General Description: The Associate Director, Advocacy & Outreach (Communications) leads the Communications and Media Relations team by developing the division-wide outreach and communication plan, managing division outreach platforms, coordinating large events and executing the division’s media strategy. The Associate Director, Advocacy & Outreach (Communications) focuses on a comprehensive communication program that informs, empowers and engages all stakeholders about RPS’ initiatives, advocacy, decisions, programs, and events while ensuring RPS content is consistent in terms of message and tone, across all platforms and publications.

Essential Duties and Responsibilities:

Division Communications Strategy and Platform Management

• Supervise the Media and Communications team, overseeing division-wide interactive outreach platforms including but not limited to websites, social media, email newsletters, and mass notifications
• Design, execute, and update an annual division-wide communications strategy and a monthly Story calendar in alignment with the school division’s strategic plan, Dreams4RPS, including campaigns, outreach priorities, and crisis communications processes
• Write and edit division stories, press releases, media advisories, fact sheets, statements and other news-related information
• Write and edit remarks, speeches, and talking points for RPS administration
• Support school-based communication and storytelling efforts through training and coordination with school-based staff
• Remain current on issues impacting and policies governing the school district, the Virginia Department of Education (VDOE), public education legislation (local, regional, and national), and the city of Richmond

Media Relations and External Affairs

• Serve as the Division’s Media Spokesperson by receiving, researching, and responding to media inquiries received from local and national media outlets
• Design, execute, and annually update the division-wide media engagement strategy; create and strengthen relationships with the media; lead efforts to generate positive media coverage
• Build and maintain positive relationships with regional agency communication directors, including City government, VDOE, health department, fire and safety, and law enforcement to ensure effective, coordinated communications on critical issues
• Plan and execute press events; lead all division-wide events
• Monitor and analyze RPS media coverage, and provide coverage updates to the RPS leadership team
• Provide media relations support to division leadership, principals, and other staff members, including crisis and issues management
• Manage and facilitate all traditional advertisements including but not limited to: television, radio, newspaper, billboard, social media and other signage

QUALIFICATIONS:

• Master’s degree in public relations, communications, journalism, or related field preferred
• 5+ years supervisory experience preferred
• Extensive writing experience required, education field preferred
• Strong media and technology skills required, including proficiency with photography, videography, Adobe Creative Suite (Photoshop, Illustrator, Lightroom, Premiere, InDesign), website content management platforms, mass notification platforms, social media platforms, PC and Mac OSX operating systems, Google Suite applications, and Microsoft Office Suite
• Excellent communication (oral and written), organizational, presentation and public relations skills
• Demonstrated understanding of and sensitivity to the diverse cultural, ethnic, and socio-economic backgrounds of families
• Experience with school, family, and community planning activities and programs preferred
• Outstanding interpersonal and team working skills
• Bilingual to include Spanish preferred