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DEFINITION: Under general direction, plans, organizes, coordinates, and provides direction and oversight for comprehensive public relations and communications programs for the District; plans, manages, implements, coordinates, and evaluates public information, community outreach, media relations, and legislative and intergovernmental functions and activities; provides complex and responsible support to the General Manager in areas of expertise; and performs related work as required.
SUPERVISION RECEIVED AND EXERCISED: Receives direction from the General Manager. Exercises no direct supervision over staff.
CLASS CHARACTERISTICS: This is a specialized professional classification responsible for independently performing the full range of public relations and communications duties in support of the District and executive leadership. Incumbents are responsible for performing diverse, specialized and complex work involving significant accountability and decision-making responsibilities. Employees serve as a specialist, liaison, and advocate for assigned programs and functions, with regular contact and interactions with District senior management positions, other public agencies, public and private community organizations, regulatory and governmental agencies, and members of the public.
EXAMPLES OF TYPICAL JOB FUNCTIONS (ILLUSTRATIVE ONLY)
Management reserves the right to add, modify, change, or rescind the work assignments of different positions and to make reasonable accommodations so that qualified employees can perform the essential functions of the job.
Coordinates, implements, and monitors the daily activities of the District’s public relations and legislative programs and initiatives designed to attract patrons, promote the District, and generate community support for the District’s endeavors; serves as District’s spokesperson to provide public information and promote public awareness of District initiatives.
Developing relationships with local community leaders and businesses to encourage public support for Desert Recreation District.
Prepares reports on public opinion surveys, focus groups, and other research activities designed to measure public attitudes about issues of interest to the organization.
Collaborates with interdepartmental management, and builds credibility within the District and the diverse community it serves.
Collects, develops and organizes information for dissemination to District and community groups through a variety of media including radio, television, newspapers, magazines, online networks, email, web pages and social media.
Develops and coordinates official media strategies for District departments and elected officials; composes communications on a wide variety of subjects requiring knowledge of District procedures and policies; creates, edits and prepares correspondence, speeches, media articles, press releases, technical documents, information packets, special reports and other communications.
Provides consultation to the General Manager, Board of Directors, and District staff on issues affecting the District’s public image.
Presents legislative programs to the General Manager and the Board of Directors and provides advice on intergovernmental policies.
Develops and coordinates programs designed to maintain contact with legislative and political leaders; coordinates efforts to obtain results on the Board’s legislative objectives.
Gathers information and writes news stories, feature articles, special articles, scripts and reports, which describe and highlight District activities; monitors news flow for effectiveness of media communications.
Assists representatives of the community and news media in obtaining information and materials on District activities and programs.
Oversees participation in community and special events; produces informational and promotional materials; attends special events to take photos and transmit live streaming; attends executive management meetings.
Prepare reports for the General Manager and Board of Directors; recommends policy and administrative positions on proposed legislation.
Coordinates assigned services and operations with those of other departments and outside agencies.
Arranges news conferences, ceremonies, meetings and itineraries for District officials and official visitors.
Plans, coordinates, schedules and publicizes District and community public relations events; takes photographs at special events.
Attends various administrative meetings to gather information and identify publicity goals for the District.
Maintains awareness, researches and reviews the status of proposed federal and state legislation affecting the District and shares proposed legislative information with the District’s departments for review and input; stays abreast and researches new and emerging trends and innovations in public relations.
Prepares business documents and reports; researches, compiles, and organizes information and data for specialized reports; and presents report findings.
Maintains files, databases, and records related to public information and community outreach; prepares a variety of written reports, memoranda, and correspondence.
Represents and advocates for the District’s interests with federal, state, local, and other elected and government officials; coordinate activities with their respective staff.
Observes and complies with all District and mandated safety rules, regulations, and protocols.
Performs other duties as assigned.
Operations, services, and activities of a comprehensive public relations program.
Principles and techniques of public relations, promotion, publicity, advertising, and the interrelationship between the District and the various government agencies.
Newspaper, radio, television, online networks and other communications media resources.
Strategic communication principles and practices.
Program budgeting methods and techniques.
Social media, web and video communications practices and techniques.
Principles and techniques for working with groups and fostering effective team interaction to ensure teamwork is conducted smoothly.
Current political, social, economic, and legal activities and trends impacting the District.
Legal, ethical and professional rules of conduct for public sector employees.
Local community resources and regional community services programs.
Methods and techniques of laying out artwork and article narrative.
Equipment, processes and materials used in printing industry.
Fundamentals, processes and materials used in photography including lighting techniques and a diverse range of lenses.
Principles and practices of research, data collection and report preparation.
Applicable federal, state laws, codes regulations, and policies relevant to assigned area of responsibility including legislative processes, procedures, and rules.
Methods and techniques of preparing business correspondence and reports.
Principles and procedures of record keeping.
