Position Overview:

The Executive Director of Communications provides executive leadership as a communications advisor and strategist. The Executive Director of Communications creates an integrated plan to meet the organizational goals and plans, and develops and implements a coordinated, enterprise-wide corporate communications and marketing strategy that increases the public’s knowledge, awareness, and appreciation of district and school operations. This position creates an integrated marketing and communications operation, ensuring effective and consistent messaging across traditional and emerging communication mediums.

Essential Job Functions:

• Develops district calendar in accordance with statutes and provisos
• Provides the planning, development, implementation, and maintenance of a community and media relations program that will increase the public’s awareness of the district’s goals, including the degree to which these goals are achieved
• Develops policies for the district
• Plans, develops, and implements strategies facilitating the distribution of district information to parents and the community at large
• Plans, develops, and implements strategies facilitating crisis communication
• Plans and develops a system of feedback and evaluation regarding the effectiveness of the district’s marketing and public relations as perceived by the users of the service
• Directs the implementation of internal and external communications regarding critical issues, functions, and achievements of the district and individual schools
•  Initiates media story ideas, coordinates media requests, and monitors media coverage of issues, events, and trends involving the district; corrects all factual errors in media reports when necessary and appropriate
• Manages the flow of news about the district to the media
• Responds to daily media inquiries; assists school and district staff with media questions, appearances, and responses
• Organizes and executes press conferences and media briefings as necessary to share key information and to provide the media with an opportunity to better understand key information
• Prepares speeches, articles, letters, and scripts for the Superintendent and School Board members
• Coordinates recognitions of students, parents, volunteers, and community organizations by the School Board 
•  Coordinates community meetings, speaking engagements and forums for district executive staff, superintendent, and School Board
• Coordinates and attends all scheduled and called Board Meetings
• Maintains and grows the district’s social media presence through a variety of posts, interactive engagements, and strategic approaches

• Works independently to promote the integration of content and engage schools and their communities in various aspects of social media
• Ensures monitoring of all social media channels associated with the district to maintain district guidelines
• Attends district events as needed (Employee events, etc.)
• Utilizes professional development opportunities via training conferences, workshops, and coursework to ensure skill level in various technologies remains constant, while maintaining knowledge of current practices, programs, and legal issues
•  Serves on district, state, or community councils or committees
• Interacts with parents, outside agencies, businesses, and the community to enhance understanding of district initiatives and priorities as well as to elicit support and assistance
• Ensures the Superintendent is informed of potential issues or unusual events
• Disseminates information and current research to appropriate personnel
• Prepares or oversees the preparation of all required reports and maintains appropriate records
• Stays well-informed regarding current research, trends, and best practices in areas of responsibility
• Develops annual goals and objectives consistent with and in support of district goals and priorities
• Maintains a network of peer contacts through professional organizations
• Models the routine, intentional, and effective use of technology in daily work, including communications, organization, and management tasks
• Maintains positive relationships with staff and supervises employees in the communications department
• Consistently represents the district in a positive and professional manner
• Exercises discretion when making recommendations concerning the appointment, retention, promotion, and assignment of all department personnel
• Responsible for the evaluation of all department staff 
• Participates in professional networks
• Collaborates cross-functionally with all departments
• Collaborates with Safety and emergency management during crisis and weather related events
• Performs other duties as assigned

Working Conditions:

• The usual and customary methods of performing the job’s functions require minimum lifting, carrying, pushing, and/or pulling and significant fine finger dexterity
• Generally the job requires 80% sitting, 20% standing.
•  This job is performed in a generally clean and healthy environment

Americans with Disabilities Act Compliance:

The Lancaster County School District is an equal opportunity employer and does not discriminate on the basis of race, color, religion, sex, gender, ethnicity, national origin, place of birth, age, ancestry, disability, pregnancy and childbirth, familial or marital status, gender identity or expression, sexual orientation or any other basis prohibited by law.

ADA:  The employer will make reasonable accommodations in compliance with the Americans with Disabilities Act of 1990.

Disclaimer

The preceding job description has been designed to indicate the general nature and level of work performed by employees within this classification. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities, and qualifications required of employees assigned to this job.  

Minimum Required Job Qualifications: Skills, Knowledge, and Abilities:

• Ability to interpret policy, procedures, and data
• Strong communication, public relations, and interpersonal skills
• Ability to function as a member of a high-performing team
• Proven experience as a supportive leader with management skills
• Ability to problem solve, analyze issues, and create action plans
• Knowledge of the school system and the political arena impacting public schools
• Knowledge of accepted principles of public relations in a school setting.
• Knowledge of local, state, and national media outlets
• Possesses excellent communication skills, both oral and written
• Ability to address multiple priorities and perform multiple school functions
• Knowledge of state and federal statutes regarding public education.
• Ability to create and disseminate news releases to traditional and electronic media outlets
• Knowledge of the principles of layout, design, and desktop publishing
• Knowledge of web page design
• Ability to organize work around broad organizational goals and processes
• Maintains a high quality of work that is produced within designated deadlines
• Demonstrated mastery of modern office hardware and software, with the ability to troubleshoot and navigate diverse digital platforms efficiently
• Manifests a professional code of ethics and values
• Maintains confidentiality regarding all matters
• May require the employee to work beyond the typical workday

Education and Experience:

• Master’s Degree from an accredited educational institution in Public Relations, Communications, Marketing, School Administration, or a related field, or an equivalent combination of training and experience
• Three (3) to five (5) years of experience in communications, public relations, journalism, marketing, school administration, or a related field, supervisory or management experience preferred
• Preferred three (3) years with a public entity or school system; accreditation in public relations is desirable
• Qualifications may vary from the above requirements to such a degree as the Superintendent determines is necessary and appropriate to ensure properly qualified personnel in each specialized assignment

About Lancaster County School District

Join a district that is committed to excellence, innovation, and student success. Located in the north-central region of South Carolina, Lancaster County offers the perfect blend of small-town charm and convenient access to major metropolitan areas. We are approximately 40 miles south of Charlotte, NC, and 60 miles north of Columbia, SC, serving a growing community of more than 100,000 residents. Lancaster County School District proudly serves over 15,300 students across 23 schools, including 11 elementary schools, 1 intermediate school, 5 middle schools, 5 high schools, and 1 charter school. Our team of more than 2,300 employees works together to create exceptional educational experiences and opportunities for every student. We offer a competitive starting salary, supplemented above the South Carolina state minimum salary schedule. As one of the top-performing districts in the state, Lancaster County School District is ranked among South Carolina’s leading school systems and continues to invest in both students and staff. Our district provides innovative programs, one-to-one technology, and a supportive culture centered on our vision of One Lancaster.

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