oversee the development and execution of a comprehensive Communications Plan that fosters positive relationships between the school division and its stakeholders. Reporting directly to the Chief of Staff, this role is critical in ensuring the timely dissemination of accurate information regarding PCPS’s vision, mission, goals, programs, policies, and procedures.

Key Responsibilities:

• Act as a strategic communications advisor to the Superintendent and senior leadership, providing insights and recommendations on public relations matters.
• Collaborate with the Chief of Staff, Superintendent and other leaders to create and distribute written materials for public release, including press releases, speeches, and media communications.
• Represent the Superintendent during media interviews as necessary, ensuring consistent messaging.
• Respond to inquiries about PCPS with well-crafted written communications, including correspondence and public statements.
• Conduct thorough research and gather information from various departments to address inquiries accurately.
• Develop, edit, and revise speeches and presentations, as well as promotional materials such as newsletters, bulletins, and pamphlets that align with the PCPS mission.
• Stay informed about educational issues affecting PCPS at local, state, and national levels.
• Create and distribute media tips and alerts, ensuring that all information is fact-checked and reliable.
• Manage the production and distribution of the E-Newsletter and curate visual content for public use.
• Oversee the maintenance of PCPS’s social media platforms and websites, ensuring engaging and appropriate content while training staff on effective social media practices.
• Collaborate on marketing, branding, and promotional initiatives for the school system.
• Coordinate the system-wide event calendar and manage special events.
• Lead crisis communication efforts and address critical issues as they arise.
• Advise the Superintendent and Chief of Staff on communications strategies and public relations initiatives.
• Analyze school system data and research findings, identifying key publications and presentation opportunities for various stakeholders.
• Develop presentations that highlight PCPS’s best practices and achievements.
• Serve as the designated Freedom of Information Act (FOIA) Officer for PCPS.
• Act as the Governmental Relations Liaison, establishing and maintaining relationships with elected officials, governmental agencies, and community organizations to support school initiatives.
• Oversee the development and dissemination of information related to proposed legislation and programs.
• Perform additional duties as assigned.

Required Qualifications:

• Proven expertise in communication strategies, with excellent written and verbal communication skills suitable for diverse audiences, including parents, community groups, and officials. 
• Strong analytical skills to identify challenges and propose effective solutions to the Superintendent and School Board.
• Proficiency in utilizing computers and various office and presentation technologies.
• Familiarity with Microsoft Office, Apple and Google applications, and other relevant software tools.
• Ability to cultivate and maintain professional relationships with staff, stakeholders, School Board members, parents, and the broader community.
• Ability to develop and maintain positive and professional relationships with staff, subordinates, supervisors, School Board members, parents and the general public.

Minimum Education, Training and Experience Requirement:

• Bachelor’s degree in public relations, communications, or education required. Master’s degree is preferred. Experience leading educational public relations campaigns preferred.
• Membership and active participation in the National School Public Relations Association or Public Relations Society of America preferred.
• Minimum of three years of successful professional experience leading public relations efforts required.
• Other combinations of applicable education, training, and experiences that provide the knowledge, abilities, and skills necessary to perform effectively in the position may be considered.