ASSISTANT DIRECTOR OF PUBLIC INFORMATION
A. QUALIFICATIONS:
1. The Assistant Director of Public Information shall hold at least a bachelor’s degree in journalism, public relations, or a related field, from an approved institution.
2. The Assistant Director of Public Information should possess a thorough understanding of and exhibit proficiency in public education issues and procedures, interpersonal communications, marketing, journalism, graphics, layout design, photography, darkroom procedures, written expression, public speaking, mixed media production, media relations, and leadership skills.
3. The Assistant Director of Public Information shall have at least three (3) years of successful journalism, public relations, media production, or related experience.
B. APPOINTMENT:
The Board of Trustees shall appoint the Assistant Director of Public Information upon the recommendation of the Superintendent of Schools for a term of not more than two (2) years, and the contract will be considered for extension at the regular February meeting each year. C. REPORTS TO:
The Assistant Director of Public Information shall be responsible to the Director of Public Information for the performance of all duties.
D. SUPERVISES:
The Assistant Director of Public Information shall supervise the following: 1. District publications produced by the Public Information Office
2. District-wide banquets, recognition and celebration events 3. Print shop production of fine printing assignments
E. JOB PERFORMANCE STATEMENTS: 1. Instructional Management
a. Maintains a thorough knowledge and understanding of the district’s curriculum and instructional programs and assists the Director of Public Information in helping the news media accurately report such information.
b. Directs the provision of printing resources and materials to support Aldine ISD staff in accomplishing goals.
2. School Climate
a. Effectively communicates with staff, community, media, and school board on the district’s mission, personnel policies, and programs.
b. Assists the Director of Public Information in developing sound communication techniques that are understood and used by school employees in their contact with the public.
c. Assists the Director of Public Information in providing the public with information about their schools which will be derived from sources within as well as outside the district.
d. Establishes and maintains an environment which is conducive to positive staff morale and directed toward achievement of the Aldine ISD public information office’s goals. e. Assists the Director of Public Information in developing and maintaining staff morale
building programs of recognition and celebration.
f. Projects a positive image that enhances the Aldine ISD mission. 3. School Improvement
a. Keeps abreast of and applies technological changes that allow for improved productivity in the Public Information Office.
b. Systematically and continuously monitors fine-printing production to ensure that printing demands are related to production outcomes; uses these findings for corrective action and improvement, as well as for recognition of success.
c. Evaluates and recommends improvement in the purposes, design, and implementation of the Aldine ISD print and mixed media production program.
d. Promotes and projects a positive image that supports the mission of the school district.
e. Develops (as necessary), maintains, and utilizes appropriate information systems and records necessary for attainment of the district’s mission and overall school improvement efforts.
4. Personnel Management
a. Assists the Director of Public Information in interviewing, selecting, and orienting new staff; makes sound recommendations relative to personnel placement, transfer, retention, and dismissal.
b. Demonstrates ability to work with others in a positive, productive way.
c. Provides and/or encourages staff participation in inservice training appropriate to individual needs and development.
5. Administration and Fiscal/Facilities Management
a. Assists in the designing, writing, editing, typesetting, photographing, pasting-up, printing, and distribution of the district’s established and future publications.
b. Helps preserve the confidentiality of data which has been given under conditions of trust and promise.
c. Complies with district policies as well as state and federal laws and regulations. d. Shares the duties of Aldine ISD staff photographer.
e. Assists in the development and production of slide/tape, multimedia, and video production.
f. Demonstrates fiscal responsibility. 6. Student Management
a. Understands the student management system and expected student behavior related to operational aspects of the district (transportation, child nutrition, classroom facilities, etc.).
b. Fosters and exemplifies a positive image before students. 7. School/Community Relations
a. Assists the Director of Public Information in the production of, and/or advising in the production of district publications including newsletters to patrons, annual reports, special bulletins, curriculum bulletins and reports, policy handbooks, and other publications assigned by the Assistant Superintendent of Community and Governmental Relations or the Superintendent of Schools or requested by the administrative staff.
b. Assists the Director of Public Information in maintaining a complete file and record of all educational news and photographs of the school district as published by the district or news media.
c. Articulates to the general public (when called upon) the school district’s overall mission and goals and the ways in which the functions of the communications office support these directives.
d. Assists the Director of Public Information in effectively utilizing the mass media to articulate the district’s philosophy and educational implementation strategies.
e. Understands the mission of the district and communicates that mission within the community.
f. Helps distribute district information to the public via available media. 8. Professional Growth and Development
a. Takes initiative to develop needed professional and leadership skills appropriate to job assignments.
b. Participates in professional and leadership development programs to improve job performance.
c. Actively participates in professional organizations; take the initiative to provide leadership in addressing the challenges facing the profession.
d. Conducts oneself in a professional, ethical, and responsible manner. 9. Other
a. Performs other duties as assigned by the Director of Public Information, Assistant Superintendent of Community and Governmental Relations and the Superintendent of Schools.
F. EVALUATION:
1. The job performance statements shall constitute the criteria for an evaluation form with an evaluation code as follows:
N/A Measure Not Being Taken.
1 No Measurable Progress.
2 Progressed Toward The Goal.
3 Met The Goal.
4 Exceeded The Goal.
5 Significantly Exceeded The Goal.
2. The evaluation form shall contain a place for comments and general observations made by the evaluating person. These comments shall constitute additional criteria for evaluation.
3. The Assistant Director of Public Information’s evaluation is a responsibility resting with the Assistant Superintendent of Community and Governmental Relations. An evaluation shall be completed in writing at least once during the course of the school year.
4. The Assistant Superintendent of Community and Governmental Relations shall submit to the Superintendent of Schools or the staff person designated by the Superintendent of Schools, the completed evaluation of the Assistant Director of Public Information at the time stipulated by the Superintendent of Schools.
5. Administrators will be appraised according to the following calendar: Action Plan and Goal Setting Conference June - August Data Collection and Analysis September - May
Contract Recommendation January
Summative Conference May/June
G. SALARY:
The salary of the Assistant Director of Public Information shall be based on the schedule adopted by the Board of Trustees for this position.
Source: Local
Approved: 10-17-2000
Revised: 8-19-2008
Reviewed: 8-17-2010
