COUNTY PUBLIC INFORMATION OFFICER

Job Specifications

Class Code:	UR8
Analyst:	TC

Date Originated:	11/17/2020
Date Revised:

SANTA CRUZ COUNTY

DEFINITION

Under general direction, develops, plans and implements a County-wide public information and relations program to link organizational goals with communication objectives and increase awareness of the County’s services, successes, and accomplishments; proactively establishes and maintains productive relations between the County and the general public, county employees, communications and media representatives, community and civic groups, public agencies, and private organizations, among others; acts as the official in charge of communication between the County and the public; may be assigned to supervise individuals or teams for projects or on an on-going basis; and performs related duties as required.

DISTINGUISHING CHARACTERISTICS

This is a single position class and is in the County Administrative Office and is responsible for all County-wide communications and community relations activities.  The incumbent of this position must be sensitive to the impact of County programs on the community and able to work independently and creatively to communicate program goals, strategic direction, and operational issues in an effective and tactful manner.

This class is distinguished from the Administrative Analyst series in that positions in this series focus on reviews and analysis of operating departments’ programs and financial management.

TYPICAL TASKS

• Serves as the County Public Information Officer and key spokesperson; maintains relationships with the news media and coordinates information flow and dissemination; manages news conferences; creates internal and external communications and related materials such as newsletters and annual reports; prepares, reviews, and edits new releases, scripts, articles, and social media content.
• Develops and implements a strategic public relations/marketing plan to build trust with and to ensure shared communication and flow of information with key stakeholders.
• Leads County crisis communication actions
• Advises the County Administrative Office, executive management, and the Board of Supervisors on the formulation strategic development, implementation, and evaluation of the County’s communications, community and government relations, crisis management, and media relations programs, projects, and activities.
• Oversees the County’s media relations program; serve as principal spokesperson on countywide issues; reviews and produces news releases; directs the creation of media opportunities and develop story ideas; maintains personal contact with key media people; develops talking points and advises the County Administrative Officer, executive management, and the Board of Supervisors on media issues; coordinates with executive management and departmental public information staff to ensure the County speaks with one voice.
• Acts as primary media contact in the Emergency Operations Center during activations and drills; conducts disaster preparedness messaging; assists with maintaining situational awareness and public messaging during emergencies, including press releases, advisories, and scripts; establishes a local/regional Joint Information System when necessary; acts as local contact for Bay Area Regional Joint Information System; monitors and amplifies messaging regarding emergency events managed by partner agencies.
• Maintains and creates content for the County’s social media channels; responds to social medical user input and requests for information; maintains the County’s social medical policy; advises departmental public information staff on standards and best practices.
• Develops County policies and procedures for responding to and addressing issues which arise related to governmental and interagency relations and legislative issues.
• Oversees development of print and web communications; promotes internal and external information sharing.
• Develops and recommends new communications methods and enhancements to better achieve County goals, including fostering the organization’s core values and marketing County services to citizens, community groups and other external organizations.
• Develops and leads communications training for public information officers and communications staff countywide.
• Participates and makes presentations to the Board of Supervisors and a wide variety of committees, boards, and commissions.
• Monitors changes in laws, regulations, and technology that may affect County or departmental operations; implement policy and procedural changes as required.
• Responsible for release of information upon request under the provisions of the California Records Act.
• Conducts a variety of special projects and organizational and operational studies.
• Represents the County in the community and at professional meetings, as required.
• Performs other related duties that may be reasonably expects as part of this classification.

EMPLOYMENT STANDARDS

Knowledge:

Thorough Knowledge of:

• Principles and practices of public information, media relations, social media, and community outreach project and program development.
• Trending issues facing local government agencies in California.
• Methods and techniques for the development of press releases, talking points, newsletters, presentations, business correspondence, and information dissemination.
• English usage, grammar, spelling, vocabulary, and punctuation.

Working Knowledge of:

• Techniques for effectively representing the County in contacts with governmental agencies, community groups, and various business, professional, educational, regulatory, and legislative organizations.
• Applicable Federal, State, and local laws, regulatory codes, ordinances, and procedures relevant to assigned are of responsibility.
• Basic research and analysis methodology and techniques.
• Techniques for providing a high level of customer service by effectively dealing with the public, vendors, contractors, and County staff.

Ability to:

• Communicate orally and in writing in a clear, concise, and effective manner before a variety of diverse groups.
• Communicate critical information effectively to the public in high pressure circumstances.
• Maintain and uphold positive image and brand identity of County government and officials.
• Handle Difficult and sensitive information with discretion and grace.
• Work effectively on several projects simultaneously.
• Provide professional leadership and direction managing countywide strategic communications, media relations, and marketing programs.
• Strategize, develop, and implement a comprehensive media and public relations program.
• Develop and maintain effective working relationships with the public, community groups, business leaders, government officials, members of the media, and County staff.
• Conceptualize messages and effectively communicate in writing, speech, and other methods of communication.
• Research, analyze, and evaluate new service delivery methods, procedures, and techniques.
• Prepare clear and concise reports, correspondence, policies procedures and other written materials.
• Interpret, apply, explain, and ensure compliance with Federal, State and local policies procedures, laws, and regulations.
• Use tact, initiative, prudence, and independent judgement within general policy, procedures, and legal guidelines.
• Use English effective to communicate in person, over the phone, and in writing.

Training and Experience: Any combination of training and experience, which would provide the required knowledge and abilities, is qualifying. A typical way to obtain these knowledge and abilities would be:

Equivalent to a bachelor’s degree from an accredited college or university in public relations, communications, journalism, business, public administration or related field.

AND

Four years of increasingly responsible experience in public affairs, media relations, journalist, or related work experience in a public relations/communications function.

Bargaining Unit: 08
EEOC Category:  02
Occupational Grouping: 85
Workers’ Comp Code: 0053

PREVIOUS TITLES: