Exempt to Permanent – Public Relations Officer (1314) Citywide (E164635)

Under general direction, develops, organizes, directs and evaluates a comprehensive program to inform the public of the activities and objectives of a city department. DISTINGUISHING FEATURES A 1314 Public Relations Officer is distinguished from a 1312 Public Information Officer by the scope and purpose of the public relations program and the extent of responsibility delegated to the incumbent, as well as supervision exercised. Class 1314 Public Relations Officer is delegated full responsibility for all aspects of the public relations activities of a department. The programs they are responsible for affect a large segment of the public or a specialized group who directly benefit from the services provided. An employee in this class is primarily concerned with promoting the product or service offered by the activity they represent, rather than only disseminating information. SUPERVISION EXERCISED May supervise staff in the preparation of public relations and marketing programs and/or projects. Examples of Important and Essential Duties include but are not limited to the following: 1. Develops, carries out and interprets policy, methods and procedures relating to the conduct of a complete public relations program. 2. Creates and oversees the development and administration of public relations programs, campaigns and websites for the purpose of establishing and maintaining an effective public relations program, including multilingual and multicultural programs. 3. Analyzes the extent of public understanding and acceptance of the department's programs and activities through market research projects; this includes identifying specific demographic groupings for programs and activities, setting objectives, developing a detailed plan and strategy and analyzing results. 4. Prepares reports and a variety of written materials for internal and external audiences; writes press releases and advisories, maintains a current file of publicity and work-related information, media contacts, and other records essential to an effective public relations program. 5. Develops, prepares and implements marketing and promotional programs to increase support for and the use of department services through a variety of advertising and promotional strategies such as special events, press events and customer incentives. 6. Creates, develops, implements, and evaluates public information and public outreach programs, special events, projects and campaigns to keep staff, management, public, prospective users of services, interested organizations and trade groups informed of the department activities by conducting staff meetings, contacting individuals and groups and issuing information via the press, radio, television, magazines, trade publications, social media, podcasts and other communication media; responds to questions and requests from these various sources. 7. Plans, assigns and evaluates the work of subordinate staff in the preparation of public relations and marketing programs and projects. 8. Addresses civic organizations, neighborhood associations, trade groups and other organizations to explain the activities and services of the department. Organizes and convenes community meetings and focus groups and makes presentations. 9. Utilizes specialized computer software and online platforms to develop and administer websites and social media, and to create and edit videos, photos, and artwork for various publications. 10. Consults with and advises top management on the public relations implications of the department's activities. Meets with management individually and at staff meetings to advise of public relations implications on proposed actions, media strategies, communications and ongoing programs and activities. 11. Investigates complaints directed at the department's operation; recommends corrective action to preclude further adverse action or opinion; may prepare replies to such complaints. 12. Organizes tours and orientation session ... (truncated, view full listing at source)