District and mandated safety rules, regulations, and protocols, including basic first aid and adult and/or child cardiopulmonary resuscitation (CPR) methods.
Techniques for providing a high level of customer service by effectively dealing with the public, vendors, contractors, and District staff.
The structure and content of the English language, including the meaning and spelling of words, rules of composition, and grammar.
Modern equipment and communication tools used for business functions and program, project, and task coordination, including computers and software programs relevant to work performed.
Develop community relations and communications programs and strategies.
Assist in developing and implementing goals, objectives, practices, policies, procedures, and work standards related to public relations.
Plan, research, organize, coordinate, and implement a variety of public information, media, and special events, activities and programs.
Analyze, interpret, and summarize legislation as it relates to the District.
Prepare and present information in various formats and for diverse audiences.
Plan and conduct special events.
Write a diverse range of materials including, but not limited to, press releases, articles, speeches, and social media posts to communicate items of interest to the community which are aligned with the District’s messaging goals.
Effectively represent the department and the District in meetings with governmental agencies; community groups; various business, professional, and regulatory organizations; and in meetings with individuals.
Understand, interpret, and apply all pertinent laws, codes, regulations, policies and procedures, and standards relevant to work performed.
Plan, research, organize, coordinate, and implement a variety of public information, media, and community outreach activities and programs.
Prepare, interpret, summarize, and present administrative and technical information and data in an effective manner.
Comprehend complex questions and give information rapidly, accurately, and tactfully.
Prepare clear and concise reports, correspondence, policies, procedures, and other written materials.
Maintain accurate records and files.
Use tact, initiative, prudence, and independent judgment within general policy, procedural, and legal guidelines.
Effectively use computer systems, software applications, and modern business equipment to perform a variety of work tasks.
Communicate clearly and concisely, both orally and in writing, using appropriate English grammar and syntax.
Establish, maintain, and foster positive and effective working relationships with those contacted in the course of work.
EDUCATION AND EXPERIENCE
Any combination of training and experience that would provide the required knowledge, skills and abilities is qualifying. A typical way to obtain the required qualifications would be:
Education: Equivalent to a bachelor’s degree from an accredited college or university with major coursework in marketing, communications, public relations, political science, or a related field.
Experience: Five (5) years of increasingly responsible professional experience in the preparation and dissemination of legislative analysis, public information, and/or community outreach that has provided the ability to coordinate and oversee comprehensive communications and legislative affairs programs.
Licenses and Certifications:
Possession of a valid California Driver’s License, to be maintained throughout employment.
Possession of, or ability to obtain within thirty (30) days of hire, valid certifications in First Aid, cardiopulmonary resuscitation (CPR) and Automatic External Defibrillator (AED) for adult, child and infant, to be maintained throughout employment.
Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of the job.
Must possess mobility to work in a standard office setting and use standard office equipment, including a computer; to operate a motor vehicle and visit various District and meeting sites; vision to read printed materials and a computer screen; and hearing and speech to communicate in person and over the telephone. This is primarily a sedentary office classification although standing in work areas and walking between work areas may be required. Finger dexterity is needed to access, enter and retrieve data using a computer keyboard, typewriter keyboard or calculator and to operate standard office equipment. Positions in this classification occasionally bend, stoop, kneel, reach, push and pull drawers open and closed to retrieve and file information. Employees must possess the ability to lift, carry, push, and pull materials and objects averaging a weight of 10 pounds or heavier weights of up to 50 pounds, in all cases with the use of proper equipment and/or assistance from other staff.
Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of the job. Employees work in an office environment with moderate noise levels, controlled temperature conditions, and no direct exposure to hazardous physical substances. Employees may interact with upset staff and/or public and private representatives in interpreting and enforcing departmental policies and procedures.
For 70 years, Desert Recreation District (the District) has played a key role in enriching the quality of life for residents and visitors through the recreational services we offer in the Greater Coachella Valley. We cover over 1,800 square miles and provide recreational services to more than 380,000 residents, in part by working with municipalities in a collective effort to assure equitable service delivery to every community regardless of economic means. The District boundary has expanded in recent years to provide barrier-free, safe services to more unincorporated areas of the Coachella Valley and municipalities not previously served.
The District is the largest park and recreation district in California, and we manage, maintain and assist in maintaining over 30 parks and recreation facilities; we create and deliver quality programs, services and classes; and, we facilitate leisure opportunities through partnerships with private and public agencies and entities as we strive to ensure members of the public receive personal benefits such as physical fitness, relaxation and revitalization; social benefits in the form of stronger and healthier families and enriching the lives fo...r persons with disabilities, and economic benefits through more productive and healthier citizens and increased tourism.
We Are Community
Our Vision, Mission and Values are at the heart and soul of the District. We are committed to serving our residents by providing quality programs, services and facilities that promote an active, healthy lifestyle for all.