Communications and Public Relations Manager

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Date Written or Revised: May

Title: Communications and Public Relations Manager

Supervisor: Development and Communications Director

Job Status: [X] Full-time [X] Exempt

[ ] Part-time [ ] Non-Exempt

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PRIMARY PURPOSE

The Communications and Public Relations Manager is responsible for managing FCCLA's strategic communication efforts, ensuring a professional and cohesive voice across all external channels. This position oversees newsletters, press relations, media outreach, written marketing efforts, and website content, ensuring brand consistency, audience engagement, and effective storytelling to elevate FCCLA's visibility and impact.

This position will work closely with the Graphic Design and Marketing Coordinator, who leads visual branding, social media content, and design projects. While the Coordinator does not report to this role, the two positions will collaborate regularly under the guidance of the Development and Communications Director to ensure FCCLA's messaging and visual identity are aligned and impactful.

This position plays a key role in cross-departmental communication by ensuring all written content aligns with FCCLA's programs, partnerships, and membership initiatives.

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PROFESSIONAL COMPETENCIES

A successful Communications and Public Relations Manager demonstrates a commitment to excellence, consistently exceeding expectations to ensure FCCLA's communications are clear, engaging, and impactful. This individual proactively seeks to understand FCCLA's programs, initiatives, and industry trends, taking initiative to educate themselves and adapt messaging strategies to best serve the organization. They are highly motivated, detail-oriented, and dedicated to continuous improvement, refining and enhancing FCCLA's public presence through strategic communication.

• Strategic Communication & Brand Consistency: Effectively crafts and delivers compelling messages across various platforms, ensuring consistency in tone, branding, and accuracy in all written materials.
• Initiative & Adaptability: Takes ownership of projects, proactively improving processes, refining messaging, and expanding media outreach. Adjusts strategies as needed based on engagement data and organizational priorities.
• Analytical & Data-Driven Decision Making: Regularly evaluates communication efforts, analyzing key performance metrics to refine content strategies and maximize audience engagement.
• Collaboration & Relationship Management: Builds strong working relationships with internal teams, media representatives, and external stakeholders to enhance FCCLA's visibility and reach. Works cross-functionally to ensure all marketing and public relations efforts align with organizational goals.
• Commitment to Learning & Growth: Continuously educates themselves on FCCLA programs, Family and Consumer Sciences (FCS) education, and industry best practices to ensure messaging remains relevant, effective, and aligned with FCCLA's mission.
• Accountability & Ownership: Demonstrates a strong work ethic by taking full responsibility for assigned projects, ensuring deadlines are met and deliverables meet the highest standards of quality and accuracy.
• Ability to Take Direction & Implement Feedback: Actively listens to guidance from the Development and Communications Director, implementing feedback effectively to align with FCCLA's strategic vision. Balances independent initiative with following organizational priorities and leadership directives.
• Planning & Organizational Excellence: Effectively manages multiple projects, deadlines, and priorities while maintaining attention to detail. Anticipates potential roadblocks and prepares solutions in advance to ensure smooth execution of marketing and PR initiatives.
• Problem Solving & Decision Making: Uses critical thinking skills to assess challenges, develop solutions, and make effective decisions under tight deadlines. Demonstrates sound judgment in balancing proactive marketing efforts with organizational needs.

This position requires a self-motivated, detail-oriented, and forward-thinking professional who embraces challenges, thrives in a fast-paced environment, and ensures FCCLA's communications are engaging, impactful, and strategically aligned with the organization's mission.

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ESSENTIAL FUNCTIONS & TIME ALLOCATIONS

COMMUNICATIONS (50%)

Newsletter & Written Marketing Communications (30%)

Oversee the development, execution, and distribution of all FCCLA newsletters, including:

• Member Minute, Fast Facts, State Adviser Update, Beyond the Red (Alumni), and Special Editions.
• Write and curate content to ensure newsletters are engaging, informative, and aligned with FCCLA's goals.
• Monitor and analyze newsletter performance metrics (open rates, click-throughs, engagement) and provide a weekly comprehensive report with key insights and recommendations.
• Develop marketing plans for FCCLA initiatives, partner contests, programs, and events, including writing all related newsletter, website, and press release content.
• Draft scripts for promotional videos, ensuring messaging is relevant and appropriate for the target audience.
• Provide an outline of key points for social media posts to the Graphic Design and Marketing Coordinator, who will write the content and adjust based on performance metrics.
• Ensure that all content is consistent in messaging across FCCLA's website, newsletters, and marketing materials.

Website, Brandfolder & Resource Tracking (10%)

• Oversee all FCCLA Website content, ensuring accuracy and alignment with FCCLA's brand voice.
• Develop a tracking system for website content, ensuring materials with expiration dates are updated proactively.
• Write and edit all website resource content to maintain consistency and accuracy.
• Serve as the primary overseer of Brandfolder, tracking content, metrics, and user engagement.
• Promote Brandfolder as a resource to advisers and members and provide updates on available assets.
• Submit design requests to the Graphic Design and Marketing Coordinator for new materials and ensure completed assets are uploaded to Brandfolder.

Communications Data Analysis & Reporting (10%)

• Monitor and evaluate marketing performance to optimize engagement strategies, ensuring data-driven decision-making.
• Produce a detailed weekly marketing report summarizing promotional efforts from the previous week, analyzing key strategies implemented, assessing engagement metrics (e.g., newsletter open rates, click-through rates, conversion rates, and press coverage), identifying successful tactics and areas for improvement, and outlining upcoming marketing plans based on trends and engagement insights.
• Develop comprehensive post-event and initiative reports for major FCCLA programs, including but not limited to, conferences, partner contests, national programs, scholarships, and Adviser Academy. These reports must document the full scope of marketing and promotional efforts, provide a detailed analysis of engagement and participation results, assess the effectiveness of the marketing strategy, and include recommendations for future improvements.
• Assess the impact of marketing strategies by analyzing participation trends and engagement data to determine effectiveness in increasing attendance and involvement.
• Ensure timely reporting, with initiative-specific reports completed within two weeks of the event's conclusion or when an application or contest closes, ensuring FCCLA leadership has timely insights into the success and reach of marketing efforts.

