Executive Director, Strategic Communications ID - 15568
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Summary
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The purpose of this classification is to direct and execute communications plans and activities for the City of Tuscaloosa to include design, development, and oversight of strategic communications, public and media relations, visual communications, and digital and online communications such as the city’s websites and social media platforms. Work is performed under the direction of the Office of the Mayor and in coordination with city officials and department heads, managers, supervisors, and employees.
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Essential Functions
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The following duties are normal for this classification. The omission of specific duties does not exclude them from the classification if the work is similar, related, or a logical assignment for this classification. Other duties may be required and assigned. Specific duties listed may not be required for all positions within this classification but are determined by the normal requirements for the particular position.
Plans, organizes, directs, reviews, and executes comprehensive communications plans and all communications activities of the City of Tuscaloosa including the 311 Call Center, strategic communication, media relations, visual communications and digital and online communications such as the city’s websites and social media.
Develops and manages short- and long-term goals, objectives, policies, and procedures; determines the overall structure, mission, services, and allocation of financial and other resources; develops and administers annual budget for communications to include ensuring budgetary compliance for reporting, expenditures, etc.
Serves as an advisor to the Mayor regarding communication, outreach and public and media relations; completes special and ongoing projects and tasks as assigned by the Mayor.
Serves as a member of the City’s senior management team and participates actively in addressing issues of concern to the city; meets with key staff to identify and resolve problems; develops and implements incident and crisis communication plans and activities.
Supervises, directs and evaluates assigned staff, processing employee concerns and problems, directing work, counseling, disciplining, completing employee performance appraisals, creating work schedules, providing training, and participating in the interviewing and hiring of new employees.
Plans, directs, and coordinates through subordinate staff the department’s work; assigns projects and creates areas of responsibility; reviews and evaluates work, methods, and procedures; measures and evaluates organizational effectiveness, employee performance, and all operational functions.
Maintains a comprehensive, current knowledge and awareness of applicable laws/regulations and new standards in technology in order to ensure work is in compliance; reads professional literature and maintains professional affiliations.
Ensures presentation of a consistent visual image on the city’s websites and other online presences by promoting proper logo use, uniform fonts, formatting icons, images, layout techniques, and modularization; promotes proper use of language and stays abreast of developing standards; remains familiar with current web development, graphic design, and editorial standards.
Serves as the social media manager for multiple City of Tuscaloosa accounts; works with all departments to prepare and post social media feeds; checks the posts for accuracy and applicability; reviews posts to determine impact and recommends changes; serves as an administrator and monitors social media pages; makes posts and replies as necessary; moderates page activity.
Coordinates with consultants and other agencies regarding communication and outreach matters.
Represents the Office of the Mayor to other departments, elected officials, and external agencies and organizations; participates in a variety of boards, commissions, and committees; interacts with external agencies and organizations as required; organizes, attends, and/or participates in special events or promotions advocating the city.
Serves as spokesperson for the City of Tuscaloosa, including the Office of the Mayor, at meetings, special events, and media functions.
Supports the relationship between the city and the general public by demonstrating courteous and cooperative behavior when interacting with visitors and city staff; maintains confidentiality of work.
Creates and maintains positive public relations; responds to calls from the public concerning problems, complaints, or emergency situations; directs questions/problems to appropriate area; resolves complaints and/or issues as necessary.
Develops and approves marketing and advertising of programs and events; develops ad campaigns brochures, and other promotional materials as needed to market or promote programs or events; works with local media channels to secure advertising and/or placement for programs and events.
Attends city council meetings, attends departmental meetings, and serves on committees and task forces as assigned.
Delivers a variety of presentations on topics related to the City of Tuscaloosa.
Collects and analyzes data for inclusion in reports.
Develops public awareness campaigns to promote the City of Tuscaloosa as a great place to live, work and play while cultivating media and public participation.
Researches and collects information necessary to resolve citizen problems and responds to inquiries either orally or in writing.
Assists other city departments in providing information as requested.
Delivers presentations and participates in day, evening, and weekend community events and activities.
Travels to various locations to conduct informational presentations; sets up equipment, computers and projectors, and related presentation tools to conduct speeches.
Performs related administrative tasks; develops and prepares promotional materials; copies and distributes materials; develops media plans; researches materials.
