PUBLIC INFORMATION OFFICER

Public Information Officer

Under general direction of the City Manager or his/her designee, the Public Information Officer develops, organizes, directs and evaluates a comprehensive communications, marketing and community relations program for the City; promotes the City's image by raising the level of public awareness of City operations and accomplishments in providing services to its customers; writes, edits and designs a variety of public information materials; oversees content of City website and cable channel; acts as the City's point of contact for all media relations; and coordinates assigned activities within and among City departments and in conjunction with other agencies. Exercises supervision of video production staff and volunteers, interns, community volunteers and public information specialists. Receives administrative direction from the City Manager. Exercises no supervision of staff. This is a Management Deputy Director classification that oversees, directs, and participates in all activities of the Public Information Officer department, including short- and long-term planning, development, and administration of departmental policies, procedures, and services. This class provides assistance to the City Manager in a variety of administrative, coordinative, analytical, and liaison capacities. Successful performance of the work requires knowledge of public policy, municipal functions and activities, including the role of an elected City Council, and the ability to develop, oversee, and implement projects and programs in a variety of areas. Responsibilities include coordinating the activities of the department with those of other departments and outside agencies, and managing and overseeing the complex and varied functions of the department. The incumbent is accountable for accomplishing departmental planning and operational goals and objectives and for furthering City goals and objectives within general policy guidelines.

Knowledge of: media operations, story placement and public agency marketing strategies used in both print and electronic media; principles and practices of public administration; principles, practices, terminology and regulations of Public Safety agencies; newspaper, magazine and broadcast writing theories and practices; current English and Spanish usage and journalistic styles, both for broadcast and print; print publication editing and layout methods; media tactics, including basic interview techniques and preparation; current media trends and practices; safe work methods and regulations pertaining to work; record keeping principles and procedures; modern office practices, methods, and computer equipment and applications related to the work; English and Spanish usage, grammar, spelling, vocabulary, and punctuation; safe driving principles and practices; basic photography; basic video production techniques; techniques for effectively representing the City in contacts with governmental agencies, community groups, and various business, professional, educational, regulatory, and legislative organizations.

Ability to: write in a variety of formats, including, but not limited to print and broadcast press releases, video and audio scripts, business and professional letters, speeches and articles; review, proofread, edit and verify written materials for accuracy and adherence to policies and procedures; gather and verify news information through interview, observation and research; accurately interpret policies and procedures to provide and clarify information; write articles of a caliber required for professional publication; write scripts for public service announcements, video and audio productions; communicate clearly and concisely, both orally and in writing; maintain a professional demeanor during stressful and highly visible situations; work within stringent deadlines to complete projects and assignments; exercise sound judgment in safeguarding confidential or sensitive information; read, comprehend and interpret complex and sensitive information on a wide range of subjects and topics; respond to citizen and media requests in a courteous, effective manner; perform varied and responsible assignments involving the use of initiative and independent judgement; use digital camera equipment, video equipment and software; maintain effective audio-visual discrimination and perception needed for making observations, communicating with others, reading and writing, and operating assigned office equipment; organize and prioritize a variety of projects and multiple tasks in an effective and timely manner; operate modern office equipment including computer equipment and specialized software applications programs, including audio, video and photo editing; use English and Spanish effectively to communicate in person, over the telephone, and in writing; use tact, initiative, prudence, and independent judgment within general policy, procedural, and legal guidelines; establish, maintain, and foster positive and harmonious working relationships with the public, news media, city staff, elected officials and others contacted in the course of work.

Education and Experience: Any combination of training and experience, which would provide the required knowledge, skills, and abilities, is qualifying. A typical way to obtain the required qualifications would be: Equivalent to a Bachelor's degree from an accredited college or university with major coursework in journalism, communications, public relations or a related field; and, three (3) years of experience working in the field of journalism, primarily with writing and editing responsibility, and three (3) years of experience in an administrative or staff capacity in a private or public organization involving regular contact with elected/appointed officials and/or media representatives.

Licenses and Certifications: Valid California class C driver's license with satisfactory driving record and automobile insurance.

Other Requirements: Must be bilingual in English and Spanish.

Physical Demands/Environmental Elements/Working Conditions: Must possess mobility to work in a standard office setting and use standard office equipment, including a computer. Must be able to operate a motor vehicle, and to visit various City and meeting sites. Must have vision to read printed materials and a computer screen; and hearing and speech to communicate in person, before groups, and over the telephone. This is primarily a sedentary office classification although standing in work areas and walking between work areas may be required. Finger dexterity is needed to access, enter and retrieve data using a computer keyboard or calculator and to operate standard office equipment. Positions in this classification occasionally bend, stoop, kneel, reach, push and pull drawers open and closed to retrieve and file information. Employees must possess the ability to lift, carry, push and pull materials and objects weighing up to 25 pounds. During emergencies, may be called on to work extended periods of time as needed. Employees work in an office environment with moderate noise levels, controlled temperature conditions, and no direct exposure to hazardous physical substances. Employees may interact with upset staff and/or public and private representatives in interpreting and enforcing departmental policies and procedures.