Communications Director

Overview

POSITION TITLE (Oracle title) DIRECTOR

WORKING TITLE

Director-Media Relations

SCHOOL / DEPARTMENT

Human Resources

LOCATION

Crossroads I, Cary, NC

PAY GRADE

Director-Band 2

FLSA STATUS

Exempt

ELIGIBILITY FOR EMPLOYMENT CONTRACT

No

WORK WEEK SCHEDULE

Monday-Friday (occasional evenings and weekends) Position is available for a hybrid telework workweek

POSITION PURPOSE :

Responsible for developing and executing comprehensive communication strategies that promote the school district's mission, values, and initiatives. Serves as the primary liaison between the district and the media, manages crisis communication efforts, and public records requests and ensures consistent, transparent, and effective messaging across all platforms.

MINIMUM QUALIFICATIONS :

KNOWLEDGE, SKILLS, AND ABILITIES (KSAs)

• Comprehensive knowledge and understanding of educational issues and public policy;
• Comprehensive knowledge of broadcast systems and equipment;
• Considerable knowledge of Microsoft Office, specifically Word and Excel; Google Apps;
• Exceptional written and verbal communication skills, with the ability to adapt messages for diverse audiences;
• Ability to utilize technology effectively, including media monitoring or digital engagement tools;
• Ability to develop and maintain relationships with local, regional, and national media representatives;
• Ability and experience to act as an organizational spokesperson;
• Ability and experience to handle real-time problem solving and exercise sound judgement during crisis situations;
• Ability to organize, plan, and manage multiple projects independently while meeting deadlines in a rapidly changing environment;
• Ability to manage multiple projects independently and meet deadlines in a rapidly changing environment;
• Ability to communicate clearly and concisely both in oral and written form using a variety of communication techniques and tools to ensure the appropriate flow of information, collaborative efforts, and feedback;

Ability to establish and maintain effective working relationships with school system staff, external agencies, contractors, and the public.

EDUCATION, TRAINING, AND EXPERIENCE

Proficiency with digital communication tools, platforms, and media monitoring systems.

CERTIFICATION AND LICENSE REQUIREMENTS

None

ESSENTIAL DUTIES AND RESPONSIBILITIES :

Serves as the district's primary spokesperson and liaison with local, regional, and national media.

Develops and implements proactive media relations strategies to promote district initiatives and priorities.

Leads crisis communication efforts, ensuring timely, accurate, and transparent messaging during emergencies.

Drafts press releases, media advisories, talking points, and official statements for district leadership.

Coordinates and responds to media inquiries and public records requests in compliance with state and federal laws.

Monitors media coverage and provides regular reports and recommendations to senior leadership.

Advises and supports district and school leaders on effective media engagement and communication practices.

Supervises two administrators and one senior administrator within the Media Relations team.

Manages the Control Room team and oversees the streaming of all Board of Education, committee, and regular meetings.

Provides coaching and training to district and school leaders on media interaction, messaging, and crisis response.

Coordinates media access and coverage at district events, announcements, and ceremonies.

Leverages digital platforms and emerging technologies to distribute district news and strengthen media engagement.

Anticipates, identifies, and addresses issues that may affect the district's reputation, ensuring proactive and transparent communication.

Perform other related duties, as assigned.

WORK ENVIRONMENT / PHYSICAL REQUIREMENTS

This job operates in a professional office environment and has a noise level of mostly low to moderate. This role routinely uses standard office equipment such as computers, scanners, and copiers. The position, at times, must be able to come into direct contact with school system staff and staff members of external funding agencies, and the community. Work is considered light physical work, requiring the exertion of up to ten pounds of force.

EFFECTIVE DATE : 10 / 2025

DISCLAIMER : The above statements are intended to describe the general purpose and responsibilities assigned to this position. They are not intended to contain or be interpreted as a comprehensive inventory of all duties, responsibilities, and skills required by the employees assigned to this position. This description may be revised by HR and approved at any time.

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