Director for Public Relations and Communications (Current Gadsden ISD Employees

Job TitleDirector of Public Relations and CommunicationsJob DescriptionThe Director of Public Relations and Communications serves as the district's Public Information Officer (PIO) and provides leadership for districtwide communication, public relations, media relations, stakeholder engagement, constituent services, branding, and community outreach efforts. The Director develops and implements communication and engagement strategies that support the district's strategic plan, strengthen public trust, promote student achievement, and enhance engagement with students, families, staff, community partners, and stakeholders. The Director serves as the district's lead communications professional and primary spokesperson, and works collaboratively with district leadership, schools, and community partners to ensure transparent, timely, accurate, and effective communication; to address stakeholder concerns and complaints; and to remove barriers to district services. The Director supervises the Communications Coordinator and other assigned communications support staff.Essential Duties and ResponsibilitiesInclude the following. Other duties may be assigned. Complies with the Code of Ethics of the Education Profession; upholds and enforces rules, administrative directives, regulations, GISD school board policies, and local, state, and federal regulations. Develops and leads implementation of a comprehensive district communication and public relations plan aligned to the district's strategic plan, annual priorities, and organizational initiatives, including communication plans that promote instructional improvement, Multi-Layered Systems of Support (MLSS), college and career readiness, bilingual education, special education services, student achievement, attendance, and student success. Supports district leadership in communicating progress toward strategic plan goals, district initiatives, and performance targets. Develops and maintains systems, materials, and resources that strengthen family engagement and two-way communication between schools, families, and the community, and help families navigate district services and processes. Oversees the district's communication channels, including district and school websites, social media platforms, newsletters, digital communication systems, video communications, and press releases; ensures all platforms remain current, accessible, ADA compliant, and aligned with district branding, marketing, and reputation management standards. Serves as the district's Public Information Officer (PIO) and primary spokesperson; leads media relations and responds to public information requests, interviews, and public communications. Develops and maintains collaborative relationships with media organizations, community organizations, civic groups, higher education institutions, business leaders, governmental agencies, faith-based organizations, advocacy groups, and service providers to support district priorities. Collaborates with district and school leaders to identify, promote, and communicate student achievement, staff accomplishments, school successes, programs, services, and district initiatives. Plans and executes public events and engagement activities, including press conferences, community forums, stakeholder meetings, listening sessions, and recognition programs, to strengthen relationships and gather feedback. Serves as the district's primary coordinator for constituent concerns and complaint resolution; develops and maintains protocols and a districtwide case management system to ensure concerns are received, tracked, monitored, and resolved in a timely, professional manner. Analyzes constituent concerns and stakeholder feedback to identify trends, systemic issues, and opportunities for improvement. Supports district outreach efforts designed to improve communication and engagement with underserved, underrepresented, and historically marginalized populations. Develops and maintains the district's crisis communication plan and protocols, including emergency messaging systems, in collaboration with district leadership and emergency response partners; coordinates communication support for constituents during crisis situations. Monitors and analyzes communication and constituent service metrics, public perception data, and stakeholder feedback to evaluate effectiveness and guide continuous improvement of communication strategies. Coordinates communication efforts that promote transparency, accountability, and public confidence in district operations and decision-making. Develops communication campaigns that increase awareness and understanding of district programs, strategic priorities, and educational opportunities, including safety initiatives, school climate, attendance, and student support programs. Prepares reports and presentations regarding communication efforts, constituent concerns, service trends, and stakeholder engagement for district leadership and the Board of Education as needed. Oversees departmental budgets and resources related to communications and public relations. Supervises and directs the work of the Communications Coordinator and other assigned communications support staff. Attends training, conferences, workshops, and professional learning opportunities to remain current on communication trends, technologies, and best practices. Promotes a culture of transparency, responsiveness, service, collaboration, professionalism, and continuous improvement. Performs other duties as assigned by the Superintendent. Supervisory responsibilities include supervising the Communications Coordinator and other assigned communications, media, and public information support staff. Provides leadership, coaching, supervision, evaluation, and support to ensure implementation of district communication priorities and continuous improvement efforts.QualificationsTo perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skills, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.Strong written and oral communication skills.Bilingual (English/Spanish) required; ability to communicate effectively, both orally and in writing, in English and Spanish to serve the district's students, families, staff, and community.Ability to develop and implement effective communication and public relations strategies.Ability to serve effectively as the district spokesperson, including in high-pressure, sensitive, or crisis situations.Ability to lead constituent engagement, complaint resolution, and customer service systems.Ability to establish and maintain effective working relationships with media, community, governmental, and district stakeholders.Education and/or Experience:Master's Degree (M.A.) in communication, public relations, marketing, education or a related field.Minimum five (5) years of experience in communication, public relations, marketing, or a related field, including experience in a lead or supervisory capacity.Experience in a public-school district or education-related field preferred.Supplemental InformationTechnology skills include the ability to use multiple virtual instructional platforms, proficiency in Google Suites, Microsoft Office Suites, social media platforms, online meeting platforms such as Google Meet, Zoom, MS Teams, and live streaming platforms. Language skills include the ability to read, analyze, and interpret complex documents, respond effectively to sensitive inquiries or complaints, write speeches and articles using original or innovative techniques or style, and make effective and persuasive speeches and presentations on controversial or complex topics to top management, public groups, and/or the Board of Education. Mathematical skills include the ability to work with probability and statistical inference, and fundamentals of plane and solid geometry and trigonometry. Reasoning ability includes the ability to define problems, collect data, establish facts, and draw valid conclusions, interpret technical instructions in mathematical or diagram form, and deal with several abstract and concrete variables. Physical/mental demands include the ability to use hands to finger, handle, or feel, talk or hear, sit, stand, walk, reach with hands and arms, climb or balance, lift and/or move up to 25 lbs, and have close vision, distance vision, color vision, peripheral vision, depth perception, and the ability to adjust focus. The work environment includes occasional district and statewide travel, occasional prolonged and irregular working hours, including evenings and weekends, attendance at district events, occasional exposure to outside-weather conditions, and a moderate noise level in the work environment.