Director of Public Relations

21 Sep, 2022


Director of Public Relations

Howard Community College
Columbia, MD

About Us
Howard Community College (HCC) is an exciting place to work, learn, and grow! We are proud to have received the Great Colleges to Work For honor for 12 consecutive years, 2009-2020.
Howard Community College values diversity among its faculty, staff and student population. We are an innovative institution that is committed to responding to the ever-changing needs and interests of a diverse and dynamic community. No matter where you want to go in your career, you can get there from here!
Position Title Director of Public Relations
FLSA Exempt
FT/PT Full Time
Hours Per Week 37.5
Work Schedule M-F 8:30 am – 5 pm
Grade 21
Minimum Compensation $103,372
General Responsibilities
Reporting to the Executive Director of Public Relations and Marketing (PRM), the director of public relations is a senior-level position that develops integrated public relations plans that align with the college’s mission, vision, and values; raise brand awareness; showcase student, employee, and institutional success; and support enrollment. Provides leadership, counsel, and support for the implementation of public relations plans that require collaborative work across the campus community to achieve strategic objectives. Supervise the areas of Dragon Digital Media (TV and radio), social media, public relations, and community relations. Provide support for government relations. Serve as the lead crisis communications manager.
Work Performed
Develop short-term, long-term, and large-scale integrated public relations strategies with engaging messaging that connects with priority publics to build relationships, brand, reputation, and enrollment. Conduct research to set measurable goals and objectives for the implementation and evaluation of the plan. Utilize data to drive decision making across paid, earned, shared, and owned (PESO) content.
Serve as a counsel to the college community on public relations issues, tracking trends and emerging issues that may be risks to the institution, its students, and employees. Stay informed and up to date on public relations best practices, technologies, and training that can strengthen and transform the college’s public relations efforts.
Manage media relations efforts and generate earned media coverage for the college by pitching stories, handling inbound inquiries, and crafting messaging. Serve as spokesperson as needed or train other college employees and students for speaking engagements and media interviews.
Collaborate with creative services, video, and social media staff to identify, create, and develop high-caliber communications and stories through a variety of media. Oversee, write, and edit a variety of content, such as student profiles, features, and press releases for college-owned channels: website, social media, television, radio, and publications.
Monitor social media, web, and news media for breaking news or stories that impact college operations, community colleges in general, community stakeholders and students. Alert and advise response. Participate in response if necessary.
Educate offices and departments on public relations strategies that follow college policies and procedures, providing training on social media, media relations, and other areas of public relations.
Provide dynamic and creative leadership of Dragon Digital Media, which is the college’s cable television station and video production unit. This oversight extends to the college e-radio station. Lead the efforts to produce complex video content.
Direct work of external public relations agency partners to develop implement tactics in support of public relations plans.
Support PRM leadership in editorial direction and content development of its premier publication, Pathways Magazine, and provide support of presidential communications, and other high-profile projects.
Serve as the primary crisis communications manager (CCM), to include administration of the system to send operational and emergency notifications via text, email, digital clocks, computer and TV monitors; post alerts on the college website and main phone lines; and alert media outlets and social media channels as feasible. Participate in conference calls planning for weather and operational decisions.
Serve on the Emergency Operations Planning team and participate in emergency management training exercises. Conduct monthly emergency system tests and campus drills. Maintain documentation of crisis communication procedures and perform periodic training with the public safety staff and PRM alternate CCMs.
Develop and maintain a comprehensive editorial style guide to function as the central resource for internal and external communications.
Assist PRM leadership with government relations work as needed.
Assist PRM leadership in developing and managing the department’s budget.
Represent executive director of PRM when needed, and perform other duties as assigned.
Minimum Education Required Master’s degree
Minimum Number of Years Experience Required 7
Other Knowledge Required
7 years of progressively responsible professional experience in public relations management; or approved combination of education and experience.
Minimum of 2 years’ experience managing a team with the ability to lead people and achieve results.
Skilled in strategic planning and project management.
Experienced at developing messaging for diverse publics in the community.
Outstanding public relations writing skills in crafting stories that engage readers with compelling copy and visual elements.
Proven experience developing strategic public relations plans and leading implementation of public relations across a wide variety of communication channels.
Demonstrated experience in visual storytelling, video production, and writing for video for communications and/or marketing purposes.
Research and analytical skills, including experience with media monitoring and measurement tools, such as Cision, Muck Rack, or Meltwater, with the ability to track placements, identify trends, and provide insights for future changes.
Experience and skills in effectively communicating and collaborating with external and internal publics.
Ability to work in a fast-paced environment with attention to details and deadlines; strong organizational skills for prioritizing projects.

The Director of Public Relations is expected to support and attend college and community functions as appropriate during the work day or after hours.
24/7 availability and remote capability to receive and distribute emergency communications as the primary crisis communications manager (CCM).
Serve on various cross-functional college committees as determined by PRM leadership or by the nature of the work performed, which includes emergency operations planning, among others.
Perform duties while considering the impact of any actions on the college’s sustainability initiatives in the areas of environmental stewardship, social responsibility, and economic prosperity.
Adaptable and willing to work in a fast-moving, quickly evolving work environment
Ability to maintain strict confidentiality.
Ability to communicate effectively, both verbally and in writing.
Regular attendance is a requirement of this job.

Preferred requirements:
Experience with AP style preferred.

Learn more here

Job posted: 2022-09-21