Communicates with citizens, community leaders, city departments, and other partners to coordinate efforts in accordance with department and city goals.
Designs and develops publication materials including advertisements, newsletters, brochures and other promotional items through various computer programs on strict deadlines.
Supervises and assigns responsibilities of conducting research, writing and editing press materials, news releases, and presentations to other public relations staff.
Develops and maintains good working relationships with all media outlets through openness and transparency of public information and conducting interviews on an as-needed basis.
Drafts and publishes press releases, media alerts and feature stories to media distribution list on a regular basis.
Plans, coordinates, organizes and markets community events, press conferences, committee meetings and other various events.
Recommends policies and procedures that guide and support the provision of quality services by the City.
Incorporates continuous quality improvement principles in day-to-day activities.
Must accomplish the essential functions of the job, with or without reasonable accommodations, in a timely manner.
Must meet regular attendance requirements.
Must be able to maintain good interpersonal relationships with staff, co-workers, managers and citizens.
Performs other related duties as required.
The Mayor may assign or reassign, at his discretion, employees in this position to crisis and public safety communications, and/or government and external relations to advance the City of Tuscaloosa’s legislative priorities.
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Minimum Qualifications
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Bachelor’s degree in Public Relations, Advertising, Communications, Marketing, Public Administration, Business Administration or related field; five years of experience in crisis communication, public relations, government relations or a related field, preferably supplemented by experience in making presentations, conducting awareness campaigns, and/or working with the media; or any equivalent combination of education, training, and experience which provides the requisite knowledge, skills, and abilities for this job. Must possess and maintain a valid driver’s license.
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Minimum Requirements to Perform Essential Job Functions
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The following requirements are normal for this classification. Specific requirements may not apply to all positions within this classification but are determined by the normal requirements for the particular position.
PHYSICAL REQUIREMENTS: Must be able to operate a variety of automated office equipment including computer, printer, copy and facsimile machines, and telephone. Physical demand requirements are at levels of those for light work.
DATA COMPREHENSION: Requires the ability to compare and/or judge the readily observable functional, structural, or compositional characteristics (whether similar to or divergent from obvious standards) of data, people, or things that may include reports, forms, procedural manuals, and training manuals.
INTERPERSONAL COMMUNICATION: Requires the ability to speak with and/or signal people to convey or exchange administrative and educational information, including giving/receiving assignments and/or directions to/from co-workers, assistants, managers, or supervisors as well as communicating with the general public.
LANGUAGE ABILITY: Requires ability to read a variety of educational and administrative documentation, directions, instructions, and methods and procedures. Requires the ability to write job related documentation and reports with proper format, punctuation, spelling and grammar, using all parts of speech. Requires the ability to speak with and before others with poise, voice control, and confidence using correct English and a well-modulated voice.
INTELLIGENCE: Requires the ability to learn and understand relatively complex personnel related principles and techniques, to understand departmental policies and procedures, to make independent judgments in absence of supervision, and to acquire and be able to expound on knowledge of topics related to primary occupation.
VERBAL APTITUDE: Requires the ability to record and deliver information, such as in a public speaking situation, to explain procedures, and to follow verbal and written instructions.
NUMERICAL APTITUDE: Requires the ability to add and subtract, multiply and divide, calculate decimals and percentages, and interpret statistical data.
FORM/SPATIAL APTITUDE: Requires the ability to visually inspect items for proper length, width, and shape using job related equipment that may include computers/office equipment and standard measuring and recording devices.
MOTOR COORDINATION: Requires the ability to coordinate hands and eyes in using automated office equipment.
MANUAL DEXTERITY: Requires the ability to handle a variety of items, automated office equipment, control knobs, switches, etc. Must have the ability to use one hand for twisting motion or turning motion while coordinating other hand with different activities. Must have average levels of eye/hand/foot coordination.
COLOR DIFFERENTIATION: May require the ability to discern color.
INTERPERSONAL TEMPERMENT: Requires the ability to deal with and relate to people beyond giving and receiving instructions. Must be able to adapt to and perform under moderate stress when confronted with an emergency.
PHYSICAL COMMUNICATION: Requires the ability to talk, express, or exchange ideas by means of spoken words and/or hear and perceive nature of sounds by ear.
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