PUBLIC RELATIONS (50%)

Media Relations & Press Outreach (25%)

• Research and cultivate relationships with press contacts in key markets relevant to FCCLA's mission, ensuring consistent engagement with media professionals.
• Develop and distribute press releases to generate media coverage for FCCLA initiatives, programs, and events.
• Proactively pitch stories to national, regional, and local media to increase FCCLA's visibility and secure press coverage.
• Maintain a press contact database and track media engagement to strengthen long-term relationships.
• Coordinate media outreach efforts leading up to and during national events, ensuring press opportunities are maximized.
• Monitor event agendas and internal meetings to identify potential press opportunities and proactively develop media engagement strategies.
• Track all press hits at the national and state levels, ensuring FCCLA's media presence is consistently documented and leveraged.
• Ensure every press release is uploaded to the FCCLA website and sent out as a special edition newsletter.
• As the official spokesperson for FCCLA, the CEO serves as the organization's primary voice in public and media-facing appearances. This position supports the CEO by drafting remarks, speeches, press comments, and other communication materials as needed, ensuring alignment with FCCLA's voice and mission.

National Event Marketing (25%)

• Develop a media strategy for all national events, including outreach to local and national press to increase coverage.
• Secure press and media engagement for FCCLA's National Leadership Conference (NLC), Capitol Leadership, Fall Leadership Institute, Chapter Adviser Summit, and other national events.
• While on-site at FCCLA's National Leadership Conference (NLC) and major events, provide media support and coordination, with final media decisions and direct interactions managed by the Development and Communications Director.
• Proactively research and build relationships with media contacts in upcoming event locations to establish early connections.
• Coordinate and distribute press kits, talking points, and media materials for national events.

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ADDITIONAL RESPONSIBILITIES

In addition to the primary job functions above, the following areas fall under the scope of responsibility for this position:

Communications Email

• Oversee the Communications email account, ensuring inquiries are addressed within two business days.
• Social Media Monitoring & Content Guidance
• Monitor the FCCLA Adviser Facebook group for frequently asked questions and respond from a national voice when necessary.
• Identify member success stories, chapter projects, or trending topics for potential marketing features.

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NATIONAL LEADERSHIP CONFERENCE (NLC) ON-SITE EVENT SUPPORT

Attendance at the National Leadership Conference (NLC) will be determined on an annual basis based on organizational needs, registration numbers, and overall event staffing requirements. If it is determined that additional support is needed, this staff member may be required to attend the conference to assist with event operations. If attending, primary responsibilities will include:

Registration Desk Support (60%)

• Provide support at the registration desk, assisting with attendee check-in and general inquiries.
• On-Site Press Outreach (30%)
• Continue to distribute press materials and outreach to media contacts.
• Call press outlets to encourage event coverage.
• Event Setup (10%)
• Based on arrival time and staffing needs, assist with event setup and logistics as directed.

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WORK SCHEDULE

Following an initial up to 60-day on-site period at FCCLA's headquarters in Herndon, VA, a hybrid work schedule of two days in-office (Tues/Weds) and three days remote work (Mon/Thurs/Fri) per week will be implemented unless otherwise announced for conference or event preparation.

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WORK SCHEDULE EXPECTATIONS

FCCLA's standard in-office hours are Monday through Friday, 8:00 AM - 4:00 PM; however, this position requires flexibility due to the dynamic nature of public relations and media engagement. The Communications and Public Relations Manager must be prepared to monitor news coverage, respond to media inquiries, and share time-sensitive communications outside of regular business hours as needed.

Additionally, marketing and media efforts tied to FCCLA events, press releases, or major initiatives may require timely responses or adjustments beyond the standard work schedule. While every effort is made to maintain a work-life balance, the ability to adapt to urgent communication needs and real-time marketing opportunities is a key expectation of this role.

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EDUCATION AND EXPERIENCE REQUIRED

Education: Bachelor's degree in Communications, Public Relations, Marketing, Journalism, or a related field preferred.

Experience: Proven experience in public relations, communications, or marketing, with a strong background in managing multiple projects, meeting deadlines, and working collaboratively in a fast-paced environment. Experience in media relations, content development, digital marketing, or nonprofit communications is highly desirable.

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TRAVEL REQUIREMENTS

1-5%

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EMPLOYER'S RIGHTS

The Family, Career and Community Leaders of America's management reserves the right to review and revise this document at any time. Employees are expected to perform any other duties or tasks which are assigned. This document represents a description of intended job content and performance requirements, and is expected to be revised annually or when a major change in responsibility occurs. The existence of this document should not be construed in any way to represent an actual or implied contract of employment.

FCCLA grants equal employment opportunities to all qualified persons regardless of race, creed, color, sex, age, national origin, marital status, or physical/mental handicap. It is the intent and desire of the National Board of Directors that equal opportunities be provided in recruitment, selection, salary, promotion, benefits, privileges, and all other terms and conditions of employment.

Job Type: Full-time

Pay: From $55,000.00 per year

Benefits:

• 401(k)
• 401(k) matching
• Dental insurance
• Flexible spending account
• Health insurance
• Health savings account
• Life insurance
• Paid time off
• Parental leave
• Vision insurance

Schedule:

• Monday to Friday

Work Location: Hybrid remote in Herndon, VA 20171